2016ipm080 - Priyanshi Sharma - Section B We Googled You.docx

Indian Institute of Management, Indore

We Googled You: An Analysis

Written Analysis and Communication

We Googled You: An Analysis Submission date: 24 November 2019 Submitted to: Prof. Abha Chatterjee

Submitted by: Priyanshi Sharma 2016IPM080 Section B 2

Letter of Transmittal

Prof. Abha Chatterjee Indian Institute of Management, Indore Rau-Pithampur Road Indore, Madhya Pradesh - 453556

24 November 2019

Dear Prof. Abha, I would like to submit to you this report, titled “We Googled You: An Analysis." This analysis refers to the alternatives that can be taken by Fred Westen and draws to a, final recommendation. I thank you for the opportunity to present you with my work, and I look forward to your suggestions and recommendations.

Thank you so much.

Warmest regards. Priyanshi Sharma 2016IPM080 Section B

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Executive Summary. The case analysis follows Fred Jones, CEO of Hathaway Jones, who was looking to expand the brand into China. He meets Mimi Brewster, who as per him is the most reasonable contender for business extension in China and Mimi's past achievements additionally bolster this. However, the situation becomes sketchy when Mimi's past protests against Chinese Government come into light. He had to decide on what action to take regarding Mimi's hiring. He could alternatively, hire her, not hire her or hire her in the American branch as a strategic consultant to the Chinese branch. Based on the growth potential in Chinese market, support of Chinese government and hiring of talented candidate, I came to the conclusion that he should hire her in the American branch as a strategic consultant to the Chinese branch..

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Table of Contents

Situational Analysis

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Problem Statement

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Alternative Solutions

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Evaluation Criteria

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Evaluation of Alternatives

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Recommendation

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Implementation Plan

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Contingency Plan

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Situational Analysis Fred Westen, CEO of luxury Apparel brand Hathaway Jones, was looking to expand in China, in order revamping the company’s image to attract younger customer base. It was in this context that a friend of his asked Fred to interview his daughter, Mimi Brewster, to be part of the move. Mimi had grown up in China, and was fluent in both language and culture of the country. She also had a deep knowledge about fashion and trends and had two successful brand relaunches for a major brand behind her. She had a degree in Modern Chinese History from Berkeley and an MBA from Stanford. She was confident, creative, original, opinionated ,a risk taker and in search for some general management experience. Fred was impressed by Mimi's interview and was interested in hiring her. However, Virginia, VP HR of the company discovered that Mimi was the leader of non violent vocal protest group that had mobilized campaigns against WTO in China. Another search showed Mimi outside China’s San Francisco consulate protesting China’s treatment of a dissident Journalist. These protests were more than a student’s expression of defiance and these results worried Virginia. Mimi leading the Chinese branch could have put the company at odds with China.

Problem Statement What should Fred do regarding Mimi's hiring?

Alternative solutions Alternative 1: Hire Mimi. Alternative 2: Do not hire Mimi. Alternative 3: Hire Mimi for the American branch, as a strategic consultant to the Chinese expansion.

Evaluation Criteria Criteria 1: Improving Company's growth potential in China. Criteria 2: Chinese government’s support in the long run. 7

Criteria 3: Hiring the talented candidates.

Evaluation of Alternatives Alternative 1: Hire Mimi. Criteria 1: Improving Company's growth potential in China. Mimi undoubtedly has a deep insight into the culture and presence of the Chinese population. Her ideas are insightful and well thought out. If Mimi were to lead the team, there would be a higher chance of company’s success in the market. However, if Mimi's involvement with the protests comes into light while she is there, the Chinese population might not want to associate themselves with the brand, hence decreasing the growth. Criteria 2: Chinese government’s support in the long run. Due to the protests, Mimi might not have good relations with the government of China, which might reflect badly on the company. They might not get any help from the Chinese government in the future and new problems might arise. Criteria 3: Hiring the talented candidates. Mimi has excellent credentials for the job. She has knowledge and experience of fashion trends. She also is very insightful in Chinese cultural front. She might be a very big asset for the company. However, she lacks general management experience which might be a problem for a job of this scale. Alternative 2: Do not Hire Mimi. Criteria 1: Improving Company's growth potential in China. Not hiring Mimi, who could have helped the company expand better in the Chinese market puts the company on a back foot in terms of growth potential unless the company finds another equally qualified candidate. Criteria 2: Chinese government’s support in the long run.

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With Mimi not leading the team, the chances of the Chinese government supporting the venture increases significantly. Criteria 3: Hiring the talented candidates. By not hiring Mimi, the company loses a huge potential employee, whose replacement might be difficult to find.

Alternative 3: Hire Mimi for the American branch, as a strategic consultant to the Chinese expansion. Criteria 1: Improving Company's growth potential in China. With Mimi as a strategic consultant for the company and her knowledge, the company can go around new and insightful methods and might have a good growth potential. Criteria 2: Chinese government’s support in the long run. Since Mimi is not leading the Chinese contingent, she would not come directly in touch with the Chinese Government. Hence, her involvement with the former protests will not affect the Chinese government’s decision to support the brand. Criteria 3: Hiring the talented candidates. Since, Mimi is still being hired, her talent will be utilized by the company. This way, she could use her talents in both the US and China.

Recommendation I would recommend alternative 3 - Hire Mimi for the American branch, as a strategic consultant to the Chinese expansion.

Implementation Plan 1. Call Mimi for a meeting with Fred. 2. Inform her that she has been hired for a position in Hathaway Jones. 9

3. Tell her that the position will be for the US branch with provisions of strategic consulting to the Chinese team. 4. Ensure that she knows that her position will hold ample general management experience for her to grow and that she is an important asset for the Chinese expansion as well. 5. Make sure to keep her away from the operational jobs of the Chinese expansion.

Contingency Plan In case Mimi refuses to take the job owing to the fact that she wanted to lead the team for the Chinese expansion, Fred should inform her that it was the only role that they could offer her. If she still refuses, Fred should start scheduling interviews with other candidates to find a candidates with as much knowledge and talent as Mimi.

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