The case illustrates how seeming good strategy (in terms of content) can fail in the process of implementation. A brilliant CEO strategist failed to convince his employees to buy into his strategic vision by trying to implement it too quickly.

Mercedes-Benz and Swatch create a new company, MCC, to build a revolutionary car for cities: the Smart. They also have to invent a new form of organization in the process.

The case describes the turnaround of a moribund Scottish airport sold off by BAA, the leading airport operation in Britain. Although the air transportation industries are experiencing deregulation, which appears to favour rich incumbents, Prestwick Aviation Holdings Limited (PAH) manages to succeed where most observers predicted it to fail.