Decisions Under Uncertainty

Scheiber, N. (2019) Inside an Amazon Warehouse, Robots’ Ways Rub Off on Humans . The New York Times. Weise, K. (2025) The Robots Fueling Amazon’s Automation . The New York Times. Weise, K. (2025) Amazon Plans to Replace More Than Half a Million Jobs With Robots . The New York Times. Katsenelson, V. (2025) The Robots That Handle Your Amazon Orders . The Wall Street Journal. Herrera, S. (2025) Amazo...

Peloton rose by positioning itself as a tech-driven subscription platform rather than a hardware company, enabling massive valuation growth. It successfully expanded from a luxury niche to a broader market through financing and lifestyle branding. The pandemic drove explosive demand, but leadership misread it as permanent, overinvesting in growth and compromising quality. This led to operational f...

Marcus, a senior project manager at Disney Imagineering, oversees the ambitious Pandora expansion, balancing creative excellence, budget, and schedule. Facing corporate pressure and an $850 million cap, he clashes with creative demands for advanced features like interactive bioluminescent forests. To secure approval, he considers “progressive seduction”—pitching a scaled-down version and adding fe...

This case was first used at Universidad Panamericana (Mexico City) for the DOP.535 (Project Planning and Management) course. Nike explores a bold shift from Asian manufacturing to a partially automated factory in Mexico to improve speed, flexibility, and proximity to North American customers. Early promise is undermined by technical challenges, rising labor demands, and misaligned operations, leav...