Case
Teaching Notes
Abstract
Beth Ledesma, founder of Ledesma’s Furniture Shop, felt caught in the middle of an argument between her children. Her son Gerry was a laid-back production manager, and her daughter Marsha was an aggressive marketing manager. Their circular argument about how best to meet the demands of the export market typically ended with Gerry withdrawing and Marsha enraged. The situation was exacerbated by declining revenues in a family business that had recently lost business to new competition in the market and was leveraged due to new building construction.
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