Identify a new and developing technology, and select a product that you expect to be developed and marketed during the next 5 to 10 years.
- What kind of innovation is this? How does it fit within the types of innovations framework?
- How would you segment the market for this innovation? Which segment would you select as your target market and why?
- How will you brand this product? Select a brand name, and identify the unique brand image and all relevant associations that you would like to be associated with this name.
- What is your pricing strategy for your product? Does the Technology Pricing Paradox apply, and if so how will that affect your pricing? Will you change your pricing during the product’s life cycle, and if so, how and why? Which factors will be critical in designing your pricing strategy and why?
- Describe the distribution strategy you will use for the product. List all relevant considerations, and provide explanations on why you have selected the particular method you are proposing, as well as how stable will this method be over the life cycle of the product, or how you will adapt it.
- Promotion including web based methods. Identify the best core message. How should this message be communicated across
different media and methods? Identify the most critical media/methods, explain why you selected them, and provide concrete
examples/samples of how you will communicate the core message(s). - How to sustain competitive advantage over time. Identify the challenges and methods to deal with them.
- Social responsibility and measuring societal impact. What is the impact of this innovation not only on the economy, but also on
society? Are there any potential negative effects? Is there anything the company should be doing to maximize the positive impact on business and society?
Sample Solution
Sexual Difference Representation
Clarify how and why the evaluate of sexual distinction crossed with a (postmodern) study of portrayal in the later 1970s and mid 1980s. Think about why photography had an imperative job and the criticalness of picture content relationship in this kind of training.
As Craig Owens states in his paper ‘The Discourse of Others: Feminists and Postmodernism’ (Owens, 1983), the 80s saw a meeting up of the (for the most part) women’s activist and strange hypothesis studies of sexual distinction and the disintegration of perspectivalist and univocal speculations of vision and portrayal. As this paper will state, both of these positions can be believed to be detectable back to a solitary ontological and stylish crack: the breakdown in what Lyotard was to term the stupendous or “meta story” (Lyotard, 1984: xxiv) and the resulting ascend in thoughts, for example, polyvocity (Deleuze and Guattari, 2004), heteroglossia (Bakhtin, 2000) ecriture female (Cixous, 1980) and differance (Derrida, 1997). This paper will likewise declare, through of crafted by Roland Barthes particularly, that photography had a noteworthy hugeness in epitomizing the sort of aesthetico-ontological concerns and methodologies of postmodernity and poststructuralism; mostly through such ideas as the punctum (Barthes, 2000); “the unfeeling signifying” innate inside still visual pictures (Barthes, 1983) and the play of significance among picture and phonetic sign. This paper speaks to then an endeavor to not just comprehend photography’s place inside basic hypothesis in the course of the most recent two decades or somewhere in the vicinity however how this gives a mirror to the more extensive developments of philosophical idea.
The investigate of sexual contrast can be believed to exude from a wide assortment of creators (Foucault, Derrida, Kristeva, Wittig and so on) notwithstanding, inside the orders of this paper, I should get a kick out of the chance to take a gander at two principle scholars that have exceptional significance: Luce Irigaray and Helene Cixous, both of whom have been believed to challenge the phallic authority and its job in regulating portrayal. As Elizabeth Grosz (1994) points out, one of the central scrutinizes natural inside the second wave women’s activist development of the 80s was its dispute that the philosophical and social subject had dependably been idea of gendered, as Grosz states:
The puzzle that Woman has postured for men is a riddle simply because the male subject translated itself as the subject second to none. The way (he fantasizes) that Woman contrasts from him makes her containable inside his creative ability (diminished to his size) yet additionally delivers her as a riddle for him to ace and decode…
The development of the male all inclusive subject, affirmed numerous women’s activist masterminds, came about in the standardization of phallocentricism as well as a privileging of its numerous dependants (reason, univocity, vision, etc). By setting Woman as the manifestation of man through such ideas as (among others) the mutilation complex and the psycho-sexual other, a phallocentric routine stifled a considerable lot of the talks and manners of thinking related with the female. Masterminds, for example, Luce Irigaray and Helene Cixous endeavored to test this situation by stating the noticeable quality of different talks and stories that stayed away from or once in a while even tested, the predominance of the male perspective. In ‘The Laugh of the Medusa’ (1980) for example, Cixous recommends that ladies’ composition and masterful innovativeness (teaches, for example, photography for example) ought to perceive the estimation of numerous readings, intertextuality and indistinguishable lovely articulation, for her the thought of sexual distinction was inseparably attached to printed and visual portrayal and both were overwhelmed by a solitary, male-focused, vision, as Cixous subtleties:
About the whole history of composing is jumbled with the historical backdrop of reason, of which it is on the double the impact, the help, and one of the favored vindications. It has been unified with the phallocentric convention. It is in reality that equivalent self-appreciating, self-animating, self celebratory phallocentricism.
This equivalent topic is proceeded in the article ‘This Sex Which isn’t One’ (1985) by Luce Irigaray where the case of the female privates is refered to as existing as a concentrated paired, each part depending and drawing incitement from alternate, along these lines testing the unity and peculiarity of the phallus. Irigaray additionally points out that, for female sexuality, contact is increasingly significant that vision, the principal recommendation that there perhaps some traverse between the evaluates of sexual contrast and portrayal.
As Owens (1983) proposes, postmodernity and the investigate of portrayal likewise intended to test the acknowledged (male ruled) field of vision by, right off the bat, uncovering the connections that exist among portrayal and phallocentricism and afterward by attesting the estimation of multi-points of view, different readings and different methods of review. The postmodern picture, as Jameson (1991) states, is one that has lost its originary association with a genuine world and exists rather in a circuit of self referencing pictures whereby “The world… immediately loses its profundity and compromises to wind up a lustrous skin, a stereoscopic dream, a surge of filmic pictures without thickness.” The postmodern picture omits ideas, for example, realness and unmistakable basic perusing since it has lost what Benjamin (2008) portrayed as the emanation of unique authorial purpose. Comparable with thoughts, for example, the passing of writer (Barthes, 1988) the postmodern basic position declares the legitimacy of different readings and the intrinsic intertextual nature of picture and content, as Owens (1983) states:
It is decisively at the administrative outskirts between what can be spoken to and what can can’t that the postmodernist task is being organized not so as to rise above portrayal, but rather so as to uncover the arrangement of intensity that approves certain portrayals while blocking, denying or nullifying others. Among those restricted from Western portrayal, whose portrayals are denied authenticity, are ladies.
The evaluate of sexual contrast, at that point, and the scrutinize of portrayal are inseparably connected, being as they are the two endeavors at testing conventional innovator and phallocentric methods of reasoning. Each can be seen as a technique that tries to defeat not just explicit zones (sexual orientation disparity, solid methods of portrayal and so forth) however the routine that gives their ground. Every endeavor to do this through a progression of basic re-framings and hypothetical positions that reveal the innate irregularities and inner crevices in the overwhelming talk.
Roland Barthes’ work Camera Lucida (2000) is a perfect case of how such thoughts can be converted into scholarly and photographic hypothesis. In his thought of the punctum, for example, Barthes subtleties how time, conclusion and individual intrigue can change our gathering of a photo a long ways past the expectations of either the picture taker or the photographic model. The punctum, or as Barthes subtleties “a halfway question” (Barthes, 2000: 43) is what exists outside of the standardized perspective of what is representable in a photo, it omits coordinate visual acknowledgment and changes with every watcher and review; Barthes portrays his experience of a photo by William Klein from 1954 of destitution stricken kids in New York’s Little Italy for example, regardless of the obviously socio-political message of the photo (a grown-up hand holding a firearm to a grinning kid’s head) what could be considered the customary illustrative, levelheaded significance, Barthes can not help but rather “determinedly observe one kid’s awful teeth” (Barthes, 2000: 45). In his idea of the “third significance”, likewise from his exposition of a similar name, Barthes focuses to the amusing and now and then silly unintentional components of a photo or a still picture of a film, what he calls the unfeeling importance, discussing a still from Romm’s Ordinary Fascism, he says:
I can without much of a stretch read (in this still) an undeniable importance, that of totalitarianism (style and symbolics of intensity, the showy chase), however I can likewise peruse an uncaring significance: the (once more) masked fair strangeness of the youthful quiver-conveyor, the heaviness of his hands and mouth… Goering’s thick nails, his trashy ring…
For Barthes at that point, what was not expected to be spoken to – the intrinsic phallic insecurity of the Nazi party – can be recognized in photography, not in the components that shape the focal point of the image (the ‘studium’) however those at the outskirts that omit the discerning and considered look. As Shawcross (1997) subtleties, Barthes’ thoughts here mirror the longing to test the sorts of talks we have taken a gander at above, it focuses on the significance of various readings when managing photographic pictures and furthermore endeavors to test customary (Western phallocentric) ideas of single point viewpoint.
In permitting such different readings, attests Barthes, the photos brings into inquiry the connection among picture and content and, all the more appropriately, uncovering the play that exists between the two. In a procedure that Barthes calls “port” (Barthes, 1977: 38) content binds the multi-faceted significance of a picture, stifling the characteristic polyvocal nature of a photo and restoring the normal scan for a remarkable understanding. In the arrangement of photos by Gillian Wearing, for instance, where common individuals from general society were shot holding up printed messages, for example, “I’m Desperate” and “Help”, the content is thought to be the basic truth behind the photographic picture, featuring the degree that literary and etymological signifiers have truly overwhelmed visual ones.
Women’s activist picture takers have regularly played with the innate slippage of significance inside the photographic picture; crafted by Cindy Sherman, for example, represents huge numbers of the issues we have been talking about
