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Case Study 4 The assignment will have a word limit of 2000 words, 900-1100 words

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Case Study 4
The assignment will have a word limit of 2000 words,
900-1100 words for Part 1 and 900-1100 words for Part 2. 12 point font and double spaced.
· Read the Corning Incorporated: The Growth and
Strategy Council case (see attached pdf ‘case 4 article’).
· View the four videos on Corning Inc. below:
o Video 1 – https://www.youtube.com/watch?v=bbX9KOpDJME
o Video 2 – https://www.youtube.com/watch?v=gZPeyErbqz4
o Video 3 – https://www.youtube.com/watch?v=12OSBJwogFc
o Video 4 – https://www.youtube.com/watch?v=13B5K_lAabw
· Read the five articles (see attached file name ‘case
4 – five articles’) concerning Corning. Assume you are a marketing consultant
who Corning Inc. has hired to review their situation and make recommendations.
· Textbook – Michael D Hutt, Thomas W Speh,
Business Marketing Management: B2B 12th ed, Cengage Learning, ISBN
9781337296540
Part 1 (900-1100 words)
As a consultant, convince Corning Inc. upper management what
you believe are the important issues that Corning should address. Divide Part 1 of the paper into three
sections as described below. The sections
(1a, 1b, and 1c) need not be equal in word length.
Section 1a) What
are the important issues from concepts and material of Chapters 1, 2, 3 and 4
textbook and lecture notes that Corning management should address?
Section 1b) What
are the important issues from concepts and material of Chapters 6, 7, 8, 10 and
11 textbook and lecture notes that Corning management should address?
Section 1c) What
are the important issues from concepts and material of Chapters 12, 13, and 14
textbook and lecture notes that Corning management should address?
Part 2 (900-1100 words)
As a consultant, recommend what Corning Inc. should do for
each important issue you brought up in Part 1. Recommend actions that should be taken in the next 6 months and within
the next 3 years. Be convincing in your
arguments. For Part 2, divide your
response into the following three sections. Again, the sections (2a, 2b, and 2c) need not be of equal word length.
Section 2a) What
suggestions do you recommend to Corning management pertaining to issues you
discussed in Section 1a of your paper from topics found in Chapters 1, 2, 3 and
4 textbook and lecture notes? Explain and be
convincing. Section 2b) What
suggestions do you recommend to Corning management pertaining to issues you
discussed in Section 1b of your paper from topics found in Chapters 6, 7, 8, 10
and 11 textbook and lecture notes? Explain
and be convincing.
Section 2c) What
suggestions do you recommend to Corning management pertaining to issues you
discussed in Section 1c of your paper from topics found in Chapters 12, 13, and
14 textbook and lecture notes? Explain and be convincing.

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