Date : From : To :

June 15, 2013 Alex Cyrus, Faculty, Thought Leadership Course Executive Class of July 2011

Subject : GRE 248 Thought Leadership Group Assignment Schedule and Questions

Dear Class, Please find below the schedule of Case Presentation & Challenge, and the assignment questions for Toyota Prius, Dove, and Starbucks Session
Case Presenter Challenger

5 (15 June) 6 (15 June) 7-8 (29 June)

eBay & Amazon Group 2 Group 3 Google Group 1 Group 4 Starbucks Group 5 Group 2

7-8 (29 June)

Toyota Prius Group 3 Group 1

7-8 (29 June)

Dove Group 4 Group 5

The way we arrange the last meeting is to combine session 7-8 as follows: 08.30 09.20 Starbucks 09.30 10.20 Toyota Prius 10.30 11.20 Dove 11.20 11.45 Wrap-up and discussion about Final Exam Paper Good luck. Alex Cyrus

Executive MBA Program Class of July 2011

GRE 248 - Thought Leadership

SESSION 7-8 (1): Starbucks (KEL665)
Starbucks is a phenomenon. With 17,000 retail stores in 50 countries, definitely it is a market leader and also a change in the way people drink coffee. But is Starbucks a thought leader?

Assignment Questions for Group 5 (Presenter): 1. Do you think Starbucks is a thought leader? a. Explain why b. In what area exactly? 2. What was the vision behind Starbucks innovation? 3. How Starbucks communicate its idea? Is it successful to attract lots of follower? 4. What Starbucks has done, and has to do in the future to sustain its thought leadership? Elaborate your answer Assignment for Group 2 (Challenger): Challenge what Group 5 presents. Think of alternatives to their answer to the above questions (yes, you need to anticipate what would be their answer). You can even think of provocative ideas such as Starbucks has lost its leadership to growing competition, no new idea coming, etc.

SESSION 7-8 (2) Toyota Prius (9-706-459)

Toyota pioneers hybrid cars back in the late 90s, addressing the market, regulatory, and environmental challenge in the form of technological breakthrough Assignment Questions for Group 3 (Presenter): 1. Using the thought leadership process framework, explain what Toyota did with Prius 2. What was the vision behind Toyota Prius innovation? 3. There were many obstacles faced by Toyota Prius. What are they and how Toyota persistently overcome these challenges 4. What Toyota Prius has done, and has to do in the future to sustain its thought leadership? Elaborate your answer Assignment for Group 1 (Challenger): Challenge what Group 3 presents. Think of alternatives to their answer to the above questions (yes, you need to anticipate what would be their answer). You can even think of provocative ideas such as Toyota Prius idea has not been accepted by many people, and its still at the stage of infancy.

SESSION 7-8 (3) Dove The Evolution of Brand (9-508-047)

Dove has been around for over 50 years, and consistently maintains its thought leadership as a cleansing brand. In 2007, Dove launched a Real Beauty campaign, aiming to reach out even more women audience all over the world Assignment Questions for Group 4 (Presenter): 1. What is the original idea that Dove generated since its birth in 1957? Has Dove been consistent with that idea/thought over the years? Elaborate your answer 2. In the Real Beauty campaign in line and support Doves thought leadership? How? 3. Based on the reading (excerpts from Craig Badingss book: Seven Steps to Brand Thought Leadership) explain Doves action in each of the 7 steps 4. Has the campaign been successful? What is the RoI / reward that Dove gained from this campaign? Was there any non-monetary objective that Dove expects from this campaign? Assignment for Group 5 (Challenger): Challenge what Group 4 presents. Think of alternatives to their answer to the above questions (yes, you need to anticipate what would be their answer). You can even think of provocative ideas such Dove is no longer a thought leader, or the campaign is not supporting Doves leadership.