Ivey Publishing
Orchid Species Preservation Foundation: Choosing a Direction
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15 pages (9 pages of text)
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Case (Field)
The Orchid Species Preservation Foundation (OSPF) was a not-for-profit organization in Edmonton, Alberta, Canada. It was dedicated to the preservation of rare orchid species. The OSPF had 4,500 orchids housed in a greenhouse facility at the Muttart Conservatory, which was owned and managed by the City of Edmonton. In the autumn of 2014, the Muttart Conservatory management decided that the orchid collection should be downsized, in turn sparking the OSPF board to consider alternative futures for the foundation.

The OSPF board members created an ambitious multi-phase plan to build their own facility. The president and chairman of the OSPF board determined that the new facility would require the foundation to increase its yearly revenue by 10 times the current amount. He worked with the board members to develop a list of strategies targeting revenue generation; however, the options were not yet well-defined and could take the organization in many different directions. The board needed to find a stronger strategic focus and choose a clear direction to take the OSPF forward.
Learning Objective:
This case is intended for use in an undergraduate strategic management course. Within the course, the case should be positioned after both internal and external analysis tools have been introduced and students are ready to make strategic decisions. The case would also be well suited to an undergraduate introductory course on not-for-profit management for use in a discussion of strategic planning.

The case has the following learning objectives:
  • Determine the differences and similarities of strategic decision-making in for-profit and not-for-profit organizations.
  • Apply internal and external strategic analysis tools to evaluate an organization’s potential.
  • Use analysis results and decision criteria to recommend a course of action when faced with limited information.
    General Management/Strategy
    Agriculture, Forestry, Fishing and Hunting
    Canada, Small, 2014
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