Marketing Research Assignment
You only have to answer the individual section which is Low-Stakes (Individual, due on Canvas Oct 16before class starts):Read the following essay, then answer the following question (~ 1 page).Drucker, "The New Meaning of Corporate Social Responsibility."
• What does Drucker meanthat to do well business must do good? Include a current example (besides Patagonia) to illustrate you answer.
The New Meaning of Corporate Social Responsibility
Learning Goal:
• Understanding sustainable (in multiple senses) competitive advantage
• Why do this? Because your client's value proposition and source of competitive advantage should be front and center as you head in to your focus group and developing your questionnaire.
Issues we have covered so far with past homework:
1. Business problem vs. research problem (what's the decision)
2. Why not just focus on profit (Friedman)
3. Researching the value proposition (Responsible Company)
4. Current sustainability trends (example of situation analysis)
Low-Stakes (Individual, due on Canvas Oct 16 before class starts):
Read the following essay, then answer the following question (~ 1 page).
Drucker, "The New Meaning of Corporate Social Responsibility." (link on Canvas).
• What does Drucker mean that to do well business must do good? Include a current example (besides Patagonia) to illustrate you answer.
Low-Stakes (Team, in-class on Thursday, due on Canvas Oct 16 when class ends):
As a team, discuss your current individual assignments, and then create a PowerPoint deck that integrates your individual work with the following information:
• What does Drucker mean that to do well business must do good?
• List 2 or 3 current examples (besides Patagonia) of companies you think are doing good as Drucker intends, and why.
Now focus on your client
• Describe your client's value proposition as best you understand it. They likely do not have one, so this will be mostly to entirely guesswork and assumptions.
• Does your client's value proposition fit within Drucker's meaning? Why or why not?
• What do you think is your client's source of competitive advantage (points of differentiation)? Again, guesswork. For teams working with campus or government organizations, think about what is similarly competing for "customer" time.
• Can these points be maintained (are they sustainable) for the next few years, or not?
• You should find most of these questions related to your client difficult to near impossible to answer. What would you like to clarify with either your upcoming focus group or survey?
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also include a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also Include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.