Writing research

1. For your Marketing Brief, choose two of the following firms to examine for evidence of innovation: • Patagonia (www.patagonia.com) • Zoom (www.zoom.us) • Kickstarter (www.kickstarter.com) • Rakuten (www.rakuten.com) •Tesla (www.tesla.com) •Salesforce (www.salesforce.com) •Airbnb (www.airbib.com) •Xiaomi (mi.com)

1. Innovation is defined by business Prof. Michael Porter as development and diffusion of new ideas, processes, products, or services which add measurable value to an organization, community, or way of life.

2. Begin by visiting each of your two firms’ web and mobile sites. Research the following, using data from each firm’s website and at least two additional sources of credible business information: brief history; leadership; value proposition; key customer segments and competitors; principal product or service. Identify what, in your own words, is innovative about each of your two firms. What role does innovation play in the value proposition of each firm? How are resources of each firm dedicated to innovation?

3. Identify and discuss at least two key strengths and two related opportunities, based on those strengths, that you see for each of your two firms. Provide evidence for each. Evaluate how and why each strength represents or supports innovation. Be specific! If you are or have been a customer of either firm, you may use your experience as one example of evidence.

4. Compare your two chosen firms. Identify and discuss two similarities with innovative initiatives or practices that the firms have in common. Discuss: For each firm, why does innovation matter? What would you say, based upon your research, does the future hold for each firm? Reflect on what you have learned.

Require business Memo Format

· To: Jeff Newcomb, Instructor From: [Your name here, and sign or initial] Date: July 19, 2020 Subject: Marketing Brief C: In Search of Innovation [Your two firms for analysis chosen for assignment]

· Title: [firm choice #1 – multiple paragraphs] - Discuss brief history; leadership; value proposition; key customer segments and competitors; principal product or service - Identify characteristics of what is innovative - Determine supporting strengths and opportunities; evidence

· Title: [firm choice #2 – multiple paragraphs] - Discuss brief history; leadership; value proposition; key customer segments and competitors; principal product or service - Identify characteristics of what is innovative - Determine supporting strengths and opportunities; evidence

· Conclusions [multiple paragraphs] - Compare choices, firms #1 + #2 - Assess contributions to innovation: similarities and differences - Discuss why innovation matters - Consider how innovation can add value in the firms’ future - Reflect on learning from the assignment + Cite the sources for your chosen articles

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· Notes on format: 1) Use 1 to 1.5 pages for each firm analysis – you will have two analyses. Use 1 page for Conclusions. Total length: 3+ pages. 1)Use an appropriate heading (in boldface type, or underlining) to identify main ideas in the paragraph or paragraphs that follow. 2) Cite sources at the end of the memo using APA or MLA standards. 3) Your choice: single or 1.5 spacing between lines; double-space between paragraphs; 1 margins all around; 11 or 12- point type size for text; Arial, Palatino, Tahoma or Times fonts.