Abstract
Research methodology
This case study was developed primarily through the use of primary data collected via structured interviews with Charles “Chuck” Benson, the CEO of TechBio Industries. These interviews were conducted over multiple sessions between 2020 and 2022 and focused on the company’s strategic response to the COVID-19 pandemic, including decisions related to supply chain resilience, customer diversification and growth planning. The CEO provided firsthand insights into the challenges TechBio faced during the disruption and the rationale behind the company’s strategic choices.
Case overview/synopsis
TechBio Industries was a medical manufacturing company that supplied laboratory disposables. It was founded in 1969 in northern California. This case study follows the CEO, Charles “Chuck” Benson, from 2019 to 2021, as he faced both unexpected opportunities and challenges from the disruption of the COVID-19 pandemic, including higher sales due to increased demand, as well as threats of losing a contract with his biggest customer, MedX Supply Chain, due to competition from Chinese manufacturers. Chuck had to make some strategic decisions moving forward after the peak pandemic period. The case study can be taught in both undergraduate and graduate courses in business and management, specifically in Supply Chain Management.
Complexity academic level
This case study is designed to deepen students’ understanding of strategic decision-making in response to major disruptions, such as the COVID-19 pandemic. It is suitable for both undergraduate and graduate courses and can be effectively used in courses such as Supply Chain Management, Strategic Management, Operations Management, Health-care Management, Business Policy and Capstone Strategy Seminars. The case also integrates well with modules focused on customer and channel diversification, supporting the application of core marketing and supply chain principles.
This case study was developed primarily through the use of primary data collected via structured interviews with Charles “Chuck” Benson, the CEO of TechBio Industries. These interviews were conducted over multiple sessions between 2020 and 2022 and focused on the company’s strategic response to the COVID-19 pandemic, including decisions related to supply chain resilience, customer diversification and growth planning. The CEO provided firsthand insights into the challenges TechBio faced during the disruption and the rationale behind the company’s strategic choices.
Case overview/synopsis
TechBio Industries was a medical manufacturing company that supplied laboratory disposables. It was founded in 1969 in northern California. This case study follows the CEO, Charles “Chuck” Benson, from 2019 to 2021, as he faced both unexpected opportunities and challenges from the disruption of the COVID-19 pandemic, including higher sales due to increased demand, as well as threats of losing a contract with his biggest customer, MedX Supply Chain, due to competition from Chinese manufacturers. Chuck had to make some strategic decisions moving forward after the peak pandemic period. The case study can be taught in both undergraduate and graduate courses in business and management, specifically in Supply Chain Management.
Complexity academic level
This case study is designed to deepen students’ understanding of strategic decision-making in response to major disruptions, such as the COVID-19 pandemic. It is suitable for both undergraduate and graduate courses and can be effectively used in courses such as Supply Chain Management, Strategic Management, Operations Management, Health-care Management, Business Policy and Capstone Strategy Seminars. The case also integrates well with modules focused on customer and channel diversification, supporting the application of core marketing and supply chain principles.
| Original language | American English |
|---|---|
| Journal | The CASE Journal |
| DOIs | |
| State | Published - Jun 30 2025 |
ASJC Scopus Subject Areas
- Education
- General Business,Management and Accounting
Keywords
- Sustainability
- Supply Chain
- Diversification
- Pandemic
- Healthcare Manufacturer
- Laboratory Disposable Products
- Manufacturing
- Healthcare manufacturer
- Supply chain
- Laboratory disposable products
Disciplines
- Operations and Supply Chain Management