Storm Gudrun: Managing a Crisis

11 Pages Posted: 7 Apr 2010

See all articles by Gerry Yemen

Gerry Yemen

University of Virginia - Darden School of Business

Anna Nyberg

affiliation not provided to SSRN

Abstract

A brutal winter storm hits the Baltic Sea region, felling 200 million trees and leaving forest owners and lumber industry competitors devastated. The chairman and majority owner of a large private timber mill in Sweden needs an action plan to pull through the disaster quickly—before the felled timber rots. Will they be able to rescue the timber? How shall his business react to the sudden oversupply? How will the exponentially increased supply be absorbed? What will the short- and long-term effects of the storm on the timber markets be? This case was developed for use in a first-year marketing class on balancing needs, interests, and responsibilities. The material would also work in a class on crisis management.

Excerpt

UVA-OB-0991

November 19, 2009

STORM GUDRUN: MANAGING A CRISIS

The storm struck on a Saturday night. I was in Spain at the time, and got a phone call early Sunday morning. I own an apartment building in the centre of Växjö, and the caretaker of the building called to tell me that the storm was so strong that roof panes were being blown off the building. When I heard about the storm, I called my business partner in the sawmill company, Santhe Dahl, who also lives in Växjö. He confirmed that there was a vicious storm…When I talked with Santhe again, he reported that the storm had brought catastrophic consequences. I was not very impressed, however, as I had already been around in the big storm of 1969. Although he kept telling me that this was worse, I didn't believe him. I was convinced that I had already experienced the worst case scenario.

But I was wrong!

—Christer Johansson

. . .

Keywords: alliances, distribution, economic self interest, environment, international, stakeholders, short and long term benefits, suppliers, sustainability, trust

Suggested Citation

Yemen, Gerry and Nyberg, Anna, Storm Gudrun: Managing a Crisis. Darden Case No. UVA-OB-0991. Available at SSRN: https://ssrn.com/abstract=1585654

Gerry Yemen (Contact Author)

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

Anna Nyberg

affiliation not provided to SSRN

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