Power and Influence - Essay Example

Power and influence Advertising is a crucial aspect in acquiring market. It requires that a brand a manager use all available sources to acquire dominance in market (Zastrow 2009). A brand manager could use various types of power to market a product. As a good brand manager, marketing a product requires that one have all the information on the product (McShane & Von, 2010). Information power, a form of power based on controlling information that is required to achieve a significant goal would be a benefit in advertising a product. In this case, a new brand of toothpaste is being introduced (Zastrow 2009). Information power is based on personal attributes, and is closely related to expert power. Information power in the case of advertising the toothpaste is important in assisting a brand manager coordinate employees towards a common goal.
Coercive power is the ability involved in controlling an individual’s way of making decisions (McShane & Von, 2010). Coercive power is usually sourced by taking something away as punishment or threatening to do something when someone fails to follow instructions. It may be a severe way to gain authority in the workplace, but it is necessary in cases where stubborn employees are involved. Coercive power is definitely not a perfect way to market a product (McShane & Von, 2010).
Expert power is the ability to affect the decisions of other parties by use of knowledge and expertise. In an organization, it is power based on experience in specific areas or experiences (Zastrow 2009). Expert power is not limited to the authority and can quickly send a subordinate up the ladder.
Finally, referent power relates to the authority of an individual to a team or followers. It is mainly affected by the respect or admiration of the holder of the power (Zastrow 2009). Mass leaders or politicians are good examples of people with the effect of referent power.
From the above power bases, advertising a new brand of toothpaste would require referent power or expert power. Expert power would enable me to win the favor of
Production departments. It would also help me win over the advertising agencies (McShane & Von, 2010). Earning respect in the workplace is important since the same colleagues will help me market my skills to the production departments. Expert power helps create admirers, thus making a product sell fast. Referent power, on the other hand, will enable me to use my authority to my team members (Zastrow 2009). Team members might have friends in the advertising agencies or production departments. The same friends will market my skills and will enable me to have higher chances of being picked by the advertising agencies or production departments.
As a brand manager, one has to ensure that they present authority and skill to the team members. If the team members are to develop an admiration or adoration for a manager, one has to present confidence that is not arrogant (McShane & Von, 2010). This will most likely earn the referent power over the team members. When one is good at performing tasks such as coordinating certain activities or coming up with perfect ingredients for the toothpaste, he will be regarded an expert by other workmates. Reaching out to the hearts of fellow workmates will eventually spread to other authorities (Zastrow 2009). Any employee or manager with good attributes and many admirers is likely to get higher chances at the workplace. In this case, the positive aspects will enable winning of the hearts of the production board and advertising agents.
References
McShane, S. L., & Von, G. M. A. Y. (2010). Organizational behavior: Emerging knowledge and practice for the real world. Boston: McGraw-Hill Irwin.
Zastrow, C. (2009). Social work with groups: A comprehensive workbook. Belmont, CA: Brooks/Cole. Read More