Your assignment is to prepare and submit a paper on internet marketing strategy implementation. A problem that a successful innovation strategy must solve is how to communicate effectively about innovation throughout the organization. It would be helpful if this method of communication broke down stereotypical thinking patterns if it put innovation into a new context so old methods of thinking could not be used and private issues could not surface (Chaffy et al 2000).
SWOT is a widely used thinking framework for identifying Strengths, Weaknesses, Opportunities and Threats SWOT analysis shows that Microsoft obtains a strong position in the market because of its unique vision and services proposed to customers. SWOT shows that Microsoft successfully identifies the main advantages and threats of correct market position and company’s operations (Chaffy et al 2000).
The strengths are strong brand image and expert system, excellent website and customer support. Resource-based philosophy and innovations create new opportunities for market development and brand recognition. Customers’ loyalty can be achieved through the people who are employed by Microsoft. Creativity becomes the responsibility of R&D, which is staffed by specialists in visualizing and realizing marginal or major product changes. Since senior management is responsible for planning and control throughout the company in intrapreneurial firms, it follows that they must adopt a leadership style that is fairly directive. In most of these firms, managers adopt either a benevolent autocratic, consultative, or participative style. Microsoft makes an emphasis on people. To become more intrapreneurial, Microsoft teaches its managers how to promote organizational commitment and motivate employees to achieve the organization’s goals while at the same time giving them the freedom to be creative. In a sense, the culture breaks down the barriers between work and play so that employees gain intrinsic reward (in the form of pleasure from actually doing work) rather than just extrinsic rewards (in the form of pay) (Microsoft Home Page 2008).
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