TerraCog Global Positioning Systems: Conflict and Communication on Project Aerial

Michael  Beer; Sunru  Yong

Abstract

TerraCog, a successful privately held high-tech firm that develops GPS (global positioning system) and similar products for consumer markets, has recently been caught off-guard by a competitor's new product that makes novel use of satellite imagery. When TerraCog pursues development of a directly competing product, dubbed Aerial, the projected costs threaten to scuttle the project. The key unit managers gather in a pair of contentious meetings that feature anger, blame, and bewilderment, but produce no effective conclusion. At the end of the case it falls to Emma Richardson, a newly-promoted executive vice-president, to push the group toward a go/no-go decision.

Language: English

Format: Print

12 pages

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Beer, Michael. "SMA: Micro-Electronic Products Division (A), (B) & (C)." Harvard Business School Teaching Note 910-413, February 2010. (Revised December 2018.) View Details

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Focuses on the recommendations and implementation strategy suggested by the organizational development group for the division's problems. A rewritten version of an earlier case.

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TerraCog Global Positioning Systems: Conflict and Communication on Project Aerial

Abstract

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