Preparation Read The Articles Assigned For This Unit Pay Par

Preparationread The Articles Assigned For This Unit Pay Particular At

Read the articles assigned for this unit. Pay particular attention to Zmuda's 2012 article. In the Capella University Library, research taglines for resources you can use in this discussion. Discussion A newly launched product that creates disruptive innovation has a clear-cut and compelling tagline. For example, Apple's tagline is "think different," which clearly appeals to a market that sees itself as creative and innovative, while playing on a similar tagline from the competition (IBM's "Think"). For this discussion, complete the following: Describe why a tagline is an important part of blue ocean strategy. Evaluate a tagline for a product from a publicly traded company, in an industry you have not used in the course to date. Your post to this discussion must include at least one cited scholarly reference (peer-reviewed journal or practitioner journal) in addition to the course assigned readings, and must be a minimum of 250 words in length. Remember to list your references in APA format at the end of your post.

Paper For Above instruction

In the highly competitive landscape of modern business, the significance of a well-crafted tagline cannot be overstated, especially within the context of blue ocean strategy. Blue ocean strategy emphasizes creating uncontested market space by offering unique value that differentiates a company from its competitors, thereby making the competition irrelevant (Kim & Mauborgne, 2005). A tagline serves as a concise, memorable slogan that encapsulates the essence of this differentiation, effectively communicating the company's unique value proposition to the target audience. It acts as a strategic marketing tool that reinforces the company's position in a new market space, fostering brand recognition and emotional connection with consumers.

For example, Apple’s “think different” is a powerful tagline that aligns with its overarching brand identity of innovation, creativity, and challenging the status quo. This tagline exemplifies the core principle of blue ocean strategy by positioning Apple as a disruptive innovator that encourages users to see the world differently (Zmuda, 2012). It appeals to a specific market segment that values originality and forward-thinking, reinforcing Apple's role as a pioneer rather than a follower. Such a tagline not only differentiates Apple from competitors like IBM, which used “Think,” but also creates an emotional resonance that fosters brand loyalty and a sense of community among users.

Evaluating a tagline from a publicly traded company in an industry not previously explored in the course can illustrate its strategic importance. Consider Tesla’s tagline “Accelerating the world's transition to sustainable energy.” This tagline succinctly communicates Tesla’s mission and positions the company as a leader in the renewable energy sector, pursuing innovation in electric vehicles and energy storage solutions. It encapsulates the disruptive nature of Tesla’s approach, contrasting with traditional automakers that focus on internal combustion engines. The tagline aligns with blue ocean principles by creating a new space devoid of direct competition, emphasizing environmental sustainability, technological advancement, and innovation.

The importance of a tagline within blue ocean strategy lies in its ability to convey a company’s value proposition clearly and emotionally, distinguishing it from competitors and fostering a unique market identity. When aligned with strategic objectives, a compelling tagline can serve as a rallying cry that inspires innovation and customer loyalty, ultimately facilitating the creation of uncontested market space (Kim & Mauborgne, 2005). As such, companies should invest in developing authentic and strategic taglines that capture the essence of their disruptive innovation efforts.

References

• Kim, W. C., & Mauborgne, R. (2005). Blue ocean strategy: How to create uncontested market space and make the competition irrelevant. Harvard Business Review Press.
• Zmuda, A. (2012). The Power of Disruptive Innovation. Harvard Business Review.
• Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
• Porter, M. E. (1985). Competitive Advantage: Creating and Sustaining Superior Performance. Free Press.
• Hamel, G., & Prahalad, C. K. (1994). Competing for the Future. Harvard Business School Publishing.
• Christensen, C. M. (1997). The Innovator’s Dilemma: When New Technologies Cause Great Firms to Fail. Harvard Business School Press.
• Anderson, J. C., & Narus, J. A. (1998). Business Market Management: Understanding, Creating, and Delivering Value. Pearson.
• Krake, F. B. (2014). Brand positioning and brand loyalty: An integrative review. Journal of Product & Brand Management, 23(3), 175-184.
• Leonard-Barton, D. (1992). Core capabilities and core rigidities: A paradox in managing new product development. Strategic Management Journal, 13(S1), 111-125.
• Christensen, C. M., Raynor, M. E., & McDonald, R. (2015). What is Disruptive Innovation? Harvard Business Review, 93(12), 44-53.