Primary File Info
Linda Construction Company’s Decision on Expanding Its Product Mix
Michelle DeMoss, Benjamin D. Goss
November 1, 2015
Strategy & General Management, Marketing & Sales
corporate social responsibility, sustainability marketing, product mix opportunities, Breakeven Analysis, CSR
Journal of Case Studies
In this decision case, Gary Olnowich, vice president of operations at Linda Construction Company (LCC), considers a proposal from one of LCC’s biggest contractors for LCC to add a new division of new-construction waste removal. The case describes LCC’s current product strategies and how the proposed venture might impact LCC’s existing, regionally renowned remodeling and demolition services. Provided case data includes annual values of region-specific private nonresidential construction, annual revenues by division for LCC, and a breakdown of costs for LCC’s potential new venture in new construction waste management.