Bill Young, president and CEO of MTI was in Victoria, British Columbia at the time of the terrorist attack on the World Trade Center on September 11, 2001. Bill knew that his Seattle, Washington-based research firm face many challenges in the aftermath of the attacks. Economic turmoil that was sure to follow the national disaster of this magnitude will have a major impact on business. This was especially true because reliable market research is highly dependent on consumer confidence and ideas about the future. Young was sure how to respond to the challenges he faced. Bill Young is trying to develop the revised projections of cash and to determine whether the reduction of staff and other cost-saving measures will be needed to maintain the financial health of the company.
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by Gerald M. Myers, William W. Young Source: North American Case Research Association (NACRA) 24 pages. Publication Date: January 15, 2010. Prod. #: NA0025-PDF-ENG
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