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Case Scenario 3: Bunnywac.
Bunnywac is a global producer and seller of batteries for consumer electronics, and competes primarily by providing battery products equal in performance at a lower price. The worldwide battery industry suffers from issues of overcapacity and commoditization, brand segmentation and proliferation, the growing strength of global retailers, and the low-cost threat of new entrants from Asia. Bunnywac has grown quickly into one of the leading players in the battery industry primary through horizontal acquisitions, and is now counted among the top four companies in North and Latin America. Its presence in Europe and Latin America is negligible. A key factor in Bunnywac's rapid growth is its technology outsourcing arrangement with Mats. Mats is one of Japan's largest technology holding companies and Bunnywac's core battery technology is licensed from Mats. Bunnywac's license with Mats expires soon and it is concerned that Mats will not renew it, or will renew it only for a substantial price premium. Consequently, Bunnywac's CEO is exploring the possibility of developing its core technology in-house.
-(Refer to Case Scenario 3). How will Bunnywac's structure likely need to change if it does begin developing its core battery technologies in-house?
Resistance
Opposition or pushback against a force, policy, idea, or change, often driven by a desire to maintain the status quo or protect one's interests.
Referral Source
An individual, organization, or system that directs or sends someone to another source for assistance, services, or support.
Motivation
The process that initiates, guides, and maintains goal-oriented behaviors.
Necessary Skills
Essential abilities or competencies required to perform a specific task or job effectively.
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