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Sources of Power

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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 how you can use the sources of power (legitimate, reward, coercive, expert, referent) to ensure that the advertising and production departments will help you make and sell toothpaste more effectively.

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Sources of Power

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In this scenario, I can certainly use the reward power to motivate the advertising and production groups to promote our product. Rewards will motivate the employees to make an extra effort towards promoting the products in order to reap rewards and incentives.

I can also use ...

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Sandeep Bardia, MBA
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  • BCom, SGTB Khalsa College, University of Delhi
  • MBA, Rochester Institute of Technology
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