UNIVERSITY EXAMINATIONS. UNIVERSITEITSEKSAMENS om MBL93GX October/November 2010 E-BUSINESS AND TECHNOLOGY MANAGEMENT Duraton 4 Hours 100 Marks EXAMINERS . FIRST, MR BS MASIYE MR E DUBE EXTERNAL DR E MNKANDLA Use of a non-programmable pocket calculator 1s permissible This paper consists of 2 pages This 1s an OPEN book examination Swadent number ‘Beamination Cente INSTRUCTIONS TO CANDIDATES Answer ALL questions Please use the supplied examination answer book THIS EXAMINATION PAPER MUST BE RETURNED WITH THE EXAMINATION SCRIPT This examination paper remains the property of the University of South Africa and may nol be removed from the ‘examination room ITURN OVER}MBLO3G-X OctoberNovember 2010 Google case and Nexus One case Question 1: Innovation [30 marks] 4.4 Discuss the key stages within the innovation process (10) 12 For this question refer the Nexus One case provided a Towhat extent would you classify the Nexus One as innovation? 6) b. Explain how the Nexus s helping Google achieve business growth. ) ¢ Whatare’the potential benefits and limitations of this line of approach for business innovation? (10) Question 2: New Product Development and Technology Management [40 marks] 21 Using the Nexus One, explain the concept of a multidimensional product, how is this helpful? (10) 22. Explain Booz, Allen and Hamilton's (1982) classification of new products (10) 2.3 Why do some marketers and scientists often argue about whether a product is new or not? (10) 24 Google has decided to enter the mobile phone market as opposed to partnenng existing industry players What may have informed this strategy and what are its merits? (10) Question E-Business [30 marks] For this question refer the Google case provided 31 Chauffey (2000) talks about 6 decision steps to take in starting and growing an e-commerce concer, using Google as a case, clearly show how these have been implemented (or omitted) (10) 32 ‘@ What is the main difference between an e-commerce model and e-business model? (5) b What e-commerce models are employed by Google? Justify your answer. i) 33 a. Google has become the lead search engine Substantiating your answer, what in your opinion was the cause of the nse to prominence despite its relative late arnval into the ‘search completion space? ©) b, What would you recommend that Google could do to sustain the leader status? @) e UNISA 2010,