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 17

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

INSTRUCTIONS: 

APA Format

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

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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.