lso a powerful segment for a new and creative concept.
An essential element in the success of the business is determining the philosophical underpinning of the company. Pluralistic, according to Morris, is based on the assumption that "each organizational function has its own unique theory that drives its particular area" (Morris, 1996, 42). The example given suggests that marketing, sales, human resources, and R & D in a company would (and could) have different yet equal goals, differing "means and ends."
My term "International Unified" would embrace the fact that countries have pluralistic aims that must be reconciled into a unified organizational vision before international business goals can actually be accomplished. If the "ends" (strategic goal) of the marketing of the E-commerce software is worldwide acceptance, then the "means" (tactics) must also embrace "International Unity."
The underpinning philosophical construct of "brand name" is that through a combination of forces, the name of a particular brand of product category -- Crest, Big Mac, Chevrolet for example have an equal "image" power with the company that made it, in this example, Procter & Gamble, McDonald's or GM. The philosophy of a brand name is implied by Morris (p. 145) when he states: "U.S. trained marketing executives have a difficult time separating the customer from the philosophy in action of needs and wants... Customers do business with one company rather than another for many reasons besides needs and wants." Based on that, it would be essential to firmly focus on my product's brand name and perception.
The software industry is tremendously factional, and the customers for the most part have little brand loyalty, based on the fact that new products and features are added to the market almost daily. At last count, more than 2,000 credit card authorizing programs are being marketed. This suggests that achieving brand loyalty (regula...