extensive survey data allows students to consider the secondary question about how to brand as they formulate brand- positioning recommendations. Includes color exhibits. May be used with: (9-500- 054) ‘Selecting a New Name for Security Capital Pacific Trust’. Englewood, CO; Real estate; 1,200 employees, $300 million revenues; 1996- 1997 Brand management Marketing management 100 best-selling cases 21
Real estate Real estate investment Service management 30 pp Field research 405-028-1 SHIELD: PRODUCT DEVELOPMENT IN A DISTRIBUTED TEAM Metiu, A Selhat, L INSEAD The case relates the co-ordination challenges in a team of software developers, comprised of two groups: one located on the West Coast of the US and the other in Bangalore India. The case focuses on two related types of problems prevalent in virtual teams (communication related and status related), and shows how these two types of problems feed on each other such as to create a spiral of disengagement among distant collaborators. The case is destined to have users identify these various sets of problems and discover ways to address them. The case is built on a unique and extensive dataset collected during many months of direct observation and interviews. The depth of this dataset allows the reader to analyse the myriad of perceptual factors on which collaboration and teamwork hinge. The case is designed for a unit on managing virtual teams or managing conflict or managing inter-group relations. The case focuses on: (1) diagnosing problems in the collaboration between two groups; (2) structuring the collaboration between the groups; and (3) structuring the communication between the two groups. Given the background of the two groups, the case also offers an opportunity to look at the issues of: (1) aspirations of professionals located in very different socio-economic contexts; and (2) misperceptions and miscommunication between individuals from different cultures (India and the US). **ecch European Case Awards Category Winner 2008** US and India; Software industry; 40 employees; 2000 Virtual teams Outsourcing Inter-group relations Status competition Organisational structure Cross-cultural management Product development 11 pp Field research 405-028-8 (11 pp) 9-683-068 SHOULDICE HOSPITAL LIMITED Heskett, JL Harvard Business School Publishing This case is part of the Harvard Business School Premier Case Collection. Various proposals are set forth for expanding the capacity of the hospital. In assessing them, serious consideration has to be given to the culture of the organization and the importance of preserving it in a service delivery system. In addition to issues of capacity and organizational analysis, describes a well-focused, well- managed medical service facility that may well point the way to future economies in the field.
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