Society for Case Research Spring Conference MBAA

Experience level: 
Intended Audience: 
Neil Tocher, Idaho State University, Pedro Mena, Idaho State University, Tyler Burch, Idaho State University

Customer Trust or Business Realities: Trying to Keep a Small, Family Firm Alive in Puerto Rico

This decision-based critical incident describes Orlando’s concern about how to deal with the double bind of customer backlash caused by charging large deposits for propane tanks while facing a severe labor shortage. The double bind of customer backlash and a labor shortage threatened the viability of Gutierrez Gas, which Orlando had operated since graduating from the university. Orlando needs a miracle solution to help prevent the loss of propane tanks, retain his customer base, and keep his firm appropriately staffed.