First, from a general perspective, American industry was still in the process of its most substantial downsizing. Much of the downsizing was at the expense of lower levels of management which had depressed the hiring environment for MBAs across the nation.
All events and individuals are real, but names of individuals. Companies, dates. and locations have been disguised. Copyright©1997 by the Case Research Journal L. Coulter, D. Michael Fields, Mary K. Coulter, and Rebecca J. Gordon-Runyan.
Second, Sarah’s area of specialization was market research. Although many companies expressed a continued dependence on research in order to be effective in the mature market that dominated the U.S. marketplace, the research industry was not considered to be a growth industry. This situation was further complicated for MBA student because many undergraduates were in competition for the same jobs and could be employed at lower salaries. Finally, Sarah preferred to remain in Hammonsville. The city of 150,000 was close to her parents, and Jeff was there. The location issue might prove to be particularly limiting because a city of 150,000 would generate a smaller market for researchers. Although the situation was less than encouraging, Sarah still felt that she had some advantages in pursuing and getting a job in her field.
SARAH’S BACKGROUND
Sarah was known to her professors and friends as a mature 32-year-old woman who had grown up in central Missouri in a strong family with loving parents. She had a strong religious background that helped to guide her when she had to make tough personal decisions. She was a very pleasant person to be around, and she was both liked and respected by her colleagues and friends. While her personal philosophy was to respect and treat others as she would like to be treated, she never pushed her moral, ethical, or religious views on others. She was genuine and personable in her relationships and was considered to be a fun person to be around.
Sarah had one younger sister with whom she remained very close. Sarah’s first job had been with the state of Missouri in the Professional Registration office of the Board of Healing Arts. She enjoyed working there; the office was operated in a very professional manner, and the employees showed a genuine appreciation for each other. After several years in this job, Sarah realized that she wanted to complete her college degree. At the urging of her sister, Sarah transferred to Hammonsville to work in the local state vocational rehabilitation office. Here Sarah assisted several vocational rehabilitation counselors and took classes at the local state university. Sarah was known for her positive work ethic, strong moral values, and intelligence. She received her undergraduate degree in marketing and management (a double major) and graduated with high honors. During her coursework, Sarah was especially taken with the research classes and decided that she wanted to pursue a career in marketing research.
Sarah knew from her professors’ lectures, and from her assigned research readings, manufacturing employment, and promotional strategies. Sarah was also aware that marketing research conducted by outside research suppliers was a growing industry concern. Articles she had read on the subject reinforced this concern regarding the ethical collection of marketing research data.