Jaime has been hunting for several weeks to buy his first automobile. He could not envisage which car to buy, later to narrowing his choices down to two. Alternative A is to buy the Honda CRV, which met many of Jaime's functional standards (e.g., all-wheel drive, large trunk space, plenty of seats, etc.). Choice A is appealing to Jaime because he could make use of the vehicle because of his work, go on road-trips with his sibs and weather the Wyoming climate.
Alternative B is to buy the Ford Mustang, a car that he's been in love with ever since he was a teen. Jaime adored the concept of driving his dream car despite the fact that the Mustang didn't always meet some of his practical criteria. Given these two options, Jaime is fighting to make a decision. Should he go together with the automobile which fulfills his functional needs or should he go with the car which matches with his needs that are affectional? That's, should he go with his heart or his mind? Jaime needs to buy his car. Assist him.
PUBLICATION DATE: May 17, 2012 PRODUCT #: W12026-HCB-ENG
This is just an excerpt. This case is about INNOVATION & ENTREPRENEURSHIP
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