This was the last lecturing to finish the course on Management Dilemmas of the 21st Century by Dr Mark Esposito where i was invited to participate as lecturer and as well coach for the students project on the Management Thinking Mistakes App developed by WiB Solutions / LRitzel
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
for Harvard University by lritzel - The Management Thinking Mistakes files
1. Some stories and interactions linked to
Management dilemmas and thinking mistakes
For Haravrd course 2013
By Lukas Ritzel 2013 www.wib.ch
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19.12.2013
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3. Let’s start with X-Mas
• Research by Waldvogel (1993)
19.12.2013
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4. How to improve the perceived value
of a present (for lritzel)
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5. How to improve the perceived value
of a present (for lritzel)
Invest loads of
love and time
Know the
person and
his/ her taste
Predict correctly
something totally
new which may
delight
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8. A perfect gift? Can we top it?
20. April 2011
WIB_Dokumentname.pptx
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9. A not perfect gift anymore?
Perceived value 175$
20. April 2011
WIB_Dokumentname.pptx
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10. The paradox of gift giving
• More not better, says new study by Pamplin
marketing professor
• The gift recipient is likely to perceive the iPod
alone as more generous than the combination
of the same player and a iTunes gift card.
• Pamplin: “The gift giver or presenter does not
anticipate this difference in perspectives and
has just cheapened the gift package by
spending an extra $15 on it.”
20. April 2011
WIB_Dokumentname.pptx
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11. Let’s try a little experiment
(perhaps you can play it during new years party with friends)
• Note the last 5 digits of your security, or
passport or even bank-account number on a
piece of paper.
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12. Now guess
• How many medical doctors exist in
Switzerland?
Paste both figures
into the
blackboard chat
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13. What has your number to do with the
numbers of Swiss doctors?
• Nothing! > correct
• But perhaps still something according to
Timothy Wilson, who has published a book
“Strangers to Ourselves”, which was written
here at Harvard with his longtime collaborator
Daniel Gilbert
20. April 2011
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14. Your answer was influenced by the number
you wrote down before
• A measurable difference exists, where people
with a higher reference number (the one you noted on
your note based on your security number). Would in average
guess a higher number for the doctors than
the ones with a lower number on their
notepage
20. April 2011
WIB_Dokumentname.pptx
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16. How to apply that in marketing?
• Why would high sellers of televisions via
banner adverts appear on a holiday website.
20. April 2011
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17. How to apply that in marketing?
• “There’s one really simple explanation If you’re
a behavioral economist. If you spend 40
minutes looking at $3,000 holidays online, a
$900 television actually seems ok in
comparison.”
• So where should you try to sell a Rolls Royce?
20. April 2011
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19. Would that work? www.fitnesschore.com
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20. Flatrate Bias
• Why does it normally work?
• 5 factors
–
–
–
–
–
–
20. April 2011
Assurance effect (no stress about eventual changes)
Taximeter effect ( we do not always have to look at the growing cost)
Convenicene effect (we like it easy and simple)
Selfreference effect (we normally overestimate ourselves)
Marmalade effect (more is often less read:
http://hbr.org/2006/06/more-isnt-always-better/ar/1)
WIB_Dokumentname.pptx
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21. Marmalade effect
WiB BRINGT THEMEN AUF DEN PUNKT.
WW W . W I B.CH
WiB Solutions AG, Aarburgerstrasse 7, CH-4600 Olten
+41 62 297 12 10
22. Crazy Business Stories 1-4 if time
• A collection of business puzzles as a
interactive Q&A game
• Ask questions, which i can answer by YES and
NO only and try to find out the real story
behind it.
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23. Crazy Business Story 1
• Marketing Manager Ritzel white-washed his
figures to look super-positive. This was the
beginning of a success story.
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24. Result
• Announced potential, whether realistic or
unrealistic, attracts attention. The interest of
management was guaranteed and Ritzel
received needed resources and appropriate
support. This in turn promoted the activities
and the commitment of those involved - in the
sense of a self-fulfilling prophecy.
• Reverse Fortune Telling thinking
mistake
20. April 2011
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25. Crazy Business Story 2
• The new car (Mitsubishi) did just not lift up to
it’s expectations
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26. Result
• The name of this Mitsubish was ‘Pajero’ which
sounded kind of good. But problematic was
that in Spanish it did not sound nice at all.
Therefore all the Spanish speaking markets
where not buying that car.
• Read more at http://goo.gl/qCDZl4
• Not yet in the management thinking app but
will be added to a 2014 launch version >
cultural management dilemmas
20. April 2011
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27. Crazy Business Story 3
• Ritzel was very pleased with his management
internship. At the end of it, he was asked to
make a presentation to the executive
commity. He prepared well but after 5
minutes within the presentation, the whole
commity left without saying one single word!
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28. Result
• As used within a Swiss business
environment Ritzel was talking
about the potentials and dangers and
tried to raise some critical points as
well. But being in Thailand, the executive
committee expected only praise and
thanks. To not further loose face, they
decided to leave
• Not yet in the management thinking app
but will be added to a 2014 launch version
> cultural management dilemmas
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29. One last Crazy Business Story
• An innovation for vaccuum cleaners lead one
company almost to bankruptcy
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30. Result
• Simply too quiet for the US (Hoover-ized) market >
perceived not strong enough
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31. Wishing you merry xmas and a
happy new year and eventually
avoid some of the dilemmas you
will be facing almost daily
www.wib.ch
Contact: lritzel@wib.ch
Thank You to all of you and a thanks to M. Esposito
http://en.wikipedia.org/wiki/Pampas_catThe Mitsubishi Pajero (/pəˈdʒɛroʊ/; Spanish: [paˈxeɾo]; Japanese パジェロ [padʑeɽo])[1][2] is a sport utility vehicle manufactured by Mitsubishi Motors. It was named after Leopardus pajeros, the Pampas cat which is native to the Patagonia plateau region of southern Argentina.[3] However alternative names have been used for many markets overseas. It is known as the Mitsubishi Montero (meaning "mountain hunter"[4]) in Spain, India, and the Americas
Leave Your Complaints Somewhere ElseIn Switzerland, and most of the western world, people like to complain. We like to complain about a bad restaurant, about a bad neighbor, or how homework sucks, or how a teacher is just terrible. We like to insult our leaders (who hasn’t made a Bush joke?), or just whine on a bad day. Complaining is part of western culture. Its part of who we are.In Thai culture this is very much not the case. In the land of smiles its considered crude to complain. If you have a problem, deal with it, no one else wants to hear it. Its also very rude to complain to someone that is causing you distress, as it is pratically insulting them in front of their face!Being opposite cultures in this respect is obviously bound to cause serious friction. Let’s start with the impression a Thai would have watching a foreigner complain. Mostly, the foreigner will appear as an "ugly American." There is good reason - complaining is really crude and offensive in Thai culture! Even worse, it is considered 10x more rude to complain to your elders. Complain to someone older than you, and you are doing a double whammy by breaking the age rules of Thai culture, too!But Swiss see nothing wrong with criticism. It’s everywhere, our newspapers, our blogs, our protests, our letters to politicians. Most Swiss think criticism actually makes the world a better place. After all, how could a problem get fixed if no one points it out? Ignoring the problem only makes it worse!Balance Many foreigners living in Thailand get very frustrated when their 'letters to the editor' and other complaints get shot down and/or ignored. "What is wrong with those Thai people!? There is obviously a problem, why wont they admit it?! Mai pen rai isn't going to cut it!!!" But being in another culture, you have to play by their rules - not yours. But this can sometimes be frustrating as it often goes against core beliefs . . . so there must be a balance, a middle way in which both sides can be happy yet save face. I call it sugar coated constructive criticism. =PThai's actually do complain, but not in the direct western manner. Instead they go at it from the side, being extremely careful and sensitive at the same time. If you and them have a common friend, they will talk through the common friend to get things resolved. Back during my first Thailand visit . . . I screwed up . . . a lot . . . so I would get a lot of complaints through my Thai friend as it was considered much more polite that way than approaching me directly.But also, you should know when to complain. Pick your battles wisely. Not worth a huge inconvience to remove a small inconvience. Highly sensitive constructive criticism, only. Nothing direct. Be especially careful if you are talking to someone older than you.The Way Just remember that going the direct route, in Thai culture, makes you look un-refined and arrogant. Being extra tactful can get you a long way!
The Overview Effect ( Frank White@Harvard Extension) Marcia 00:15 Nice job Mira! Elma 00:15 Agreed Marcia, thanks for sharing Mira 00:15 http://vimeo.com/55073825