This blog post is intended to fulfill an extra credit assignment for Professor Voelker’s Strategic Management Seminar course (MGMT 6731) at University of Houston Clear Lake this Fall 2012 semester. The extra credit assignment is to provide an additional overview of a current event associated with an assigned topic area, in this case relating strategic management and innovation. To fulfill this requirement I have chosen what I have found to be an interesting current event regarding how businesses innovatively leverage new venues for selling products and encourage their advocacy during the holiday season to create additional sales, in this particular case what has now come to be known as “Mobile
Along with our Thanksgiving holiday American’s have come to look forward to Black Friday sales as a way of officially recognizing the Christmas season is upon us. What used to be the treasure trove all retailers looked forward to for moving their year end performance out of the red and into the black has been further extended with the invention of the web along with a means for secure online transactions by the resulting innovative creation a new sales holiday we have come to look forward to known as Cyber Monday. Now if two back to back sales holidays weren’t quite enough to spur the ever budget conscious public into easing up on the purse strings controlling their pocket books, we now have a back to back to back sales holiday to look forward to - this time known as “Mobile Tuesday.”
What drives the creation of these new sales holidays? A new factor that must be considered when deliberating the four P’s of the marketing mix. Technologies that create new venues for marketing and securing sales. Whereas people used to have to go in person through store after store shopping around for the best deals, with the internet they were able to reside comfortably at their personal computer perusing many different online providers to choose the best deals for the products they desired to give during the holiday season. Now with the creation of mobile networks and hand held cellular devices such as smart phones and tablets that most everyone can now afford, shopping is more convenient, easier and speedier that ever before. Mobile
This is an important and evolving innovation development because it means business managers creating new strategies for marketing and to secure sales will need to stay abreast of the latest choices in information technology available to their customers. The new technologies create the possibility for new venues driving sales. This provides leverage to help keep organizations a step ahead especially when applying the appropriate level of marketing hype at opportune times such extending national holidays beyond their normal presence of sales duration. This is also important not just for the business community as charitable organizations seeking to increase their share of contributions are quick to take up the new marketing opportunity themselves too.
Citations:
1. Zephrin Lasker, November 6, 2011. Cyber Monday? How About Mobile
2. Author Unknown, October 16, 2012. Brooklyn Website Taking A Stab At ‘Mobile Tuesday’. New York
3. George Koprowicz, November 27, 2012. Giving Tuesday Is The Mobile Charitable Alternative After Cyber Monday. Examiner.com. Accessed at http://www.examiner.com/article/giving-tuesday-is-the-mobile-charitable-alternative-after-cyber-monday on November 29, 2012.
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