首页
登录
职称英语
Read the article below about an innovative strategy in business, and the que
Read the article below about an innovative strategy in business, and the que
游客
2025-05-18
5
管理
问题
Read the article below about an innovative strategy in business, and the questions on the opposite page.
For each question(13-18), mark one letter(A,B,C or D)on your Answer Sheet.
Innovation Through Co-creation: Consumers Can Be Creative
A new trend in business and product development is "co-creation". By its very name it implies collaboration between the company and some other entities. In this case it is the consumer who partners in the creation of value. The term "co-creation" is not new, however, but is now receiving more attention—driven largely through the increasing use of the Internet and social media websites—as companies endeavor to differentiate themselves from the competition.
As management teams drive growth through value creation they are investing heavily in greater product variety through brand or product extensions, in addition to enhancing the ever-increasing brand touch-points. All this is done to produce stronger brand connections. Paradoxically, as this is a common theme across numerous industries, it is resulting in many brands becoming less able to differentiate themselves from their competition. Why is this?
In the past, the process of value creation was driven almost exclusively within the business. Many business writers have covered this topic, Professors Michael Porter, Peter Drucker and Philip Kottler being among some of the most well-known. The presumption has been that product design and production, the creation of marketing messages and the control of sales channels, could be performed in-house with minimal consumer input. The role of the consumer was seen solely at the end-of-line points of consumer interaction, not during the process of value creation. After all, "... consumers aren’t creative!" is a widely-held belief and often stated comment.
Secondly, consumer value has been generally defined as the difference between the perceived benefits of the product or service, and the costs of that product or service. This broad definition is singularly unhelpful to managers as they try to come to terms with how value is actually created. Despite the defining words of Austrian-Hungarian economist and Harvard University lecturer Joseph Schumpeter in the 1950s—"One does not make a difference unless it is a difference in people’s lives"—management has struggled to come to terms with the exact role of the consumer in best delivering this " making a difference".
Even though there is growing acceptance that co-creation may change the way companies view the role of the consumer in the creation of value, much remains unknown about how customers actually engage in co-creation. One of the reasons for this is that co-creation can be interpreted in a number of different ways. IKEA, the Swedish multinational furniture retailer, embraces co-creation at its basic level by having its customers provide their own assembly operation. IKEA benefits by high turnover of products, the consumer benefits from lower costs. Boeing, the aircraft manufacturer, has used both customers(the airlines to whom they sell their planes)and consumers(frequent flyers)in the design of their aircraft.
In addition to conventional methods of value creation, many companies are starting to adopt the use of social media websites and the blogosphere to develop co-creative initiatives. However, it’s one thing for consumers to voice their views and opinions on social and corporate websites, but for a true co-creation process to work effectively the customer needs to be placed explicitly at the same level of importance as the company, and the process starts with access and transparency. [br] Management teams are investing heavily in greater product variety
选项
A、by adopting the creation of value.
B、by expanding their brand or product, plus brand touch-points.
C、by enhancing the increasing brand points.
D、by promoting their differences from the rivals.
答案
B
解析
题目意为:“管理团队在扩大产品种类上加大了投资……”,由关键词managementteams定位到原文第二段,该段主要讲述了能从哪些方面达到价值创新。文中提出“Asmanagement teams drive growth through value creation they are investing heavily ingreater product variety through brand or product extensions,in addition to enhancingthe ever-increasing brand touch—points.”据此可知,投资的途径有品牌与产品的延伸,以及对持续增长的品牌触点的加强;故B项为答案。一共有三点,其他选项都不全面。
转载请注明原文地址:https://tihaiku.com/zcyy/4081212.html
相关试题推荐
Readthearticlebelowaboutserviceproductionandthequestionsontheopposit
Readthearticlebelowaboutserviceproductionandthequestionsontheopposit
Readthearticlebelowaboutserviceproductionandthequestionsontheopposit
Readthearticlebelowaboutserviceproductionandthequestionsontheopposit
ReadtheextractbelowfromAccountingBusinessOutsourceProcess.Inmostofth
ReadtheextractbelowfromAccountingBusinessOutsourceProcess.Inmostofth
ReadtheextractbelowfromAccountingBusinessOutsourceProcess.Inmostofth
ReadtheextractbelowfromAccountingBusinessOutsourceProcess.Inmostofth
ReadtheextractbelowfromAccountingBusinessOutsourceProcess.Inmostofth
ReadthearticlebelowaboutHumanResourcesPolicy.Choosethebestwordorphr
随机试题
[originaltext]W:Withusnow,isMalcolmBricklin,CEOofVisionaryVehicles.M:
Thepassagemainlydescribestheadvantagesanddisadvantagesofrobotcarraces
Choosethecorrectletter,A,BorC.[br]Beforeyourapplication,youneedA、to
TheUpperPaleolithicRevolutionP1:Theoldstoneageistheearliestperiodof
Forthispart,youareallowed30minutestowriteanessaycommentingonthere
对疑有心内黏液瘤的患者,超声诊断依据有A.频谱多普勒检测心腔与大动脉间有无异常血
护士进行健康教育,提出有助于预防子宫脱垂的措施中,错误的是A.积极开展计划生育
(2020年真题)债券的贴现率也被称为必要回报率,其计算公式为( )。A.真实
回流提取法的特点为A.提取液受热时间短 B.采用超临界流体 C.根据道
患者,男,29岁。阴茎头部出现下疳2个月就诊。有不洁性接触史。临床诊断为梅毒。立
最新回复
(
0
)