Please read the case study on page 573-582 and answer the end of case questions.

Submit your
assignment in a word document.

Explain why consumer market testing might not always be beneficial.

The consumer market testing might not always be beneficial due to several reasons below:
a) The potential costumer unable adequately to understand the product Despite the company
has launch totally new innovative product, but surely out of consumer mind, it might
become more negative response rather than successful launch. The consumer whether
does not know the advantage of the product or they think the product does not give any
beneficial for them.
b) Consumer frequently have difficulty articulating their needs Somehow, the customer
itself could not define what they actually need. The innovation of the product is often
solved their problem although the costumer might not define it.
c) Consumer research can tell you what people did and thought at one point in time: it can’t
tell you directly what they might do in a new set of circumstances The consumer
somehow doing bias thing, when it comes to the market research at certain point they
suggested some important thing for them. But, when finally, the product launched the
innovation, the consumer even did not buy the product. It is extremely changed and even
unpredictable.
Discuss the dilemma faced by all firms of trying to listen to customers’ needs and wants
and yet also trying to develop new products for those customers that they do not yet serve.
It is not surprising that many firms try to meet the customer needs. And many of them ended up
with established themselves and providing what costumer needs. But, for any reasons, it is really
dilemmatic when the company is trying to survive in the short term with reducing any costs or
developing creativity for innovation on the long term. It might be more dilemmatic when they
face the customer needs.

Discuss the many reasons why so many new products fail. Are there
additional reasons?
Because the new product is majority or extremely new innovation that people might never think.
It differs the product from their existing, defining new market, and even leads the buyer to
change their pattern. The main difficulties of conducting market research for discontinuous new
products as follows:
a) The problem of the selection of the respondents
b) The problem of understanding of the major innovation.
The company might target super limited segment which can affordable the innovation, but still
providing clear explanation of the product and its procedures how to use it.
Kelly talks about innovation means for larger businesses, and how corporates can create an
entrepreneurial culture. I feel, all of what she says can’t be taken in its entirety and applied to a start-up
where they usually work daily as if it is their last day of life. We have seen live examples from Steve Jobs
and Walt Disney.
Kelly talks about top aspects of culture that drive innovation are through employee empowerment,
giving employees a voice to put their ideas forward, dynamic leadership who promote their employees
in the business and praise them for the ideas they put forward, an ecosystem to allow share ideas within
the team and outside the team. This is most likely already built into the start-up team who are always
very passionate about what they do, this section is already built-in and probably these points are
derived by looking at the successful start-up companies.

According to Kelly, the culture of innovation spreading through the organization is achieved through
innovation champions, better ways of working, able to work wherever you are with the technology,
employees can participate in solving business problems or issues, offering rewards. This probably not a
must for a start-up company and they usually don’t have the luxury to afford this.
She says external focus to stimulate innovation is achieved by a look at your competitors are doing, see
what they have learned their lessons, and don’, t repeat the same mistakes. Innovate together through
JV. This may be applicable to big corporates but not the start-ups.
Kelly iterates technology and business working together: Innovation workshop. Start-ups don’t need
such workshops as they will be focused on key goals without many diversions.
In summary Kellys, a suggestion is suitable for big corporates but not for start-ups.

 
 
Reference:
Byars, S. M., & Stanberry, K. (2019). Business ethics. Houston, TX: OpenStax College, Rice University.

It was very interesting to watch these videos and see the profiles of some of the most famous
entrepreneurs. Walt Disney, Steve Jobs, and Kerrie Laird all have different approaches to
leadership and management. After watching The Two Sides of Walt Disney it was crazy to see
that behind his wholesome public persona, that there was a darker side to Walt Disney. Someone
in the video said, “His personal power walked right with him.” After watching all these videos, I
firmly believe that if entrepreneurial leaders were replaced with ones steeped in commitment to
employee empowerment organizational culture will be way different. Although, I cannot say that
I think it would be better or worse, just completely different. Each person and organization
operate differently, some thrive off of being told what to do, and others want to share their
opinions. With Kerrie’s program, it consists of facilitating workshops that challenges customers
to open their minds to innovation beyond their market space. Every employee impacts an
organization's direction, but leadership has by far the largest and most direct effect on company
culture, which revolves around employee engagement, environment, atmosphere and the success
of the company and its clients (Craig, 2018). I think there are many benefits to Kerrie’s
leadership techniques that would change the culture of start-ups for the better.

Byars, S. M., & Stanberry, K. (2019). Business ethics.

Craig, W. (2018, September 5). The Role Leadership Has In Company Culture. Retrieved from
https://www.forbes.com/sites/williamcraig/2018/09/05/the-role-leadership-has-in-company-
culture/#303659ba16b6

Startup’s are most of the time happens in unique way. Some of the startups might happen after a
long background work and some of them might happen with simple idea. I believe the culture is
now changing and will be changing in future as well. Everything will have improvement in their
own way. After watching the videos of Walt Disney and Kerrie Laird, the videos itself shows the
difference between generations. I believe that depending on the business and culture of the
employees the behavior will change. It might be good for a company like Tesla to have more
kind off employee empowerment than what we saw about Walt Disney. Always showing
someone growth will help the startups to grow. The article “How the Best Tech Companies
Implement Employee Empowerment” by “Owen McGab Enaohwo” explained how the big
companies taking employee empowerment to their success. The article explained different points
on how the companies are successful by engaging their employees in building their business. AS
an example of employee empowerment Adobe has a policy in their handbook for workers to
work without micromanagement.

Reference:

https://smallbizclub.com/leadership/people-skills/best-tech-companies-implement-employee-
empowerment/  

I have learned very interesting perspective after watching the videos of Walt Disney, Steve Jobs, and
Kerrie Laired. These videos helped me to understand every entrepreneur has a unique culture.
Successful business leaders are a combination of personality and management style who strike out on
their own, bring a start-up to life, and shape their initial business practices and culture on the job. If the
enterprise is successful, the principles and philosophy of the founder become enshrined in the lore of
the company, so that long after his or her departure, succeeding leaders find themselves beholden to
the management philosophy exemplified from the early days of the firm. For instance, Steve Jobs
focused more on technology and future of technology and Walt Disney had his own company culture to
drive his employees for creating new ideas. Both of their similar dogmatic personalities played an
important role in how their company became successful. However, Kerrie Laird had a very different
perspective in leading his company. He believed in employee empowerment. I think replacing cult of the
charismatic—but dogmatic—entrepreneurial leaders such as Walt Disney or Steve Jobs with one
steeped in a commitment to employee empowerment that Kerrie Laird would change whole company
culture and can result in chaos. These companies are successful because of their own culture, systems
that are created by their own leaders which make each company very unique.
It was interesting to watch these videos. Kelly claimed that these were innovations leaders who
ensured the prevalence of culture of innovation within the organization. Work can be
performed in a better way and issues can be resolved efficiently with induction of latest
technology. Walt Disney, Steve Jobs, and Kerrie Laird are famous entrepreneurs. They changed
the way of doing business. All of three adopted different leadership styles to make their
organizations leading ones. A start-up company dose not have enough financial resources to
cover additional expenses. Therefore, start-ups have to consider external factors as well to
make excels in their field. As, these innovative leaders brought innovation in their organizations
by making comparison with their competitors. Other than that, these videos also helped me a
lot in developing understanding with entrepreneurial culture. Innovative leaders don’t only
have a distinctive leadership style, while they also pleasant personality which help them in
strongly influencing their followers. It would be no wrong to infer that succeeding leaders find
the solution of their problem by following preceding leaders. As, Steve Jobs had focus on
technological innovations, Walt Disney’s focus was on creation of new ideas and Kerrie Laird
focus was on employee empowerment. If Steve Jobs and Walt Disney are replace with one
steeped in a commitment to employee empowerment. It would have definitely great impact
over organization’s performance.
Reference:
Byars, S. M., & Stanberry, K. (2019). Business ethics. Houston, TX: OpenStax College, Rice
University.

I selected the topic influence of advertising for today discussion. The article I
selected is named as “A study on the Influence and Impact of Advertising to
Consumer Purchase Motive among student teachers”. The purpose of this study is
to examine and analyze the influence of advertising on behaviors of consumers,
their preferences and the strength of their loyalty towards specific product or
service owing to advertising and promotion campaigns among students of Kerala.
Another purpose of this study is to endorse the advertising awareness among the
students of Kerala (future citizens) under the guidance of teachers. This study
reveals the fact that the level of awareness among students and teachers developed
through advertising had better results rather than their expectations regarding the
product. Most of the students were aware of advertising campaigns. As, they used
to gather information related to product from media. They were active listeners.
They make comparisons of the new product and market trends with the products of
other firms. The consumer culture is more prevalent in rural students than in urban
students. Consumers rely primarily on advertising claims and on personal
experience in forming judgments about advertised products.
References
Byars, S. M., & Stanberry, K. (2019). Business ethics. Houston, TX: OpenStax
College, Rice University.
Sindhya. (2013). A study on the Influence and Impact of Advertising to Consumer
Purchase Motive among student teacher. Journal of Research & Method in
Education, 4(2), 1-5.