Ivey Publishing
Turning Around a National Icon: Yara Branco at Tarbes S.A.
Product Number:
9B12C013
Publication Date:
02/29/2012
Revised Date:
02/29/2012
Length:
9 pages (9 pages of text)
Product Type:
Case (Gen Exp)
Source:
Ivey
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.
Learning Objective:
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.
Issues:
Disciplines:
Organizational Behaviour/Leadership,  International
Industries:
Manufacturing
Setting:
Brazil, Large, 2010
Intended Audience:
Undergraduate
Price:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
Associated Materials
Translations: Simplified Chinese (9 pages)
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