Case | HBS Case Collection | October 2002 (Revised February 2011)

Union Corrugating Company (A)

by Paul W. Marshall and Julia Stevens


Lauri Union graduates from Harvard Business School and takes over her family's steel-corrugated roofing and siding manufacturing firm, which her mother has most recently run. The industry is mature, entry barriers to competitors are low, and the company is over 50 years old and performing poorly. This case details Union's efforts to turn the company around by changing the management team to help increase sales, streamline operations, improve customer service and employee morale, and confront a culture of low expectations and performance.A rewritten version of an earlier case.

Keywords: Organizational Change and Adaptation; Leading Change; Family Business; Entrepreneurship; Organizational Culture; Family Ownership; Gender; Manufacturing Industry; Steel Industry; Industrial Products Industry;


Marshall, Paul W., and Julia Stevens. "Union Corrugating Company (A)." Harvard Business School Case 803-065, October 2002. (Revised February 2011.)