| HBS Case Collection
(Revised March 2011)
Horizon Blue Cross Blue Shield of New Jersey - Managing in the Shadow of Health Care Reform
Per the Patient Protection and Affordable Care Act (PPACA), which President Obama signed in 2010, states would be required to create state-wide health insurance marketplaces - the Health Benefit Exchanges (HBEs) - in which individuals and small employers could choose from a set of easy-to-compare, tightly regulated health plans. This case explores how Horizon Blue Cross Blue Shield of New Jersey would have to decide whether and how to compete in New Jersey's HBEs.
Health Care and Treatment;
Governing Rules, Regulations, and Reforms;
Risk and Uncertainty;