Executive search and leadership advisory firm Russell Reynolds utilizes fictional but realistic scenarios and role-playing as part of its CEO-candidate evaluation process. As Project Writer, I create the identities, background and situational context for industry-specific scenarios. Below is an example of an article included in the materials given to a CEO candidate.
Boston-based Ascend Technologies (NYSE:ASND) is a once-admired player in the $1 trillion consumer electronics market with a portfolio of brands that includes everything from toasters and refrigerators to computer tablets and smart phones. The company made headlines earlier this year with CEO Karl Anderson’s ouster by the company’s Board of Directors and then again when Wall Street analysts issued a series of “sell” ratings. What does all this drama mean for investors? Does Ascend have its act together? How well is Ascend positioned to succeed it an incredibly competitive and fast-changing industry?
Better, Smarter, Faster
To try and answer those questions, let’s start with a look at some market trends in mobile information technologies and consumer electronics because these two industries are increasingly interconnected. All the sector-leading companies are feeling pressure to meet the growing consumer demand for smart devices and appliances that leverage the collective networking power represented by the Internet of Things (IoT). IoT integrations are becoming standard and while some Ascend products have features like voice-assistant-enabled controls and speech recognition, the majority trail their competitor’s latest offerings. Ascend won’t be able to tap into this well of high-performance connectivity without some series upgrades to its line.
New Products + New Partners
The leading brands in consumer electronics are focused on IoT-enabled product development plus M&A strategies geared toward growing capabilities as much as increasing global presence or revenue share. For example, Panasonic acquired American software company Blue Yonder to improve its autonomous supply chain management through that firm’s expertise in machine learning and artificial intelligence. Don’t be surprised is Ascend has an appetite for aggressive deal-making as it seeks to shore up and strengthen its internal design team.
Emerging Markets in Asia
Increased urbanization and rising disposable income has propelled the use of consumer electronics across Asia. Ascend has said in the past it wants to move more of its manufacturing to global facilities and expand its Asia Pacific operations to help seize this growing market. But, this shift has encountered delays and in the meantime, new regional manufacturers have surfaced and some of the major players have adopted low-pricing strategies to introduce audiences and jump-start sales. Market growth seems certain while Ascend’s ability to capitalize is less clear.
Bottom Line: Potential investors should wait and see what moves new management makes as it tries to re-energize and redefine the Ascend brand. The company is facing some serious headwinds on its journey back to relevance.
