Building a Business Case
Students would create a business case for a hypothetical company that would answer questions such as: Who are we? What are we doing here? What are our values? The document would establish the identity of a company as a unique organization dedicated to the fulfillment of its mission through a well-articulated vision. The document could be for a business, non-government organization (NGO) or charitable foundation. The document would provide comprehensive information about the company that helps to build its reputation based upon trust.
The document should have the following features:
- A logo that establishes the corporation’s identity
- The company’s mission statement that answers the question: Who are we, what are we doing here, and what are our values?
- A brief history including the corporation’s founders, its current leadership, its current operations, and its products and services
- Contact information and feedback via Twitter, and Facebook
- Frequently Asked Questions (FAQ)
The following source may be helpful:
Nagy, Jenette and Stephen B. Fawcett. Proclaiming your Dream: Vision and Mission Statements. Community Toolbox.
Readings:
- Argenti,
- Chapter 6
- Case: “Adolf Coors Company”
- Nagy, Jenette and Stephen B. Fawcett. Proclaiming your Dream: Vision and Mission Statements. Community Tool Box.
- Swallow, Erica. “10 Tips for Corporate Blogging.” Mashable, 10 July 2010.
- Metzl, James F. “Network Diplomacy.” Georgetown Journal of International Affairs, Winter/Spring 2001.
- Naim, Moises. “Digital Diplomacy.” Carnegie Endowment for Peace, January/February 2001.
Recommended:
- Hall, Star: Social Media for Local Business. TED (video)
- Jason Clay, Jason. How big brands can help save biodiversity. TED (video)
