2. What organization, management and technology issues did the company face in attempting to change it's business strategy ? The organization issue that they faced in attempting to change their business strategy was cultrul change, Since Rand Mcnally was focused on prices for such a long period, many old-time employees who were disgrunted because they believed that too much Money was going into the technology side. The management issue was that the mangement teared lossing profit and was not willing to take the risk when they needed to. The management was not interested in putting mups online because they fear sales under cut. They should have thought les about curent profit and more on the future of Rand Mcnally in the digital age. The technolgy isives Rand Mcnally tured was some of the technology they wanted to use such as wireless travel services, was still not well developed