Business Case Studies & Business Publications

Parsons Brinckerhoff: The Second Avenue ...

Wilcox, Ronald T.,...

Case

Parsons Brinckerhoff: The Second Avenue Subway (A)

Wilcox, Ronald T.; Santos, Carlos Michael

M-0793 | Published May 31, 2011 | 9 pages Case

Collection: Darden School of Business

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Can a company base a major proposal on its good reputation, history with the client, and a perspective that differs from the client's own? Emphasizing both its engineering capability and 80 years' experience, Parsons Brinckerhoff spends one year and $1 million preparing a proposal to build a $17 billion subway line. Competition from four equally qualified firms is stiff, but PB is sure its history and top-level MTA connections make it a shoe-in. Despite MTA's concerns about the finished line's functionality, PB believes the construction of the tunnel itself is the key to winning the bid. In the A case, the firm awaits the good news. The B and C cases reveal the results and the direction the company then chooses to take. (A teaching note is available to registered faculty members.)