Harvard Case - The Humane Society and SeaWorld: Orca Obstacle
"The Humane Society and SeaWorld: Orca Obstacle" Harvard business case study is written by Tara Ceranic, Marc Lampe. It deals with the challenges in the field of Negotiation. The case study is 9 page(s) long and it was first published on : Sep 27, 2015
At Fern Fort University, we recommend that the Humane Society and SeaWorld engage in principled negotiation to find a mutually acceptable solution that addresses the ethical concerns surrounding orca captivity while preserving SeaWorld's financial viability.
2. Background
**Brief summary of the case**The Humane Society, an animal welfare organization, has been campaigning against SeaWorld's practice of keeping orcas in captivity. The Humane Society argues that orcas are highly intelligent and social animals that suffer in captivity. SeaWorld, on the other hand, maintains that its orcas are well-cared for and that the company's educational programs help raise awareness about these animals.Main protagonists of the case study
- The Humane Society: An animal welfare organization that has been campaigning against SeaWorld's practice of keeping orcas in captivity.
- SeaWorld: A marine park operator that has been criticized for its treatment of orcas.
3. Analysis of the Case Study
**Strategic analysis**The Humane Society and SeaWorld are in a strategic conflict. The Humane Society wants to end orca captivity, while SeaWorld wants to continue keeping orcas in captivity. Both organizations have strong constituencies and are unlikely to back down from their positions.Financial analysisSeaWorld's financial performance has been declining in recent years. The company's revenue has fallen and its profits have declined. This is due in part to the Humane Society's campaign against orca captivity.
Marketing analysisThe Humane Society has been successful in raising awareness about the ethical concerns surrounding orca captivity. This has led to a decline in public support for SeaWorld. SeaWorld has been trying to counter the Humane Society's campaign by emphasizing the educational value of its orcas.
Operational analysisSeaWorld's orcas are kept in captivity in large tanks. The company has a team of veterinarians and trainers who care for the animals. The Humane Society argues that these tanks are too small and that the orcas are not able to engage in their natural behaviors.
4. Recommendaations
We recommend that the Humane Society and SeaWorld engage in principled negotiation to find a mutually acceptable solution that addresses the ethical concerns surrounding orca captivity while preserving SeaWorld's financial viability.Principled negotiation is a negotiation strategy that focuses on finding a solution that meets the interests of both parties. It is based on the following principles:
- Separate the people from the problem. This means focusing on the issues at hand, rather than on the personal relationships between the parties.
- Focus on interests, not positions. This means understanding the underlying needs and concerns of both parties.
- Generate a variety of options before deciding. This means brainstorming a range of possible solutions that could meet the interests of both parties.
- Insist on objective criteria. This means using data and evidence to support your positions.
- Be willing to walk away from the negotiation. This means having a BATNA (Best Alternative to a Negotiated Agreement) in case you cannot reach an agreement.
We believe that principled negotiation is the best way to resolve the conflict between the Humane Society and SeaWorld. This approach will allow both parties to express their interests, generate a variety of options, and find a solution that meets the needs of both parties.
5. Basis of Recommendaations
Our recommendations are based on the following considerations:Core competencies and consistency with mission: The Humane Society's core competency is animal welfare. Its mission is to protect animals from cruelty and exploitation. SeaWorld's core competency is marine animal care and education. Its mission is to provide a fun and educational experience for its guests. Our recommendations are consistent with the missions of both organizations.
External customers and internal clients: The Humane Society's external customers are animal lovers and animal welfare advocates. Its internal clients are its members and donors. SeaWorld's external customers are families and tourists. Its internal clients are its employees and shareholders. Our recommendations take into account the interests of all of these stakeholders.
Competitors: The Humane Society's main competitor is PETA (People for the Ethical Treatment of Animals). SeaWorld's main competitor is Disney. Our recommendations will help both organizations to compete more effectively with their rivals.
Attractiveness ' quantitative measures if applicable (e.g., NPV, ROI, break-even, payback): We believe that our recommendations will have a positive financial impact on both the Humane Society and SeaWorld. The Humane Society will be able to achieve its goal of ending orca captivity, which will boost its reputation and attract new members and donors. SeaWorld will be able to preserve its financial viability by finding a way to keep orcas in captivity that is acceptable to the public.
Are all assumptions explicitly stated (e.g., needs, technology trends)' Our recommendations are based on the following assumptions:
- The Humane Society and SeaWorld are both committed to finding a mutually acceptable solution.
- Both organizations are willing to compromise on their positions.
- There is a viable alternative to orca captivity that meets the needs of both organizations.
6. Conclusion
We believe that our recommendations provide a fair and equitable solution to the conflict between the Humane Society and SeaWorld. We urge both organizations to adopt these recommendations and work together to find a way to end orca captivity while preserving SeaWorld's financial viability.7. Discussion
**Other alternatives not selected**We considered a number of other alternatives before making our recommendations. These alternatives included:- The Humane Society continuing to campaign against SeaWorld until the company agrees to end orca captivity. This alternative is unlikely to be successful, as SeaWorld has a strong financial incentive to keep orcas in captivity.
- SeaWorld continuing to keep orcas in captivity despite the Humane Society's campaign. This alternative is also unlikely to be successful, as the Humane Society has a strong public relations campaign and is likely to continue to damage SeaWorld's reputation.
- The Humane Society and SeaWorld agreeing to a compromise that allows SeaWorld to keep a small number of orcas in captivity for educational purposes. This alternative is possible, but it is unlikely to satisfy either organization completely.
Risks and key assumptionsThere are a number of risks and key assumptions associated with our recommendations. These include:
- The Humane Society and SeaWorld may not be able to reach an agreement. This is the biggest risk associated with our recommendations. If the two organizations cannot agree on a solution, the conflict will continue and both organizations will suffer.
- The Humane Society may not be able to find a viable alternative to orca captivity. This is another risk associated with our recommendations. If the Humane Society cannot find a way to keep orcas out of captivity, it will be difficult for the organization to achieve its goal of ending orca captivity.
- SeaWorld may not be able to preserve its financial viability if it ends orca captivity. This is a risk for SeaWorld, as orcas are a major attraction for the company. If SeaWorld cannot find a way to replace the revenue that it generates from orcas, it may be forced to close its doors.
8. Next Steps
We recommend that the Humane Society and SeaWorld take the following steps to implement our recommendations:- Appoint a team of negotiators to represent each organization. The negotiators should be experienced and skilled in principled negotiation.
- Develop a clear agenda for the negotiations. The agenda should include a list of the issues to be discussed and a timeline for reaching an agreement.
- Meet regularly to negotiate a solution. The negotiations should be conducted in a private and confidential setting.
- Be willing to compromise. Both organizations will need to be willing to compromise on their positions in order to reach an agreement.
- Document the agreement in writing. Once an agreement has been reached, it should be documented in writing and signed by both parties.
We believe that by following these steps, the Humane Society and SeaWorld can find a mutually acceptable solution that addresses the ethical concerns surrounding orca captivity while preserving SeaWorld's financial viability.
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Case Description
In 2016, the respective heads of The Humane Society of the United States (HSUS) and SeaWorld Parks & Entertainment, Inc. (SeaWorld) were trying to reach a mutually beneficial resolution to their dispute over orca whale breeding. The HSUS opposed SeaWorld's practice of breeding captive orcas and each leader was facing challenges. SeaWorld was experiencing growing negative publicity and a decline in park attendance and revenues, while the HSUS was in the process of publishing a book encouraging business leaders to join the animal protection movement and incorporate HSUS values into their strategic plans. After a decades-long antagonistic relationship, how could SeaWorld and the HSUS find common ground? Could SeaWorld continue operating in a way that was financially beneficial for the parks and entertaining to guests, while also being respectful of the welfare of the orca whales in their care? Could they meet the HSUS's goals of animal protection?
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