Literature Review on Marketing Myopia - 2738 Words

Contents Article 1: Marketing Myopia 3 Article 2: An Integrated View of Marketing Myopia 4 Article 3: Beyond Marketing Myopia: The Service of Small Railroads 5 Article 4: Futuristics: Reducing Marketing Myopia 6 Article 5: Reconsidering the Classics: Reader Response to Marketing Myopia 7 Article 6: Global Marketing Myopia 8 Article 7: Editorial: Marketing Myopia 9 Article 8: Extending the marketing myopia concept to promote strategic agility 10 Article 9: The New Marketing Myopia 11 Article 10: Corporate marketing myopia and the inexorable rise of a corporate marketing logic: Perspectives from identity-based views of the firm 12 Bibliography 13 Article 1: Marketing Myopia Every major industry was once a growth†¦show more content†¦The article goes on to talk about one portion of the rail network increasingly recognized as not being myopic: the small railroads (called regionals if they are more than a few hundred miles long). Since 1970, shortlines and regionals have demonstrated that they are in the transportation or logistics business; they know they cannot survive with the mentality of simply running trains. Many of them offer value-added services, including learning customers supply chain needs to the point of being able to act as logistics consultants providing solutions. The article analyzes the example of June 1970 when Penn Central ran out of money and launched the largest bankruptcy case in US history. Article 4: Futuristics: Reducing Marketing Myopia Futuristics is the study of the future. Marketing is one discipline which can benefit greatly from futuristics. Futuristics can be used to generate new product ideas. Also, a market planner with a solid knowledge of futuristics and prepare more useful marketing plans than one without this knowledge. After all, every firm can be affected by some change in its technological, economic, sociological, cultural, legal, political, or competitive environment. At the very least, futuristics encourages a future orientation. Indeed, many large corporations, including General Electric, General Foods, IBM, and Mobil, are involved to some extent in future research. Marketing myopia occurs not onlyShow MoreRelatedThe New Marketing Myopia7296 Words   |  30 PagesSocial Innovation Centre The New Marketing Myopia _______________ N. Craig SMITH Minette E. DRUMWRIGHT Mary C. GENTILE 2009/08/ISIC Electronic copy available at: http://ssrn.com/abstract=1336886 The New Marketing Myopia by N. Craig Smith* Minette E. Drumwright ** and Mary C. Gentile *** forthcoming in the Journal of Public Policy Marketing This paper can be downloaded without charge from the Social Science Research Network electronic library at: http://ssrn.com/abstract=1336886 Read MoreComparative Research On Green Marketing Essay1071 Words   |  5 PagesComparative research on green marketing in the food industry of China and U.S. -- based on Mengniu and Kellogg Literature review This review will consider the following aspects: The first is a general background of China and U.S. food market. The second illustrates the green marketing concept. The third describes the problems existing in the food industry of practicing green marketing. Finally, the aim of the project is stated. 1.1 Background of China andRead MoreKey Aspects Of Knowledge Gained From The Text That Impacted Me1680 Words   |  7 Pagesprocesses. 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To tackle this problem the companies had to resort to aggressive marketing strategies. Companies knew that materialism is considered very important in a market like India because all people want physical possession of the products that they buy. So they resorted to unethical marketing. Yet they are successful in their businesses. Making profit at the expense of consumers is called as unethical marketing. But certain enactments like Consumer Protection Act 1986, Competition Act 2002Read MoreMcdonald-Market Segmentation7502 Words   |  31 PagesAddress for correspondence: Mark Jenkins, Cranfield School of Management, Cranfield University, Bedford, MK43 0AL, UK. Tel: +44 (0) 234 751122; Fax: +44 (0) 234 750070 EMail: m.jenkins@cranfield.ac.uk Paper submitted to the European Journal of Marketing, February 1995. 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If I Die in a Combat Zone Free Essays

The novels If I Die in a Combat Zone and The Things They Carried were both written by Tim O’Brien. Tim O’Brien is a Vietnam War veteran and all of the novels he wrote are about his times in the war. He includes the same characters in the stories, but changed their names and descriptions. We will write a custom essay sample on If I Die in a Combat Zone or any similar topic only for you Order Now I do not believe that O’Brien wrote the books for any political reason. Both of the novels have very much in common including the style that it is written, and the stories that are told. There are also differences including the order of the stories, and the endings. These similarities and differences are important for the novels because it shows the diversity that different soldiers go through in times of war. The style that O’Brien writes in both novels is first person narrative. O’Brien tells the story in his point of view, and tells different stories. In If I Die in a Combat Zone the stories he tells his whole time in Vietnam. He starts with how he got drafted into the war and his training. He considered leaving the country to go live in Europe. At the last minute he almost left, but then decided to stay and go to Vietnam. He continues the story in chronological order of the times and significant events that had happened throughout his duty. In The Things They Carried, O’Brien told significant stories that were told out of chronological order. The stories told in The Things They Carried were also less biographical and focused more on the men in his platoon. He also jumps back and forth between the war and post war, where he talked to the surviving men from his platoon. He tells the stories of the war, and the stories that the men told him. This is one of the differences between the two books. The ways the stories are told are different. Even though both books are told in the perspective of O’Brien, when he is telling the stories in The Things They Carried, we are more sympathetic to the other characters because it mostly focuses on them. In both of the stories, O’Brien also uses the same terminology in the books. He uses what I describe as â€Å"war† terminology. He uses words and acronyms. For example he said that they were looking for Charlie. I’m not very educated on the Vietnam War so I looked up who Charlie was. Then I realized that Charlie is the Vietnamese army. There were other terms including the different guns and different mine types. Thankfully, O’Brien explained those terms. O’Brien is consistent with his terms and it makes it easier to read one book after reading the other because of this consistency. The endings of If I Die in a Combat Zone and The Things They Carried are different. In If I Die in a Combat Zone, the end is O’Brien going home from Vietnam. He says that there is no joy in leaving Vietnam. He says that he thought of the friends he gained and the friends he lost. He reminisced what he learned, and realized that he did not learn a lot. The ending of The Things They Carried is one last story that focused on O’Brien. It was the first time that he had seen a dead body in Vietnam. It then flashes back to his past where his girlfriend had died because of a brain tumor. That was the first time he had seen a dead body. The soldiers say that to keep a person alive is to always tell memories. But O’Brien didn’t do that, he just imagined that his girlfriend was still alive and waiting for him. Although collectively I did not like either of Tim O’Brien’s books, but I can say that they are well written. The reason I did not like the books was because of the graphics that were described. I understand that learning about the Vietnam War is important, and the horrific aspects are important to learn also, but I do not agree with describing in detail about bodies being blown to pieces. Both books have their similarities in being that they are about the Vietnam War, the style of the book, and the stories and their content. Although the differences were big, including the order of the stories, and the perspective of the stories, the books are close in content. I believe that these books can be read simultaneously with each other. How to cite If I Die in a Combat Zone, Papers

Innovation Projects Consultation for a Children’s Library Business

Question: Explain Innovation Projects Consultation for a Childrens Library Business and write about the profile of the Library Business and Key Stakeholders. Answer: Introduction This report has proposed to introduce product innovation and process innovation by attempting to introduce bar coding technology in a small business of Childrens library services, run by Delta Enterprises in the city of Melbourne. The Bar-coding is a relatively old technology; however, the increasing reader base of the library, necessitates few steps towards automation in several record keeping procedures, conducted on a day to day basis in the library. The Bar coding attached to the books would result in efficient book tracking in the automatic fashion for the business. 1. Profile of the Library Business Childrens Library Services is a small childrens library operating in the city center of the Melbourne city. This is a relatively old establishment (business), which is run by organization Delta enterprises as a part of the Corporate Social Responsibility of the Organization. Very nominal charges are demanded for the subscription of this library services, and most of the business funding is managed by its parent organization- Delta enterprises. This Childrens library gives free reading access to all the children visiting its premises and demands a nominal subscription charges for take home books. Currently there are only two employees managing the front desk, book records and subscription records that makes their jobs a bit of stressful. The library has an old computer donated by its parent organization that is hardly used. 2. Key Stake holders of the Business The Following are the key stakeholders of the Childrens Library Business:1. The Children of the neighborhood and Public at large who have open free access for in-house reading2. Subscribers for the take home library services, who issue and return books on a regular basis3. The two employees of the Library who are efficiently managing their respective jobs.4. The Financers of the Business (Delta Enterprises) who monetarily support the business on time to time basis.5. The Regulators of the land/ Australian Government, under whose governance, the business are run in the city.6. The Publishing houses and the suppliers of the various childrens books 3. Process Innovation and Product Innovation Strategy The introduction of bar coding system in the Childrens Library would result in both product innovation, as well as process innovation for the Business. The core product of the Business books, as well as the membership cards of the subscribers, would be attached bar codes for easy transacting, this would be a prominent product innovation for the business. The Installation of suitable Bar code scanning equipments in the library, and capturing barcodes for recording transactions, would result in major process innovation, as the installation of bar code systems would save all the manual recording efforts of the staff members. 4. Work place establishment The first step towards work place establishment would be a face to meeting, conducted by innovation projects consultants with the employees and management team of the parent company. This meeting would involve the discussion of the key operational and recordkeeping issues faced by the staff of the business, and the participants of the business would be encouraged to think of solution to these problems.The usage of technology tools in managing the library business would then be presented in front of these key stakeholders, who would work on the investment-returns calculation, before taking a positive decision. 5. Innovation Promotion Plan The innovation of including bar coding system to the books would be promoted to its respective stakeholders, by convincing them for the large benefits that the business would reap due to this innovation. The following benefits of the proposed innovation may be included in the innovation Promotion plan: a. Improvement in the overall efficiency of the employees managing the business b. Easy and accuracy of work for both the employees and suppliers c. Easy in record keeping and stock verification process for the parent company, to keep control on the businessd. Reduction in the overall cost of managing business, the benefit of which may be further passed to the customers and general public. 6. Implementation Plan The following would be the typical implementation Plan for the establishment of bar code systems in the library: a. Putting Barcode stickers manually on each and every books of the library collection. (Approximately 2000 books) b. Additional man power would have to be deployed for this work. However, it would be a onetime expense for the business. c. The Library would have to be probably kept shut for a day or two for the entire revamping process.d. Capturing all the barcodes in a computerized data base and further linking them to issue and return book transactions. e. Issuing bar code enabled membership cards to the subscribers. f. Installing suitable Bar code scanning equipments in the library. 7. Communications Plan The Financers of the Business, employees, and the customers would be the prominent stakeholders that need to be convinced first. Secondly, the Customers of the library would also be required to give necessary co-operation to the management for going through the change. The effective communications plan for these stakeholders is a very important step to keep all the stakeholders interested in the innovation journey. The communications plan would typically in clued the following aspects: 1. Publishing of Operational Manual for successful operating of the new bar code systems by the staff 2. Technology Training to the existing staff of the Library 3. Meeting with the existing customers and general public to explain the issue of new membership cards 4. Sending mailers to the Suppliers for informing the changes in the process. 8. Probable Feedback/ Outcomes from Stakeholders The measurable operational gains, achieved through this proposed innovation, in comparison with the fixed monetary investment would be the key decisive factor in the process. The feedback for successful implementation of this innovation process, can be measured through customer surveys and face-to-face feedback from the employees of the library Conclusion Having an innovative idea itself, is not sufficient to make the business progressive. The promotion of this innovative concept, to all the stakeholders of the business, and acceptance of the innovative change by all these stakeholders, are very important for a successful business functioning. The Implementation of this innovative concept of having bar codes to the childrens books would highly help in simplifying the record keeping procedure for the books and help increase accuracy and efficiency of the business. References G.K. Manjunath and S.M. Pujar, 2002, Barcoding of Library documents: Planning, Techniques and Tools, Annals of Library and Information Studies, 49-4, pp 119-124. Jeevan J., 2000, Bar-coding for faster library transactions, Desidoc bulletin of Information Technology, 20-2, pp 15-19.