Emily,a Tenacious Entrepreneur,has Grown Her Closet Organizer Company to $20

question 91

Essay

Emily,a tenacious entrepreneur,has grown her closet organizer company to $20 million in sales and has 65 employees.She has directed the firm's marketing since its inception and believes she instinctively knows which marketing efforts will bring success.Her new assistant Heather,who just completed a Marketing Management course,wants to find a way to measure results.What should Heather say to Emily to convince her that this is necessary?

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Definitions:

Cultural Sensitivity

The awareness, understanding, and respect for the differences and complexities in cultural practices, beliefs, and values.

"Command-And-Control"

A management style characterized by strict authority, hierarchical control, and clear division of tasks.

Human Capital

The aggregate of abilities, expertise, and non-material assets held by people that can generate economic benefits for themselves, their employers, or their society.

Ethical Behavior

Acting in ways consistent with what society and individuals typically think are good values, such as honesty, fairness, and integrity.