General Manager of ABS Global-Canada was tasked turning Canadian division after several years of declining sales in its core products, bovine semen used for artificial insemination of cows. On taking charge, he made organizational changes, and then introduced a marketing approach that has been successful in the United States. In May 2003, the dairy cow in northern Alberta was discovered with bovine spongiform encephalopathy. In the next few months, sales of beef and dairy bull semen fell to 50% and 30%, respectively. General manager now has to decide whether to keep its anti-crisis program priorities. "Hide
by Kenneth Harling Source: Richard Ivey School of Business Foundation 22 pages. Publication Date: November 15, 2005. Prod. #: 905M58-PDF-ENG
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