案例研究- Alpha

IF 0.7 Q4 MANAGEMENT Management Research and Practice Pub Date : 2016-11-14 DOI:10.5130/PMRP.V3I0.5040
Stephen A. Leybourne
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引用次数: 0

摘要

这个案例研究是由波士顿大学的史蒂夫·莱伯恩博士从一个真实的场景发展而来的。该案例记录了一个组织的历史演变,并已成功地用于处理组织和文化变革的课程,以及在基于项目的管理中使用“软技能”。这是一个简短的案例,非常适合课堂使用和讨论。这些问题对学生来说很容易理解,并且有一个广泛的问题,允许包含围绕战略决策,行为和文化变化的许多问题。Alpha是美国较早投资于大型城市边缘超市的公司之一,那里有充足的免费停车场,出售食品和相关家居产品。Alpha成立于20世纪50年代,是一家大型上市零售集团的子公司。它在美国南部由工业和仓库改建而成的地方开了一系列非常大的折扣店。在早期,消费者只能购买有限的价格极具竞争力的产品。1981年上市时,Alpha是美国第四大食品零售商,销售的食品和非食品产品种类不断扩大。在“阿尔法价格”(Alpha Price)的口号下,它的成功仍然是基于高产量、低利润率和物有所值。
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Case Study - Alpha
This case study was developed from an actual scenario by Dr. Steve Leybourne of Boston University.  The case documents the historical evolution of an organization, and has been used successfully in courses dealing with organizational and cultural change, and the utilization of ‘soft skills’ in project-based management. This is a short case, ideal for classroom use and discussion.  The issues are easily accessible to students, and there is a single wide ranging question that allows for the inclusion of many issues surrounding strategic decision-making, and behavioural and cultural change. Alpha was one of the earlier companies in the USA to invest in large, edge-of-town superstores, with plentiful free vehicle parking, selling food and related household products. Alpha was created in the 1950s as a subsidiary of a major publicly quoted retail group.  It started business by opening a string of very large discount stores in converted industrial and warehouse premises in the south of the United States. In the early days shoppers were offered a limited range of very competitively priced products. When Alpha went public in 1981 it was the fourth largest food retailer in the US, selling an ever-widening range of food and non-food products.  Its success continued to be based on high volume, low margins and good value for money, under the slogan of ‘Alpha Price.’
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