MGMT5800 Business Management of Technology and Innovation for Information

 

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Assessment Brief:

  • Course Name: MANAGEMENT OF TECHNOLOGY
  • Course Code: MTC821S
  • Department: BUSINESS MANAGEMENT
  • Course Duration: ONE SEMESTER

 

You’re Marker Tutor for Management of Technology (MTC821S)

 

ASSIGNMENT 1

This assignment covers the following topics/units:

  • Introduction
  • Sources of Innovation
  • Types and Patterns of Innovation

 

Learning Outcomes:

Upon successful completion of the course students will, through assessment activities, show evidence of their ability to:

  • Integrate strategy and technological innovation processes of an enterprise
  • Enact technology strategy by developing the enterprise innovative capabilities
  • Develop and implement relevant technological innovation strategies
  • Analyse case studies of successful and unsuccessful technological innovation strategies.

 

QUESTIONS

Read the case study below and answer the questions that follow.

Gillette: Managing product innovation

Gillette has always believed that continuous new product development resulting from extensive R&D is necessary to differentiate itself from its competitors. True to its corporate mantra of ‘innovation is Gillette’, the company has introduced some of the most successful and widely acclaimed innovative products in the consumer products industry. Its product range, protected by trademarks, is legendary with such brands as Sensor, SensorvExcel, Mach 3 and Gillette for Women Venus.

 

The company’s policy is to generate 40% of its sales from products launched within the last five years. One reason for Gillette’s strong focus on new product development is that the competition has successfully learned to copy its products very quickly. For example, Schick (part of Warner lambert, later taken over by Pfizer but known as Wilkinson Sword in many parts of the world) had imitated Gillette’s Track II twin-blade razor within five months of the product’s launch.

 

Further product launches have added to the brand value of Gillette. It has succeeded, in some markets, in making razors less of a commodity product – which consumers just buy on price and convenience considerations – but a branded product that consumers will pay a premium price for.

 

  1. Define the following terms: (10 Marks)
    • Innovative products
    • Trademarks
  1. Explain how the use of innovative products and trademarks can add to the value of a company such as Gillette. (15 Marks)
  1. Analyse the importance to companies such as Gillette of continuing to spend large sums on R&D even in a global downturn. (15 Marks)
  2. Evaluate the factors that determine the level of innovation in an industry. (10 Marks)

 

ASSIGNMENT 2 – ONLY ESSAY TYPE QUESTIONS

  • Standard Battles and Design Dominance
  • Timing of Entry into the market
  • Defining Organization’s Strategic Direction

 

Learning Outcomes:

Upon successful completion of the course students will, through assessment activities, show evidence of their ability to:

  • Integrate strategy and technological innovation processes of an enterprise
  • Enact technology strategy by developing the enterprise innovative capabilities
  • Develop and implement relevant technological innovation strategies
  • Analyse case studies of successful and unsuccessful technological innovation

 

Question 1

  1. What are some of the ways a firm can try to increase the overall value of its technology, and its likelihood of becoming the dominant design? (10 marks)
  2. List and discuss some of the advantages of entering a market early. Are there any advantages to entering a market late? (10 marks)

 

Question 2

  1. Explain the traits that appear to make individuals most creative and discuss if these are the same traits that lead to successful inventions? (10 marks)
  2. What are some of the reasons that established firms might resist the adoption of a new technology? (10 marks)

 

Question 3

Pick a product you feel you know well. What intermediaries do you think are used in bringing this product to market? What valuable services do you think these intermediaries provide? (10 marks)

 

Prescribed Reading:

  • Burgelman, R.A., Maidique, M.A. & Wheelwright, S.C. (2009). Strategic Management of Technology and Innovation, 5th Ed. McGraw-Hill: New York. (Latest edition available)

 

Recommended Reading:

  • Chen, Y., Liu, J. & Xie, K. (2012). Risk in integrating leapfrogging mode of technological innovation. Kybernetes, 41(10), 1423-1439.
  • Chu, D. & Andreassi, T. (2011). Management of technological innovation. Case studies in biotechnology companies in Brazil. The Journal of the Iberoamerican Academy of Management, 9(1), 7-31.
  • Pratali, P. (2003). Strategic Management of technological innovations in the small and medium enterprise. European Journal of Innovation Management, 6(1), 18-31.
  • Schilling, M. (2016). Strategic Management of Technological Innovation, 3rd Ed. McGraw-Hill Irwin: New York.

 

 

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