Case Study:

Superior Wire, Inc. produces and sells special types of wire used in a variety of telecommunication applications. The firm's initial growth came from sales of a new wire that was used by cellular telephone service companies when setting up transmission stations. However, growth in that market has slowed.

Moreover, at present, most of the other products offered by the firm are similar to those available from a variety of other suppliers. Angelina Stowe, the marketing manager for the company, recently scheduled a meeting with the company president to discuss problems of falling profits. Stowe expressed

concern that the company did not have a specific person responsible for identifying new products. The president pointed out that few other firms in their industry had such a position-and generally argued that new product thinking was the responsibility of everyone in the firm. After further discussion, the

president agreed to let Stowe send out a memo to all company employees encouraging them to be alert to new product ideas-and to submit any ideas to the research and development department for analysis of their technical feasibility.

INITIAL POST:

Read and evaluate the Case Study carefully, and then explain:

• your diagnosis of the problem, and

• your recommendation for what the company should do as a substitute for what is described in the case situation.