Case Analysis – We Googled You

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Written Analysis and Communication

We Googled You: An Analysis

Submission date: 24 November 2019

Submitted to: Prof. Abha Chatterjee

Submitted by:

Anirban Roy
2016IPM014
Section B

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Letter of Transmittal

Prof. Abha Chatterjee

Indian Institute of Management, Indore

Rau-Pithampur Road

Indore, Madhya Pradesh - 453556

24 November 2019

Dear Prof. Abha,

I would like to submit to you this case analysis report, titled “We Googled You”. In the
report, I have attempted to analyse the case and present recommendations as to what might be
a suitable course of action for the relevant decision makers.

I thank you for the opportunity to present you with my work, and I look forward to your
suggestions and recommendations.

Thanking you

Yours sincerely.

Anirban Roy

2016IPM014

Section B

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Executive Summary
Hathaway Jones is a luxury apparel retailer based in Philadelphia, USA. The next aim of the
company was to start expanding to 3 largest cities of China. With the Chinese luxury brand
growing market growing at a rate of 70% per year Fred Westen, (CEO) saw this as the best
opportunity to make profits there. Mimi Brewster was one of the candidates competing to be
hired for leading/ be a part of the expansion. Though she was perfect, but was involved in
mobilizing campaigns against World Trade Organisation right after graduation. As the HR
reported all these background checks from resources online to the CEO, it led to tension for
the decision of hiring her. I recommend hiring her as a liaison between China and US to
directly oversee the operations while staying in US.

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Table of Contents

S.No. Topic Page No.

1 Situational Analysis 6
2 Problem Statement 6
3 Alternative Solutions 6
4 Evaluation Criteria 6
5 Evaluation of 7
Alternatives
6 Recommendation 7
7 Implementation Plan 8

8 Contingency Plan 8

9 References 8

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Situation Analysis
Hathaway Jones had been serving the luxury apparel market in USA and with time the image
of the company was growing old. Fred Westen, the CEO was planning to revamp its product
lines expanding into the glamorous markets of China was the next step. There was a need to
hire a new candidate who would look for the company’s operations in the Chinese cities of
Guangzhou, Shanghai and Beijing.
John Brewster, Fred’s old roommate and a stringer for the US newspapers in Shanghai
suggested hiring Mimi Brewster, a well-qualified woman from China. Since she was
educated in modern Chinese, she now wanted to work as a general manager for a company in
the growing markets of China.
Fred was quite pleased with her interview and wanted to hire her after final recommendations
from Virginia Flanders, the HR of the company. As she googled Mimi’s a lot of serious
articles surfaced. Mimi was involved in protests to mobilise people in China against the
World Trade Organisation. Virginia reported the matter to Fred and asked him to take a call
as he would always take decisions based on his confidence to hire the right people. But, this
time Fred was also caught in a web and also discussed the situation with his wife Martha
Westen.
As plans to hire or not Mimi surfaced, Fred was confused of the fact if at all there was anyone
who didn’t have a history and had always played it safe.

Problem Statement
With due consideration to the legality of internet screening before recruitment, should Mimi
Brewster be considered for hiring to control the company’s operations in China?

Alternative Solutions
 Have another round of interviews to see who’s better experienced and has a good
history.
 Since Fred has been in the company for good and his decisions were right, he can go
further with his confidence of hiring her.
 With due respect to her educational and experiential background she can be hired to
be a liaison between China from USA.

Evaluation Criteria
1. Good Image –
The company is already suffering from a receding line of fame. Hiring people who
wouldn’t act as a deterrent for being famous again.
2. Real Talent –

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 The main growth of a company is dependent directly on the talent of its employees.
Hiring a well-qualified and experienced candidate is important.
3. Handling Legal Issues –
Since Mimi already had a history in China and taking care of the legality of screening
candidates online, it’s important to have a candidate who would satisfy both the
Governments.

Evaluation of Alternatives
1. Re-interviews –
Plans for revamping the products lines to better suit consumers and expand in Chinese
markets needs a great candidate who can handle all the operations. Going through a
re-interview is possible to hire in search of better candidates with clean histories. This
would grow the image of the company while satisfying real talents. Regarding legal
matters it would be a little difficult to explain Mimi Brewster for this move and also is
time and cost ineffective. This is not feasible.

2. Sixth Sense Confidence -

Fred was hired around 4 years ago for helping the company to achieve new heights.
Since no major failures have been reported with his decisions, he can go further with
hiring Mimi. But this is an uncertain decision because there is no guarantee of good
image publicity as the Chinese Government/people can complain. Though the criteria
of finding real talent would be satisfied but legal uprisings can happen anytime.

3. Be a Liaison -
Mimi Brewster was a well-qualified girl with a nice profile. Hiring her can act as a
good move for the company. She can be given different position to contribute towards
the operations. As she is educated in both Mandarin and a local dialect of China she
could act as a liaison between China and USA. The search for real talent is satisfied
and also there wouldn’t be much uprisings regarding legal matters and the company’s
image is preserved as she would be working in USA after a few implementations.

Recommendation
Keeping in mind the above-mentioned factors and analysis, it is best to choose the third
option. This would help Hathaway Jones grow and expand while at the same time save the
company from external criticisms.

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Implementation Plan
The first and foremost thing that Fred or Virginia should do after hiring Mimi is to call her
for an urgent meeting. Starting off with explaining the good qualities and as to why she was
hired out of the other would set the tone.
Next, she should be explained how her previous political backgrounds might hamper the
company’s image when expanding into China. With regard to this she would be instructed to
get rid of her online presence in the blogs and the articles.
Finally, she would be asked to work as a liaison between China and USA by working in USA
and oversee the operations directly. This would not hamper her idea of designing products
according to the Chinese markets. After some time and sufficient clean-up of her image she
can visit China for better managing the branches there.
She can also be asked to join an online discussion regarding her views on China and World
Trade Organisations. She can also explain there about her thoughts when she was young and
how she came to terms with the reality.

Contingency Plan
As we are going ahead with the third alternative, if at all Mimi refuses to take the job, Fred
should proceed with another round of interviews.
Also, if any sort of political or legal matter takes place, it won’t be of much harm as Mimi
would be joining an online discussion forum.

References
 Coutu, D. (2007, June). We Googled You. Harvard Business Review.