Turning Around a National Icon: Yara Branco at Tarbes S.A.
(9 pages of text)
Case (Gen Exp)
Yara Branco has just joined Tarbes S.A., one of Brazil’s best-known technology firms, as its new CEO. She sees a crisis on the horizon and needs to find a way to communicate that change is necessary at the company. She must overcome several issues, including the fact that she is an outsider and that many insiders will not support the change effort. Branco needs to develop an appropriate communications strategy to begin her term as CEO. This requires determining Tarbes’s predicament, devising a list of stakeholders and barriers to change, and identifying the stakeholders’ interests and what might be necessary to change their positions.
The case can be used in undergraduate, graduate, or executive classes in communications. The case illustrates many of the challenges associated with communicating change, and specifically focuses on the issues of culture, capacity, and competence.
Brazil, Large, 2010
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