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Volume 20, Number 5 Print ISSN: 1078-4950 Online ISSN: 1532-5822 JOURNAL OF THE INTERNATIONAL ACADEMY FOR CASE STUDIES Co-Editors Herbert Sherman Long Island University Shih Yung Chou University of Texas of the Permian Basin The Journal of the International Academy for Case Studies is owned and published by Jordan Whitney Enterprises, Inc. Editorial content is under the control of the Allied Academies, Inc., a non-profit association of scholars, whose purpose is to support and encourage research and the sharing and exchange of ideas and insights throughout the world. Page ii Authors execute a publication permission agreement and assume all liabilities. Neither Jordan Whitney Enterprises nor Allied Academies is responsible for the content of the individual manuscripts. Any omissions or errors are the sole responsibility of the authors. The Editorial Board is responsible for the selection of manuscripts for publication from among those submitted for consideration. The Publishers accept final manuscripts in digital form and make adjustments solely for the purposes of pagination and organization. The Journal of the International Academy for Case Studies is owned and published by Jordan Whitney Enterprises, Inc, PO Box 1032, Weaverville, NC 28787, USA. Those interested in communicating with the Journal, should contact the Executive Director of the Allied Academies at [email protected]. Copyright 2014 by Jordan Whitney Enterprises, Inc, USA Journal of the International Academy for Case Studies, Volume 20, Number 5, 2014 Page iii EDITORIAL BOARD MEMBERS Irfan Ahmed Thomas T. Amlie Sam Houston State University Penn State University - Harrisburg Huntsville, Texas Harrisburg, Pennsylvania Ismet Anitsal Kavous Ardalan Tennessee Tech University Marist College Cookeville, Tennessee Poughkeepsie, New York Lisa Berardino Thomas Bertsch SUNY Institute of Technology James Madison University Utica, New York Harrisonburg, Virginia Steve Betts Narendra Bhandari William Paterson University Pace University Wayne, New Jersey North Brunswick, New Jersey William Brent Gary Brunswick Howard University Northern Michigan University Washington, DC Marquette, Michigan Wil Clouse Troy Festervand Middle Tennessee State University Middle Tennessee State University Murfreesboro, Tennessee Murfreesboro, Tennessee Barbara Fuller Michael Grayson Winthrop University Jackson State University Rock Hill, South Carolina Jackson, Mississippi Terrance Jalbert Marianne L. James University of Hawaii at Hilo California State University, Los Angeles Hilo, Hawaii Los Angeles, California Marlene Kahla William J. Kehoe Stephen F. Austin State University University of Virginia Nacogdoches, Texas Charlottesville, Virginia Marla Kraut Steve Loy University of Idaho Eastern Kentucky University Moscow, Idaho Richmond, Kentucky Jeff Mankin Paul Marshall Lipscomb University Widener University Nashville, Tennessee Chester, Pennsylvania James R. Maxwell Sujata Satapathy State University of New York College at Buffalo Indian Institute of Technology Buffalo, New York New Delhi, India Harriet Stephenson Greg Winter Seattle University Barry University Seattle, Washington Miami Shores, Florida Journal of the International Academy for Case Studies, Volume 20, Number 5, 2014 Page iv TABLE OF CONTENTS EDITORIAL BOARD MEMBERS .............................................................................................. III LETTER FROM THE EDITORS .............................................................................................. VIII SPEEDY DSL CORPORATION ................................................................................................... 1 Leah Marcal, California State University, Northridge Richard Tontz, California State University, Northridge NEW PRODUCT INNOVATION AT CHET’S FAN MANUFACTURING, INC. (CFM) ......... 7 Jan Bell, Babson College Tony Wain, Babson College Shahid Ansari, Babson College CIRQUE DU SOLEIL: AN INNOVATIVE CULTURE OF ENTERTAINMENT .................... 23 Issam A. Ghazzawi, University of La Verne Teresa Martinelli-Lee, University of La Verne Marie Palladini, California State University, Dominquez Hills FAMILY FEUD AT JOHN BLAINE TRUCKING COMPANY, INC. ...................................... 47 Leslie A. Toombs, Texas A&M University - Commerce Linda L. Autry, University of Houston – Victoria TINY’S TINY PIES: PIE IN THE SKY....................................................................................... 61 Robert M. Crocker, Stephen F. Austin State University Marlene C. Kahla, Stephen F. Austin State University Kristan Royal Smith, Stephen F. Austin State University THE GROWTH AND DECLINE OF THE NEW REVIVAL PENTECOSTAL CHURCH ...... 71 Raymond J Elson, Valdosta State University Beverley J Alleyne, Belmont University EB03 BANK OF NIGERIA.......................................................................................................... 77 Basil Okoli, Baze University D.K. (Skip) Smith, Baze University Journal of the International Academy for Case Studies, Volume 20, Number 5, 2014 Page v EXECUTIVE EXPRESS .............................................................................................................. 97 Michael J. Pesch, St. Cloud State University Larry A. Logeman, Executive Express BEARKAT GAMES’ CORPORATE TATTOO: A CASE FOR PERSUASION ..................... 111 Traci L. Austin, Sam Houston State University Lucia S. Sigmar, Sam Houston State University TECS TIME KEEPING FRAUD ............................................................................................... 115 Robert Slater, University of North Florida Susie Infante, Texas A&M Corpus Christi REAL ESTATE INVESTOR’S INC. ......................................................................................... 127 Shelley Morrisette, Shippensburg University Louise Hatfield, Shippensburg University ALABAMA AIR SHUTTLE: FIGHT OR FLIGHT .................................................................. 141 Devon Bagwell, Samford University Noel Dowling, Samford University William Satterfield, Samford University Heather Williams, Samford University Charles Carson, Samford University THE SOUTHEASTERN THEATER COMPANY .................................................................... 163 Roger Gagnon, North Carolina A&T State University CUSTOM CIRCUITRY INTERNATIONAL ............................................................................ 171 Eric Kyper, Lynchburg College Leon Schimmoeller, Lynchburg College MANAGERIAL CARROTS AND STICKS: ENCOURAGING STRATEGY IMPLEMENTATION ................................................................................................................. 177 John Leaptrott, Georgia Southern University J. Michael McDonald, Georgia Southern University Jerry W. Wilson, Georgia Southern University Journal of the International Academy for Case Studies, Volume 20, Number 5, 2014 Page vi PARK STERLING BANK: THE BEGINNING ........................................................................ 195 Michael D. Evans, Winthrop University ECAMPUS.COM: SITTING IN THE CATBIRD SEAT .......................................................... 205 Stephen L. Loy, Eastern Kentucky University Steven Brown, Eastern Kentucky University Journal of the International Academy for Case Studies, Volume 20, Number 5, 2014 Page vii LETTER FROM THE EDITORS Welcome to the Journal of the International Academy for Case Studies, the official journal of the International Academy for Case Studies. The IACS is affiliated with the Allied Academies. Both are non profit associations of scholars whose purpose is to encourage and support the advancement and exchange of knowledge, understanding and teaching throughout the world. The purpose of the JIACS is to encourage the development and use of cases and the case method of teaching throughout higher education. Its editorial mission is to publish cases in a wide variety of disciplines which are of educational, pedagogic, and practical value to educators. The cases contained in this volume have been double blind refereed, and each was required to have a complete teaching note before consideration. The acceptance rate for manuscripts in this issue, 25%, conforms to our editorial policies. The Instructor’s Note for each case in this volume will be published in a separate issue of the JIACS. If any reader is interested in obtaining a case, an instructor’s note, permission to publish, or any other information about a case, the reader must correspond directly with the Executive Director of the Allied Academies: [email protected]. The Editorial Policy, background and history of the organization, and calls for conferences are published on the Allied Academies web site. In addition, we keep the web site updated with the latest activities of the Academy and all of the affiliates of the Allied Academies. Please visit our site and know that we welcome hearing from you at any time. Herbert Sherman Long Island University Shih Yung Chou University of Texas of the Permian Basin Journal of the International Academy for Case Studies, Volume 20, Number 5, 2014 Page viii Journal of the International Academy for Case Studies, Volume 20, Number 5, 2014 Page 1 SPEEDY DSL CORPORATION Leah Marcal, California State University, Northridge Richard Tontz, California State University, Northridge CASE DESCRIPTION The primary subject matter of this case concerns the pricing decision of a service firm, and the use of the appropriate economic model to analyze that decision. A comparison of price-elasticity and cross-elasticity of demand highlights the market structure in which the firm operates and thereby an understanding of how a price change will impact the firm’s total profit. Secondary issues involve classifying the cost of the firm’s business activities and allocating those costs by sales revenue. The case has a difficulty level of three and is intended for use in junior-level courses. It can be covered in three hours, including a class presentation by a student team. The case requires a minimum of nine hours of outside preparation by students. This case is designed for use in an upper-division, inter-disciplinary business course. The purpose of the course is to enable students to apply the knowledge they have gained in their lower-division, business core courses that include microeconomics, financial accounting, and managerial accounting. Specifically, the case incorporates the understanding of profit-maximizing pricing under monopoly and duopoly models of competition, how price and cross-elasticity of demand are interpreted, and how cost data can be organized for management decisions. CASE SYNOPSIS Students view the case through Susan, a recent business graduate, who has struggled to find employment and lives with her parents. Susan is anxious to turn her paid internship into a job. She interns for a local, Internet service provider, Speedy DSL. Speedy has a profit margin that is below the industry average and faces strong competition from Timely Cable in the local broadband market. Currently, the two firms (Speedy and Timely) charge the same price for basic Internet connectivity that is similar in speed and reliability. Another Speedy intern, Matt, uses an estimated monopoly demand schedule and Speedy’s own cost data to argue that Speedy should raise its price. Speedy’s Marketing Director asks Susan for an evaluation of Matt’s proposal. Susan has read industry reports with an estimate of the cross-elasticity of demand between DSL price and Cable subscriptions. Understanding that Timely’s gain of customers would be Speedy’s loss; students (placed into Susan’s position) evaluate the impact of a price increase on Speedy’s profit in a Journal of the International Academy for Case Studies, Volume 20, Number 5, 2014 Page 2 duopoly setting. Students must also categorize the cost of Speedy’s business activities and show the breakdown of those costs against sales revenue. CASE BODY As she rides the bus to her internship with Speedy DSL, Susan Katz thinks back over the last two years. When she walked at graduation with a B.S. in Marketing, she imagined the walk was from college to a position with a marketing firm. Susan’s GPA was good and she had excellent recommendation letters. Susan had served as an officer in the college’s marketing association and felt her future was bright. As the months passed by, with many applications and few interviews, she realized that finding a job was a real challenge. The local unemployment rate was 11% and many of her friends were still searching for work. Susan lived with her parents while looking for work. Her Dad had turned their basement into a studio apartment. Susan worried about the financial burden this placed on her folks. But things were looking brighter. During the summer, Susan designed and implemented the marketing plan for a charity golf tournament. Robert Baker, the Marketing Director of Speedy DSL, was so impressed that he offered Susan a six-month, paid internship. Speedy DSL is a local, Internet service provider. Susan had loaded her office cubical with marketing, economics, and accounting textbooks. After four months and a few committee projects, Susan felt she was doing well and getting to know several people in the organization. After sitting at her desk, Susan opens her laptop to review a report on the broadband market and Speedy DSL. U.S. consumers purchase broadband or high-speed Internet access from a communications company (e.g., cable, telephone, Internet service provider (ISP), or satellite company) that provides a physical connection from a computer at the consumer’s home to the company’s network. Broadband speeds vary with the type of technology used (e.g., cable, digital subscriber line (DSL), satellite, wireless, or fiber optic). Consumers are charged higher monthly fees for faster speeds. Typically, the fastest speeds are delivered by fiber optic cable (e.g., Verizon FiOS). In October 2010, nearly 85 million U.S. households had access to the Internet at home. Of those, 48% have cable access; 35% have DSL; 9% have mobile; 5% fiber optic; and 3% satellite (U.S. Census, 2010). Broadband infrastructure has been deployed to more than 98% of all households. Yet, only 72% of households have purchased broadband (NTIA, 2013). However, the number of broadband connectivity purchases is expected to increase tremendously with the growth of on- Journal of the International Academy for Case Studies, Volume 20, Number 5, 2014
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