Daktronics (C): Downsizing a Billion Dollar Dream
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Publication Date:
September 01, 2013
Industry:
Technology
Industry:
Advertising, Marketing & Public Relations
Industry:
Manufacturing
Source:
North American Case Research Association (NACRA)
This case focuses on the necessity of developing a human resource strategy for downsizing Daktronics, Inc., a company that was founded in 1968 in Brookings, South Dakota as a small producer of scoreboards for collegiate wrestling matches. By 2009, the company was generating a half billion dollars in revenue annually by producing electronic scoreboards, programmable display systems, and large screen video displays using light emitting diode (LED) technology. The dream of the founder was to grow the company to a billion dollars in revenue. However, by the spring of 2010 the recession that the United States had been suffering since 2008 had now produced negative earnings for Daktronics. Carla Gatzke, VP of Human Resources, realized that she needed a strategy to further reduce personnel costs during the duration of the recession, yet respect company culture and its relationship with communities. The plan would also need to position the company strategically for continued growth.
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Daktronics (C): Downsizing a Billion Dollar Dream
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