Free Critical Analysis Critical Thinking Example

Critical Management Paper: Questions and Response 4. Critical Analysis: Cultural Innovation Tomorrow_____________________________________________- What are according to you the strengths and weaknesses of the cultural innovation method? Explain. (audrey nico)Strengths:The cultural innovation method get some advantages compare from other methods, here are a list of them.1/ Cultural strategy leads to new opportunities.Cultural strategy allows companies to discover new opportunities in “old” categories. In those fully developed categories, incumbents tend to put emphasis on product-level competition rather than their cultural expression. They use well- worn and conventional cultural expressions, which creates numerous opportunities for cultural entrepreneurs from a cultural perspective. 2/ Cultural strategy make a brand powerful.Cultural strategy is able to make a brand become fairly powerful due to the great influence of ideology on people. Brands that convey innovative cultural expressions are regarded as a symbol of a particular ideology by a group of people3/ Cultural strategy is sustainableCultural strategy does not need to change in a short time, as ideology updates slowly.The advantage of cultural strategy is that it involves each person's guide innovation to create a specific cultural expression to every part of the product. Cultural strategy is a delicate detailed documentation in the specified direction in terms of cultural codes, ideology, and mythology.4/ Cultural strategy could make the diffusion speed fasterCultural strategy could allow a diffusion of the product much faster than another method by using an international strategy or international trend that has the same characteristics through the world. In this way, the uniformization of the global strategy gives to this method an non negligible advantage. However this could at the same time be a weakness in case of cultural differences. Weaknesses:According to us the cultural innovation has some weaknesses, we will explain which are the main ones.1/ Social disruption.Disruptive social shifts led by technology, economy, social structures etc. produce some ideological opportunities. Cultural innovation will always need those social changes that shake existing ideology or lead people to desire a new ideology. Thus ideological opportunities emerge in some particular historical moment and in a specific segment of population. Therefore it’s not very easy for companies that intend to adopt cultural strategy to identify a social disruption and unearth a new powerful ideology. In other words, cultural innovation will always be dependent to a social disruption. 2/ Complexity. Cultural strategy is difficult to comprehend and complex to implement. Notions like social disruption, ideology or subculture are quite abstract and could be misunderstood to create a bad strategy.3/ Product efficiency.In terms of the disadvantage of cultural strategy is that the strategy doesn’t focus on the product efficiency. If we take the example of nike we can see that before talking about the efficiency of the product we talk about a “way of life” , an ideology of the brand to attract the consumer. The quality of the product is positioned in second plan and when they tried to communicate about the performance of the shoes they always had bad results.That’s why we think the cultural strategy has a strong weakness concerning the relationship between the customers and the products. The emotional connection is highlighted but the quality of the product is totally leave out. To sum up, the consumers are attracted to the brand but not to the efficiency of the product.__________________________________________________________________________________- Given the omnipresence of internet, smartphones, tablets and so on, how to develop cultural innovations using these media? Historically, cultural innovation have succeeded thanks to a corporate culture, transmitted trough the usual media, more particularly TV, supported by display and press advertisement.
Some commercial became iconic, such as « 1984 », by Apple introducing Macintosh, the « Hello world » by Nike, featuring Tiger Woods or more recently the commercial with George Clooney by Nespressso, giving a new image of the coffee consumption. New marketing opportunity emerged for brand since the second part of the years 2000’s thanks to new technology. First, Internet being more and more accessible and faster became one of the dominant media, allowing companies to advertise on website thank to adwords. But the more interesting part of Internet for brand has been the creation of community. Indeed, social network (Facebook, Twitter) make people linked together, sharing their common interest and passion. Now brand can create their own fan community and let them exchange together about what they like or they don’t like about the brand. The Apple community is probably the strongest one, people are proud of being Apple user and share the brand value, keep themselves informed about novelty and brand actuality. This enhanced the loyalty of customer, proud of being part of the community. A cultural innovation is an innovation that impact on the popular culture, Internet is a cheap way, quick and easy to handle to broadcast information and transport a message to a large number of people all around the world.In the same time, the mobile technology is developing incredibly fast. Smartphone and tablet allows people an Internet access almost permanent, which mean they are constantly in relation with their different community. The smartphone application are using the « SoLoMo » principle: Social – Local – Mobile. This means people want to be in relation with each other, from a specific place but moving permanently. The dating application Tinder could become a cultural innovation, characterizing the new generation. People can meet together according to their localisation of their smartphone. These kinds of smartphone application are good influence for brand, Nike launched the running app, allowing jogger to measure their running performance and compare with their friends who also use the application. Nike running application The marketing is deeply influenced by the new technologies; Red Bull and GoPro are two of the most active brand in marketing. They both realise every week viral video of extreme sport that are viewed by million of people on YouTube and share on social network. The impact on the brand image is not really quantifiable but the notoriety of the brand and its image are positively affected, and the community is alimented regularly.All those example demonstrate the potential that new technologies may have on cultural innovation. Possibility are wide and brand must highlight what are the value they want to share, in identifying what are the present and future cultural trend, and share all this with web community, video and propose consumer to consumer activities, to let them represent the brand which they are pound of.
- Would you adapt the six step method? Justify your opinion.
Yes, I would strongly adapt the six-step method especially when it comes to assuring my organization and /or my product of making it in the international market. The first step which is the formulation of the idea, which usually spurs out from extensive observation of the market to be served could determine what specific element of appeal the market would actually be willing to give attention to. Through knowing this aspect, the creation of a new product or a new service would best be given attention to according to what the market might want and need not only at the time being but towards several years [or a remarkable lengthened time] to come.
The second step which adheres to the development of a concept that would introduce the product/service to the market based on their current needs and demands, could provide the organization a better sense of direction as to how the product/service would take on a distinct instance of development beyond the time of launching. This will prolong the time by which the offer would stay ‘hot’ in the market thus generating more sales than expected.
The market strategy development would help a lot in determining the behavior of the market being served and the changes in perception that they usually undergo. Through understanding such concept, the creators of the product would gain better control as to how they handle the need to prolong the life of the product in the market.
In adhering to business analysis process, the status of the product and the way it is going to create remarkable resources of profit could be better identified thus creating an alignment on how the product is able to contend competition and create more possible ways to outdo what the other businesses have already done for the market and for the industry.
The product development process insists on the capacity of the administrators to actually handle the need to create the actual product and make it more responsive to the needs and demands of the clients in the market. This will ensure a good launching status for the product being offered.
The last step which is commercialization specifically adheres to the need to campaign for the product and make sure it is fully accepted by the market. Notably, through this, the determination of the product’s life and worth in the market could be better extended as it continues to respond to the appeal that the clients are specifically dependent upon.
- If yes, what would be your proposition of a cultural innovation method? The cultural innovation method shall entail to make sure that a particular market in a specific sector of the world would be able to accept the product as it is. In the hope of widening the range of the market served by the organization, it could be analyzed that the aspect of cultural innovation would intend to create a challenge that would put the business’ capacity to the test. Its ability to respond to current demands based on observation and research shall make a distinct impact on how the organization would be able to innovate their product offerings through measuring the cultural aspect it holds.
- For instance, there are cultures in the world that when it comes to food, they become very specific to native taste. In instances like this, it is important that if a food business is to expand outside of its main headquarters, it would be best of the administrators will research what the taste preferences of the people of the new market are. Through knowing such information, it is assumed that an improvement on the way the organization handles the creation of new menus that would make a positive appeal out from the local residents of the area would create a better way of responding to what the local members of the market would accept.
In the same manner, the option of creating a product option [that is technologically based] should be able to take into account the important aspect of responding to the cultural preferences of the market. The local residents living in a particular area [considered as one of the markets wanted to be served by the business] should be given the chance to enjoy what the business offers based on how they actually view the matter as somewhat relatively connected to their values and their culture. Only through this approach that the business would be able to get the attention and the appreciation they deserve from the market.