The student task is to identify whether the management style of the CEO would influence the firm’s decision to pursue new products. In order to illustrate the influence of top management values, the profiles of four different CEOs are presented.
For this exercise, students act as consultants brought into a large firm with the goal of shifting the firm’s corporate culture in order to improve its level of marketing orientation.
This group task is to reach a decision through consensus (by role-playing members of a firm’s executive management team). To complicate the decision, the three alternatives ‘benefit’ different functional departments.
Students are presented with an excerpt from a monthly ‘performance’ one-on-one meeting. Who is at fault? How can this situation be improved for the future?
A large department store chain are discussing the merits of introducing a system of greater staff empowerment. But the team cannot decide what to do – can your students help them?
For this task, students are the marketing manager for a bank and planning a major new product launch. They need to develop an internal marketing program for the bank’s branch and call center staff to complete the sales.
Students review a retailer who have changed their refund policy – did management make the right decision by reducing staff empowerment? Includes aspects of CRM and CLV.
The ability of firms to generate new product concepts is a key factor in new product success. Some firms appear to be more successful at this task than others. This firm is not very good at it – but why?
There are five different examples of how firms can structure their new product development project teams. Can students identify which team structure approach would be the most effective?
Gillette has long been the leader in the razor market. However, to maintain their position they have had to make some tough decisions along the way. Review the following situation – if you were the CEO, would you have made the same decision?