You have just been hired as a brand manager of toothpaste for a large consumer p

Question

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 the sources of power you can use to ensure that the advertising and production departments will help you make and sell toothpaste more effectively.

Explanation / Answer

The best sources of power to address regarding this issue are; VP, Production and VP, Marketing. They are likely to ensure that their departments do their bit to help the brand management team as and when required. A formal request may also be made to the COO to prioritise all functions related to brand management and issue a circular for all related departments to follow.

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