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Barriers to Identifying Problems in the Market

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Q: A large financial institution is losing market share to savvy upstart companies, and it has asked its top marketing executive to identify the main reasons for the sliding fortunes. Describe three barriers that might cause the marketing executive to poorly identify the problem(s). An illustrative example in this context should be included for each barrier.

Textbook: Organizational Behavior, 4th Edition. Emerging Realities for the Workplace Revolution.
By: Steven L. McShane and Mary Ann Von Glinow

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One barrier that might cause the marketing executive to poorly identify the problem or problems, is the denial by this executive that the problem resides with his or her marketing techniques and methodology. An example would be a marketing executive that is presented with data that illustrates that their present methodologies are inefficient, and ...

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