Please contact Prof. Joshi (mpjoshi@gmu.edu) if you would like to be part of the judging process for fall 2009.
Fall 2009 Case details are as follows:
Curled Metal Inc.--Engineered Products Division
By Benson P. Shapiro, Frank V. Cespedes
Publication Date: Oct 02, 2008
Discipline: Competitive strategy
Source: Harvard Business School
Product number: 709434-PDF-ENG
Length: 14p
Case Description
Curled Metal Incorporated has declining sales, but has developed a new product (curled metal pile driver pads) that, in field tests, deliver customer benefits that are many times CMI's manufacturing costs. Joseph Fernandez and Rajiv Sanwal of CMI's Engineered Products Division are responsible for formulating a strategy for the new product. A key issue is the price to charge for the pads. The case raises issues of analyzing market potential, aligning price with business strategy, and the implications of a price on development and execution of integrated strategic options.
Learning objective:
To calculate customer benefits and examine other factors that affect willingness to pay and the implications for pricing. To allow students to develop and debate integrated strategic options based on different pricing possibilities. To illustrate the interdependent nature of elements across the value chain in developing and implementing strategy for a new product.
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