Create a 3 to 4-page (800 – 1200 word) essay responding the following topics based on the Good to Great case:
Include an introduction with brief background and previewing what will be covered and a conclusion briefly summarizing major assessments.
- Identify an existing real-world brand suffering from a limited view of providing services for the target market versus helping target market members get specific jobs done as described in the case. This can be a services business or product-dominant company with services as a critical marketing factor.
- Using Figure 1 and other approaches to uncovering unmet consumer needs from the case, suggest a service innovation opportunity for the organization chosen. Provide detail and rationale for your recommendation.
- Support your ideas with concepts from the case and this week's readings, such as service processes needed for the new, modified or expanded service. Use at least one chart of your own making supporting your recommendation.
Use of course concepts/references: cite the case and the textbook citing at least 3 different concepts in total.
book is Lovelock, C. H., & Wirtz, J. (20