These respective communication strategies are set forth in Table 2 below.
Table 2
Collaborative and Autonomous Marketing Communication Strategies
Collaborative communication strategy
Autonomous communication strategy
Interaction is frequent and prolonged with bi-directional flows of data through informal media, and direct efforts to change behaviour through requests, recommendations, promises, and appeals to legal obligations
Interaction is infrequent and mostly unidirectional and formal, concentrating on indirect efforts to change the beliefs and attitudes about the desirability of intended behaviour with no specific request for action (e.g. discussion of general business issues and operating procedures)
The structure is relational (joint planning, long-term perspective on high interdependence) with a supportive climate and a symmetrical balance of power.
The structure is centered on discrete exchanges on an ad hoc basis with a short-term orientation and low interdependence.
Source: Varey 2002, p. 139
Details of the Communication Method
Strategy for each Marketing Communication method selected.
Collaborative communication strategy. This communication strategy will be used with the company's strategic business partners.
Autonomous communication strategy. This communication strategy will be used with the company's existing medical community clientele as well as with potential clientele.
An outline of costs involved. The costs associated with the development of effective marketing campaign materials for these two communication strategies are estimated in Table 3 below.
Table 3
Estimation of Respective Costs for Collaborative vs. Autonomous Communication Strategies
Communication Strategy
Initiative
Projected Costs
Collaborative communication strategy
1. Implementation of a company-sponsored intranet that provides strategic business partners with access to sales forecasts, promotional materials,
The costs of this type of intranet range of zero for open source applications to between $3,000 and $4,000, depending on the level of in-house expertise available (Spoolstra, 2009).
2. Distribution of graphical presentation of Anthology Hip Replacement System to business partners highlighting their superior qualities and functionality in restoring range of motion using PowerPoint presentations on DVDs and CDs.
Typical costs of a professionally produced PowerPoint presentation by third-party providers begin at just $99, and even highly sophisticated versions can be produced for slightly higher but still relatively modest amounts (TaskForce Presentations 2011). The costs...
Biomechanics is the application of mechanics to biological systems. Biomechanics is alternatively known as Kinesiology. Biomechanics finds its origins from the beginning of scientific and social thought. Socrates averred that if we were to understand the world around us, we ought to first understand ourselves. Aristotle (384-322 B.C.) is considered the, "Father of Kinesiolgy." His treatises described the actions of the muscles and subjected them to geometric analysis for the
Biomechanics of the Shoulder Since the time of Leonardo di Vinci's pioneering exploration of the human anatomy, man has recognized the perfect union of form and function found in the shoulder joint. Providing a fortuitous combination of mobility and stability, the shoulder joint complex permits a wide range of motion that differentiates human arm movement from that of lower animals. Examined from the unique perspective offered by modern biomechanical research, the
Short Distance Running Sports biomechanics is one of the most important components in the field of sports since it provides insights regarding human movement using an injury reduction and performance enhancement perspective. Consequently, coaches and physicians utilize information regarding sports biomechanics to understand the athletes’ correct and incorrect technique. Most of the existing research on sports biomechanics generate insights regarding the basic kinetic and kinematic attributes of specific athletic movement. Short
Biomechanical Description of Technique: The experimental technique consisted of precise measurements of several knee angles known to be relevant to PFPS symptoms and to acute ACL injuries. Those measurements were ascertained through the use of skin markers distributed on the lower extremities on subjects with no known histories of knee pathology or symptomatic complaints. After measuring VV and IRER angles in the neutral barefoot position, the researchers made similar measurements of
Jete' Analysis of the Muscles Involved The Center of Gravity Analysis of the Injuries Prone to the Movement It is not known when leaping first appeared in dance. Many ancient forms of dance involve leaping. The most common connotation of leaping is found in ballet. Ballet reached the height of its popularity during the reign of Louis XIV at the end of the late 17th and early 18th centuries. It was because of
Biomechanical Priciples Biomechanical Principles Biomechanics is the study of mechanical and physics principles in relation to motion in sports. Every sport has its biomechanical theories and each one is specialized to that particular skill with equations derived from Newtonian physics and knowledge of the human body and its capabilities. When combined and properly practiced, biomechanics can improve an athletes overall performance, making the athlete superior to their competitors. The freestyle arm-pull in swimming
Our semester plans gives you unlimited, unrestricted access to our entire library of resources —writing tools, guides, example essays, tutorials, class notes, and more.
Get Started Now