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Forecasting uncertainty: Cindy March at Veracity

Publication date: 23 June 2021


Study level/applicability

This case is appropriate for use in undergraduate and MBA courses.

Subject area

This case can be used in courses in business ethics, leading teams and organizations or business strategy. The focus of the case aligns well with discussions of managing up, navigating changes in top leadership and conflicts between executive vision and future company growth. Instructors that choose to emphasize the ethical approach could assign this case to explore tradeoffs between loyalty to current and future bosses.

Case overview

Associate Director of Forecasting Cindy March faces a multi-faceted dilemma as biotech firm Veracity’s acquisition date by pharmaceutical giant Makhola approaches. After a new competitor enters the market, March expects Veracity drug Sangren’s future revenue to drop to $600m in 2019, but the outgoing Veracity CEO refuses to accept a forecast of less than $700m. March suspects that the CEO is intent on handing over a financially successful company and is overly optimistic about Sangren’s ability to maintain market share. In two weeks, March is due to present a 2019 Sangren forecast to incoming Makhola leadership, who she anticipates becoming her direct boss after the acquisition. Should March present the inflated forecasts and accept the poor reflection on her professional abilities or should she refuse to present numbers she does not believe in?

Expected learning outcomes

By analyzing and discussing the case, students should be able to:Evaluate the potential business and ethical conflicts arising from decision-making based on both data and intuition. Synthesize an appropriate strategy for navigating tradeoffs between current and future leadership.Analyze the gender dynamics of male-dominated executive leadership structures and strategies for female employees to combat gender biases.

Supplementary materials

The Behavioral Science Guys, 2015. One Simple Skill to Curb Unconscious Gender Bias. YouTube. Notes are available for educators only. Please contact your library to gain login details or email to request teaching notes.

Subject code

CSS 6: Human resources.



Erath, A. (2021), "Forecasting uncertainty: Cindy March at Veracity", .



Emerald Publishing Limited

Copyright © 2021, Alexandra Erath

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