Addison Wesley Longman (GE McKinsey)

Publisher Addison Wesley Longman (AWL) is trying to determine how to prioritize promotional resources for three new textbooks. Using the GE McKinsey Matrix, AWL must determine which book(s) best match its strategic objectives.

Managerially complex
20%

A case study is deemed managerially complex when its solution is ambiguous, unclear, or requires extensive judgment calls; it is best suited for advanced students or executive education settings.

Technically complex
20%

A case study is deemed technically complex when its solution requires extensive data manipulation, or when it requires to jungle with more than one marketing model.

Recent
50%

Some case studies depict historical problems taking place decades ago. While graduate students and executive education participants have no problem with these cases, undergraduate students might find them dated.