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  • April 1989 (Revised March 1990)
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Burlington Northern (B)

By: Janice H. Hammond
  • Format:Print
  • | Pages:11
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Abstract

Describes the experiences of a seasoned Burlington Northern (BN) sales representative after the introduction of ShipSmart, a decision support system developed by the BN to help its employees and customers analyze logistics problems. After a brief description of a logistics training program for sales representatives, the case describes an opportunity for new business for the BN (shipping beer from a brewery to beer distributors by rail, rather than truck) identified by the sales representative. Realizing the new business will require the coordination of logistics channel partners (the brewery, the distributors, and the railroad) as well as interfunctional coordination (between marketing, engineering, and operations) within the railroad. The sales representative weighs the complexities of the problem and considers the use of ShipSmart to demonstrate the value of switching to rail transport to the distributors and the brewery.

Keywords

Change Management; Expansion; Rail Transportation; Logistics; Distribution Channels; Truck Transportation; Innovation and Invention; Sales; Rail Industry; United States

Citation

Hammond, Janice H. "Burlington Northern (B)." Harvard Business School Case 689-083, April 1989. (Revised March 1990.)
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About The Author

Janice H. Hammond

Technology and Operations Management
→More Publications

More from the Author

    • January 2022
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    FLEXE, Inc.: Pioneering On-Demand Warehousing & Fulfillment

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    • August 2021
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    Precision Paint Co.

    By: Iavor I. Bojinov, Chiara Farronato, Janice H. Hammond, Michael Parzen and Paul Hamilton
    • September 2019 (Revised December 2022)
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    African American Inequality in the United States

    By: Janice H. Hammond, A. Kamau Massey and Mayra G. Garza
More from the Author
  • FLEXE, Inc.: Pioneering On-Demand Warehousing & Fulfillment By: Janice H. Hammond and James Barnett
  • Precision Paint Co. By: Iavor I. Bojinov, Chiara Farronato, Janice H. Hammond, Michael Parzen and Paul Hamilton
  • African American Inequality in the United States By: Janice H. Hammond, A. Kamau Massey and Mayra G. Garza
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