Caroline Regis

at Excel
Systems
Organizational Behaviour Final
Exam
Group E F2
Ludovica Armato, Lizzie Miller, Miso Freddy Shongwe,
Diego Castillo, Ujal Aghammadov and Pedro Donoso
Introduction Analysis Outsourcing and Problem Definition
Proposal

Context

When Where
2010-2014 New York

What Who
Engineer Generation X
Companies (1961-78)
Reflexive
Generation
(1978-2000)
Introduction Analysis Outsourcing and Problem Definition
Proposal

Companies
EXCEL GEMINI
Founded in 2010 Founded earlier than 2010
New York Based Boston Based
Originally in the smart home Originally in the wearables sector
sector
Strong company in a niche
Start-up founded by VCs after market
several rounds
 Introduction Analysis Outsourcing and Problem Definition
Proposal
Players
Caroline Regis
Main player of the case (1981- )

Graduated from Arts College in New England

Worked in NYC in an Investment banking firm

MBA at Tuck BS of Dartmouth

Worked at Vardian for two years

Analyst for Sales

Regional director of Sales

Got hired by EXCEL in 2010

Manager Support
VP Manufacturing
 Introduction Analysis Outsourcing and Problem Definition
Proposal
Players
Ron Whitney

High profile Serial Entrepreneur

Founded a web company in 2007

Founded excel in 2010

Became Chairman of merged firm in 2014

 Introduction Analysis Outsourcing and Problem Definition
Proposal
Players
Roger Dreanan

Geminis CEO up to 2014

Became CEO of merged firm in 2014

 Introduction Analysis Outsourcing and Problem Definition
Proposal
Players
Joel Anderson

Regis Boss at Vardian

Changed to EXCEL because:

Old friend of EXCELs COO

Seeking Adventure

Hired Regis for EXCEL

Regis Boss at EXCEL

REGIS FRIEND
Introduction Analysis Outsourcing and Problem Definition
Proposal
Merger Gemini - Excel
CAUSES CONSEQUENCES
In late 2012, EXCEL abruptly EXCEL eats Gemini
changed course
Geminis Boston based admin was let
Smart home Wearables
go
Departments changed, Employees
resigned HR, Communications, Accounting and
Vision Changed Finance moved to NYC

First product (Integra) was launched Slower Core Operations

in 2013
Sales & Marketing was later combined
Behind sales
Later on, Engineering and
Whitney losses control over the VCs Manufacturing were considered to be
outsourced
Gemini: Same sector
Recognized name and Better product
Introduction Analysis Outsourcing and Problem Definition
Proposal

Companies Culture
Gemini EXCEL

Classic tech start-up

Professional
Creative
Well organized
Entrepreneurial Company
Process oriented
All about functionality and design
Strong brand name
Flexible

Very different cultures might lead into a clash of

cultures after a merger
 Introduction Analysis Outsourcing and Problem Definition
Proposal
Players
Behaviour
Caroline Regis

I- Plant, A- Shaper and S-

Team worker

Power, needs to
influence and control

Fox:
Collaborative and
fights for her people
Aggressive at fights
for her beliefs
 Introduction Analysis Outsourcing and Problem Definition
Proposal
Players
Behaviour
Ron Whitney

I- Plant
A-Shaper
S-Chairman

Achievement, needs to
achieve challenging goals

Shark:
Competing for
personal goals
 Introduction Analysis Outsourcing and Problem Definition
Proposal
Players
Behaviour
Roger Dreanan
I-Monitor-evaluator, S-
Chairman, A-Completer-
Finisher.

Power, needs to
influence and control
others

Fox:
Fighting for personal
goals
Collaborating and
solving problems
 Introduction Analysis Outsourcing and Problem Definition
Proposal
Mergers Impact on Behaviour
Before EXCELS COURSE
CHANGE
Strategic change

Quick change

No climate creation

No engaging and enabling

Just implementation

People were resistant

Big Change No transition

 Introduction Analysis Outsourcing and Problem Definition
Proposal
Mergers Impact on Behaviour
After Merger EXCEL-Gemini
Structural Change

Bad Communications
No urgency, no Guiding team

No clear Vision (Public vs private)

Others werent involved

People were resistant

Resignations

Low motivation Culture clash

Big Change No transition

Introduction Analysis Outsourcing and Problem Definition
Proposal
Outsourcing Problem

WAS IT REALLY THE PROBLEM????

 Introduction Analysis Outsourcing and Problem Definition
Proposal
Problem Definition

Outsourcing is a Bad relationship

collateral of a between Dreanan
Bigger Problem and Whitney
 Introduction Analysis Outsourcing and Problem Definition
Proposal
Problem Definition
Bad relationship between Dreanan and Whitney

Whitney
Undercutting Dreanan in every
move
Complained to the board about
Dreanans leadership style
He opposes outsourcing but
doesnt really care.
Dreanan
Professionalizing the company (As
its needed)
He wants Regis on his team
He sees Outsourcing as a way to
cement his footprint on the
company.

Focused on his personal goal He doesnt care about its trade-

offs
Introduction Analysis Outsourcing and Problem Definition
Proposal
Problem Definition
What did they really want?:

Dreanan
He wants Whitney to let him manage the
company

Whitney
He doesnt want to loose his baby

Regis
She wants to make the final decision
She wants to feel respected
Introduction Analysis Outsourcing and Problem Definition
Proposal

Action Plan
1. Perfectly understand the situation

1. Get Anderson and Spanner

(Whitneys friend) and set up a
meeting with Whitney
 Introduction Analysis Outsourcing and Problem Definition
Proposal

Action Plan
3. Persuade Whitney to adopt a cooperative position.
Whitney
He doesnt want to loose his baby

Having Dreanan as a CEO is:

The best thing for the company, for his baby

He will still be able to manage from the top

 Introduction Analysis Outsourcing and Problem Definition
Proposal

Action Plan
4. Persuade Dreanan to understand he wont be threated again by

WhitneyDreanan
He wants Whitney to let him manage the
company

While persuading Dreanan:

Use Pathos and Ethos (what Regis lacks of).

Credibility and Emotional connection will be key factors

 Introduction Analysis Outsourcing and Problem Definition
Proposal

Action Plan
4. By finding COMMON GROUND between Dreanan and Whitney,
Outsourcing will no longer be a collateral problem

Regis
She wants to make the final decision
She wants to feel respected

4. Regis, the real expert, will be able to decide about outsourcing and she
will feel respected again
Introduction Analysis Outsourcing and Problem Definition
Proposal
Feedback for Caroline Regis

Behavioral Changes:
Too close minded

Improve her communication skills: She would have been

She goes straight to the point able to spot the
Never listens problem even when it
Very analytic (Logos) wasnt that big
Too convinced she is right:
Doesnt appreciate others people input
Final learnings and Conclusion

1. Good and effective communication is key in

management within corporations

2. Some problems might hide bigger problems. Look

deeper into the essence

3. Compromising is such a good advice not only for

corporations but also for your personal life