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The Core Competency of the Company: Sharp - Essay Example

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The author concludes that the Case of Sharp shows that in markets with no architectural control points, there are perceptual control points, psychological standards with much the same effect. The most dramatic and perhaps risky strategy is to redefine the standard entirely  …
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The Core Competency of the Company: Sharp
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Download file to see previous pages Sharp understands that when buyers learn, competitive strategy takes on a long-understood but little-practiced role: teaching buyers. Brand strategies define buyer experience—through the products offered, the advertising messages conveyed, indeed through every interaction between an organization and a buyer—and through that experience buyers develop an understanding of brand differences (perceptions), form judgments about the value of brand differences (preferences), and create a logic for choosing among brands (brand choice strategies). We refer to strategies that teach buyers as market-driving strategies (Bearden et al 77).
Because of the Japanese consumer's traditional focus on corporate reputations, Japan has been considered a tough market for individual brands. This rising importance of branding, segmentation, and positioning has created new opportunities. In addition to Asahi and Honda, other nimble companies are taking advantage of the changes in the market to identify and capture specific segments of the market. Given the need to balance corporate and product-level branding, Sharp is applying a variety of approaches. These range from the more traditional corporate branding to two-story branding to narrow individual brand positioning. Companies are also using more Sharp -style branding (Boone and Kurtz 72).
High technology continues to have an intense attraction for consumers, who recently favored such products as wristwatch PCs flat-screen TVs, and satellite cellular phones. New product development in Japan used to be technology and shelf-driven. In this environment, Japanese firms developed an unparalleled capacity for rapid product innovations, churning out new products and variations at a breathtaking rate (Collis and Noda 5). Japanese companies continue to have tremendous capabilities in rapid product innovation. of new product launches is greater in Japan than in the United States.    ...Download file to see next pagesRead More
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