om of saltware counterfeiting. Avoid interruption and keep your files sale with genuine Office today. works professional Get genuine Office editing is warranted concise sentences and style are excellent The answer has clearly been edited and proofread MINI-CASE DESCRIPTION "At the beginning it was just a passion for certified organic cosmetics, but eventually it became a very important aspect of my life", explained Stacy, as she tried to describe her business to a curious journalist who had to write an article about successful entrepreneurial stories. "I knew that conventional cosmetics may contain harmful ingredients. I wanted to educate myself about the harm of those ingredients to my body. Therefore, I started conducting some research to replace my shampoo or soap with less harmful alternatives. When I started this journey about a decade ago, the certified organic cosmetic brands, that are now available in stores, where nowhere to be found. At times, I used to mix natural ingredients such as fruit pulp with honey to make my own facemasks, imagine! Though 1 recognized that a gap did exist in the marketplace and that it had value. This is how the idea for my certified organic cosmetics brand came up. Almost a decade has passed, and lots of hard work has been put into my company. But I am 3 www.nus.edu Tel.9715186472PO BOX 26666. Shah, United Arab Emirates 111 proud of what it has become, and proud of how it has been contributing to the health of people around me, and the health of the planet, knowing that my products do not pollute our precious environment". Indeed the success of Stacy's cornpany is undeniable. As she recalls, it started just like a personal passion for safer alternatives to conventional cosmetics to become a high-end successful brand at the intemnational level. At the very beginning, Stacy was just educating herself about the list of harmful ingredients to avoid while buying conventional cosmetics. She used to have a paper-based list (that transitioned to an electronic version stored in her cell phone) that she would carry with her any time she had to shop for cosmetics. She would spend hours trying to locate the product that was less harmful within the conventional ones available at the stores. She also used to spend her weekends working on homemade recipes that would make use of natural ingredients available in her fridge to make facemasks or conditioners for her hair. For instance, she discovered that a mix of water and chickpeas flower could be a valid shampoo substitute. It did not have an appealing odor (for which she compensated with a few drops of essential oils such as lavender or lemon grass), but certainly helped keep her scalp healthy. At times, she reached successful results, but it all required a great deal of time and effort that she did not always have She wonder why current companies did not think of this market niche. And she realized that she wanted to do something about it. Luckily, she found people willing to help, and this made a great deal of difference in how the company started. Indeed, together with two of her close friends, Tina, a chemist working in a local research center, and July, a management major who just earned her undergraduate degree, she decided to write the business plan to participate in a seed grant competition that would grant enough money to start the company. Auspiciously, the newness of the idea was recognized, and the three friends were able to get the winning price and start the company. To begin with, they hired another chemist, Mark, an expert of high-end cosmetics, who helped refine the ideas, and transformed them into viable products. They also hired a marketing expert, Thomas, who helped design the logo, conceptualized the tag line, and refined the marketing mix Finally, they hired an IT expert Ronald, who was in charge of the making, updating, and monitoring of the company website. Together with Tina, who became the product development expert, and July, who assumed the role of executive manager, the company was founded I At the beginning, coordination efforts were required, together with strategie orientation. However, as CEO of the company, Stacy never exercised pressure on her employees, nor made them feel coerced to do their work in any possible way. She was always willing to see her employees in a positive way, and helped them self-organize their creative work with low tak structures and limited position power. This proven to be an effective way of managing. as results soon arived due to the excellent quality of the offered products and superb marketing strategy. The company became an instant success online, with high purchase and repurchase rates, and worldwide customers that soon became very loyal to the products and brand. This helped Stacy accumulate enough money to expand the line of products that at the beginning, only included a soap, shampoo, conditioner and a face foam. The new products included a mineral make-up line, and a set of aromatherapy candles made of pure bee wax and essential oils. To encounter the increase in international requests, Stacy had to carefully plan the production, although it often run out of ingredients and/or out of final products sooner than expected, which created some production control problems "I think there is still room to grow, especially when it comes to the pragmatic side of our international production, in terms of how much we should produce or we could produce given the ingredients we have at hand. Though I am encouraged to do better every single day because of our loyal customers and wonderful community that has emerged around our company. This community not only care for their personal health, but also care about supporting a sustainable business that does not pollute the water nor the environment, and that will always apply ethical standards within or outside its business boundaries. I am truly proud of my company and proud of our brilliant customers for whom I strive to become an even more inspiring company every single day!". QUESTIONS 1. How did Stacy make use of frugal innovation (Jugaad innovation) as she conceptualized her business idea? Explain in details (6 points). Answer: 2. What motivation theory best describe Stacy's approach to her employees? Identify and explain (6 points) Answer: 3. Use the Fielder's model to explain the match between Stacy leadership style and the situational favorableness (6 points). Answer: 4. How could the management controlling function help Stacy improve the current international production issues? Explain, making links to the content discussed in class (7 points)