SCENARIO: USA World Bank
COMPANY OVERVIEW
USA World Bank is a major bank with both an international and domestic presence. With branch locations nationwide, UWB enjoys a large consumer and small business base, and has been successful in several worldwide ventures as well. But, like all international organizations, UWB feels the need to develop profitable new products that will continue to expand its market share. Though new products roll-outs have been successful overall, they’ve been primarily defined within the United States.
THE PLAYERS
Brian Allen, President of New Product Development for USA World Bank: Brian has held this position for 13 years. Each year, he and his marketing team are expected to develop and launch a product that will have significant impact on earnings. A confirmed hands-off supervisor, Brian has had some winning products on the market, but not recently. In fact, his past several initiatives have been only marginally successful, and this year, he’s feeling pressure to show some results.
Mary Monroe, Vice President of New Product Development: Mary has worked under Brian for the past 10 years and she has a good track record. A favorite of the Board of Directors, she is very collaborative, and knows how to work corporate politics to her advantage. If she has a weakness, it’s that she is not always thorough in her assessment of the research from firms that she hires. Each year, with Brian’s approval, Mary is responsible for deciding which new product to present to the Board. She and Jim Wilson, the Vice President of Marketing Development, don’t always see eye-to-eye on this choice, but she respects him as a person and professional.
Jim Wilson, Vice President of Marketing Development for USA World Bank: Jim ha ...