1. In which stage of the business buying decision process is GE’s reputation likely to have the most influence on a railroad that is considering the purchase of new locomotives?
2. Explain in details the poor communication and failure problem in the case of the blowout of the Deepwater Horizon offshore oil rig, in April 2010.
3. Identify different challenges that exist for maintaining or strengthening an ongoing alliance versus beginning a new relationship. Should this alliance occur? Why or why not?