...Executive Report on SODA/Cognitive Mapping Title: Executive Report Type: In-Semester - individual assignment Task Length: 6 A4 pages in 12 point font plus bibliography Weighting: 10% Due: 3.00pm Wednesday, March 28th , 2012 Description: Executive Report on SODA/Cognitive Mapping Methodology for Strategy Formulation and Organisational Problem Solving Imagine that you are an early career junior executive in a multinational corporation. You are well thought of by the CEO who regards you as an “ideas person”. The CEO has asked you to prepare a short briefing paper or executive report on the SODA/Cognitive Mapping methodology. The CEO hopes that you can clearly describe and explain the methodology in about 6 pages – the CEO does not have time to do the reading of books and journals himself and, further, does not have the time to read a report of more than 6 pages. For academic purposes please reference the Executive Report carefully, listing the references in alphabetical order of family names in a section called “References” [The References section does not count as part of the 6 pages]. In the Executive Report you are expected to cover, among other things, the following: • The assumptions and theory behind SODA/Cognitive Mapping • The nature of cognitive mapping, oval mapping and causal mapping and any differences between them • Advantages, disadvantages, problems and issues with cognitive mapping, causal mapping and oval mapping. • Advantages, disadvantages...
Words: 3616 - Pages: 15
...customers o Get favorable perception by investors (stock profile) and lenders 2. Symbolic positions o Self-image enhancement o Ego identification o Belongingness and social meaningfulness o Affective fulfillment 3. Experiential positions o Provide sensory stimulation o Provide cognitive stimulation Perceptual mapping Perceptual mapping provides answers to these vital questions: • What is your market position relative to your competitors? • What are your strengths and weaknesses? • Where are there gaps in the market? • How do you measure up to the “ideal?” • What strategies will improve your competitive position so that you are both relevant to the market and differentiated from competitors? The process includes developing the attributes—either functional, emotional, or both. Survey respondents rate the client brand and competitive brands on each of the attributes, and attribute importance and ideal attribute ratings are obtained. These perceptions are used to create the maps, and analysis of gaps and ideal points is performed. An Example of Perceptual Mapping This hypothetical example of the beverage market illustrates one of the primary results of a perceptual mapping study—the map itself. For illustrative purposes, this example uses types of beverages instead of actual beverage...
Words: 1313 - Pages: 6
...Principles Of Marketing Submitted to: Final project on: Ms. Nadia Rahim Submitted by: Madiha Fazal Sheeba Siddiqui Syed Umer Noman Abdul Sheikh Moiz Afsheen Raza Zaidi Certificate: It is to certify that all the work submitted is authentic and genuine. Preface This project report has been prepared to meet the requirement of the final project of Principles of Marketing of program MBA. For the preparation of this project we have visited K&N’s outlets and its head office and had a meeting with marketing manager of K&N’s. The rationale behind visiting the company is to study and evaluate the marketing and positioning strategies of K&N’s products the history and development of the food market. The report starts with the basic history and introduction of the company, its products and competitors it also covers the general information of the market. The information presented in this report has been obtained from the company’s personnel consumers and the market and company’s websites. Group members Sheeba Siddiqui Syed Umer Noman Madiha Fazal Afsheen Raza Abdul Moiz Contents Introduction 3 History: 3 Working Process: 3 PRODUCTS: 4 CURRENT MARKET SITUATION: 4 COMPETITORS 5 Menu foods: 5 Man-o-salwa 5 Pk Foods 5 Dawn foods 5 Competing products 5 Earlier product to satisfy need: 5 Researching Organizational Marketing Positioning: 6 Target Marketing Segments 6 • Working...
Words: 2045 - Pages: 9
...The Petal Diagram I’ve always thought of my startups as the center of the universe. So I would begin by putting my company in the center of the slide. In this example the startup is creating a new category – a lifelong learning network for entrepreneurs. To indicate where their customers for this new market would come from, they drew the 5 adjacent market segments: corporate, higher education, startup ecosystem, institutions, and adult learning skills that they believed their future customers were in today. So to illustrate this they drew these adjacent markets as a cloud surrounding their company. (Unlike the traditional X/Y graph you can draw as many adjacent market segments as you’d like.) Steve Blank Your startup at the center Then they filled in the market spaces with the names of the companies that are representative players in each of the adjacent markets. Ads not by this site Steve Blank Fill in the segments Then they annotated the private companies with the amount of private capital they had raised. This lets potential investors understand that other investors were interested in the space and thought it was important enough to invest. (And plays on the “no VC wants to miss a hot space” mindset.) Steve Blank Show capital raised Finally, you could show the current and projected market sizes of the adjacent markets, which allows the startups to have a “how big can our new market be?” conversation with investors. (If you wanted to get fancy, you could scale...
Words: 838 - Pages: 4
...Network Troubleshooting Case Study Part 1: Troubleshooting a Connection Problem When dealing with a network connectivity issue it’s always best to start at the location closest to the source of the problem. In this case the problem seems to accessing anything remotely from the office computers. Since the office is using a cable modem as their connection to the outside world the troubleshooting should start there. First, check to see that the cable modem is powered up and then verify that the lights on the modem indicate that the modem is online with the provider via the “on-line” status. Moreover; the next step is to contact the service provider to assist with the connection to the outside line if my aforementioned statement is not verified. Assuming that the modem is working the next thing to check is whether the modem appears to be sending traffic by checking the send/receive lights. If that is OK then the next thing to check is the router. First, verify that the router is powered up and shows a connection to the cable modem. In order for the other computers to access the internet they must first access the router. It may be necessary to reboot the router but it should indicate an active internet connection as well as connection lights for each of the seven PCs that are connected. Finally the technician should check the Ethernet cable between the router and the modem as well as all the connections coming into the router to ensure they are...
Words: 937 - Pages: 4
...Arab Open University Faculty of Business Studies B301A – Making Sense of Strategy (I) Fall Semester 2012 -2013 Tutor-Marked Assignment, TMA This tutor-marked assignment draws mainly on Blocks 1 & 2, “Readings for Blocks 1 & 2”, Units 1 & 2 of Block 3, and the first 6 Readings of “Readings for Block 3”. It consists of five (5) questions and accounts for 20% of the total grade assigned to the course. This assignment will be graded out of 100 marks, of which 80% of these marks will be allocated to your answer for the different questions. The remaining 20% will be distributed among the following criteria: * 5% for proper referencing * 5% for presentation of ideas and organization of the answer * 5% for adherence to specified word count * 5% for the use of the E-library/External resources. In this TMA, you are expected to demonstrate your knowledge and understanding of the importance of the business environment for strategic management and for acquiring and improving the market position of organizations. You are also, required to apply various learned concepts in strategic positioning, strategy process, knowledge management, resource-based approaches of competitive advantage. In addition, you should be able to recognize how the strategic choices made by organizations are influenced by a school of thoughts or a particular theory. In your answer, your workis expected to show critical, analytical and justification skills of the subject matter...
Words: 446 - Pages: 2
...MKTG 4120 Case Study – Positioning the ConneCtor 2011 Prepared by LI Danyang Sunny 1155002138 Question 1: Two dimensions were applied in this case since the third dimension did not capture significant variance compared with the sum of first two. (See Figure 1) The variance explained by the horizontal dimension (46.6%) was two times more than the vertical horizontal (20.8%), so the horizontal dimension was more than twice important in explaining customer perceptions than the vertical one. The horizontal axis associated mostly with attributes “Multimedia”, “Stylish” and “Monitor” while the vertical axis associated mostly with “Sturdiness”, “Light Weight” and “Connectivity”. (See Figure 2) From the perception map, Connector 10L performed the best in terms of Connectivity, Data Entry and Third Party Support. Moreover, it also had advantages on its weight. However, Connector 10L was not attractive enough to customers in terms of Multimedia Function, Stylish and Monitor Quality. It is noticed that there was a lack of other brands near Connector 10L’s position (Only Palm VII), which indicated a potential opportunity for new positioning – wireless access feature. (See Figure 2) Question 2: In the positioning map with Preference Vector, it could be found that Connector 10L is the 5th preferred brand chosen by participants, ranked after HP Jornada, Casio Cassuioeia, Compaq IPac and Palm VII. Overall preference for handheld devices increased with Memory, Software and...
Words: 1082 - Pages: 5
...Bremen University, Germany Lisa Hüther (lisa.huether@psychologie.uni-freiburg.de) Department of Psychology, Freiburg University, Germany Space is a fundamental domain for cognition, and research on spatial perception, orientation, referencing, and reasoning addresses core questions in most of the disciplines that make up the cognitive sciences. Consequently, space represents one of those domains for which various disciplinary interests overlap to a substantial extent. For instance, the question of whether and how spatial cognition and language interact has been one of the core questions since early on (e.g., Clark, 1973; Miller & Johnson-Laird, 1976), and yet, consensus between psychologists and linguists is difficult to achieve (e.g., Li & Gleitman, 2002, vs. Levinson et al., 2002). Perhaps most controversial in this dispute is the extent to which spatial cognition is culturally variable (for linguistic variability, see also Evans & Levinson, 2009, and comments there-in). Expanding the space of cognitive science research to ‘nonstandard’ cultures (Henrich et al., 2010; Medin et al., 2010) is thus crucial for the advancement of cognitive science. For this very reason, cross-disciplinary...
Words: 1607 - Pages: 7
...Cognitive Linguistic and Idioms General considerations about cognitive linguistics Cognitive linguistics is a new approach to the study of language which emerged in the late seventies and early eighties and interprets linguistic knowledge as part of general cognition and thinking. This new contemporary study that argues that language is governed by general cognitive principles, rather than by a special –purpose language module, is therefore associated with semantics, but is distinct from psycholinguistics, which draws upon empirical findings from cognitive psychology in order to explain the mental processes that underlie the acquisition and storage of speech. The most influential linguists working along these lines and focusing on cognitive principles were Charles Fillmore, Wallace Chafe, George Lakoff, Dirk Geeraerts, Roland Langacker and Leonard Talmy. The most important assumption shared by all these researchers is that meaning is so central to language that it must be a primary focus of study. Linguistic structures serve the function of expressing meanings and thus, the mapping between meaning and form are a prime subject of linguistic analysis. In The Oxford Handbook of Cognitive Linguistics, Dirk Geerates stated : “ Cognitive Linguistics is the study of language in its cognitive function, where cognitive refers to the crucial role of intermediate informational structures in our encounters with the world. Cognitive Linguistics is cognitive in the same way that cognitive...
Words: 2560 - Pages: 11
...What is Strategy? – Michael E. Porter I. Operational effectiveness is not strategy So in the quest to beat competition managers focus on improving quality, speed and productivity all related to operational effectiveness. But in this way, they move further away from viable competitive positions which can only be achieved by an appropriate strategy. Positioning which was once the way to go about beating competition is now rejected, since its too static. Rivals can easily copy the market position and competitive advantage. However, that is not entirely true as hypercompetition is a self-inflicted wound. It is important to watch out for what your competitors are doing, but improving operational effectiveness alone is not enough, and that cannot be your only strategy. Operational effectiveness and strategy are both important for superior performance which is what a firm aims for. A company can beat rivals if it can stand out, establish a difference it can preserve. Basically a company can either provide greater value to customers or comparable value at low prices, or both. Delivering greater value means higher unit prices, greater efficiency means lower unit costs. Cost arises from performing activities and cost advantage comes from performing activities more efficiently than your competitors. This can be in the choice of the activity or how the activity is performed. So activities are what creates competitive advantage. Operational effectiveness means performing similar...
Words: 1366 - Pages: 6
...Metaphor as a Cognitive Process Iordache Delia Master: Limba engleza. Studii teoretice si aplicate Anul II. Sem. I Introduction From the perspectives of construction, poetic and cognitive function and working mechanism, this paper makes a comprehensive analysis of metaphor as a cognitive process, where metaphor is constructed from human perceptual experience and is extended through imaginative processes An important feature of cognitive stylistics has been its interest in the way we transfer mental constructs, and especially in the way we map one mental representation onto another when we read texts. Cognitive linguists have consistently drawn attention to this system of conceptual transfer in both literary and in everyday discourse, and have identified important figures of speech, through which this conceptual transfer is carried out. Conceptual Metaphor, also called Cognitive Metaphor, was developed by researchers within the field of cognitive linguists. It became widely known with the publication of Metaphors We Live By, by Lakoff and Johnson, in 1980. Conceptual metaphor theory has since been developed and elaborated. Definition and Construction of Metaphor As we know, metaphor is a type of figurative language in which one thing is described in terms of some other thing. The word metaphor comes from Greek ‘metapherein’ which means carry over. Another translation is transference, a term more familiar to us from psychoanalytic...
Words: 2068 - Pages: 9
...THEORIES - COGNITIVE LEARNING THEORIES l CHAPTER 5 CHAPTER 5 Learning Theories - Cognitive Learning Theories LE ARNI NG OUTCOMES After studying this chapter, you should be able to: 1. Explain what is cognitive revolution and the cognitive perspective on learning and how it differs from other theoretical perspective; Discuss the origins of the contemporary cognitive perspective including the Gestalt psychology and the role of perception; Describe the Information processing model to learning and distinguish the features of ‘Multistore model’; Explain what is schema theory; Link schema theory to cognitive structuralism and examine the role of insightful learning and meaningful learning; and Discuss application of cognitive theories in the classroom. 2. 3. 4. 5. 6. 104 CHAPTER 5 l LEARNING THEORIES - COGNITIVE LEARNING THEORIES INTRODUCTION Sometimes you wonder why the teacher use colourful chalk with some of the words written on the board. Sometimes the teacher write in capital letter with important words. These are useful as guides for the students to differentiate the important and unimportant facts. In other words, accurate perception is important in good learning. It is part of the Gestalt principles. Clearly, these principles are useful as guide for teachers as they organize their materials and learning activities. So in this chapter, we will discuss the origin and features of cognitive theory and relate them to cognitive constructivism...
Words: 8597 - Pages: 35
...Design Enterprise-Level Business System Paper Business Systems Development II BSA/400 Design Enterprise-Level Business System Paper 1.0 Design methods for developing an enterprise-level information system There are many things that have to happen correctly in the design phase in order for an enterprise-level business system to be effective. In order for the system to be effective, it should align with strategy, reduce costs, improve productivity, promote timely execution, enable better decision making, leverage emerging technologies, ensure acceptable levels of control and risk management, optimize the skills and capabilities of the organization, and promote collaboration across the extended enterprise. (The Hackett Group, 2010) The first step is to understand the business and how it is strategically aligned. The company must understand what it is bringing to the table. Before the necessary scope of the project can be decided, this is where the planning starts. A survey among employees of the companies should take place to review the philosophy, vision, and mission. (Armstrong Enterprise Communications, Inc., n.d.) Buy in is critical at all levels of the organization in order for an enterprise resource planning initiative to be successful. One of the main goals of successful enterprise resource planning implementation is companywide buy in. Each employee should have a cursory understanding of the goal and mission of the business, and how their work...
Words: 1659 - Pages: 7
...FIELDWORK SEGMENT (FWS) PRM 2013-15 & FPRM 2013 A Theme Paper/ Faculty Participant Collaborative Research (FPCR) ‘MGNREGA’s Contribution towards Sustainable Development’ Village :Bakhri Gram Panchayat: Sonpur DISTRICT: Muzaffarpur STATE: Bihar HOST ORGANISATION:ADITHI Prepared by: Abhishek Rajan (34056) In partial fulfilment of the requirements of the FWS of the Post Graduate Programme in Rural Management INSTITUTE OF RURAL MANAGEMENT ANAND December, 2013 ACKNOWLEDGMENT This acknowledgment is not merely a catalogue of names but an expression of deep sense of gratitude to all those who helped us in completing this study. I would like to thank Adithi Organisation which provided us this opportunity to spend some quality time of our life in the village in Bihar. The key insights provided to us by Mr.P.K.Singh during our field-work helped us a lot while working on the field. I would like to thank Adithi field coordinators Mr. Avinash Kumar, Mrs Rani and Mrs Madhvi, without whose guidance it would not have been possible for us to complete the study. I would also like to thank the people of Bakhri for their cooperation and support, without which the study would not have been possible. Abhishek Rajan (34056) EXECUTIVE SUMMARY In this study I have tried to capture the impact of MNREGA and its contribution in providing sustainable livelihood and sustainable asset creation using the natural resource base of rural areas based...
Words: 2532 - Pages: 11
...70 percent. Of the 30,000 products introduced annually, between 70 and 90 percent disappear from store shelves within 12 months. It’s too easy to blame these failures on poor products. Consumers often turn away from goods that do offer improvements over existing ones. Consider TiVo's digital video recorder. Though it has garnered rave reviews from industry experts and users since the late 1990s, TiVo amassed $600 million in operating losses by 2005 because demand trailed expectations. This raises two questions: Why don’t people buy these goods? And why do companies keep offering products that buyers are likely to reject? [pic] People don’t like being changed. This has a significant psychological effect due to our many cognitive biases. One important cognitive bias that comes into play when it comes to the challenge of adoption is that we overvalue what we have. This results in a significant hurdle when, for example, health organizations try to shift Providers from hand written charts to electronic medical record. Kahneman and Tversky’s prospect theory holds that there are four characteristics of our responses to alternatives, the most important of which is “loss aversion”, the idea that losses have a far greater impact on people than similarly sized gains. In addition, the “endowment effect,” as described by Thaler, means that people irrationally overvalue goods in their possession over those they don’t have by a factor of close to three. Finally, compounding these effects is...
Words: 1071 - Pages: 5
