Innovation in marketing

Organizations that do not continually incorporate new ideas are likely to fall behind competitively particularly when the environment is changing rapidly. Sometimes failure to innovate adequately leads to companies' demise. Promoting new ideas is more important in small or young companies or in companies which are in such serious trouble that bold moves are their only hope. The extent to which the company encourages innovation depends largely on the orientation of top leaders. Their personalities, power, and information enable them to overcome obstacles that push for change. Conversely, strong leaders are also in a position to thwart innovative activities, should they be so inclined.

Leadership is the management function that involves influencing others to engage in the work behaviours necessary to reach organizational goals. Leading includes communicating with others, helping to outline a vision of what can be accomplished, providing direction, and motivating organization members to put forth the substantial effort required.

Innovations are much less likely to occur without an orchestrator, a high-level manager who articulates the need for innovation, provides funding for innovating activities and protects idea people. An orchestrator maintains the balance of power so that new ideas have a chance to be tested in the face of possible negative reactions. Otherwise, new ideas may be blocked.

1. Answer the following questions.

1. What is leadership? Tell some words about it.

2. What does leading include?

3. Can you enumerate the most important features of a middle manager?

4. Who is an orchestrator in management?

5. In what sphere is management more important?

6. What qualities are required for making a successful start – up in business?

7. What are the ground rules for a manager who applies for a job?

8. Tell some words about an ideal champion?

9. Do ideal champions have power or not?

10. Are you a logical person?

11. Do you always try to see logic or reason behind other people's arguments?

12. What are the main types of logic? Is logic a scientific (philosophical) phenomenon? Is there a place for business or commercial logic?

13. Is logic always sensible?

14. Are all people capable of logical thinking? Are people's conclusions always right?

Grammar

Present Participle

Причастие настоящего времени имеет активное значение и обычно выражает действие, одновременное с действием сказуемого. Причастие настоящего времени выполняет в предложении следующие функции:

Функции	Примеры
Определения	The increasing world demand is an important factor raising the prices of imported raw materials. Увеличивающийся спрос в мире является важным фактором увеличения цен на импортируемое сырьё.
Обстоятельства: а) времени б) причины в) образа действия или сопутствующих обстоятельств	When planning his expenditure, a consumer must accept fixed prices. Планируя свои затраты, потребитель должен учитывать установленные цены. Toyota is becoming Isuzu`s third largest shareholder assuming some preference shares are converted into ordinary shares. Тойота становится третьим крупнейшим акционером Исузу при условии, если льготные акции будут превращены в обыкновенные акции. Representatives of the company stood in the hall talking loudly. Представители компании стояли в холле, громко разговаривая.

Употребление:

1. Причастие настоящего времени имеет активное значение и обычно выражает действия, одновременное с действием сказуемого.

The government tried to force the company to accept a fixed price contract shifting financial risk to the company.

2. Иногда перед причастием настоящего времени употребляются союзы when или while:

In a perfectly free market, the individual consumer is in a weak position when dealing with suppliers of goods and services.

3. Если причастие относится к существительному и не имеет слов, непосредственно связанных с причастием, причастие ставится перед существительным:

The banks under pressure to curb financing risks will be striving to renegotiate the terms.

4. Если причастие относится к существительному и имеет непосредственно связанные с ним слова, причастие ставится после существительного:

The UK has a high population density averaging about 600 persons per square mile.