Texting All Teams: Amazon Enters the Cell Phone Market

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According to the case study from the text book, Essentials of Organizational Behavior, (Scandura 252).  Lab126 which is Amazon’s private lab was given the task in 2009 to develop a new smart which is known as the, Fire Phone today. The case study also stated some features that were brought up during the initial conceptual phase for creating this phone. Such as double touch screens, using the phone as A USB drive, teleconferencing capabilities or infrared cameras.

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These ideas most likely came up during the, Team Decision Making Methods that the books mention. Brainstorming is one of the most common forms of team decision making (Scandura 237&238). Brainstorming is a conference technique of solving specific problems, amassing information, stimulating creative thinking, developing new ideas, etc., by unrestrained and spontaneous participation in discussion (Dictionary.com, 2018).

The number of ideas generated in the brainstorming process should be filtered by all the group members. After reviewing all these ideas thoroughly Amazon should have split the group into small teams, and according to their field of expertise they are responsible to explore more in-depth features. For instance, one team could have been focused on refining the idea of using the Fire Phone as a USB drive. It also can be very challenging to evaluate the team’s success before placing the product on the market. Therefore, one way to see if this product would sell is to use focus groups to test the new ideas, and possible prototypes of the phone. Using focus groups would avoid and doubt or questions before placing this product on the market.

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