741001_1740714285_VUSydney-BHO22592016S1TRIAsses

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BHO2259 Assessment Guide

Victoria University 1

Victoria University - SydneySemester 1 TRI, 2016

BHO2259: Product & Services Innovations

ASSESSMENT GUIDE

ASSESSMENT 1: CASE ANALYSIS REPORT (15 marks)

The goal of case analysis is to allow you to consolidate what you have learned in the class and from the book

chapters and to apply the knowledge in a written analysis of a real world case. This is an individual assessment.

For this assessment you should focus on the core issues underlying the case and illustrate the analysis with

appropriate and relevant arguments, logic and theoretical frameworks to demonstrate your mastery andknowledge of the case subject matter and alignment with the chapter topics. Background research, analysing the

case based on unit relevant topics, models and frameworks as well as strong arguments backed up by credible

and relevant data and facts will be crucial in achieving a good mark.

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 AtRisk Assessment

review


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Guidelines for the Case Analysis

1. A case is a scenario that gives you the opportunity to identify problems and recommend a course of action in

a business situation. The case may be real or fictional, but will usually represent a complex situation with no

ready solutions. Case analysis enables you to improve your critical thinking and analytical abilities, evaluate

sources of information and enhance your written communication skills. Written analysis of cases is widely

used in major business schools around the world.

2. The details of the case are more than sufficient for you to respond to the given questions and you can do

your further background research if you require. The case is based on materials from Chapters 1,2 and 3

along with the topics of the lecture and tutorial in the first three weeks.

3. The case analysis has a relatively short word limit which will be strictly enforced. Going over the word limit will

have a negative impact on marking. The intention is to focus your write-up on strategic analysis and analytical

recommendations. The one thing to avoid is simple restatement of case data and facts. What we are lookingfor is strategic insight supported by logical analysis based on your learning from the lectures and tutorials.

Your analysis should be compact, specific, context specific, relevant and directly pertinent to key case

questions.

4. The case analysis can include references from peer-reviewed academic journals, textbooks, business

magazines, industry whitepapers, newspapers, credible and reliable websites and marketing textbooks to

confirm the strength and quality of your work and analysis.

What to focus on when analysing business cases

While analysing a business case one should consider the following:

- identify the problem(s) in the situation presented in the scenario

- analyse the key issues within the context of the theory presented in your subject unit

- review the case scenarios based on the appropriate research methods, models, tools, techniques and

strategies presented thus far in the subject

- evaluate similar examples and strategy used by various company's/organizations

- develop and compare alternative solutions to the problems

- consider the advantages and disadvantages of various possible solutions or outcomes

-

select the best solution, justify your reasons and make recommendations for action- conduct background research in finding out updates in the strategy and outcomes that have happened

since the period of the case for the selected company/organisation

(The above tasks should be used when you review cases for your classes/tutorials)


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Marking Criteria for Assessment 1

Evaluation Criteria

Weighting*

Ex

cellent

Good

Standard

Satisfactory

Pa

ssing

Substa

ntialwork

required

Analysis of Question 1

Relevant illustration of the CIM to the case 10

Appropriate narrative of the CIM 10


Quality, accuracy and depth of analysis and interpretation 10

Application of ideas and use of theory/models 5


Quality, accuracy and depth of analysis and interpretation 10

Application of ideas and use of theory/models 5

Style and referencing

Style: Arguments, clarity, structure, grammar, wordcount 5

Referencing: appropriate references and citations, style 5

Total (out of 60)

*Note: The total evaluation marks for the above rubric will be scaled to 15% for Assessment 1.

Marking Grades Grade Range Marking Grades Grade Range

Excellent 80100% (HD) Passing 5059% (P)

Good standard 7079% (D) Substantial work required 049% (N)Satisfactory 6069% (C)


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ASSESSMENT 2: STRATEGY REPORT (30 marks)

The main industry focused project for this unit entails analysing the marketing strategy for a new product(s) or

service innovation of a company/brand.

Guidelines for the Marketing Strategy Report

1. Factors for new product or innovation success depends on a varying sets of market related, firm related, and

product related variables. Understanding and analysing such factors for innovative successful products and

services will help in developing and marketing new products and services for the todays hyper competitive

and ever-changing business environment. This strategy report will concentrate on critically analysing the firm,

project, product and market related factors that have contributed to a successful marketable new or

innovative product or service. The core strategy analysis will be based on the Critical factors for innovation

success model (Figure 3.6, page 92).

2.

The strategy report is a team effort and is to be completed in groups of 3 people from the same tutorial. Team

formations should be completed within week 3. If you cannot find anyone to team up with, please notify the

tutor immediately and you will be assigned someone to work with. Teams will have to confirm their preferred

company to the tutor by Week 4. This is a team assessment and any individual reports will NOT be allowed.

3. The first task for the team is to select a company/brand/product/service which has been successful as a new

or innovative product or service in recent years. Please choose your preferred company from the following

list. These companies where chosen because of their continuous innovation practices and success stories of

new products and services, thus making them global leaders in their respective fields.

1. Skype 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.


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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: Aliterature 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 MaximumWordcount Phase A Phase B Mark weight

Product background and history 500 10%

Present scenario analysis 1000

Technological Viability Analysis 1000 20%

Commercial Viability Analysis 1000

Future pathways 500

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 ofyour work.


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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 Approximate word count Submission

Phase A 10 marks 1200 to 1500 words Week 7 (May 13, 5 pm)

Phase B 20 marks 2000 to 2500 words Week 12 (June 20, 10 am)

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.

All submissions require hardcopy (printed copy) and softcopy

Submit hardcopy to your tutor

Submit softcopy (electronic copy) through VUCollaborate


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Marking Criteria for Assessment 2Phase A (10 marks)

Evaluation Criteria (report layout)

Weighting*

Excellent

G

oodStandard

Satisfactory

Passing

Su

bstantialwork

required

1. Product background and history1.1 Background

101.2 Vision/goals

1.3 Product portfolio1.4 Milestones and important events

2. Present scenario analysis

2.1 New product or innovation description 102.2 Market Description & position

2.3 Comparisons with competitors10

2.4 Current competitive strategies/outcomes

3. Summary 10

Appropriate references and citations 5

Report Style: Arguments, clarity, grammar, wordcount 5

Total 50

*Note: The total evaluation marks for the above rubric will be scaled to 10%



Good standard 7079% (D) Substantial work required 049% (N)

Satisfactory 6069% (C)


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Marking Criteria for Assessment 2Phase B (20 marks)

Evaluation Criteria (report layout)

Weighting*

Excellent

G

oodStandard

Satisfactory

Passing

Su

bstantialwork

required

Executive Summary 5

1. Present Scenario Summary

Summarizing key issues from Phase A 5

2. Technological Viability Analysis

2.1 Firm related factors 10

2.2 Project related factors 10

2.3 Summary analysis 5

3. Commercial Viability Analysis

3.1 Product related factors 10

3.2 Market related factors 10

3.3 Summary analysis 5

4. Future pathways

4.1 Opportunities and challenges10

4.2 Team reflection

Appropriate references and citations 5

Report Style: Arguments, clarity, grammar, wordcount 5

Total 80*Note: The total evaluation marks for the above rubric will be scaled to 20%






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ASSESSMENT 3: TUTORIAL PRESENTATIONS (15 marks)

1. 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.

Presentation duration: 12 to 15 minutes (maximum) + Q&A session.

Presentations will be held in tutorials in weeks 5,6,7,8,10 and 11.

Each case presentation will be required to highlight the key concepts listed for the relevant chapter. Each group member is expected to equally share the presentation responsibilities and will be marked

individually.

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 formationsshould 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.


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Cases and concept topics for Tutorial presentations

Weeks Tutorial Case Presentations Chapter Concept Topics

5 Case: Apple Receptivity

(Chap 1, pg 33) Intellectual Property

Trademark

Case: Pharmaceutical Industry Counterfeit goods

(Chap 5, pg 185)

6 Case: Cork Industry Innovation routines

(Chap 6, pg 219) Dominant design

Radical Innovation

Case: Sony Blu-ray Strategic alliances

(Chap 7, pg 261) Innovation Networks

7 Case: Dyson R&D intensity

(Chap 15, pg 543) R&D integration

Open source R&D

Case: CSI and genetic fingerprinting R&D Consortia

(Chap 9, p334) The R&D Continuum

8 Case: Sony-Ericsson Absorptive capacity

(Chap 10, pg 365) Technology Transfer

Product platforms

Case: Munich Gases Brand equity(Chap 11, pg 407) Brand Extension

10 Case: Innocent Fruit Smoothies Time to market

(Chap 12, pg 443) New product lines

Fuzzy front end

Case: 3M Product prototypes

(Chap 16, pg 581) Corporate venturing

11 Case: Ebay Service Innovation

(Chap 14, pg 508) Service Design

Concept testing

Case: Halfords Motor Oil Market research for NPD

(Chap 13, pg 477) Product testing


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Marking Criteria for Assessment 3Tutorial Presentation (15 marks)

Evaluation Criteria

Weighting*

Excellent

G

oodStandard

Satisfactory

Passing

Su

bstantialwork

required

A. Case Analysis (Group mark)Case background 5

Key case findings and insights 5

Relevancy & alignment with chapter topics/concepts 10

Overall learning reflection 5

B. Case Presentation Quality (Group mark)

Presentation layout and design 5Presentation time management 5

TOTAL (35)

Team performance scaled to 10 marks

C. Case Presentation Quality (Individual mark)

Student 1 performance (clarity, confidence) [.......................] 5



Assessment 3 Final mark for Student 1 [ ] = Group mark [ ] + Individual mark [ ] = _____







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