Bold Flash Case

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BoldDisk, currently known as Boldflash, was founded in 1982 in Waltham Massachussets. Originally manufacturing computer storage medias like floppy disks for original equipment manufacturers and consumer markets, BoldFlash's product mix has evolved in due course of time. In 2012, the company began offering customers contemporary solutions in flash memory for products such as digital cameras, mp3s and most importantly smartphones, the latter accounting for 40% of the overall market .

However, the inability of the company to keep up to date with the dynamic nature of this 20 billion dollar market has led to the decline of the company in regards to product innovation and customer satisfaction. Even though there are macroeconomic factors that brought about this predicament, the effect of managerial inefficiency also has to be taken into account. This essay will do as such by critically viewing the top-down management approach this company has used from both the human relations and power perspectives.

The situation that the company currently finds itself in can be attributed to several factors. When looking at Boldflash's management from a human relations perspective, the issue of bad management becomes more apparent. The previous vice presidents decision of tackling issues through a top down approach can be one cause to the company's failure in creating value for customers. One problem with this autocratic approach in an innovation company is that it leads to the breakdown of communication and teamwork. The numerous conflicts between manufacturing and sales can be attributed to the simple fact that the culture of the company was not based on communication between the two parties, it was based on following orders from corporate. This lack of vertical loading, or dispersal of authority, has on one hand an effect of inefficiency in trying to create value for the company and its customers, but it also causes the employees to feel neglected. This...
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