Yellowtail Marine

Role of the General Manager

This topic provides an opportunity to start developing an appreciation for the role of the general manager. In particular, we will emphasize the unique characteristics and challenges faced by general managers, as well as the variety of roles that they typically play. In doing so we will come to understand how such positions differ from those of functional managers, and the responsibilities and rewards associated with general management positions. We will also come to recognize the interdependence of a broad array of strategic, operating, and administrative issues that general managers face.

Our first case will be used as a vehicle to discuss the issues referred to above, and will also highlight many of the concepts and issues we plan to focus on this semester. Robyn Gilcrist, who received her MBA several years earlier, agrees to become the CEO of a small boat manufacturer. The original plan is for the owner/founder to stay with the business for a year, and for Robyn to have the benefit of his presence. However, when the founder dies unexpectedly, Robyn, agrees to move into the CEO position earlier