When operations are consolidated to simplify product lines and to gain efficiencies in practices and marketing, can the brand identities also be consolidated? This was the…
Abstract
When operations are consolidated to simplify product lines and to gain efficiencies in practices and marketing, can the brand identities also be consolidated? This was the question that IBM PC Division marketers faced. This article explores their approach to answering it. Key factors addressed by the team tasked with this project, included: value is moving beyond just providing products to providing value that improves the customer’s business; branding and business strategy are inextricably linked; and look for opportunity out of adversity. This was the chance to meld several disparate brands into a family. Strategically this reenergized IBM in the personal computer space and enabled them to send a new message to the marketplace. Tactically this improved marketing communications efficiency because the investment supported a single message and family of offerings.
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Thomas D. Craig, Patrick G. Maggitti and Kevin D. Clark
As a critical component in the entrepreneurial process, knowledge is essential to the study of how entrepreneurs compete under constraints. Research in this area is challenged by…
Abstract
As a critical component in the entrepreneurial process, knowledge is essential to the study of how entrepreneurs compete under constraints. Research in this area is challenged by the unobservable and imprecise nature of knowledge which inhibits advanced theory building and testing, and we explore this problem by analyzing the relationship between the entrepreneurial process, constraints to the process, and knowledge flows. We apply and extend a systems-theoretic framework that identifies the knowledge system in entrepreneurial organizations, and develop an integrative model to guide future research.
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The purpose of this paper is to outline an instructional design approach for further development of an African ancestry learning center in order to enhance its educational…
Abstract
Purpose
The purpose of this paper is to outline an instructional design approach for further development of an African ancestry learning center in order to enhance its educational utility. This is being done in an effort to use technology in transformative ways that extends the practices and opportunities for African Americans.
Design/methodology/approach
Assessing the needs of learners, performing a content analysis, and designing online resources and systems that meet learner's needs accomplished this goal.
Findings
This paper identifies a design process whereby technology can be used to connect people of African descent to a lost history.
Originality/value
This paper provides a method to leverage technology for people of African descent to engage in genealogy research, while acknowledging their unique historical journey.
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Consider, judge, believe, exercise the mind to make a decision, focus attention, and be capable of conscious thought. All good, solid, reliable words or phrases which any business…
Abstract
Consider, judge, believe, exercise the mind to make a decision, focus attention, and be capable of conscious thought. All good, solid, reliable words or phrases which any business organization would want in its lexicon, whether to encourage employees to be conscious of their responsibilities or to persuade customers that they will be dealing with a company who cares for quality. And they’re all a definition of the word “think”. What a pity, it must have crossed some entrepreneur’s mind, that you have to share this useful word with the entire English‐speaking world and you can’t patent it for your own exclusive use. Of course you can use it in a brand name, or a slogan, or an advertising strategy and maybe make a common and humble five‐letter word a multi‐million dollar asset.
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The annual Autumn Conference of the British Association for Brazing and Soldering offers a forum for discussions between scientists and engineers involved with two technologies…
Abstract
The annual Autumn Conference of the British Association for Brazing and Soldering offers a forum for discussions between scientists and engineers involved with two technologies which, because of their obvious similarities, would be expected to be of mutual benefit and learning. In reality both the science and the practice of brazing and soldering are quite different. I suspect, with some regret, the BABS Management Committee decided that for the first time this division be formally recognised by offering soldering as the subject of the first day and brazing and diffusion bonding the subjects of the second. This report covers the soldering day only, during which seven papers were presented:
The popular reflow day was repeated at Henley and commenced with Mike Judd giving an overview of current reflow techniques.
A.C. Chilton and Mark Franckel
The meeting, held on 17 May 1990, was opened promptly by the Chairman Andrew Nicholson, who welcomed everyone to the Seminar and introduced Tony Harman, who gave a very good…
Abstract
The meeting, held on 17 May 1990, was opened promptly by the Chairman Andrew Nicholson, who welcomed everyone to the Seminar and introduced Tony Harman, who gave a very good review of the present situation of cleaning electronics assemblies before turning to future developments. In his paper ‘An Assessment of CFC Replacements—Proposed UK Collaborative Programme’, Tony developed the ideas which had led the UK Government to support this work. He did, however, point out that the funding was only now becoming available and this had delayed the start of the programme. Nevertheless, the itinerary of the cleaning trials had been decided and the practical work would commence shortly. In general terms, the programme will cost £¾m and will use between 600 and 700 test boards. As this programme is funded by Central Government, the results will be widely disseminated, especially to Small and Medium Enterprises.
Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.
Abstract
Purpose
Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.
Design/methodology/approach
This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.
Findings
Ask any business leader, or any ordinary Joe in the street, about a successful design‐led company, and the vast majority will mention one word: Apple. As sure as Sir Isaac Newton's apple will always fall to the ground, it seems that Steve Jobs' firm will always lead the way in design and technology for the masses. But can companies in other fields sprinkle a little of the Apple magic into their business to create growth?
Practical implications
Provides strategic insights and practical thinking that have influenced some of the world's leading organizations.
Originality/value
The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.