Western Washington University Western Washington University

Business Policy
Spring 2012

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Class Schedule:


29 March

8:00pm -- 9:50pm

*Introduction to Course

Course Syllabus Overview

Introduction of texts

Selection of text presentation pairs

05 April

8:00pm -- 9:50pm

*Crossing the Chasm
Guest Lecturer: Daniel Purdy

For a summary of the text click here

REFLECTIVE JOURNAL: The book Crossing the Chasm is principally concerned with bringing cutting-edge products to progressively larger markets. Yet your team-based consulting projects are not likely to be involved with products that fit neatly within this marketing 'frame.' Elaborate how, in spite of the seeming disconnect, the logic of Crossing the Chasm can be usefully employed in developing a business plan for the organization which you will be analyzing during the term of this course.

or

One recently published marketing case study of the Toyota Prius claims that as a result of its having become "feature competitive with similar cars" the current generation of the Prius has resulted in "the chasm [having been] crossed" (see http://presidioedu.academia.edu/MaxDunn/Papers/177832/Prius_Marketing_Case_Study).

However, another article related to plug-in vehicles suggests "the stage is set for crossing the chasm within the next 5 - 10 years," while also noting "hybrid vehicles have not yet taken off as a mainstream...product...[t]he chasm has been reached, but has not been crossed" (see http://www.orkas.com/Plug-In_Vehicles_Crossing_the_Chasm._Looking_ahead_from_lessons_learnt.pdf).

Has hybrid automobile technology crossed the chasm? Defend your answer.

12 April

8:00pm -- 9:50pm

*Different

Each team is to provide a one-page executive summary of the chapter on which they are reporting, in .docx format, at least one day prior to the scheduled presentation date. These will be 'collapsed' into a single document and posted in .pdf format to the course website.

- Chapter 1: Jason & Ken
- Chapter 2: Bobby & Adam
- Chapter 3: Andrea & Nate
- Chapter 4: Linda & Matt
- Chapter 5: Nicole & Janine
- Chapter 6: David & Shine May
- Chapter 7: Rachel & Tessa
- Chapter 8: Krista & Brian
- Chapter 9: Jaspreet & Joel
- Chapter 10: Lucas & Evan

REFLECTIVE JOURNAL: The author of the book Different alleges the book is devoted to "an exploration of what it means for a business to commit to giving us...a sound more resonant...more meaningful...for a business to be different." Elaborate how the objective(s) of Different can be usefully employed in developing a business plan for the organization which you will be analyzing during the term of this course.

19 April

8:00pm -- 9:50pm

*Blue Ocean Strategy

Each team is to provide a one-page executive summary of the chapter on which they are reporting, in .docx format, at least one day prior to the scheduled presentation date. These will be 'collapsed' into a single document and posted in .pdf format to the course website. Cheat sheet: book summary by authors published in California Management Review can be found here.

- Chapter 1: Aaron & Jenny
- Chapter 2: Derek & Reanna
- Chapter 3: Joshua & Yin
- Chapter 4: Trevor & Mike
- Chapter 5: Tyson & Sam
- Chapter 6: Bryan & Andrea
- Chapter 7: Conner & Mei
- Chapter 8: Craig
- Chapter 9: Craig

TEAM CONSULTING PROJECT UPDATE: Provide an executive summary (no more than two pages) relating the content of Chapters 1-2 ('What is Strategy' and 'Value Creation') of Business Strategy Essentials to your team consulting project.

REFLECTIVE JOURNAL: The authors of the book Blue Ocean Strategy argue that tomorrow's leading companies will succed not by battling competitors, but by creating 'blue oceans' of uncontested market space ripe for growth. Elaborate how the perspective providing the cornerstone of Blue Ocean Strategy can be usefully employed in developing a business plan for the organization which you will be analyzing during the term of this course.

26 April

8:00pm -- 9:50pm

*Emergent Strategy: The Design Imperative
Guest Lecturer: Aric Mayer

In preparation for this class session please purchase and read Mastering Emergent Strategies: Taking Uncertain Ideas Forward by Scott D. Anthony, Mark W. Johnson, Joseph V. Sinfield, and Elizabeth J. Altman. This is a Harvard Busines Book Chapter available for purchase ($6.95) by clicking here.

TEAM CONSULTING PROJECT UPDATE: Provide an executive summary (no more than two pages) relating the content of Chapters 3-4 ('Industry Analysis' and 'Market Structure') of Business Strategy Essentials to your team consulting project.

REFLECTIVE JOURNAL: Design and innovation are crucial to creating sustainable revenue streams for virtually any organization. What critical design 'learnings' can be usefully employed in developing a business plan for the organization which you will be analyzing during the term of this course?

03 May

8:00pm -- 9:50pm

*Individual Team Meetings

This class session will be devoted in its entirely to individual team meetings, which will afford each team the opportunity to provide an update on their project as well as get mid-stream feedback. Twenty minutes will be set aside for each team meeting.

TEAM CONSULTING PROJECT UPDATE: Provide an executive summary (no more than two pages) relating the content of Chapters 5 ('Positioning') of Business Strategy Essentials to your team consulting project.

REFLECTIVE JOURNAL: What do you not now know, that you will need to know in order to bring this consulting engagement to a successful conclusion? How do you plan on acquiring this missing knowledge and/or data?

10 May

8:00pm -- 9:50pm

*Social Entrepreneurship

- The Meaning of Social Entrepreneurship
- Social and commercial entrepreneurship: same, different, or both?
- Social entrepreneurship: A critical review of the concept
- Dancing with Wolves? Social Entrepreneurship: Between Promise and Challenge for the Business School and the 21st Century University
- Mission Federal Credit Union (CASE)

TEAM CONSULTING PROJECT UPDATE: Provide an executive summary (no more than two pages) relating the content of Chapters 6 ('Resource-Based View') of Business Strategy Essentials to your team consulting project.

REFLECTIVE JOURNAL: Do just a bit of original research here: offer to the class one--just one--great example of social entrepreneurship

17 May

8:00pm -- 9:50pm

*Consulting Team Preparation Day

TEAM CONSULTING PROJECT UPDATE: Provide an executive summary (no more than two pages) relating the content of Chapters 7-9 ('Preemption and Sustainability,' 'Shifting Perspectives: Components of Firm Value' and 'Financial Metrics') of Business Strategy Essentials to your team consulting project.

24 May

8:00pm -- 9:50pm

*Meaning of Work Revisited

- The Meaning of Work in Modern Times
- Discriminating Between 'Meaningful Work' and the 'Management of Meaning'
- Giving meaning to work: the spiritual challenge of our time

TEAM CONSULTING PROJECT UPDATE: Provide an executive summary (no more than two pages) relating the content of Chapters 10-11 ('Firm Boundaries' and 'Externalities and CSR') of Business Strategy Essentials to your team consulting project.

REFLECTIVE JOURNAL: It makes imminent sense that the design concepts discussed earilier in this course, and the notion of meaningful work, can be connected. How might critical design 'learnings' can be usefully employed in support of creating meaingingful work?

31 May

6:00pm -- 9:50pm

PARKS HALL 441

*Team Consulting Competition

Course Evaluations

Lydia Place:

David/Janine/Linda/Rachel/Shine Hung/TessaRose
Andrea F./Sam/Tomas/Trevor

2morrow Mobile:

Adam/Andrea V./Derek/Nate/Reanna/Robert
Conner/Evan/Jason/Ken/Matt

Western MBA:

Aaron/Brian/Jenny/Krista/Nicole
Jaspreet/Joel/Joshua/Mei/Michael/Yin-Ho

04 June

Assignment Due Date

Consulting Team WRITE-UPS DUE


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