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Staples, Inc.
• Currently, the #2 office supply superstore company in the United States. • Sells office products, furniture, computers, and photocopying services in 1,424 stores worldwide. • Market capitalization of $13.5 billion and annual revenues of $8.3 billion.
• Not every audience will be enthusiastic about the announcement.
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Business problem
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Considerations
• How can we make a positive impression on the citizens of Los Angeles? • Since Stemberg’s remarks must be brief, what should the theme of his message be? • How can we tailor the message to different audience groups?
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Solution
Mr. Stemberg must deliver a positive message tailored to appeal to a wide audience.
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Agenda
• • • • • • Staples, Inc. Business problem Critical issues Stakeholders Considerations Solution
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Stakeholders
• • • • • City of Los Angeles Staples customers Sports teams Shareholders Competitors
Staples, Inc.
Preparing the CEO for a Press Conference
A Notre Dame case study prepared by Professor J. S. O’Rourke, IV with the research assistance of Ms. Christina Grimmer
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Business problቤተ መጻሕፍቲ ባይዱm
• Announcement will enhance business:
– Staples becomes part of the pop cultural fabric of Los Angeles. – Public image is enhanced by association with a popular venue. – Staples will benefit from the publicity that its name on the arena will generate.
Critical issues
• Staples’ strategic business goals. • The surrounding community’s interest in this announcement. • Defining the objectives for the announcement. • Delivering a targeted message to a wide range of audience groups. • Preparation needed to make this speech a success.
Thomas G. Stemberg, Chairman and Chief Executive Officer, must deliver just the right message during the press conference.
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall