UNIVERSITY EXAMINATIONS UNIVERSITEITSEKSAMENS: a MBL93GX January/February 2011 E-BUSINESS AND TECHNOLOGY MANAGEMENT Duraton - 4 Hours 4100 Marks EXAMINERS : FIRST : MR BS MASIIYE MR E DUBE EXTERNAL OR E MNKANDLA Use of a non-programmable pocket calculator 1s permissible. ‘This paper consists of 2 pages ‘This Is an OPEN book examination Sea er ; : amaanon Cnse | ; l INSTRUCTIONS TO CANDIDATES: Answer ALL question: 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 not be removed from the ‘examination room [TURN OVER]MBL93G-X January/February 2011 Materi ‘Google case and Nexus One case Question 1: Innovation [30 marks] 11 Discuss the key individual roles within the innovation process and the activities they perform. (10) 1.2 For this question refer the Nexus One case provided a) Diversity 's a strategy that Google has employed in achieving business growth ‘What are some of the pitfalls of Google venturing into the mobile phone industry? (4) b) The mobile phone arena is a fiercely competitive one, with Nokia, Blackberry and others all competing for a finite market Give and explain any 3 ways that Google compete? (6) c) Outline the innovative cycle in development of the Nexus One (10) Question 2: New Product Development and Technology Management [40 marks] For this question refer the Nexus One case provided. 21 Outline and evaluate (for the Nexus One), the new product development cycle? (10) 22 What are some of the differentiation strategies used by Google on the Nexus One? (10) 2.3 Why do some marketers and scientists often argue about whether a product is new or not? Using the Nexus One to expiain this debate. (10) 24 Google has decided to enter the mobile phone market as opposed to partnering existing industry players What may have informed this strategy and what are its ments? (10) Question 3: E-Business [30 marks] For this question refer the Google case provided 34 a, 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 ©) 32 What is Google's revenue model? (10) 33 a. Google has become the lead search engine. Substantiating your answer, what in your ‘opinion was the cause of the rise to prominence despite its relative late amival into the search completion space? © b. What would you recommend that Google could do to sustain the leader status? (4) ° UNISA 2010