The case Ferr Media Group can be found in your textbook (Part 1, case 3).
Instructions:
Answer these two questions after reading the case:
Question 1) What ownership, management, and family best practices have the firm and the owning family already implemented?
Question 2) What should the CEO do now?
Format:
Please single space and use 12 point Arial font. You should aim for approximately one page per question,
approximately 1000 words in total. This is a rough guideline but please do not go too much above or below
the length as it will not work in your favour.
Thorough Identification of Best Practices (Question 1):
Do not omit items you dont need to limit yourself to just the top 2-3. You can include more best
practices if they are relevant. You can always group a few points together as “other contributing
elements”. This way, even if you don’t feel they were the main ones — it could be a matter of opinion —
it shows that you realize they may have contributed.
Dont just list the best practices explain why they are best practices, why they are relevant. Be
specific. Do not be vague. It is not sufficient to say for example – the family valued
communication, but rather be specific about what they did which demonstrates they valued
communication.
Do not use the same wording in the case for a sentence. If you copy a sentence from the case, it is
because you are quoting someone. Otherwise use your own words.
You dont need to recap the context of the case to start since the word count on this essay is low.
Be careful when you state a case fact, that it is, indeed a fact, and not an attribution. For example
using the Vega case story, you can say “Mari seemed upset” or “Mari could have been feeling
like…”. Stating that Mari wanted to exit the family business from the start or that she hated her
brother from the start, would not be appropriate since there are no case facts to definitively support
that she felt this way. If you state something as a fact ensure it is indeed a fact, or include it by
stating that person X said this.
Get your facts right. If something happened in 2010, check that it was 2010 and not 2009. This
includes getting the characters names right. Please dont misspell them.
Recommendations (Question 2):
Although sometimes subjective, recommendations should align with course concepts. If you feel that
although typically best practice would suggest they do X, but you think Y makes sense in this situation,
then state that and explain why.
Detail the next steps, the how and why of your recommendation. For example, dont just state
that the protagonist should come up with a succession plan, explain what elements a plan might have
and how he / she might go about doing it, who to include, etc.
Ensure the plan has sufficient detail so does not sound like the CEO should just do what he was
doing.
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