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Greenbell Software Inc Assume the Overall Utility (Sum of Part-Worths) of the Current

question 10

Essay

Greenbell Software Inc. conducted a study on its smartphone products in the market to determine which phone has the best features in terms of three prominent attributes: operating system of the phone (A or B), RAM (512MB or 1GB), and the rear camera specifications (3MP, 5MP, or 7MP). A sample of eight customers participated in the study and provided the following part-worths for each of the above attributes.
 Operating System  RAM  Camera  Consumer  A  B 512MB1 GB3MP5MP7MP125292045181815235323035271913345353030152530455652545252035540403540202530630474035152015735453030202020825252530253030\begin{array} { | c | c c | c c | c c c | } &{ \text { Operating System } } && { \text { RAM } } &&& { \text { Camera } } \\\hline \text { Consumer } & \text { A } & \text { B } & 512 \mathrm { MB } & 1 \mathrm {~GB} & 3 \mathrm { MP } & 5 \mathrm { MP } & 7 \mathrm { MP } \\\hline 1 & 25 & 29 & 20 & 45 & 18 & 18 & 15 \\2 & 35 & 32 & 30 & 35 & 27 & 19 & 13 \\3 & 45 & 35 & 30 & 30 & 15 & 25 & 30 \\4 & 55 & 65 & 25 & 45 & 25 & 20 & 35 \\5 & 40 & 40 & 35 & 40 & 20 & 25 & 30 \\6 & 30 & 47 & 40 & 35 & 15 & 20 & 15 \\7 & 35 & 45 & 30 & 30 & 20 & 20 & 20 \\8 & 25 & 25 & 25 & 30 & 25 & 30 & 30 \\\hline\end{array} Assume the overall utility (sum of part-worths) of the current favorite Greenbell smartphone for customers 1 to 5 is 105 and customers 6 to 8 is 90. What new product design will maximize the share of choice for the eight consumers in the sample?


Definitions:

Environmental Scans

The process of gathering, analyzing, and dispending information for strategic purposes from the external and internal environments of an organization.

Cause Marketing

A partnership between a for-profit business and a non-profit organization to mutually promote and benefit from social or environmental causes.

Societal Responsibility

The obligation of an organization to act in ways that benefit society at large, beyond its own interests.

Stakeholder Responsibility

The obligation of organizations to act in ways that recognize and address the impacts of their decisions and activities on all stakeholders, including employees, customers, communities, and shareholders.

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