V.N.

Bhattacharya
Business & Corporate Strategy

17 August 2020

Case Study: Space Shuttle Columbia Accident

Case brief

We will discuss the following questions in session 12 on 22 August.

I would like you to discuss them in your (company) groups ahead of the class. In particular
please focus on questions 3, 4, 6, 7, 8, and 10.

1. Why did the shuttle fail on re-entry?

2. Could repair be carried out in flight? Could the shuttle have been evacuated?
– Why did Mission Control not take either step?
3. Why did they not consider the issue more seriously?
– Out of family instead of in-family problem.
4. Did engineers and managers see the problem the same way? Differently? Why?
5. Why didn’t management institute a Tiger Team instead of DAT?
6. Did previous record of safe return in spite of foam damage affect assessment? Why?
7. Were there any weaknesses in the organisation structure?
8. Was framing effect at play? How?
9. Were managers affected by confirmation bias?
10. Under what circumstances can such errors occur in a business enterprise?

I am aware of the temptation you may have to not prepare this case discussion given your
Mid-term examination on 23rd August. Nonetheless, you will find it worthwhile to spend time
on this very important case.

END

Villa # 300, Palm Meadows Phase 2, HAL Airport – Whitefield Road, Bangalore 560 066, India.
Tel: +91-80-4957 2041; +91-98450 58034 (M); e-mail: vn@vnbhattacharya.com
Website: http://www.vnbhattacharya.com