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Case Objectives and Use
This case was written to illustrate the challenges of management within nonprofit organizations. While the primary objectives and methods of operation differ between nonprofit and for-profit organizations, executives of nonprofit organizations should use a strategic approach to managing and positioning their organizations. The CEO has been with KRCB since its inception and faces the challenges of crafting strategy, setting the tone at the top, and preserving an entrepreneurial corporate culture. The main objectives are to: illustrate why organizations need to continuously update their mission/vision to guide future policy decisions; heighten student understanding of social entrepreneurship; give students practice assessing internal and external environments in a nonprofit context; give students an opportunity to develop a strategic plan for an organization amidst great uncertainty in its internal and external environments; and stimulate discussion about the role of the strategic leader in setting the tone at the top.
This case is suitable for undergraduate and graduate level courses in Strategic Management, Nonprofit Management, Entrepreneurship, Social Entrepreneurship, and Leadership. It should be taught at the end of undergraduate or graduate level courses and is also suitable as a final exam.
Case Synopsis
In October 2003, Nancy Dobbs, President and CEO of Rural California Broadcasting Corporation, and her Board of Directors were faced with the reality that though they had continually run the station on a thin financial margin, things were not improving. KRCB-FM’s latest pledge drive had significantly missed its goal, as had pledge drives at other Nation ...