MGMT 498 Business Policy & Strategy | Spring 2023 | Professor Ravi Shanmugam | rks@ku.

edu

Instructions: Topic assignment 2

You’ve been asked to read an article about the Red Cross (see Canvas “Additional Reading” for
link)

The article details several disastrous choices made at the Red Cross during Gail McGovern’s
tenure as CEO. Choose one of the value chain activities described in the pre-class slides and in
section 4.5 of the text, and explain how one of their choices weakened the Red Cross in terms
of that activity and the resources needed to perform that activity. To do this, you’ll have to
think about how value chain activities may apply differently to a non-profit, as opposed to a
for-profit company.

The assignment is due via Canvas on Thu 2/2 before class.

Further details about the grading scale and other guidelines can be found in the topic
assignment 1 instructions.