My Thoughts on Webster’s Expanding Your Network article:
Traditional marketing is antiquated. The new focus of marketing as stated in the article is the focus of all stakeholders at creating value for the customers and developing the company’s brand. That was a good point in the article that many companies focus their marketing efforts on things that they can control. This is reminiscent of the Long Tail point about Dell. Dell pumps millions into marketing every year touting its customer service and technical support, yet consumers can go online and search “Dell Hell” and get over 42,000 pages of results from Google. In the case of Dell, stakeholders are better suites at working to fix the customer service and support issues which will strengthen the brand through the magic of all of us “ants with megaphones”[1] out here on the internet.
My Thoughts on Haeckel’s The Post Industrial Manager article:
In a post-industrial age when it can no longer be predicted what consumers will want, how does a manager create value? Haeckel theorizes that this calls for a shift away from the make and sell managerial framework of the 20th century to a sense and respond framework. The most daunting task in introducing this framework is thought to be getting buy in from the managers that are stuck in the old ways and unable to see the paradigm shift. For these situations Haeckel theorizes that the best method is to introduce the new methods, processes and innovations and let management work backwards to build the management frameworks to support them. This is done to create value for the customer. Haeckel uses the Xerox example to illustrate this.
Daniel, Management stuck in their old ways can often be the demise of many company's. While in some this works out for many many years, the result of the old network often results in little innovation and less risk. Although this can be a safe route, businesses and customers should evolve, while those that don't often fail.
ReplyDeleteI agree, we've seen multiple examples of companies that have failed or almost failed because of this, take Xerox for example. What's interesting is that some businesses are capable of remaining entrenched in these old ways, yet make money in spite of themselves. It would be interesting to study a company like that to see what underlying strategies account for this.
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