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Case
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Reference no. 690-009-1
Authors: Colin O Benjamin (Missouri University of Science and Technology); Beverly Ernst (Missouri University of Science and Technology)
Published in: 1990

Abstract

The case describes Federal Express'' unsuccessful attempt to diversify and expand in the early 1980''s by redefining its mission and launching its Zapmail project, an innovative, state-of-the-art, information delivery system. After spending $400 million, the company finally abandoned the venture after 5 years and went back to its original corporate mission. The case highlights risks and challenges associated with incorporating unproven technology to develop a new product for an unfamiliar segment of the market. The role and influence of the CEO as a project sponsor can be discussed and strategies for risk assessment and reduction can be introduced and explored.
Location:
Industry:
Other setting(s):
1981-1986

About

Abstract

The case describes Federal Express'' unsuccessful attempt to diversify and expand in the early 1980''s by redefining its mission and launching its Zapmail project, an innovative, state-of-the-art, information delivery system. After spending $400 million, the company finally abandoned the venture after 5 years and went back to its original corporate mission. The case highlights risks and challenges associated with incorporating unproven technology to develop a new product for an unfamiliar segment of the market. The role and influence of the CEO as a project sponsor can be discussed and strategies for risk assessment and reduction can be introduced and explored.

Settings

Location:
Industry:
Other setting(s):
1981-1986

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