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• Teaching Note | HBS Case Collection | 2013

  Automating the Paris Subway (TN) (A) & (B)

  Michel Anteby and Ayn Cavicchi

  In 2001, the head of the Paris Subway reflected on how to transform Line 1 into a driverless line without triggering a social conflict. After the shock of the 2000 Notre Dame de Lorette subway accident, in which a train derailed and caused 25 injuries in a Paris subway station, the state-owned Paris subway operator Régie Autonome des Transports Parisiens (RATP) decided to adopt new security measures and considered the opportunity to automate the oldest and the busiest line of the network. The Head of the Paris Subway, Serge Lagrange, believed that automating Line 1 would improve security as well as performance. However, the automation would bring about the downsizing of 219 drivers' positions. Lagrange had to figure out how to get the RATP employees on board, particularly drivers and trade unions. How could he convince them of the necessity to automate Line 1? How could he prevent the potentially major social conflict that might result from downsizing the drivers' positions?

  Keywords: Labor relations; Unions; organizational behavior; Change; Transportation Industry; France;

  Citation:

  Anteby, Michel, and Ayn Cavicchi. "Automating the Paris Subway (TN) (A) & (B)." Harvard Business School Teaching Note 413-093, March 2013.

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• Case | HBS Case Collection | 2013 (Revised from original 2012 version)

  Social Strategy at Nike

  Mikolaj Jan Piskorski and Ryan Johnson

  Nike, which first started experimenting with social media and networking in 2004, has been consistently reducing its spending on traditional advertising. Yet, Nike has not pulled back on its overall marketing budget, instead opting to focus on "nontraditional" advertising through new mediums. In doing so, the team hoped to build online communities to foster a closer relationship with its consumers. By 2012 Nike had committed to a social strategy that linked product with experience. Soon the company will discover if this strategic jump will be reflected on the bottom line.

  Keywords: Strategy; Advertising Campaigns; Social and Collaborative Networks; Online Advertising; Apparel and Accessories Industry; Sports Industry;

  Citation:

  Piskorski, Mikolaj Jan, and Ryan Johnson. "Social Strategy at Nike." Harvard Business School Case 712-484, March 2013. (Revised from original April 2012 version.)

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• Module Note | 2013

  Leading by Leveraging Workers' Occupational Identities

  Michel Anteby

  This note helps instructors teach about the role of occupational identities in driving efforts and action. It ties together several cases and an exercise that can be taught in leadership/organizational behavior/human resources classes.

  Keywords: leadership; organizational behavior; identity; work; occupations;

  Citation:

  Anteby, Michel. "Leading by Leveraging Workers' Occupational Identities." Harvard Business School Module Note 413-098, March 2013.

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