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Case 8
Hassler and Howard Inc.
Case Objectives
1) Illustrate the emergence of conflict in the marketing channel.
2) To provide students with an opportunity to develop approaches for dealing with conflict.
Problem Situation
Hassler and Howard is faced with the possible loss of a major principal (Consolidated Computer
Teaching Suggestions
Role-playing is an ideal way to approach this case. Select a few student volunteers to play the
roles of Jeanne Hassler, Bill Sawyers (Eastern Regional Manager of Consolidated Computers),
and Jack Olsen (the Hassler and Howard sales representative that Consolidated Computer wants
Case Discussion
The discussion of the case should focus on the following points:
1. Possible alternative courses of action available to Hassler and Howard to resolve the conflict.
probably the best person to handle this line.
▪ Preserve the status quo by “letting it blow over.” Students who suggest this option should
be pressed as to how they would handle the conversation when an infuriated Sawyers
calls back and demands a yes-or-no response. The untenability of this position will
Ramifications of Firing Jack Olsen – If Jack Olsen (or another salesperson in a similar situation)
were fired at the request of a powerful principal, such ramifications as the following should be
discussed:
▪ Allowing the principal to dictate internal agency policy now may escalate into future and
greater control.
Ramifications of Not Firing Jack Olsen – If Jack Olsen (or a salesperson in a similar
situation) were not fired at the request of a powerful principal, such ramifications as the
following should be addressed:
▪ The principal may terminate the agency, resulting in a 30 percent loss in commissions
▪ Due to the great loss of commissions after the principal leaves, the agency may have
to terminate the salesperson anyway.