Ford Motor Co. Before a business can even exist, there have to be a vision and a business strategy. But it doesn t stop there a company must be prepared to execute, evolve and measure its vision and strategy in an ever changing business world. Professor Richard Brandenburg wants this concept to be up close and personal for his students, so he invites business leaders who have dealt with significant strategic issues to share their experiences and insights with his Business Policy classes. Business Policy is a required course for senior undergraduates, with two sections per semester to accommodate the 200 or so students who need to take it during the year.
Students learn important school of thought and frameworks for creating and evaluating strategy.
They apply what they learn in case studies and a major industry company strategy analysis project. In addition, guest session leaders put a human face on the theory of business strategy, allowing students to ask questions of the people who are standing on the front lines as their company confronts important issues. Ed Kiniry, CEO of Tubbs Snowshoe Co., talked about how to create a new market and build a competitive advantage. Liz Robert, CEO of Vermont Teddy Bear Co., spoke about how to reinvent strategy to turn around a struggling company. Jim Feinson, CEO of Gardner s Supply Co., shared his company s struggle with becoming too diversified and subsequently reigning itself back in.