1
WMM1 D372 Introduction to system thinking Task 2: ICUP hone
Case Study on Systems Thinking 2025-2026 Western Governors
University
WMM1 — WMM1 Task 2
WGU
Introduction to Systems Thinking — D372
, 2
A.
Selected Case Study: Case Study 2 – ICUPhone
Selected Systems Archetype: Growth and Underinvestment
A1.
The ICUPhone case represents a classic example of the “Growth and Underinvestment”
systems archetype. In this structure, a firm expands by releasing innovative projects, but there is
insufficient funding invested in the infrastructure that the company requires in order to remain
profitable. One of the most significant issues is the ongoing underinvestment, which prevents
performance and growth from reaching their full potential.
Beginning with a product that is highly valued, ICUPhone used the money from sales to
invest in research and development (R&D) in order to develop new and innovative products.
Because of this cycle, there was an increase in the number of sales. Despite the rapid expansion
of the company's customer base, the corporation did not improve its customer support capacity.
Due to the fact that customer demands exceeded service capabilities, the sales performance took
a plunge, which resulted in a decrease in the level of satisfaction experienced by customers.
Because the leadership made the decision to emphasize accelerated product development
over resolving the basic limitation of support capacity, the quality of the product has
deteriorated, and customer satisfaction has even decreased. It is characteristic of the "Growth and
Underinvestment" tendency that underinvestment in support infrastructure led to poorer
performance, which ultimately resulted in an inability to compete.
WMM1 D372 Introduction to system thinking Task 2: ICUP hone
Case Study on Systems Thinking 2025-2026 Western Governors
University
WMM1 — WMM1 Task 2
WGU
Introduction to Systems Thinking — D372
, 2
A.
Selected Case Study: Case Study 2 – ICUPhone
Selected Systems Archetype: Growth and Underinvestment
A1.
The ICUPhone case represents a classic example of the “Growth and Underinvestment”
systems archetype. In this structure, a firm expands by releasing innovative projects, but there is
insufficient funding invested in the infrastructure that the company requires in order to remain
profitable. One of the most significant issues is the ongoing underinvestment, which prevents
performance and growth from reaching their full potential.
Beginning with a product that is highly valued, ICUPhone used the money from sales to
invest in research and development (R&D) in order to develop new and innovative products.
Because of this cycle, there was an increase in the number of sales. Despite the rapid expansion
of the company's customer base, the corporation did not improve its customer support capacity.
Due to the fact that customer demands exceeded service capabilities, the sales performance took
a plunge, which resulted in a decrease in the level of satisfaction experienced by customers.
Because the leadership made the decision to emphasize accelerated product development
over resolving the basic limitation of support capacity, the quality of the product has
deteriorated, and customer satisfaction has even decreased. It is characteristic of the "Growth and
Underinvestment" tendency that underinvestment in support infrastructure led to poorer
performance, which ultimately resulted in an inability to compete.
