The two BELLOW examples illustrate the benefits of research WHICH ONE IS AN EXAMPLE OF BAISIC RESEARCH,

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The two BELLOW examples illustrate the benefits of research WHICH ONE IS AN EXAMPLE OF BAISIC RESEARCH, AND WHICH ONE AN EXAMPLE of APPLIED RESEARCH AND HOW EXPLAIN.

EXAMPLE ONE

Globally, colas account for more than 50% of all sodas sold. The challenge for the $187 billion soft drink industry is giving consumers in developedmarkets the sugary taste they want without giving them the mouthful of calories they don’t. Concerns about obesity and health have led to nine years of falling U.S. soda consumption. The soda giants can’t rely on existing diet versions of their namesake colas, as consumers are shying away from the artificial sweeteners they contain. Critics have blamed the ingredients – rightly or not – for everything from weight gain to cancer. Diet Coke is losing U.S. sales at 7% a year, almost double the rate of decline of American cola sales overall. So Coke and Pepsi are turning to research to save their cola businesses, which take in about two‐thirds of the industry’s U.S. sales. “If you can crack the perfect sweetener, thatwould be huge,” says Howard Telford, an analyst at researcher Euro monitor International.

EXAMPLE TWO

Right from her days as a clerical employee in a bank,Sarah had observed that her colleagues, thoughextremely knowledgeable about the nuances and intricaciesof banking, were expending very little effort toimprove the efficiency and effectiveness of the bank inthe area of customer relations and service. They tookon the minimum amount of work, availed themselvesof long tea and lunch breaks, and seemed unmotivatedin their dealings with the customers and the management.That they were highly knowledgeable aboutbanking policies and practices was clearly evidentfrom their discussions as they processed applicationsfrom customers. Sarah herself was very hardworkingand enjoyed her work with the customers. She alwaysused to think what a huge waste it was for talentedemployees to goof off rather than to work hard andenjoy their work. When she left the bank and did thedissertation for her PhD, her topic of investigation wasJob Involvement, or the ego investment of people intheir jobs. The conclusion of her investigation was thatthe single most important contributory factor to jobinvolvement is the fit or match between the nature ofthe job and the personality predispositions of the peopleengaged in performing it. For example, challengingjobs allowed employees with high capabilities to getjob‐involved, and people‐oriented employees got job involvedwith service activities. Sarah then understoodwhy the highly intelligent bank employees could notget job‐involved or find job satisfaction in the routinejobs that rarely called for the use of their abilities.Subsequently, when Sarah joined the InternalResearch Team of a Fortune 500 company, she appliedthis knowledge to solve problems of motivation, job satisfaction,job involvement, and the like, in the organization