E-MAIL ADVENTURE

CASE STUDY
 THE SCENE

 HOWARD TANNENBAUM , CEO

 MAJOR TOY COMPANY
 HIGHLY COMPETATIVE INDUSTRY
 NEW PRODUCT CALLED BRAIN CHILD
 FEW MONTHS BEFORE LAUNCH DATE
 MISSION STATEMENT

OVER PAST FEW YEARS , HIS COMPANY WORKED TO DEVELOP NEW

PRODUCT LINE CALLED BRAINCHILD WHICH HE THINK IT IS GOING TO BE
BLOCKBUSTER
 SITUATION

 BRAIN CHILD INFORMATION LEAKED

 NASTY EMAILS SENT TO HIS ATTORNEY AND
LONG TIME
FRIEND BARRY
 TANNENBAUM SENDS A SECOND E-MAIL TO
ALL MANAGERS
LOOKING FOR SOMEONE TO BLAME
 INEFFECTIVE COMMUNICATION
 MISTAKES

He used email as the 3

3
communication
method to Sent harsh emails
communicate with to all managers.
managers

2
4
He proceeded to
meet the attorney Planning function
before interacting was missing
with the mangers.
 RECOMMENDATION

4
1
3
2 used polite
communication language
would be face using a proper conduct an without
to face channel which investigation making the
communication could include before employees
with the holding a taking any feel accused
managers meeting with action
the
management
 STRATEGIES

1 2 3 4

apologizing to going public to using social conducting an

apologies for any media or the investigation to
the managers
negative impact press to pass his determine who is
and other responsible for the
that the emails apologies which
employees in breach and the
might have caused will indicate the
person to other individuals seriousness of his right course of
who probably are actions action taken on
not part of his team the individual
• Emerging Toy • Ineffective • His Company
Is Going To
Industry Communication Lose
Competition In
• Didn’t followed
Markets
the chain
 QUESTION ONE

What is the underlying communication mistake in this

case? Why do you think Howard Tannenbaum sent
those e-mails?
 ANSWER
One of the main underlying communication mistake in this
case done by Howard Tannenbaum is that he send e-mail
to all the managers regarding the Newline information
which got breached, Instead he could have setup a
meeting with all the managers and have a face to face
conversation because in email he sounded too rude and
that made all manager feel incompetent and dishonest.
Howard Tannenbaum send first email to Barry Paine
because he was Howards Attorney and longtime friend
and confidante with whom he was very comfortable
sharing all his insight secrets and problems. Howard
Tannenbaum send emails to all his managers because he
was panic about the information got leaked which was
top secret for his company and he wanted to investigate
and find out who leaked the information in order to
prevent the company from future losses
 QUESTION TWO

How Do You Think Tannenbaum Should Have

Communicated His Concerns About The Information Link?
Why?
 ANSWER
.

• face to face communication with the

managers
• using a proper channel which could
include holding a meeting with the
management
• conduct an investigation before
taking any action
• used polite language without making
the employees feel accused
 QUESTION THREE

What should Tannenbaum do now to try to recover from the

negative impact of his e-mails? Suggest specific steps.
 ANSWER
 meet the employees in person
 listen to feedback from his employees
 take proactive steps
1.no emails when emotions are high
2. have someone review email before
it is sent
Learning objective
 Thank You
IF YOU DON’T DRIVE YOUR
BUSINESS,
YOU WILL BE DRIVEN OUT
OF BUSINESS