Following a boxing match between celebrities Logan Paul and Rob Gronkowski in May of 2021, Tampa City Boxing (TCB) experienced a growth spurt, which carried the gym through the COVID pandemic into 2022, when a declining economy began spurring member cancelations. Gym owner Omar Albanil decided to strategize on ways to increase membership. He wondered how he could reduce the psychological barrier to entry, which was the fear of becoming a punching bag. He further wondered whether to pursue a low cost, premium, or niche strategy to differentiate TCB from its peers, such as Mayweather Boxing + Fitness and Punch Boxing for Fitness. TCB’s competitive distinction was its focus on competitive boxing, which primarily served 18 to 34-year-old men. Its competitors primarily focused on fitness, which attracted women. Albanil wanted a long-term plan to achieve a competitive advantage and sustainability, while deciding on the best growth strategy for the business.
Charles and Kathleen Moore, a retired married couple living in Washington state, encountered a 2017 tax bill for $14,729. Years ago in 2006, the Moores had invested in a farm equipment company in India, but they had never received a return on their investment. Unlike ordinary income, which is taxable as received each year, investments typically are not taxable until investors cash out their investment. The Moores never received the gains. How could they be taxed on them? A major 2017 US Federal law had changed US international tax policy and retroactively subjected the Moores to tax on the unrealized gains. This seemingly minor tax issue had major policy implications for the Federal government’s ability to tax investments. This critical incident examines the Moores’ position and the US Supreme Court’s opportunity to clarify whether realization was necessary for income recognition, including possible ramifications for wealth taxes on unrealized income.
What does a chief executive officer (CEO) of Cruise, a robotaxi company, do when one of the company’s autonomous vehicles (AVs) causes a serious accident? This critical incident details the events on the eve of October 2, 2023, and the ethical risks of AVs on public roadways. It outlines how CEO Kyle Vogt navigated the liability of a moral dilemma while attempting to grow a company in a competitive market. Diverse issues are discussed for readers to gain insights on leadership, and the implementation of innovations as well as broaden their understanding of complex ethical issues. When picketers stormed Cruise’s headquarters to debate AVs on their streets, the field exploded. Suddenly, CEO Vogt, the company spokesperson, resigned. In early 2024, Cruise was faced with a leadership change and a new management team needed to quickly determine viable strategies to regain public trust and focus on safety.
This critical incident (CI) explores the strategic pivot decisions made by serial entrepreneur Uli Gal-Oz across four technology ventures—Tango, Magisto, Moovit, and Homage Robotics—while highlighting how entrepreneurs evolve both strategically and personally over time. Drawing on first-hand interviews, the CI takes a dual-lens approach, examining both venture-level pivots, which address external market and product alignment challenges, and individual-level pivots, which reflect how entrepreneurs adapt their identity, leadership approach, and risk tolerance throughout their careers. Students are introduced to multiple pivot types based on Ries’ (2011) Lean Startup framework. The CI also presents a forward-looking decision point for Homage Robotics, a startup operating in the fast-growing eldercare robotics space. Through the dual-lens narrative, students gain insight into the interplay between market signals, founder mindset, and pivot strategy.
The critical incident offers a useful initial discussion about incorporating artificial intelligence (AI) into daily operations in a small business. When Diz’s Café owners asked an AI platform for similar restaurants, the generated list included businesses that differed significantly from their own. This catalyzed them to explore the cause of the misinformation, and then to explore the use of AI in other aspects of the business. The case is written so that it can be assigned in two parts. The first has students speculate about the reasons for incorrect AI output, such as considering where AI’s data comes from and how well people can access it. The second part focuses on how the restaurant’s owners considered how AI might assist the “leadership team” with its business operations. Students consider the business needs and opportunities for using AI. The learning can be extended by having students incorporate in-class research on the various uses of AI to solve those needs as well having them explore its possible problems or limitations.
In 2020, the owners of Toh-Atin Gallery in Durango, Colorado, faced mounting public pressure to remove a caricatured Native American sign originally displayed above a 1950s diner. The two-story sign, depicting a stylized Native figure, had long served as a local landmark but drew criticism for perpetuating racist stereotypes. Jackson and Antonia Clark, owners of the gallery known for its Native American art, were forced to decide whether to remove, reinterpret, or retain the sign amid intensifying social debate. This case asks students to evaluate ethical, cultural, and strategic dimensions of business decisions that intersect with representation and historical harm. It encourages application of ethical frameworks such as utilitarianism, rights-based, and justice-oriented reasoning, and Stakeholder Theory to evaluate the Clarks’ options.
This case examines Atiba, a Nashville-based technology company's innovative approach to employee retention through its Personal Perks Program. The program, implemented by founder and CEO JJ Rosen, represents a departure from standardized corporate benefits by offering individualized perks based on personal employee needs and interests. Through the experiences of HR leadership and CEO perspectives, the case explores how this personalized approach impacts employee engagement, retention, and organizational culture in a growing company of 64 employees across multiple states. The case highlights how this customized benefits approach helped Atiba retain key talent despite competing offers from industry giants like Amazon. Additionally, it presents critical questions about the scalability and sustainability of personalized benefits programs in modern workplace settings. This case is particularly relevant for undergraduate and graduate courses in human resources management, organizational behavior, and employee benefits.
Typhoon Yagi devastated Vietnam: it caused 334 deaths, 3.3 billion dollars in damages, and displaced millions. The government launched a nationwide appeal in response and authorized the Vietnam Fatherland Front (VFF) to manage donations. Communities and businesses rallied, posting bank transfer receipts online to encourage contributions, but the VFF’s release of over 12,000 transaction records – a landmark transparency effort – uncovered fraudulent donations, where minor contributions were inflated, fueling public anger and debates over “performative charity” driven by self-promotion (Goffman, 1959). Investigations found that both individual donors and corporate entities falsified donation amounts to boost their public standing. Students take on the role of advisors to a celebrity implicated in the controversy. This critical incident encourages students to examine the societal impact of performative charity and strategize reputation recovery for public figures. The incident is fitting for courses in marketing and communication, public relations, media ethics, social media, and crisis management.
This critical incident (CI) is a descriptive case following the decision of the National Marrow Donor Program (NMDP) to use virtual influencer, Lil Miquela, to engage 18-30 year-olds to join the NMDP Registry and donate blood stem cells if matched. During the campaign, Lil Miquela shared a scripted, first-person account that followed her from being diagnosed with leukemia to receiving treatment and searching for a donor. This approach raised a critical question: Can a virtual character motivate real-world action for a life-or-death cause, or does her digital identity diminish the seriousness of the mission?
This descriptive critical incident (CI) highlights the monumental union victory led by Shawn Fain, the United Auto Workers president, at Volkswagen’s (VW) Chattanooga plant in Tennessee. This victory, which challenged the status quo of labor relations in the South of the US, is a significant event in the history of labor relations in the US. The CI explores the unique challenges faced by VW, a company renowned for its robust labor force, due to the contrasting labor policies in the US and Germany. In the aftermath of the unionization, Fain is supposed to safeguard the workers' rights and ensure their voices are heard in the organization. The CI delves into how Fain has effectively utilized the power of collective bargaining to uphold his commitments to the workers, underscoring the importance of this victory in the labor movement.
When Marie Springborn nervously opened her letter from the Wisconsin Department of Revenue, she wondered what the issue was, as a letter from the Department of Revenue was not usually a good thing. “Thank you for electronically filing your Wisconsin income tax return” did not seem that ominous. “We did not receive all the documents needed to process your return” on the other hand, did not bode well. Dr. Springborn, a college professor, had used the small Midwest tax firm Wiley, Kellett, Coverly, and Associates (WKC) to file her taxes each year for over a decade because she needed to have tax returns filed in multiple states, which made her return more complicated than she was comfortable handling on her own. Her accountant’s mistake on her taxes, as well as several mistakes her parents (who used the firm on her recommendation) had experienced with him, led her to wonder if she should start looking for a new accountant.
James Edwards, the protagonist in the incident, heard the song “Money for Nothing” on Spotify and wondered why this song was not flagged as explicit. Spotify was a digital music, podcast, and video service that provided users with access to millions of songs and other content from creators all over the world. It was one of the largest music streaming service providers. This critical incident examines free speech and censorship regarding Spotify’s Explicit Content Policy as it applies to the Dire Straits top 40 hit song “Money for Nothing.” This decision-based critical incident is well suited for undergraduate courses in journalism, ethics, law, and government policy courses.
From stay-at-home mom to successful founder, Rhea Lana Riner of Rhea Lana’s Children’s Consignment found herself catapulted into an unexpected and highly public legal battle with a major federal agency. When the United States Department of Labor declared that her business did not comply with employment laws, Rhea Lana’s entire business model was at risk. How did a loving mother who built a grassroots enterprise to help her family and community become the target of a federal agency? This incident examines how the founder of a small business responded when the federal government challenged the foundation of her business model. The critical incident highlights the important decisions she made under pressure and explores how her actions illustrated both transformational leadership and crisis management.
Citizen Cider, a Vermont-based company, was known for its locally sourced and innovative ciders. In late 2023, they found themselves at the center of controversy. Allegations of a toxic and misogynistic workplace culture, coupled with backlash over an ill-conceived marketing campaign for its new beer line, led to a widespread local boycott. Responding to the situation, a local restaurant owner opted to remove the cider from the menu. The controversy gained traction when a viral video by a prominent local comedian highlighted employee grievances, further damaging Citizen Cider’s reputation. As the situation escalated, local news outlets began covering the controversy. In response, the company issued a Facebook post stating that the perspectives being shared were misinformed and did not accurately reflect the company’s values. Despite their efforts, the situation raised broader questions about corporate accountability, branding missteps, and the challenges of maintaining community trust during a public relations crisis.
In spring 2024, Nana Bonsu-Hammond, founder and owner of Jax Bread Company in Jacksonville, Florida, was interviewed by a local public radio station. The interview asked her to consider the new challenges her company faced, notably shifting consumer preferences and expectations. Jax Bread Co. was a unique bakery that provided its customers with sustainable, preservative-free products. She needed to understand customer preferences to determine the most effective way to promote the company and grow her clientele.
As 2025 comes to a close, the editors of the Journal of Critical Incidents (JCI) extend warm wishes for a restful holiday season and a productive New Year to our community of business leaders, entrepreneurs, students, scholars, and faculty. This has been an especially active and rewarding year for both JCI and the Society for Case Research (SCR), marked by growth in JCI submissions, an expanded JCI editorial team, and several important process innovations.
KeyBank’s Key4Women (K4W) program was developed to help women achieve success in executive roles. K4W empowered women leaders by providing advocacy, connections, and resources. What was unclear was whether K4W’s initiatives effectively dismantled the invisible barriers that women faced after promotion or inadvertently placed the burden on women to navigate ongoing structural obstacles independently. Were K4W members being connected with the “right” people? Were the skill development options reflective of the intersectionality at play for K4W members? Or was the K4W program continuing to reinforce the preexisting barriers to the success of female executives? This critical incident invites students to discuss the support types that genuinely empower women to reach the C-suite and thrive within it.
With years of executive experience at Walmart and a recent tenure as CEO of Michaels, Ashley Buchanan seemed like the ideal leader to revitalize Kohl’s at a time of declining sales, intensifying competition, and strategic drift. But instead of delivering a turnaround, he became the center of a corporate scandal. During his first 100 days as CEO, Buchanan quietly facilitated two business deals involving his longtime romantic partner, Chandra Holt. When a whistleblower raised concerns, the Board launched an investigation. On May 1, 2025, Kohl’s announced Buchanan was terminated for cause due to an undisclosed conflict of interest. That very same morning, the Wall Street Journal’s headline left little to the imagination: “Kohl’s CEO Fired for Funneling Business to Romantic Partner.” The Board now found itself in damage-control mode—racing to assure shareholders of Kohl’s stability, rebuild trust within the organization, and justify its oversight of Buchanan’s vetting process.
The owner of a small but evolving Caribbean food business is at a crossroads: should he end his ten-year experiment with a food hobby-turned-venture or pursue other career options, including a return to corporate IT, which he left five years ago? His passion for Jamaican cuisine was sparked by time spent in Caribbean communities, but his formal education led to a successful IT career and an MBA from a top university. Over time, his hobby grew from a food festival entry into a catering and food truck business, eventually becoming a brick-and-mortar restaurant. Each stage brought success until the COVID-19 pandemic forced the restaurant’s closure in 2023. In response, he launched a promising online food business. Now, family, flexibility, and freedom rival his culinary passion in importance. As he weighs different career paths—each with unique risks and rewards—he struggles to define his next move. Students are asked to consider the owner's current sense of purpose in evaluating each viable career option starting in 2024 and recommend the best career option for him in the future.
Violent incidents carried out by patients or their families against healthcare workers have exploded in number during recent decades and continue to increase. This case highlights the dilemma of a healthcare manager responding to a violent attack at her organization. Hence, questions arise as to violence prevention issues, such as what is the impact on employees and the organization from workplace violence in the healthcare setting? What is the difference in organizational culture and climate, and what does each have to do with violence prevention? How would a violence prevention climate affect employee behavior? What would be the outcomes of developing such a climate? Why have traditional approaches to preventing workplace violence failed? What steps should a healthcare worker take to develop an effective violence protection climate at a facility? What can be done by an employee to institute meaningful and lasting change?
