Innovative Business Managers
By: Shawn Cooper
Introduction
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Main Idea: This case study explains the
management style of six diverse CEO’s and how
they have each been able to benefit their
companies survival .
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Questions: The questions asked pertain to how
well these companies are ran and what can be
done to improve each business.
Jeff Immelt,
General Electric (GE)
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Created a custom-driven global
culture.
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Restructured GE’s portfolio in
healthcare, entertainment and
commercial finance.
Question: Explain the value
chain and how a company like
GE can use it to improve
operations.
Steve Reinemund,
PepsiCo
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Developed strong and diverse
leadership within PepsiCo.
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Attained consistent double-digit
growth through product innovation
and smart marketing.
Question: Which of the three generic
strategies is PepsiCo following?
David Geffen, Jeffrey
Katzenberg, Steven Spielberg,
DreamWorks

Founded 10 years ago.
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DreamWorks animation turned a 187 million
dollar loss in 2003 into a 196 million dollar
profit in 2004.

Computer-animated Shrek 2 set a record with
gross of 437 million.
Question: Why is it important for all of
DreamWorks functional business areas to work
together? Provide an example of what might
happen if the DreamWorks marketing
department failed to work with sales
department?
Robert Nardelli,
Home Depot

Took risks by allocating 14 billion into upgrading
merchandise, renovating outdated stores, and
investing in new technology.

Expanded into other countries.

Turned a 46 billion dollar company focused on
big stores into a 70 billion dollar company
focused on urban/suburban outlets.
Question: Which of Porter’s Five Forces is
most important to Home Depot’s business?
John Henry,
Boston Red Sox

Sold out all 81 home games for the first
time in team history.

Brought the team its first World
Championship since 1918.

Came up with the Sabermetrics system.
Question: Why is information technology
important to an organization like the
Boston Red Sox?
Philip Knight,
Nike

Got his start by selling Japanese
sneakers from his trunk.

He transformed high-performance
sports equipment into high-fashion gear.

In 2004 Nike’s earnings increased 1
billion dollars.
Question: How could Nike use a Chief
information officer (CIO), chief
technology officer (CTO), and a chief
privacy officer (CPO) to improve
business?
Current Information
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General Electric has recently signed on as a partner in Masdar City in Dhabi. It will
be the first carbon neutral, zero waste, renewable energy powered city.
http://www.greenbiz.com/news/2009/01/01/ge-ecomagination-centre-masdar-city
PepsiCo is now ran by Indra Nooyi ranked 11 in the most powerful women in
Forbes magazine.
http://money.cnn.com/popups/2006/fortune/mostpowerfulwomen/1.html
DreamWorks is pairing up with PepsiCo and handing out 125 million Intel 3d
glasses. http://foodbev.com/ArticleDetail.aspx?contentId=2055
Home Depots CEO Mr. Nardelli resigned in 2007 the company is now being ran by
Frank Blake. Blake will have troubles due to a slow housing market.
http://topics.nytimes.com/top/reference/timestopics/people/b/frank_blake/index.html
Boston Red Sox plan on building a new stadium for spring training, land alone
could cost 30 million dollars.
http://www.naplesnews.com/news/2009/jan/12/red-sox-stadium-site-selectionprocess-moving-alon/
Nike sales has risen 30% in the 3rd quarter overseas due to dollar being weak
http://www.msnbc.msn.com/id/23725212/