You have just been hired as a brand manager of toothpaste for a large consumer p

Question

You have just been hired as a brand manager of toothpaste for a large consumer products company. Your job mainly involves encouraging the advertising and production groups to promote and manufacture your product more effectively. These departments aren't under your direct authority, although company procedures indicate that they must complete certain tasks requested by brand managers.

Describe the sources of power you can use to ensure that the advertising and production departments will help you make and sell toothpaste more effectively

Explanation / Answer

POWER-It is the ability to influence and control anything that is of value to others.

INFLUENCE-Influence refers to the ability to modify or change people in general way. It is a broader concept than power and authority.

identified five sources of power:

1. Coercive power-It is based on fear.

This power provides an individual with the means to physically harm, bully, humiliate or deny something to others and negative in nature.

2. Reward power-It is based on the ability to distribute rewards that others view as valuable.

Potential rewards that valued in the org. are pay increases, promotions, favorable work assignments etc

3.Legitimate power-The power a person receives as a result of his or her position in the formal hierarchy of an organisation.They include coercive and reward powers.

It includes acceptance by members of an org of the authority of a position.

4.Expert power-Influence based on special skills or knowledge.Experts are perceived to have specialized knowledge or understanding in certain well defined areas.

5.Referent power-Identification with an individual who has desirable resources or personal traits.

It may not be linked to the person%u2019s position in the formal organisation.

1. Degree of dependency

2. Uncertainty

3. Personality traits

4. Intelligence

5. Age and

6. Culture.

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