1. Conduct a SWOT analysis of Aurum Furniture, highlighting the implications it has on John’s
decision.
2. Why did John decide to join Aurum Furniture?
3. What were the most important organizational differences between Aurum and the typical nonfamily professionalized firm?
4. Discuss the key personal, family, and business challenges that John encountered when he
started to work at Aurum. Which of these challenges were related to the informal, nonprofessionalized nature of Aurum and which were caused by family relationship dynamics
inside the business?
5. What tactics did John use to overcome these challenges?
6. What was needed for professionalization to succeed? What benefits did Aurum derive from
John’s attempt to professionalize the firm? Do you agree with John’s focus on dealing with
the challenges mainly through the professionalization of Aurum?
7. At the close of the case what did John perceive as his primary career alternatives? What
were the advantages and disadvantages of these alternatives?
