AD212 American Business and Management: Project Description

In consultation with the professor, you will choose two companies in the same industry and prepare an analysis/comparison of them based on the criteria below. (No two students may choose the same companies.) To the extent possible, use the comparison to illuminate effective vs. ineffective ways to run a company. Although your content emphasis may vary considerably with the companies and the industries (based on relevant issues and on materials available), your project report should include as much of the following as possible. Please read and reread these requirements.

1. A history of the companies and the industry of which they are part. When and why did they come into existence? Did changing technology play a role? What type(s) of products/services did they provide? How did they compete with their predecessors? How have they competed among themselves; how have your companies fared and why?

2. Current management practices. How are these companies organized and led? What are their cultures? Are their cultures important (and in what ways)? What techniques do they use to motivate employees?

3. Competitive position. Look at how these companies compete--what are their competitive strategies and why have they chosen them? How well do they execute the strategies? How have they fared against each other and against other competitors (and why)? Related--how have they used production and/or marketing for strategic purposes?

4. International situation. What international opportunities or threats do they face? How important is this to them and what have they done to take advantage/ protect themselves? Has the international situation affected their US business?

5. Ethics and social responsibility. Have they faced any important ethical issues and, if so, how have they dealt with them? Has social responsibility been a concern or an opportunity--and what have they done?

6. Computer and information systems. Have they been effective at using computer and information systems to improve efficiency or for other strategic purposes?

7. Comparison. In a conclusion, compare the two companies in terms of the above issues. What can we learn about effective ways to manage a company from this comparison? (This suggests that it would be wise to choose companies with significant differences in terms of their organization, strategy, marketing, etc.)

8. Presentation is important, so write gramatically and clearly. Think of this as a major report to your boss. Your written project should include a bibliography and full references in the text. That is, wherever information is provided, there should be a note in the text to give its source. This includes, but is not limited to, direct quotes. (Direct quotes should always be introduced--never thrown in to stand on their own.) The format of the noting is up to you; just be certain that it is clear and consistent. Do not rely heavily on material from the internet; rather, seek out books as well as articles in major newspapers and magazines. Never copy directly from any source unless it is for a quote that is clearly attributed, and use those sparingly. Be very careful to avoid plagiarism, which is a serious academic offense and will result in a zero grade on the project.

9. It generally works best if you choose organizations where you can interview owners or workers, including such people as the managers of the local Wal-Mart or Ford dealership. You will often find out things about a company that way which no printed materials will reveal. It is OK to work on a company in which your family or friends have an interest, but be very careful not to let loyalties cloud your objectivity (which is sometimes very difficult to do).

10. A caveat: Many companies will provide you with material that makes them look absolutely stellar, saying for example that they are the innovators in their industry or the market leaders. Some of this may be hype for their own internal consumption and for marketing purposes. Their competitors could be saying exactly the same things about themselves, so beware, be careful, and be critical.