The Central City Museum recently opened a new building adjacent to a private university. The university provided land for the new building and will cover operating expenses. In return, the museum will serve as an educational resource for students. A governing board made up of donors and university representatives will oversee the museum. Two business students interviewed stakeholders to discuss the museum's future direction under its new relationship with the university. Interviewees expressed interest in helping determine the museum's mission and goals. Opinions varied, with some wanting the museum to serve the community while others saw its primary role as supporting graduate education at the university. As a potential new director, the reader is asked to consider what approach they would take.

1. Central City Museum
The recently completed new building to house the exhibits and
staff of the Central City Museum was located adjacent to the
campus of a private university. The new building was financed
by the generosity of local donors. The university provided the
land and would cover the annual operating expenses with the
understanding that the museum would provide a resource for
student education. The new governing board would be made up
of key donors, as well as selected university administrators and
faculty members. The planning committee of the governing
board hired two business students to interview various
stakeholders about the future direction of the museum in its new
relationship with the university. These interviews were
conducted in person, and the interviewees seemed uniformly
interested and eager to help. The major questions pertained to
the future mission and goals of the museum. Some excerpts
from the interviews are listed here: A major donor: I think the
museum should be a major community resource. My wife and I
gave money for the new building with the expectation that the
museum would promote visits from the public schools in the
area, and particularly serve the inner-city children who don’t
have access to art exhibits. We don’t want the museum to be
snobbish or elitist. The focus should definitely be local. A
university administrator: The important thing is to have lively
contemporary exhibits that will attract both university students
and community adults and provide new insight and dialogue
about current events. We can bring attention to the museum by
having an occasional controversial exhibit, such as on Islamic
art, and exhibits that appeal to Hispanics and African
Americans. This approach would entail bringing in traveling
exhibitions from major museums, which would save the
administrative costs and overhead of producing our own
exhibits. Head of the art history department: The key thing is

2. that the museum will not have the artistic resources or the
financial resources to serve the community at large. We have a
wonderful opportunity to integrate the museum with the
academic faculty and make it a teaching institution. It can be a
major resource for both undergraduate and graduate students in
art education and art history. We can also work with
engineering students, architecture students, and liberal arts
students. This is a unique opportunity that will distinguish our
art history department’s teaching mission from others in the
country. A faculty member in the art history department: The
best use of the museum’s relationship with the university is to
concentrate on training Ph.D.-level students in art history and to
support scholarly research. I strongly urge the museum to focus
on graduate education, which would increase the stature of the
university nationally. Graduate students would be involved in
the design of exhibits that would fit their research. Trying to
make the museum popular on campus or in the community will
waste our limited resources. Our Ph.D. graduates will be sought
after by art history departments throughout the country. The
reason that you have been given this information from the
interviews is that you have been invited to interview for the
position of museum director. The previous director retired with
the understanding that a new director would be hired upon the
completion of fund- raising for and construction of the new
building. You are thinking about what you would do if you took
the job.
Questions 1. What goal or mission for the Central City Museum
do you personally prefer? As director, would you try to
implement your preferred direction? Explain.
2. How would you resolve the underlying conflicts among key
stakeholders about museum direction and goals? What actions
would you take?
3. Review the “Manager’s Shoptalk,” earlier in the chapter. Do
you think that building a coalition and working out stakeholder

3. differences in goal preferences is an important part of a
manager’s job? Why or why not?
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5. T W E L F T H
E D I T I O N
JAY HEIZER | BARRY RENDER | CHUCK MUNSON
HEIZER
RENDER
MUNSON
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Sustainability and Supply Chain Management

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T W E L F T H E D I T I O N
O P E R A T I O N S
M A N A G E M E N T
Sustainability and Supply Chain Management
HEIZER
J A Y
RENDER
B A R R Y
Jesse H. Jones Professor of Business Administration
Texas Lutheran University
Charles Harwood Professor of Operations Management
Graduate School of Business
Rollins College
Boston Columbus Indianapolis New York San Francisco
Amsterdam Cape Town Dubai London Madrid Milan Munich
Paris Montreal Toronto

7. Delhi Mexico City Sao Paulo Sydney Hong Kong Seoul
Singapore Taipei Tokyo
C H U C K
MUNSON
Professor of Operations Management
Carson College of Business
Washington State University
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Library of Congress Cataloging-in-Publication Data
Heizer, Jay.
[Production and operations management]
Operations management; sustainability and supply chain
management / Jay Heizer, Jesse H. Jones Professor of Business
Administration, Texas
Lutheran University, Barry Render, Charles Harwood Professor
of Operations Management, Crummer Graduate School of
Business, Rollins
College, Chuck Munson, Professor of Operations Management,
Carson College of Business, Washington State University. --
Twelfth edition.
pages cm
Original edition published under the Title: Production and
operations management.
Includes bibliographical references and index.
ISBN 978-0-13-413042-2 -- ISBN 0-13-413042-1
1. Production management. I. Render, Barry. II. Munson,
Chuck. III. Title.
TS155.H3725 2015
658.5--dc23

11. 2015036857
10 9 8 7 6 5 4 3 2 1
ISBN 10: 0-13-413042-1
ISBN 13: 978-0-13-413042-2
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http://www.pearsoned.com/permissions/
To Karen Heizer Herrmann, all a sister could ever be
To Donna, Charlie, and Jesse
J.H.
B.R.
To Kim, Christopher, and Mark Munson for their unwavering
support,
and to Bentonville High School teachers Velma Reed and
Cheryl Gregory,
who instilled in me the importance of detail and a love of
learning
C.M.
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12. A BO U T T HE
A U T H O R S
JAY HEIZER
BARRY RENDER
Professor Emeritus, the Jesse H. Jones Chair of Business
Administration, Texas
Lutheran University, Seguin, Texas. He received his B.B.A. and
M.B.A. from
the University of North Texas and his Ph.D. in Management
and Statistics from
Arizona State University. He was previously a member of the
faculty at the
University of Memphis, the University of Oklahoma, Virginia
Commonwealth
University, and the University of Richmond. He has also held
visiting positions at
Boston University, George Mason University, the Czech
Management Center, and
the Otto-Von-Guericke University, Magdeburg.
Dr. Heizer’s industrial experience is extensive. He learned the
practical side of
operations management as a machinist apprentice at Foringer
and Company, as a
production planner for Westinghouse Airbrake, and at General
Dynamics, where
he worked in engineering administration. In addition, he has
been actively involved
in consulting in the OM and MIS areas for a variety of
organizations, includ-

13. ing Philip Morris, Firestone, Dixie Container Corporation,
Columbia Industries,
and Tenneco. He holds the CPIM certification from APICS—the
Association for
Operations Management.
Professor Heizer has co-authored 5 books and has published
more than 30 arti-
cles on a variety of management topics. His papers have
appeared in the Academy
of Management Journal , Journal of Purchasing , Personnel
Psychology , Production &
Inventory Control Management , APICS—The Performance
Advantage , Journal of
Management History , IIE
Solution
s, and Engineering Management , among others.
He has taught operations management courses in undergraduate,
graduate, and
executive programs.
Professor Emeritus, the Charles Harwood Professor of
Operations Management,
Crummer Graduate School of Business, Rollins College, Winter
Park, Florida.
He received his B.S. in Mathematics and Physics at Roosevelt
University, and his

14. M.S. in Operations Research and Ph.D. in Quantitative Analysis
at the University
of Cincinnati. He previously taught at George Washington
University, University
of New Orleans, Boston University, and George Mason
University, where he held
the Mason Foundation Professorship in Decision Sciences and
was Chair of the
Decision Sciences Department. Dr. Render has also worked in
the aerospace indus-
try for General Electric, McDonnell Douglas, and NASA.
Professor Render has co-authored 10 textbooks for Pearson,
including Managerial
Decision Modeling with Spreadsheets , Quantitative Analysis
for Management , Service
Management , Introduction to Management Science , and
Cases and Readings in
Management Science . Quantitative Analysis for Management,
now in its 13th edition,
is a leading text in that discipline in the United States and
globally. Dr. Render’s
more than 100 articles on a variety of management topics have
appeared in
Decision Sciences , Production and Operations Management ,

15. Interfaces , Information
and Management , Journal of Management Information Systems
, Socio-Economic
Planning Sciences , IIE