When we look at ETCs progress there are a number of issues, which need to be resolved. When we bring in any kind of a change within the organization, each change would have its own good and bad attributes attached to it. We need to look at all the issues with great concern and plan out the solutions accordingly. Aysar Philip Sussan and William C. Johnson (2003) say in their article "Strategic capabilities of business process: looking for competitive advantage" that the organizations need to become fast, flexible, participative and focused on customers, competition, teams, time and process. Lets proceed with the issues that exist and solutions that are available.
There is currently a need of innovation within the company as the current sales have dropped and customers are looking for a fresher look within the product line. The Asian market has commended our product quality. Innovation as we know is a multi-faceted process that is going to incorporate creativity, invention and commercialization. Above all, innovation is a social process, where both individuals and systems are important dynamic elements. Hence we will have to think it seriously.
Looking from the perspective of our Australian market, Simon Lloyd in his article "A game for the brave" (June 2004) states that Australians love innovation and in 2004 Grey Advertising/Sweeney Research Eye on Australia study found that the most admired companies were those which went for innovation and tried innovative products and brands.