Critiquing

Critique 1. NCR Corporation, known as a world leader in ATMs, point-of-sale (POS) retail checkout scanners, and check-in kiosks at airports, announced in June 2009 that it would move its world headquarters from Dayton (OH) to Duluth (GA), a suburb of Atlanta, after more than 125 years. An employer of 1,200 mostly high-salaried professional workers in Dayton, NCR was enticed to move by Georgia's offer of more than $56.9 million in tax credits; its fast-growing, educated 25- to 34-year-old population cohort; international offices for 10 European state governments; and the busiest international airport (Atlanta) in the world. a. What qualitative research might NCR have done to reach this decision? b. NCR will use its move to Georgia to downsize its world headquarters workforce. What qualitative research could help NCR determine which of its 1,200 employees will be offered positions in Duluth? Critique 2: Pepsi launched a new global branding campaign based on the concept of live in the moment called "Live for Now." It did extensive research prior to the campaign's launch. What research should be done to determine if the campaign is resonating with worldwide audiences? Pepsi Campaign Lately, Pepsi has been facing some backlash regarding their "Live for Now" campaign commercial. Featuring Kendall Jenner, the commercial focuses around a diverse group of young adults who band together while protesting to make a change. In the commercial, Kendall is a model that is focusing on her modeling life, when the group of young men and women pass. At first, she ignores it, but eventually joins in and gives the police officers watching the situation a Pepsi. (Monllos, 2017). Problem Although the commercial has a very good meaning behind it, viewers had many things to say about it, with one person writing, "Wow, I just solved all the problems in the country by being rich and thin and white and pretty. What else should I do today" (Monllos, 2017)? Kendall Jenner is a thin, tall, Caucasian female that also happens to be rich. The question many people have been asking is, why her, couldn't they have picked someone who was of a minority race with less social pull? Pepsi had this to say about the commercial, "This is a global ad that reflects people from different walks of life coming together in a spirit of harmony, and we think that's an important message to convey" (Monllos, 2017). Research If there is anything Pepsi as a company should do, they should conduct research to compile relevant feedback from their commercial. According to Cooper and Schindler, action research is designed to address complex, practical problems about which little is known—thus no known heuristics exist" (2014). At the end of the study, the action is deemed either affect or not affective. Bible Jeremiah 1:5 states, —Before I formed you in the womb I knew you, and before you were born I consecrated you; I appointed you a prophet to the nations" (English Standard Version). God did not just create men and women who are the minority in His image, he created everyone in His image. Kendall Jenner is no less of a unique person than anyone else is. Just because you can't see some of her qualities, that doesn't mean she doesn't have them. It is important to remember to not judge a book by it's cover, even if it looks perfect.          

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