VUSydney-BHO22592016S1TRIAsses
VUSydney-BHO22592016S1TRIAsses
VUSydney-BHO22592016S1TRIAsses
Case: Gore-Tex and W.L. Gore & Associates: An innovative company and a contemporary
culture [Source: Chap 3, page 110]
Review the case and based on your learning from weeks 1, 2 and 3, answer the following three
questions.
Q1. Use the Cyclic Innovation Model (Fig 1.9, pg 30) figure to illustrate the innovation process in this case and
provide a brief description?
Q2. It seems that Gore Associates is heavily oriented towards technology; what are some of the dangers of being
too heavily focused on technology?
Q3.What has been the Gore strategy to achieving success in its markets? How is this strategy now being
challenged?
Word limit: 1200 words (10%) (Excluding reference list, if any)
Submission deadline in Week 4 (April 22, 5 pm))
- Submit hardcopy (printed copy) to your tutor/lecturer
- Submit softcopy (electronic copy) through VUCollaborate
Note: The case report along with your class attendance up to week 4 will be considered for At Risk Assessment
review
Victoria University
Victoria University
Substantial work
required
Passing
Satisfactory
Good Standard
Evaluation Criteria
Excellent
Weighting *
Analysis of Question 1
Relevant illustration of the CIM to the case
10
10
Analysis of Question 2
Quality, accuracy and depth of analysis and interpretation
10
Analysis of Question 3
Quality, accuracy and depth of analysis and interpretation
10
Victoria University
Grade Range
80 100% (HD)
70 79% (D)
60 69% (C)
Marking Grades
Passing
Substantial work required
Grade Range
50 59% (P)
0 49% (N)
2. Apple Watch
Your team needs to now focus on a particular product or service of that company. It is neither feasible nor
possible to focus on analysing all products or services that your preferred company offers. For example, let
us assume the preferred company is Apple (which is not in the above list and not available for the report). It
has been a market leader for a lot of innovative and new products and services such as iPad, iPhone, iPod,
MacBook Air, iTunes etc. For the report the team should focus and select ONE product or service (lets say
for example, iPad only) that the team thinks has been very innovative and successful and then analyse the
marketing strategy for that particular product or service based on unit relevant analysis criteria. Broad
generalizations and lack of focus on a particular product or services will result in lower marks.
4. The strategy report is to be submitted in two phases over the duration of the semester so that feedback is
provided in Phase A to assist in the development of a superior overall strategy report in Phase B. Phase A
will be worth 10% towards the unit grade and Phase B will be worth 20% towards the unit grade.
5. For clarity and evaluation purpose, we have designed a structure for the report with 5 fixed sections, which
are based on the Critical factors for innovation success model (Figure 3.6, page 92). The subtopics for each
of the sections are elaborated throughout the book chapters and related journal articles. Your team will need
to review them in details to structure the report.
Victoria University
We strongly recommend you to thoroughly review the two journal articles as they provide detail elaborations
on the factors for innovation success model (Figure 3.6, page 92) which will be required for the Technological
and Commercial viability analysis sections. Your task will be to analyse the company in the light of these
factors. Both these articles are available on VU Collaborate.
van der Panne, G., van Beers, C., & Kleinknecht, A. (2003). Success and failure of innovation: A
literature review. International Journal of Innovation Management, 7(3), 309338.
Berkhout, G., Hartmann, D., & Trott, P. (2010). Connecting technological capabilities with market
needs using a cyclic innovation model. R&D Management, 40(5), 474 - 490.
The word limit for the whole report as well as the approximate word limit for each section of the report will be
strictly enforced. Make effective use of tables and charts to portray detailed information in brief. Use appendix
for any additional analysis, exhibits etc. Refer to the marking criteria for the relative weight and sub-topics for
each of the major sections as well as other requirements for the report. All reports will have to follow the
given format of sections. The major sections of the report will be as follows.
Section heading
Product background and history
Present scenario analysis
Technological Viability Analysis
Commercial Viability Analysis
Future pathways
MaximumWordcount
500
1000
1000
1000
500
Phase A
Phase B
Mark weight
10%
20%
6. The report is about strategic analysis and you should be avoiding un-necessary discussions which really do
not add value to your report. The strength of any strategy analysis is based on analysing actual market
information from a wide variety of impacting factors and applying relevant and established conceptual
frameworks for deeper insights and understanding. Mere reporting of information without any relevant
analysis will not add value to your analysis. The lecture materials and tutorial discussions will cover
conceptual frameworks and theoretical considerations for your report. Phase A feedback and
recommendations should be addressed and considered for Phase B.
7. While doing your research for your preferred company and product please keep in mind that you are to
source credible, reliable, relevant, factual and recent information from online business news and information
sources, company reports and websites, industry whitepapers, business magazines, expert opinions,
marketing textbooks, academic journals and suggested additional readings as an evidence to substantiate
your illustrations, thoughts and arguments. Please avoid unknown and un-reliable online websites as well as
commentary and opinion from unknown and non-expert commentators and personal blogs. When evaluating
sources always consider why and how is it relevant to your analysis; why and how does it matter to your
analysis; and how it can add value to your analysis.
8. The complete report should include a minimum of 4 (four) references from peer-reviewed academic journals
and an additional minimum of 8 (eight) references from business magazines, industry whitepapers,
newspapers, credible and reliable websites and marketing textbooks to confirm the strength and quality of
your work.
Victoria University
9. Team members are expected to make equitable contribution to the completion of the report. Teams are
strongly advised to contact the lecturer/tutor at the earliest for any major issues or concerns with the team
members. Team conflicts should be mitigated between the group members as it is a part of the learning
process. "Free-riders" will be dealt on a case by case basis and will have a negative impact on his/her
assessment grade.
10. Your report is expected to be of professional standards. Poorly constructed report with lack of clarity in
meaning, weak arguments, grammar and formatting issues, etc. will lower the overall quality of the report.
Report Phases
Markings
Submission
Phase A
10 marks
Phase B
20 marks
Instructions
Phase A word counts excludes reference list, summary, appendices, tables, charts etc.
Phase B word counts excludes reference list, executive summary, appendices, tables, charts etc.
Victoria University
Substantial work
required
Passing
Satisfactory
Good Standard
Excellent
Weighting*
10
10
10
3. Summary
10
5
5
50
*Note: The total evaluation marks for the above rubric will be scaled to 10%
Marking Grades
Excellent
Good standard
Satisfactory
Victoria University
Grade Range
80 100% (HD)
70 79% (D)
60 69% (C)
Marking Grades
Passing
Substantial work required
Grade Range
50 59% (P)
0 49% (N)
10
10
5
10
10
5
4. Future pathways
4.1
Opportunities and challenges
4.2
Team reflection
Appropriate references and citations
Report Style: Arguments, clarity, grammar, wordcount
Total
Substantial work
required
Passing
Satisfactory
Good Standard
Executive Summary
Excellent
Weighting*
10
5
5
80
*Note: The total evaluation marks for the above rubric will be scaled to 20%
Marking Grades
Excellent
Good standard
Satisfactory
Victoria University
Grade Range
80 100% (HD)
70 79% (D)
60 69% (C)
Marking Grades
Passing
Substantial work required
Grade Range
50 59% (P)
0 49% (N)
This assessment component involves a case analysis presentation during the tutorial by a team. The
presentation is an opportunity to present the insights that come from the reflections of the case and core
chapter concepts and topics and how they align all together with value adding additional and alternative
viewpoints and examples.
2.
The presentation deals with analysing one of the cases allocated for the particular tutorial. Please review the
following page for the schedule. Two cases have been allocated to each of the assigned tutorial weeks
(5,6,7,8,10 and 11). So there will be two groups presenting in each of these tutorials. Each group will be
randomly assigned one of the cases. Cases or presentation schedule cannot be changed.
3.
Groups are to present a short background of the case, key findings from the case, analysis of developments
(if any) that have occurred, how the relevant chapter concept topics relate to the case and the overall
learning reflection. Not all of the concept topics can directly be illustrated through the case facts and details.
Students are expected to do their best to highlight as many of the concept topics (listed and from the
chapter) through their case presentations
4.
The presentations are a team effort and are to be completed in groups of 2 students. Team formations
should be completed within week 4. Your tutor will have the final say in confirming the groups based on the
tutorial student numbers. If you cannot find anyone to team up with, please notify the tutor immediately and
you will be assigned someone to work with. This grouping of students is only for Assessment 3 presentations
and students are not required to be in the same groups as their Assessment 2 project groups.
5.
Submission requirements: All the groups are required to submit a hardcopy (before the actual presentation)
and softcopy of the presentations to the tutor. The softcopies will be uploaded on VUCollaborate to be
shared with the class so that students have extra references and resources for unit topics and cases.
6.
Students are expected to come to the class and tutorials prepared by reading the assigned end-of-chapter
case(s)and end of chapter questions so that they can engage and participate in post presentation analysis
and class discussion. Reviewing the chapter topics and listed concept topics before the class will enhance
your learning during the class. The final exam will have a section on the concept topics presented through
the cases. The tutorials are designed to enhance and complement the lecture topics by generating class
discussions and case analysis activities. The topics covered in the lectures will not be repeated in the
tutorials. Regular attendance will be taken for both lectures and tutorials.
Victoria University
Case: Dyson
(Chap 15, pg 543)
Case: CSI and genetic fingerprinting
(Chap 9, p334)
Case: Sony-Ericsson
(Chap 10, pg 365)
Case: Munich Gases
(Chap 11, pg 407)
10
11
Case: Ebay
(Chap 14, pg 508)
Case: Halfords Motor Oil
(Chap 13, pg 477)
Victoria University
Innovation routines
Dominant design
Radical Innovation
Strategic alliances
Innovation Networks
R&D intensity
R&D integration
Open source R&D
R&D Consortia
The R&D Continuum
Absorptive capacity
Technology Transfer
Product platforms
Brand equity
Brand Extension
Time to market
New product lines
Fuzzy front end
Product prototypes
Corporate venturing
Service Innovation
Service Design
Concept testing
Market research for NPD
Product testing
10
5
5
10
5
5
5
Substantial work
required
Passing
Satisfactory
Good Standard
Evaluation Criteria
Excellent
Weighting*
TOTAL (35)
Team performance scaled to 10 marks
C. Case Presentation Quality (Individual mark)
Student 1 performance (clarity, confidence) [.......................]
] = Group mark [
] = Group mark [
] = Group mark [
Marking Grades
Excellent
Good standard
Satisfactory
Victoria University
Grade Range
80 100% (HD)
70 79% (D)
60 69% (C)
Marking Grades
Passing
Substantial work required
Grade Range
50 59% (P)
0 49% (N)
11