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Parsons Brinckerhoff: The Second Avenue Subway (C)

Wilcox, Ronald T. ; Santos, Carlos Michael

Reference: DARDEN-M-0795-E
Number of pages: 1
Publication Date: May 31, 2011
Source: Darden University of Virginia (USA)
Type of Document: Case
Industry Setting: Construction/Materials

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Description

Can a company base a major proposal on its good reputation, history with the client, and a perspective that differs from that 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 Metropolitan Transit Authority 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 result and the direction the company then chooses to take.

Keywords

public relations strategy