8 Page case study on Innovation: Gopro

Friday, October 16, 2020

MKTG765 Fall 20 - Mid-Term

Formal Requirements: 8 pages max except annexes and bibliography. The paper will be checked by SafeAssign. Upload in Canvas by 12:30pm PST. - Agenda: • Brief description of the company (e.g. foundation and milestones: location of

headquarter/s and R&D department/s: dimension (#employees, #plants #stores #websites …): economics (revenues, profit …): international presence (# markets # subsidiaries …): target customers (give an idea): offerings (# product categories…): communications (same examples): pricing (some examples of key products/ service): distribution channels (online and offline). You may refer to the business model canvas framework too.

• Argue on their innovation strategy according to the framework discussed in class and the video "The Innovator's Dilemma".

• Focus on the two most recent innovations (or services or experiences depending on the company you select). Discuss them according to the Abernathy and Utterback (1978) Model. Comment on their success on the basis of Roger's Five Factors of Product Adoption.

• Analyze the evolution of the previous mentioned innovations along their product lifecycle (eg. how many new versions, if any? How frequently do the launch new version/release?). Categorize them on the basis of the classification of the new product table or if a service on the basis of Bettencourt's model.

• You are part of the advisory team in charge of supporting the company in redefining their innovation process.

- Design an innovation process proposal that implements each step of the Stage- Gate Model. Refer to the framework and justify your suggestions. Discuss how this project will help the company in their innovative efforts

- With reference to the "discovery stage" suggest to the company a method or mix of methods to generate new ideas, according to Cooper's textbook.

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Friday, October 16, 2020 - Tips: • Justify your analysis. Use data and evidences to support it (always cite sources).

State facts not beliefs. If it is a fact, you will be able to identify a source. When in doubt, clearly state your assumptions and the underlying logic

• Refer not only to Google search or company info. Include also NYIT databases

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