This topic provides an opportunity to start developing an appreciation for the role of the general
manager. In particular, we will emphasize the unique characteristics and challenges faced by general
managers, as well as the variety of roles that they typically play. In doing so we will come to understand
how such positions differ from those of functional managers, and the responsibilities and rewards
associated with general management positions. We will also come to recognize the interdependence of a
broad array of strategic, operating, and administrative issues that general managers face.
Our first case will be used as a vehicle to discuss the issues referred to above, and will also
highlight many of the concepts and issues we plan to focus on this semester. Robyn Gilcrist, who
received her MBA several years earlier, agrees to become the CEO of a small boat manufacturer. The
original plan is for the owner/founder to stay with the business for a year, and for Robyn to have the
benefit of his presence. However, when the founder dies unexpectedly, Robyn, agrees to move into the
CEO position earlier than planned. Our goal is to use the situation Robyn finds herself in to start
developing and understanding of the general manager’s job. In doing this, we will focus on how Robyn
should spend her time.
Case: Yellowtail Marine
Preparation Questions:
- How should Robyn spend her first three days on the job? (Prepare a calendar for the
morning, afternoon, and evening of each of those days). - Which issue should Robyn prioritize for attention in the next month? Why?
- What goals should Robyn set for the next year? For the next five (5) years?
Sample Solution
