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Evolution of the Cellular Phone

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Submitted By donicias
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THE EVOLUTION OF THE CELLULAR PHONE

Presented by: Student ID No: 1415618/1

To: Anglia Ruskin University

Dated: May 16, 2014

ABSTRACT
This assignment seeks to examine the evolution of the mobile phone in which improved technology has changed history by converting them from a stone-aged looking block to the modern ultra, sleek and trendy smartphones. It seeks to highlight how the mobile phone evolved over a period of time with changes to its features as a result of integrating new technologies, causing a shift from a communication device to a multimedia device. Due to current competitive market conditions, companies are forced to develop strategies to maintain their competitive advantage.

TABLE OF CONTENTS
Abstract…………………………………………...………..……………………….....…….i
List of Figures.................………………...…..………………......................................iv
List of Tables.................……………………..………………........................................v

1.0 Introduction 1 2.0 Influence 2 3.0 Critique 3 3.1 Invention and Innovation 3 3.2 Fast Follower/Defensive Innovative Strategies 4 3.3 Technology and the S-Curve 5 3.4 The Gestalt Rules of Perception 7 3.5 Intellectual Property – Registered Trademarks 8 3.6 The Golden Ratio 9 3.7 Failure – Pearson’s Uncertainty Map 10 3.8 The Battle of Trafalgar and Dynamic Capabilities 11 3.9 Drucker’s Seven Sources for Innovation 12 3.10 Marketing 13 3.10.1 Differentiation/Products Attributes 13 3.10.2 7P Integrated Marketing Mix 15 3.10.3 Socially Responsible Target Marketing 16 4.0 Brand Appeal and Brandz Model 18 4.1 Brand Salience and Brand Imagery 18 4.2 Brand Performance 18 4.3 Brand Judgments 20 4.4 Brand Resonance 20 5.0 Conclusion 21
References……………………………………………………………..……………….…22
Bibliography…………………………………………………………….…………...……24

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