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This is the first of a two-case series (397-140-1 and 399-121-1). Ireland''s Waterford Crystal is one of the best known brand names in America, which accounts for 80% of sales. From 1968-86 the firm''s problem was meeting demand. This resulted in rising costs, a loss of IR£18.7 million in 1987 and reduction of the workforce from 3,400 to 2,005. Losses continued and the proposals of a new chief executive caused a bitter strike in 1990. The success of a new outsourced brand launched in 1991 jeopardised the future of manufacturing in Ireland where employment was reduced by 600 in 1993. Investment in new technology and employees contributed to record profits in 1996. The integrative theme is the management of change. The case can be used to: show the relationship between strategy formulation and implementation; show how cultures develop and why they are hard to change; show the importance of human resource management in developing a competency in manufacturing; and show the types of change through which competitive advantage can be obtained. A video ''Waterford Crystal A - The Road to World Class Manufacturing'' (397-140-3) is available to accompany the case.