Professional Documents
Culture Documents
Individual Assignment
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Learning Outcome
The student should be able to demonstrate knowledge and understanding of the widely
recognised attributes necessary in developing and successfully commercialising a new product.
Students are also expected to be able to develop coherent lines for argument and provide
solutions to a given innovation management scenarios. Last but not least, students are expected
to be able to apply and evaluate innovation management and new product development
techniques for launch planning, implementation and management.
This in-course individual assignment constitutes 50% of the total course grade and is
broken down into TWO (2) questions attributing 50 marks to each of the total assignment
assessment grade.
Inside Google's New-Product Process: The Google Glass
Back in early 2012, before the world had heard of Google Glass, the tech world was ablaze with
rumours that the search giant was beavering away on augmented reality goggles.
As the days went by, it was clear that not only was this true, but that Google's dream of wearable
technology was far, far closer to release than anyone would have guessed.
Roll forward just over a year and the first versions are in the hands of developers who went into
a lottery to fork out $1,500 for their own pair of spectacles.
But what exactly is Google Glass? Why is it attracting all this attention and what are the
implications - both good and bad - of having a Google-eye view of the world?
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Level 3 & 4
Asia Pacific University College of Technology and Innovation
201501
BM050-3-3
Individual Assignment
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Level 3 & 4
Asia Pacific University College of Technology and Innovation
201501
BM050-3-3
Individual Assignment
Page 3
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That functionality will also bring the ability to translate the words being spoken to you into your
own language on the display. Obviously you'll need a WiFi connection or a hefty data plan if
you're in another country, but it's certainly a neat trick if it works.
Third parties are also already developing some rather cool/scary apps for Google Glass including one that allows you to identify your friends in a crowd, and another that allows you to
dictate an email.
The New York Times app gives an idea how news will be displayed when it's asked for: a
headline, byline, appropriate image and number of hours since the article was published are
displayed.
Other cool ideas include an air carrier's suggestion that you could have flight details beamed to
you while you are waiting at the airport. Basically, the sky's the limit.
If you want to know if Google Glass is any good - TechRadar's Alex Roth spent time with the
device and said the following:
"Is Glass cool and entirely novel? Yes, it certainly is. Is it a device that will change the life of, or
even just prove useful to, the average consumer? That's doubtful."
_____________________________________________________________________________________
Level 3 & 4
Asia Pacific University College of Technology and Innovation
201501
BM050-3-3
Individual Assignment
Page 4
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Lastly, Google Glass will come in five colours: Charcoal, Tangerine, Shale, Cotton and Sky.
Using Glass's translation ability to turn that list from marketing speaks to plain English, that's
black, orange, grey, white and blue.
BM050-3-3
Individual Assignment
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Of course, Google would say that it is merely taking the functionality that we already have in our
portable devices and making it more readily accessible.
Google Glass - is it evil?
A lot will come down to personal preference. For many, the prospect of being filmed by someone
from their glasses will make them uneasy, having conversations logged and transcribed will be
divisive, and the inclusion of facial recognition would clearly be problematic.
Google has released some information regarding how you know when people are filming
through the device, which should quash some people's fears that the device will be used as a
mechanism.
Essentially, if there is a light on then Google Glass is filming you or taking your picture.
It's important to note that there will be restrictions on when you use Glass, and proving it's not on
might not be enough. Driving a car, for instance, might well end up pushing you on the wrong
side of the law - and filming as you are asked politely to leave the car probably won't endear you
to the police either.
(Online Source: http://www.techradar.com/news/video/google-glass-what-you-need-to-know1078114)
By James Rivington August 8th, 2013
Questions
1. Discuss and suggest some feasible application considerations when developing a new
product development strategy for Google Glass.
[50 Marks]
2. In this highly competitive environment, illustrate how Google Glass better manage
innovation within the organization to stay ahead of its competitor in the industry?
[50 Marks]
[Total 100 Marks]
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Level 3 & 4
Asia Pacific University College of Technology and Innovation
201501
BM050-3-3
Individual Assignment
Page 6
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THE REQUIREMENTS
A written essay of approximately 3,000 words that evaluates business issues from the topic in the
next page.
The assignment must adhere to standard academic documentation standards:
Please use appropriate citation and reference according to the Harvard Name
Referencing System in order to avoid plagiarism.
You must use enough of your own words to convince that you understand what you are
writing and are not just cutting and pasting. Normally your own words should be no
less than 80% of the total word count.
You may include diagrams, figures, tables etc. without word penalty.
You are required to use at least 4 references with 50% of them are from relevant
textbooks, magazines and academic journals.
A sliding scale of penalties for excess length will be imposed according to the amount by
which the limit has been exceeded. Your word count must be indicated on your cover
page.
21 30%
31% +
Point to note: maximum penalty for exceeding the word limit will be a reduction to a pass
grade.
_____________________________________________________________________________________
Level 3 & 4
Asia Pacific University College of Technology and Innovation
201501
BM050-3-3
Individual Assignment
Page 7
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Marking Scheme
Question 1
1 Background of the case should be clearly discussed.
2 Feasible application should be discussed in depth
Identify the multi-dimensional concept of Google product
3
development.
Use of proper language, grammar, referencing, and
4 acknowledgement of external sources
Percentage
15%
15%
10%
10%
50%
Total
Question 2
1
referencing,
20%
and
10%
50%
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Level 3 & 4
Asia Pacific University College of Technology and Innovation
201501
BM050-3-3
Individual Assignment
Page 8
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Title page
Contents page(s)
Question I
Question II
Conclusions
Reference
Appendix
Marking Criteria
Marks are awarded based on the following guidelines:
Grade
Assessment Guidelines
Pass answers are expected to be legible, tidy, well organized and written in
General clear, understandable English. Students who grossly exceed the word limit
will be penalized.
Superficial analysis, concepts ad language of the subject is absent or scant.
0-39% Irrelevant regurgitation of text book. Ideas are poorly expressed. Many key
issues are ignored. Concepts and language of the subject are used but are
often confused in application and or explanation.
40-49% Some understanding of the relevant models and concepts. Some elements
of an appropriate structure are present. Restricted analysis of some issues.
Evidence of reading and research. Understanding of the application of
50-59% appropriate models and concepts is demonstrated. Key issues are
identified and analysed, although this may be restricted at times. Some
source s are acknowledged.
Evidence of wider reading. The assignment effectively interprets the
information and exhibits the integration of ideas across the subject area.
60-69% The assignment has credible recommendations. A systematic approach to
development and evaluation is used. Most sources are acknowledged and
referenced using Harvard system.
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Level 3 & 4
Asia Pacific University College of Technology and Innovation
201501
BM050-3-3
Individual Assignment
Page 9
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70%
and
above
Individual should include the Coursework Submission and Feedback Form with their
submission. The lecturer will give the CSFF before the submission dates.
Plagiarism is NOT acceptable. Representation of another person's work as your own,
without acknowledgement of the source, for the purpose of satisfying formal assessment
requirements is considered plagiarism. The possible consequences of plagiarism include:
_____________________________________________________________________________________
Level 3 & 4
Asia Pacific University College of Technology and Innovation
201501