TOPIC: You will use your own business idea, an identified need of a product or service in your community or an existing business idea. Write an essay on a business concept using diagram 6.2 on page 170 of “Brand Relevance,” using as many of the perspectives as necessary and applicable to your chosen idea.
BOOK: Book Title: Brand Relevance: Making Competitors IrrelevantAuthor(s): David Aaker
3 pages Essay
2-3 SCHOLARLY CREDIBLE SOURCES
NO GRAMMAR ISSUES OR ANY ISSUE WITH APA FORMATTING
6.2 diagram below in WRITTEN FORM BUT ALSO RESEARCH PG.170 IN BOOK
Figure 6.2 Finding New Concepts;
New Concept Identification: Firm’s Assets and Competencies, Category and Subcategory Definition, Customer Articulated Unmet Needs, Ethnographic Research, Observation, Unintended Applications, Customer Partnering, Non-Customers, Market Trends, Global Reverse Innovation, Open Innovation, Role Models, Competitor Offerings, and Technology.