Файл: Анализ двух конкурирующих товаров «Red Bull» и «Burn».pdf

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governed by the company's policy and all sorts of techniques. In some cases, restrictions may be imposed by the outside world. The difficulty of using power-based remuneration is increased by the fact that it is often difficult to define what would be considered remuneration. Money and more prestigious position are not always able to impress a person and influence his behavior. Therefore a good leader must learn to use other ways of influence. If you look at history, tradition would be the most common tool of influence. The principal uses the tradition to meet the demand of the contractor of safety and belonging. However, this method will be efficient only on condition that the singer has already learned the values that will enable him to believe that the leader is able to meet these needs. For millennia, the cultural tradition of the West strengthened the power of the authorities. Almost all of us were forced to obey the people occupying certain positions. For example, few people dared to argue with bestowing some order of a police officer. Although today, many young workers seem less inclined to accept authority, do what is right or wrong dictates of their superiors, just because "he's the boss, isn't it?". Perhaps you had to do something not very pleasant for you just because I told your parents, traditional authority which you have imbibed with mother's milk. Tradition is especially important for formal organizations. The opportunity to encourage and punish strengthens the authority of the Manager to give orders. But it would be extremely inconvenient and would take a lot of time, not to mention the cost if the guide would be to offer rewards whenever it is necessary to compel workers to obey orders. The Manager must be aware that because subordinates often have power, use them unilaterally its authority in full may cause subordinates that reaction that they want to demonstrate their own power. And this, in turn, can lead to wasted effort and to reduce the level of achievement of the objectives. Therefore, an effective leader tries to maintain a reasonable balance of power, sufficient to ensure the achievement of the objectives, but not causing subordinates feelings of deprivation and hence the rebellion. In addition to subordinates over the head can have the power of his colleagues. The increased importance of computers in organizations has led to the increased power of the staff of the departments of data processing. The more necessary information, resources or services of one leader gives to another, the greater his power over other leaders. As secretaries chiefs usually know who to contact to get specific information, they also often holding a significant share of power. The Manager can increase his power by giving others the opportunity to see what they depend on it for resources necessary for their work. These resources can mean access to important people, information, services, money, necessary meetings, etc. Taking this into consideration, we can say that creating a working group, we create a family. And married life is an art. Having mastered this art, you can put the creation of a "cell of society", groups, on a commercial basis. Fear, reward, tradition, charisma, rational faith, belief, and participation in management are tools that a leader uses to influence by appealing to his needs. But even the rare leader who has in their disposal all these mechanisms should take into account other factors. It is not enough to have power: it must be strong enough to encourage others to work, inspired and aimed at achieving the objectives of the organization. To achieve this you must fulfill several conditions. The largest impact will be when the contractor appreciates the need to which the appeal believes is important to its satisfaction or dissatisfaction and thinks that his efforts will meet the expectations of the Manager. Conversely, if any of these components is missing, the power of influence is reduced or disappears altogether. In order to be an effective leader you must possess the skill of working with people: 1) try to win respect, not popularity. 2) Set the direction, to spread the risk and difficulties. 3) don't be a dictator and taskmaster. 4) Show an example to back up their words with deeds. 5) Listen trying to understand. Be open to new ideas. 6) eager to discuss and solve the problems of their people. 7) to Help people uncover their talents. To charge them with energy. 8) to Support teamwork. To facilitate the interaction. 9) to Help his team in the decision-making process.

10) to Delegate authority. Trust your people and their opinion. 11) to Speak openly and honestly, to make people believe your words. In order to properly lead, you need to influence to influence, you must have a basis of power. Common sense tells us that in order to have power you must be able to control anything of importance for the performer, that will create dependence on you and make him act as you wish. Researchers in the field of power and leadership (management), has developed a convenient classification of bases of power. According to their classification, there are five main power: 1) Power based on coercion. The contractor believes that the influence has the ability to punish, in a manner that will prevent the satisfaction of some need, or can make any other troubles. 2) Power based on rewards. The contractor believes that the influence has the ability to satisfy an immediate need or pleasure. 3) Expert power. The executor believes that impact has special expertise that will satisfy the need. 4) Reference power (power of example). The characteristics or properties affecting so attractive to the performer that he wants to be the same as impact. 5) Legitimate authority. The contractor believes that the influence has the right to give orders and that his duty to obey them. He or she is following orders to the letter influence, as tradition teaches that obedience will lead to the satisfaction of the contractor. All forms of influence to encourage people to fulfill the desires of another person, satisfying unmet needs or preventing them satisfaction, or they encourage the contractor to expect that the demand will be or not granted depending on the conduct of the contractor. Seeing this behavior, one begins to imagine in the mind the impact of his behavior on the patient's needs. And the head is also the effect of its influence on the behavior of the contractor. As a result, the head and Executive of learn the similar or dissimilar behavior for the future.

Приложение 1

Разработка бренда компании

The relevance of the topic of the course work due to the fact that to be a leader of an organization does not mean to be a leader. The fact that the leader must be approved by, and psychologically recognized by others as the only one who can meet their needs and show a way out of seemingly hopeless situations.

The leader thus becomes a person voluntarily to assume greater responsibility than the prescribed job description. The leader is the person is able to influence the behavior of individual people and their enterprises, directing their efforts to achieve the goals of the organization. The basis of management and leadership are influence and power. Influence is defined as the behavior of one individual that modifies the behavior, attitudes, and feelings of another individual. Means that influence can be varied: request ideas, the threat of dismissal etc. The balance of power. Influence and power in equal measure depend on the personality that is affected and also the situation and ability of the Manager. Therefore, the absolute real power does not exist. There is also the power of subordinates. Subordinates in any organization have power over their superiors. Even prison wardens, to some extent, depend on prisoners. They allow some violations of prison rules from the prisoners in exchange for a more docile behavior. There are two forms of influence that can induce the contractor to cooperate more actively - is the belief and participation of employees in management. New approaches in control theory focus on the ability of leaders to create a new vision and inspire employees to achieve the goal. Modern leader cannot exist without a Manager. In the work of the head of the many attractive aspects: it provides a great opportunity for personal development, gives a person dignity, is fascinating. The Manager often has to solve complex tasks in conditions of critical situations and uncertain prospects.

In the past the post of managers have tried to find people with pronounced dictatorial, since the workers were mostly submissive, uneducated, the faceless masses and the best way of dealing with them considered coercion. In these conditions, the formula of the actions of the Manager were: "business is business, work is not arguing". With the understanding that workers should not be forced to work, and to promote, the changed requirements to the control. The main advantage was the ability to play the role of the head of the family, which the father belongs to the subordinate, acting on an effective formula: "firmness but fairness." All this, of course, helped to resolve many problems and, above all, the antagonism between workers and managers. Crisis situations, more and more shook the Western economy, has demanded from the governors of new qualities. Just to get along with people wasn't enough interaction it was necessary to provide reliable material basis, which created a reliable, trouble-free sales of goods.

Приложение 2

Формирование конкурентного преимущества компании

Пирамида позиционирования бренда в сознании потребителя

Приложение 3

First of all, this is a personal desire to occupy a high position, which is not at all, and thus the willingness to undertake the associated duties and responsibilities, the risk. It is believed that a successful leader has an almost magical ability to be at the right time in the right place. Such a property does not fall down from the sky, although in a sense it is, like talent, is a gift from God. But talent without work is nothing, so the leader must constantly and persistently press forward, despite the obstacles, persistently moving towards their own goal. Finally, the applicant for leadership at the highest level must have 35 years to accumulate significant experience performing a variety of functions and "Mature" as a major leader. The length of maturation of Western experts define as 5-7 years, is career should begin in 27-28 years. Live leaders not just. On their way they meet a lot of difficulties, the main of which is generally accepted as guidance to subordinates. The second is the planning of the activities of the company and the third - the dismissal of employees. Among others, were not included in the "podium", it is possible to mention the problem of disposing of their time, delegation of authority, financial trouble, decision making and conflict resolution. There are two psychological types of leaders: players and open. First look effective, reliable, flexible. They know how to "throw dust in the eyes", and therefore quickly change positions, following exclusively their own interests. In fact, they are not able to work with full dedication and do not cope with the problems. Open leaders are not as visible, but they are consistent; undertake all the most difficult cases, seek in good faith to get underway than gaining a strong trust and respect for a long time. They are also flexible and act in the circumstances, but I don't live today, but looking to the future. They are the true leaders with unquestioned authority among his subordinates. Power through coercion, influence through fear - so put the power of the people criticizing her. Fear usually creates images of violence: a loaded gun, the threat of torture, brought to face a fist. If physical pain was the only mechanism of fear and coercion, power based on coercion, disappeared forever from the organizations, after the emancipation abolished Knut S. Cruelty often serves as mediator of fear, but is never the goal. When a person's heart stops from fear, this is because directly threaten the fundamental needs of survival or security. Methods of coercion, usually accompanies the authority in all cases where the person really needs something, and he was sure that the other is able to take that away from him. A striking example of this "something" is its own life or that of a loved one. But there are many examples with less extreme properties. Many people experience acute anxiety about the fact that they may be deprived of protection, love or respect. Therefore, even in situations where violence is not present, fear is a common reason why people consciously or unconsciously allow themselves to be influenced. In the book "Brokers of power" David says: "individuals exercise power through coercion, relying on the force, rhetorical ability, and the ability to provide or not to provide emotional support to others. This gives such individuals a means to inflict physical injury, to intimidate, humiliate, or deny love to others."

Fear in the workplace. The workplace provides a rich opportunity to develop power, using fear and coercion, because many of our needs are met there. For example, fear of losing a job characteristic, it seems, everything. In certain circumstances you can so easily and effectively use the fear that some leaders often resort to it: even a hint of dismissal, deprivation of any of the powers or demotion usually gives immediate results. When subordinates are protected from this kind of threats, coarse and direct, the Manager can use more subtle ways of instilling fear. Research shows that the appeal to fear can be an effective method of influence if the proposed concrete action. Such an appeal to fear can be found in television commercials that show how people ascend into heaven there they say that they would have to insure his life to provide financially for their loved ones. Once the primary object of these fear-oriented methods were "blue collar". However, overexploitation of these methods only stimulated the appeal to the workers to trade unions. Now the unions use this same method, protecting its members so securely that they are difficult to dismiss even legally. Hence, today leaders are more susceptible to influence through fear than their subordinates. With a large demand for competent, experienced managers are rude threats of layoffs do not usually have the desired effect. Instead of the desired action such threats sometimes lead to anything other than additional costs for the payment of fees to the employment Agency and to the long painful search for a suitable replacement.