Asked by OfficialAuzzi Clitnovici on May 08, 2024
Verified
You have just been hired as a brand manager of toothpaste for a large consumer products company.Your job mainly involves encouraging the advertising and production groups to promote and manufacture your product more effectively.These departments are not under your direct authority, although company procedures indicate that they must complete certain tasks requested by brand managers.Name and describe the sources of power you can use to ensure that the advertising and production departments will help you make and sell toothpaste more effectively.
Brand Manager
a professional responsible for developing and maintaining the image and reputation of a brand.
Sources Of Power
the origins from which an individual or organization can exert influence over others, typically classified into categories such as legitimate, reward, coercive, expert, and referent power.
Company Procedures
The established methods and protocols followed by an organization to ensure consistent and effective day-to-day operations and decision-making.
- Identify and describe the sources of power available to individuals without direct authority over certain organizational functions.
Verified Answer
JD
Joshua DaubendiekMay 08, 2024
Final Answer :
As brand manager, you might be able to use most sources of power, depending on the circumstances.Here are some possible explanations.
Legitimate Power.Although you do not have direct authority, you do have some legitimate power through the rules and procedures saying that the advertising and production groups must work with you to sell toothpaste more effectively.If they refuse to cooperate, you have the legitimate right to seek redress from higher authorities.
Reward Power.You probably don't have direct control over merit increases or other financial rewards for the advertising and production people, but you do have reward power by using praise.Moreover, you might indirectly have reward power by making favorable comments about certain employees to more senior line managers who make financial reward decisions for advertising and production staff members.
Coercive Power.You can make life difficult for advertising and production people by constantly nagging them for the promised work, or by criticizing their work.Indirectly, you can report to senior management about the poor performance of some people, which may affect their employment security.Although these forms of coercive power are available, you should be aware that these actions carry risks such as lack of future cooperation from advertising and production people.
Expert Power.You have just been hired, so it is unlikely that the advertising or production people believe that you have much expertise.You might develop this source of power in the long term, however, by learning about effective brand management practices and applying impression management tactics to shape their opinion of your expertise.For example, you might gain expert power more quickly by being seen with someone whose expertise is respected.
Referent Power.As a recent hire, it is unlikely that you currently have much, if any, of this power base over advertising and production employees.Moreover, given your different background, it is difficult to develop referent power with these groups.However, you might find common experiences (schools attended, hobbies) with some people in those departments, or you might develop common experiences by frequently interacting and networking with these people.
Legitimate Power.Although you do not have direct authority, you do have some legitimate power through the rules and procedures saying that the advertising and production groups must work with you to sell toothpaste more effectively.If they refuse to cooperate, you have the legitimate right to seek redress from higher authorities.
Reward Power.You probably don't have direct control over merit increases or other financial rewards for the advertising and production people, but you do have reward power by using praise.Moreover, you might indirectly have reward power by making favorable comments about certain employees to more senior line managers who make financial reward decisions for advertising and production staff members.
Coercive Power.You can make life difficult for advertising and production people by constantly nagging them for the promised work, or by criticizing their work.Indirectly, you can report to senior management about the poor performance of some people, which may affect their employment security.Although these forms of coercive power are available, you should be aware that these actions carry risks such as lack of future cooperation from advertising and production people.
Expert Power.You have just been hired, so it is unlikely that the advertising or production people believe that you have much expertise.You might develop this source of power in the long term, however, by learning about effective brand management practices and applying impression management tactics to shape their opinion of your expertise.For example, you might gain expert power more quickly by being seen with someone whose expertise is respected.
Referent Power.As a recent hire, it is unlikely that you currently have much, if any, of this power base over advertising and production employees.Moreover, given your different background, it is difficult to develop referent power with these groups.However, you might find common experiences (schools attended, hobbies) with some people in those departments, or you might develop common experiences by frequently interacting and networking with these people.
Learning Objectives
- Identify and describe the sources of power available to individuals without direct authority over certain organizational functions.