Atotam Productions: Bridging the Gap Between the Oil and Gas Industry and First Nation Communities
(6 pages of text)
The president of Atotam Productions, a media production company near Edmonton, Alberta, Canada, was dedicated to helping industry meet its social licence to operate by creating positive stories of existing and mutually beneficial media projects. He wanted to show that partnerships among industry, the government of Canada, First Nations communities, and the Canadian public could exist, and Indigenous people could be consulted and engaged in major industrial projects. Though he was aware of the long-standing and inherent disconnect among these groups, he understood how changing market conditions in the oil and gas industry in Alberta could influence a First Nation member-owned media. Should his company continue pursuing work with the oil and gas industry or consider branching out into other industry sectors? If the company branched out, which sector(s) could it focus on? He wondered how industry could best convey to the communities that worthwhile benefits could be shared through cooperative and collaborative approaches in industrial development projects. How could the First Nations communities be assured that industry would take their culture and history seriously? More specifically, how could Atotam Productions best address the need for meaningful and respectful communication and knowledge sharing among these groups in the context of market volatility and change?
The case is intended for business students in their third or fourth year of an undergraduate degree or in a graduate-level program in courses that deal with strategic management (in modules dealing with diversification, strategic purpose, business strategy, or business alliances) or marketing (in modules that deal with strategy planning or evaluating opportunities). After working through the case and assignment questions, students will be able to
- develop an awareness of and appreciation for indigenous communities;
- assess industries’ engagement of Indigenous communities and related organizations in measurable ways such as training and employment opportunities;
- discuss possible solutions to resolving the disconnect among industry, Indigenous communities, government, and the Canadian public; and
- explore mutually beneficial ways of building positive and long-term, multi-generational outcomes for all these parties.
Information, Media & Telecommunications
Canada, Small, 2016
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