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Terra Cog Essay

4629 words - 19 pages

210-S18 1 1 D E A B R I L , 2 0 0 8
________________________________________________________________________________________________________________ El caso de LACC número 210-S18 es la versión en español del caso de HBS número 2184. Los casos de HBS se desarrollan únicamente para su discusión en clase. No es el objetivo de los casos servir de avales, fuentes de datos primarios o ejemplos de una administración buena o deficiente. Copyright 2008 President and Fellows of Harvard College. No se permitirá la reproducción, almacenaje, uso en planilla de cálculo o transmisión en forma alguna: electrónica, mecánica, fotocopiado, grabación u otro procedimiento, sin permiso de Harvard Business School.
M I C H A E L B E E R
S U N R U Y O N G
TerraCog Global Positioning Systems: conflicto y comunicación en el proyecto Aerial
Emma Richardson miraba de soslayo el prototipo de GPS (Sistema de Posicionamiento Global) de TerraCog que tenía en la mano. Se fue acercando con el zoom hasta que la pantalla mostraba una foto por satélite más nítida del lago que tenía 60 metros por delante y al cual su perro Labrador ya se había lanzado, ladrando de felicidad. La mayoría de los fines de semana, Richardson caminaba al lago para despejar la mente y, a veces, para poner a prueba los nuevos modelos de GPS de la empresa para la que trabajaba, TerraCog, Inc. Por desgracia, con la reunión de lanzamiento del «Proyecto Aerial» programada para el día siguiente, le resultaba difícil disfrutar esta vez de la caminada. Emma se preguntaba cómo podía poner de acuerdo a todos sobre el punto de precio para el Aerial. TerraCog había empezado a perder cuota de mercado a un competidor, Posthaste, y urgía poner el nuevo producto en el mercado.
Al llegar al lago, Richardson no podía resistir más el impulso de consultar su móvil e hizo una mueca al ver dos mensajes de voz nuevos. El primero era de Allen Roth, director de diseño y desarrollo (véanse los Anexos 1 y 2 para un organigrama y una biografía resumida de los principales directivos, respectivamente):
«Emma, soy yo, Allen. Escucha, Tony y yo hemos repasado esas cifras de costes para el Aerial. Recortamos todo lo que pudimos y al final sólo conseguimos una reducción del 7 u 8% del coste. Por desgracia, no creo que eso nos permita conseguir el punto de precio que quieren los de ventas. Pero no hace falta recordarte que dimos a ventas las prestaciones y la funcionalidad que querían para el Aerial, así que no voy a pedir ahora a mi equipo que haga lo imposible. Hablaremos de eso mañana, pero me parecía mejor que te lo dijera antes.»
El segundo mensaje era de su jefe, Richard Fiero, presidente de la empresa:
«Emma, quería...

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