Questions and Answers of Strategic Market Management

3) What are the most important feedback processes in the development of the camera industry over time? Did the feedback processes change from one type of product to another?
2) Based on Figure 5.14, what group of companies will create the next innovation in the industry? Explain your answer.
1) What drivers have pushed the displacement of the film‐based and digital cameras over the last 20 years? Did you see any similarities between the two?
4) What types of forecasting methods are employed to predict the development of a market?
3) What other management science tools will you employ to identify, evaluate or address strategic issues existing in each stage of the industry evolution?
2) What is the role of timing to market in the success of a company? What stage will be simpler in terms of strategies?
1) There are numerous literature streams explaining the evolution of industries.See Further reading for some examples. Explore one stream in particular and infer the implicit behavior of companies:
3) What other adjustment will you make to the model? Try to implement and discuss the new insights generated.
2) What will happen if easyJet starts with a price similar to large airlines?Adjust variable “Fare Set by Startup” to 0.25.
1) Which strategic option will help easyJet to be successful considering that it needs 1 million passengers?
4) Develop a 2×2 matrix using two dimensions: duration of the service(predictable vs. unpredictable) and price variability (fixed vs. variable).Then allocate industries that you know in each
3) What other management science tools will you employ to identify, evaluate or address strategic issues raised by the Five Forces?
2) What factors will you consider to expand Five Forces analysis? For example, companies that are neither suppliers nor buyers but complement the companies in the industry can be an addition to the
1) Find other frameworks to evaluate the dynamics of the industry and compare with the Five Forces. For example, read Holmberg and Cummings(2009) on selecting strategic partners for alliances.
6) Find out information about the Big Mac Index published by The Economist.Explain how it can be employed for a PESTE analysis.
5) Visit the websites of www.imf.org, www.worldbank.org and www.oecd.org .What are their main forecasts? How are they prepared? Prepare a critique of their methods.
4) What can be an appropriate management science tool to support PESTE analysis in the clothing industry? Why?
3) What are the weaknesses of PESTE analysis? You may want to use Burt et al.(2006).
2) What are the key organizational processes related to evaluate the external environment?
1) What are the main differences between PESTE factors affecting a capital intensive industry, such as energy generation, and a service industry, e.g.fast food?
3) What will be a key profession to take each role in 10 years?
2) What activities will benefit the most from big data analytics?
1) What management science tools and methods are more convenient for each actor? Why?
3) How can you ensure a representation of a system is considered during asset orchestration?
2) Find a list of big data analytics tools to perform descriptive analytics. How can you apply descriptive analytics to support asset orchestration processes?
1) What is the impact of data velocity on managerial cognition? What new abilities should managers have to manage high data velocity? Think of an example of a company and industry to answer these
Facebook’s move towards stand-alone applications prove that sometimes less is more. When might a multifunctional application be more appealing to mobile users?
Facebook displays content according to an algorithm that determines the importance of user content. A user’s Instagram feed displays content chronologically.Looking to the future of social media,
How might a stand-alone application relieve some of the frustrations users feel towards larger applications? As a practitioner, is it better to focus on usability or additional features for audiences?
Much debate centers around how technology influences users in a positive or negative manner. Based on what we know about communication studies models and paradigms, how can you explain the positive
It is argued that youth may feel a sense of gratification by engaging in civic engagement through technology, rather than traditional means such as volunteering or voting. Which of the six paradigms
How might the younger generation target audience of CIRCLE impact behavior change outcomes? How could producers use social media to better market this audience in their communication strategy?
What are the biggest opportunities for a uniform GRI process? What challenges will they have to overcome in the future?
Why is it more important than ever for companies to consider increased transparency about the sustainability of their products in the age of social media?
How does the Global Reporting Initiative align with the principles of We First marketing?
Audiences did not immediately react positively to the hypermediacy format of Rising Star. How can this reaction be explained based on the principles of remediation theory? What would you advise if
One of the great advantages of Rising Star over other reality competition shows is the increased interactivity from audiences. How does the process of audience identification change as the voting
How did reality television musical competitions change many of the transparent immediacy norms of traditional television broadcasting?
What steps can be taken to ensure that the cultural norms of your target audience are included within the narrative?Makgabaneng combines a broadcast narrative and community reinforcement in a
What are the greatest advantages to utilizing an E-E approach to behavior change, like the production of Makgabaneng? How does the likelihood for behavior change transition when media is not produced
What role does WITNESS play today in the way audiences create their stories through video? How is this different from the initial conception of the WITNESS project?
What advantages did WITNESS gain when they started using a more community approach to reaching audiences? What challenges still remained?
How is technology being used as a solution in the WITNESS project? Apply principles of the digital divide.
What role did narratives play in the spread of the Kony 2012 movement? How could the movement have had less of Jason Russell’s narrative, and more from its audiences?
What are some possible reasons why the Kony 2012 movement did not result in tangible social change outcomes? What could future social change campaigns do differently to mobilize audiences into action?
How did social media make it easier to spread the Kony 2012 video? Why was the content of the message something that so many Internet users felt inclined to spread to their social network?
When might it prove more beneficial to obtain public health information from a more diffusion-oriented website, rather than a community-oriented social networking community such as Diabetes: A Family
How does the media structure of Diabetes: A Family Matter encourage audience and community participation? What are some possible barriers for a physician’s willingness to participate in the program?
Diabetes: A Family Matter hinges on cultural nuances to spread information about diabetes treatment and management. What are some possible ways that social media can be utilized in this process? How
Based on the activation model of information exposure, at what stage of a public health campaign like Diabetes: A Family Matter is best to hook the audience through a narrative technique? What role
How is @WalmartLabs able to use the geographical feature of data to research their audience more critically than a homogenized mass? Why is this important in today’s digital environment?
One of the advantages of @WalmartLabs is the ability to categorize qualitative conversations on social media platforms, such as Facebook and Twitter. How might Walmart use these conversations to
Why is it important for big retail stores like Walmart to have unique monitoring and evaluation software like @WalmartLabs? How might this put them ahead of their competitors?
How does the Brazilian culture speak to the brand experience of organizations and communities on Orkut? In a culture where brands must engage their fans on various digital platforms, what advice
How did the community structure of Orkut speak to the changing role of the digital consumer? Why would consumers be more interested in participating with these messages rather than a diffusion
How did Orkut successfully use the marketing action plan discussed in this chapter? In what areas did Orkut fall short?
Xing is a popular social networking site in German-speaking countries. Do you think Xing will be successful in English-speaking countries? Should Xing work on its global appeal in the future? Or
For a period of time, Xing’s leadership discussed whether Xing should get rid of displaying ads on its web (Enders et al., 2008). What do you think? Should Xing keep advertising as one of the
The freemium model is a primary revenue model used by Xing. Currently, Xing uses a two-tiered pricing strategy (free for basic members; €5.95 for premium members). Should Xing add additional
Your value proposition is the first step towards developing a successful business model. What is Xing’s value proposition? If Xing decided to introduce new features, what suggestions would you
This formative research study examined the patters and behaviors of audiences to help develop business strategies. What other types of research should practitioners conduct when making both internal
One of the results of China Telecom’s evaluation of the Powerinfo VOD service was the influence of structural features such as daypart, and recommendation systems. How do these structures help
How has VOD streaming influenced the amount and type of product available for audiences? Where does this increased product sit on the long tail graph?
How might information shared on Renren be different between users that access the site through a desktop computer versus through mobile technology?
How would individuals that network through Renren utilize the social media to communicate about their identity in a positive manner? Specifically, how could they use mobile technology to share
How do the features of Renren speak to the Chinese culture, specifically the values of community and relationship building?What opportunities and challenges does this provide to social media
How would the virtual community Second Life change if it were asynchronous in nature? How would the expectations of engagement change for audiences?
Second Life is a decentralized space, where users control most of the content.Based on this understanding, where would it fall on our diffusion–participation continuum? What opportunities and
What interface features of Second Life allow users the opportunity for dialogic communication? How could marketers use this to engage audiences and create a stronger sense of community among users?
Not every social media platform provides the same media structures. What decisions did the NBC social Olympics campaign producers have to make with regard to the differences in messages broadcast on
If you were in charge of creating content for the London Olympics social media campaign, how would you best determine the internal/cognitive structures that influence audience behavior? How would
How did the producers of the NBC social Olympics campaign best utilize social media structures to funnel users to subsequent coverage of the London Olympic Games? Why do you think their approach
What elements of Weixin make it a part of Chinese people’s daily life? How were they able to integrate the technology to accommodate every characteristic of their audiences? Do you think Weixin
How do Weixin’s features fit into their audience’s needs, tastes, and interests? Is it possible for audiences with different backgrounds to individualize the social media for their individual
In this chapter, we have discussed how knowing your audience is the first step towards a successful social media campaign. What can you do as a practitioner to ensure that you know as much as you can
Creating emotional real-life experiences for users is one of the biggest indicators of mobilization success. How do cyberactivism and other prosocial movements have a natural advantage to social
How did the social media meme fall short of user mobilization? What changes could be made to make more of a difference to breast cancer causes?
What qualities of the Facebook breast cancer awareness meme make it so viral in nature? Why would thousands of social media users want to participate and share with their friends?
How might Grey Poupon lose fans who are willing to pay a premium for their product if they marketed towards a more general mass audience?
What is the authenticity of Grey Poupon and how does it differ from other mustard brands? How is Grey Poupon able to capitalize on this niche through social media in ways not possible through
How is Grey Poupon able to meet the four criteria of community (dimensions of membership) through their Facebook page? Which dimension is “The Society of Good Taste” application best able to
When designing the Arctic Ready campaign, Greenpeace and Yes Lab decided that it would be more effective to have users create satirical messages poking fun at Royal Dutch Shell, rather than just
Consider the amount of diffusion-centric messages that you receive in a day, including billboard, radio, television, and online advertisements. Why were users more likely to share a participatory
One of the greatest advantages of utilizing a diffusion approach in your communication strategy is that you are able to maintain tight control over message content.How was the Arctic Ready campaign
What elements of Warby Parker’s social media marketing strategy help reduce dissonance for consumers that are considering switching eyeglass brands? How does the socially conscious business
How is Warby Parker using social media to promote transactional communication with customers, rather than more linear advertising? What role does usergenerated content play in this process?
How does social media technology aid Warby Parker’s alternative business model for selling prescription eyeglasses? What challenges would the company have faced in a traditional media environment?
Integrate future social media technologies with caution into your business strategy
Explain the possibilities of a Web 3.0 environment.
Identify changes to the upcoming social media landscape.
Identify key intersections of social media scholarship
Explain Potter’s general framework for mass media scholarship.
Understand the six paradigms of communication theory.
Understand how the creation of a socially conscious strategy may lead to an increased return on investment.
Examine the role of identification in the behavior change process.
Apply We First marketing to a social media campaign.
Be able to integrate social media into a traditional media campaign in a postconvergence era.
Explain remediation theory and apply it to a social media marketing strategy.
Identify the impact of convergence culture on society.
Examine the role of culturally appropriate narratives in behavior change models.

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