You should assume that you are a consultant hired to advise Jeffery Boyd on the issues in the case. Using the information in your reading from Chapters 1 and 2, you should carefully craft an argument for the actions that you believe they should undertake to address these issues. Jeffrey is an established leader and he recognizes that you are also an expert in this field. You must consult Jeffrey on what to do. You should evaluate the macro environments and competitive environments that affect Priceline. You'll also want to consider the Priceline culture and the way Priceline's culture has responded to its external environment. Lastly, you'll want to consider what changes Priceline should make and how Jeffrey Boyd should approach the upcoming challenges in the external environment.