Feeney 1

Michael C. Feeney
Professor Thomas Ingram
MBA 517
07/18/2019

Module 3: Case 3

1. What does this case have to do with attribution theory?

This case subtly deals with attribution theory in that Gwenn makes a self-serving bias when she attributes
the decline in revenue of Property Appraisals, LLC to the employee’s lack of performance (external
factors). Abigail makes a convincing argument for the automated appraisals that are cutting into Property
Appraisals, LLC’s revenue, but Gwenn refuses to acknowledge the changing landscape of the appraisal
market.

2. To what extent do you think Gwenn is justified in her criticism that Abigail is blaming outside forces
for her problem?

I think there is some justification in Gwenn criticizing Abigail’s staff for blaming the appraisal
automation industry for the decline in revenue. Gwenn makes the argument that Property Appraisals,
LLC provides a more valuable product than the automated property appraisal services. Gwenn is justified
in saying that Abigail is focusing too much on the competitors rather than seeking the market
demographic that they’re targeting. Abigail should focus on marketing and targeting the customers which
are best suited for the professional grade appraisals that Property Appraisals, LLC provides.

3. What advice can you offer Abigail to deal with the problem she is facing with Gwenn?

I would make the point to Abigail that Gwenn is dead set on maintaining Property Appraisals, LLC’s
business model and that she needs to accept that fact. I would utilize my knowledge of emotional
intelligence and cater to Abigail’s implied frustration by telling her this may be a difficult situation with
the amount of low-priced (and even free) competition, but there are alternatives to explore. I would
explain to Abigail that she will need to work with her marketing team to better hone in on the
demographic that will be most apt to buy their product.