Essays on Why Companies Should Have Open Business Assignment

Download full paperFile format: .doc, available for editing

The paper 'Why Companies Should Have Open Business' is a great example of a Marketing Assignment. Suitable strategic marketing programs for UNE Life are defined through the mission that is purposed to equip students with the quality of information and skills. As such, the students are well trained based on their personal experience, commitments, and research on different innovations and inclusivity. The culture adopted by UNE Life through its academic pursuance, the research conducted, and the delivery of services are normally set to suit the interest of the community.

In achieving its mission, the institution has adopted the principle of pioneer and follower strategy that has a lot of relevance in its strategic marketing program (Mullins, 2010). The strategic marketing program is purposed to serve the following roles (Glen Innes Severn Learning Centre, 2014): Give a clear definition of the potential users alongside their needs, Come up with services that target to address the needs of the community Market UNE Life learning centers services alongside its stakeholders to prospective users ensuring maximum usage, the community worth, and sustainability of the learning institution Create strategies that are sustainable and would source funds in the future, improve technology, levels of staffing, and qualifications. In pursuing the roles as an asset out in the strategic marketing program, UNE Life as a Pioneer opted for the mass-marketing penetration as its strategic marketing program (Mullins, 2010).

UNE Life through the pioneer and follower strategies focused on streamlining its marketing strategies program to ensure that it had an absolute and sustainable commanding share of the market for the intended market for the community (Kaličanin, 2010). Additionally, the strategic marketing program through the pioneer and follower strategy would be a success as the institution has unique competencies alongside resources required to meet the need of the society based on the mission of the program (Mullins, 2010).

The pioneer and follower strategy are, therefore, relevant for the strategic marketing program as it allows UNE Life to pursue first moves in technology, service, and product or marketing innovation hence benefits from first-mover advantages (Kaličanin, 2010). The first-mover advantage that is relevant to the strategic marketing program and the purpose for which it is intended to the UNE Life is upholding the positive image and reputation as a pioneer in meeting the needs of the community through relevant approaches (Kaličanin, 2010).

This is made possible by the fact that applying the pioneer-follower strategy allows the party involved to have a competitive advantage within the new field which is a process that may take a long time (Mullins, 2010). In the case of UNE Life, the period would be reduced as the institution already has the resources that are required in meeting the needs of the community. One of the resources that institution has in respect to addressing the needs of the community through an approach that suits the needs of the community is the UNE Life and TAFE Study Centre equipped with wireless computers, video conferencing units, and printers.

The students have full access to the facility at all times thus ensures unlimited flexibility (Mullins, 2010). The students, therefore, have personal experience, commitment, research, and innovation that are inclusive of matters that address the needs of the community.



Annual Report. (2013) University of New England.

Blanning, R., Strader, T., & Whinston, A. (Eds.). (2012). Handbook on electronic commerce.

Springer Science & Business Media.

Bartlett, C., & Ghoshal, S. (2013). Building competitive advantage through people. Sloan

Mgmt. Rev, 43(2).

Brandt, T., & Bresser, R. K. (2012). Gaining insight into membership strategy: Competitive

advantage by shaping institutions (No. 2012/7). School of Business & Economics, Discussion Paper: Strategic Management.

Chesbrough, H. (2012). Why companies should have open business, models. MIT Sloan

management review, 48(2).

Choudhury, N., & McIntosh, A. (2013). Retaining students as employees: Owner operated small

hospitality businesses in a university town in New Zealand. International Journal of Hospitality Management, 32, 261-269.

Civi, E. (2013). Marketing strategies to survive in a recession. International Journal of

Business and Emerging Markets, 5(3), 254-267.

Ehmke, C. (2011). Strategies for Competitive Advantage.

Glen Innes Severn Learning Centre. (2014). Strategic Marketing Plan. Glen Innes 2370.

Gamble, J. E., & Thompson Jr, A. A. (2014). Essentials of strategic management. Irwin


Hewitt-Dundas, N. (2013). The role of proximity in university-business cooperation for

innovation. The Journal of Technology Transfer, 38(2), 93-115.

Johnson, G., Whittington, R., Angwin, D., Regner, P., Scholes, K., & Pyle, S. (2013). Exploring strategy: text and cases. Pearson.

Kazmi, S. H. H. (2007). Marketing Management: Text and cases. New Delhi, India: Excel Books.

Kaličanin, Đ. (2010). A question of strategy: to be a pioneer or a follower? Retrieved from on 15/9/2015

Mullins, J. (2010). Marketing management a strategic decision-making approach. The McGraw print.

McGrath, R. G. (2013). The end of competitive advantage: How to keep your strategy moving

as fast as your business. Harvard Business Review Press.

Postiglione, G. A. (2015). Education and social change in China: Inequality in a market

economy. Routledge.

Raubenheimer, H., & Stammen-Hegener, C. (2013). Modern concepts of the theory of the

firm: managing enterprises of the new economy. G. Fandel, U. Backes-Gellner, M. Shaw, M., Blanning, R., Strader, T., & Whinston, A. (Eds.). (2012).

O’Sullivan, K. (2010). Strategic Options – Approaches to Sustainable Competitive Advantage.

Varadarajan, R. (2010). Strategic marketing and marketing strategy: domain, definition, fundamental issues and foundational premises. J. of the Acad. Mark. Sci. (2010) 38:119–140.

Ylijoki, O. H. (2013). Boundary-work between work and life in the high-speed university.

Studies in Higher Education, 38(2), 242-255.

Download full paperFile format: .doc, available for editing
Contact Us