Corning Case Study Name Instructor Institution Date Corning Case Study Introduction Corning is a glass making company that was founded in 1851 by Amory Houghton Sr (Armstrong & Kotler 2015). At the time of its inception glass was considered to be ‘just glass’ and was manufactured and used in its basic form (Armstrong & Kotler 2015). Corning was on the other hand of a contrary opinion. The company saw a lot of potential in the glass industry and sought to develop a wide range of innovative products that have over the decades transformed the lives of people (Armstrong & Kotler 2015). Some of these products include light bulbs cookware television tubes optical fiber active liquid crystal displays ceramic substrates as well as missile nose cones (Armstrong & Kotler 2015). Perhaps the most revolutionary product that has been developed by the company is gorilla glass (Armstrong & Kotler 2015). This Apple and Samsung has forced the company to constantly innovate in an attempt to come up with products that satisfy the needs of its customers (Armstrong & Kotler 2015). Moving forward the company needs to constantly innovate if it is to remain successful (Armstrong & Kotler 2015). With there being the risk of its customers having greater bargaining power owing to their huge size Corning also needs to increase its efficiency if it is to remain profitable (Kozlenkova et al. 2015). References Armstrong G. & Kotler P. (2015). Marketing: An introduction (12th ed.). Boston MA: Pearson Education. Kozlenkova I. V. Hult G. T. M. Lund D. J. Mena J. A. & Kekec P. (2015). The role of marketing channels in supply chain management. Journal of Retailing 91(4) 586-609. Skarmeas D. Zeriti A. & Baltas G. (2016). Relationship value: Drivers and outcomes in international marketing channels. Journal of international marketing 24(1) 22-40. [...]
Corning Case Study: Feeding Innovation Through the Supply Chain (PDF) Read the attached case study. Write a three-page paper in APA format answering questions 1, 3, 4, and 5. Support your points with properly cited textbook material or external research. For question 1, you may use any software you have available (Word, PowerPoint, Visio, etc.) or try one of these free downloads: listoffreeware.com Neatly hand-drawn diagrams may also be scanned and uploaded. Diagrams may be uploaded as a separate document; they count as one page of your submission. Click on the Session 4 Corning Case Study link to submit your assignment by the posted due date. Review the rubric available in Due Dates and Grades for specific grading criteria.