A rapidly-growing and profitable west coast firm lands an attractive business partner in Japan to help market its logistics and supply-chain management software. A senior marketing manager is faced with the challenge of introducing the Japanese transition team to American business and social customs. 4 pp. Case #00-02. (2000)

On August 15, 2015, The New York Times published the results of an investigation, entitled “Inside Amazon: Wrestling Big Ideas in a Bruising Workplace.” The article denounced a brutal working culture at Amazon.com. Having consistently outperformed its competitors, Amazon is now recognized as the most valuable retailer in the United States, enjoying the biggest market capitalization in its industry. Against the backgrounds of Amazon’s impressive business expansion, this case examines the relationship between a growing social discontent toward Amazon and an aggressive corporate culture long favored by the company. 20 pp. (2015)

In 2018, Amazon launches Amazon Go, a cashierless convenience store that showcases its AI-powered “Just Walk Out” system. Does Amazon Go have the power to disrupt the retail industry? How should Amazon communicate its intentions regarding AI? This case examines how a company might approach implementing an innovative, new technology.
6 pp. Case #18-01. (2018)

After the successful 2010 launch of Apple’s iPhone 4, complaints of dropped calls and reduced
signal began to pour in from major tech blogs. Apple’s initial response was to deny it had a
hardware issue. Soon after, Consumer Reports released a review that labeled the device “Not
Recommended.” How can Apple address the problem while being forced to backtrack on several
communications missteps? (A Case, 9 pp; B Case, 3 pp) Case # 10-08 (2010)