IBC-M International Business College Mitrovica

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ISM

2nd Course Assignment in

Innovation

5th Semester, Winter Semester 2020/2021

Assignment Tasks:
1. Read the case study below and answer the questions that follow.
Gillette has always believed that continuous new product development resulting from extensive
R&D is necessary to differentiate itself from its competitors. True to its corporate mantra of
‘innovation is Gillette’, the company has introduced some of the most successful and widely
acclaimed innovative products in the consumer products industry. Its product range, protected by
trademarks, is legendary with such brands as Sensor, SensorExcel, Mach 3 and Gillette for Women
Venus.
The company’s policy is to generate 40% of its sales from products launched within the last five
years. One reason for Gillette’s strong focus on new product development is that the competition
has successfully learned to copy its products very quickly. For example, Schick (part of Warner
lambert, later taken over by Pfizer but known as Wilkinson Sword in many parts of the world) had
imitated Gillette’s Track II twin-blade razor within five months of the product’s launch.
Further product launches have added to the brand value of Gillette. It has succeeded, in some
markets, in making razors less of a commodity product – which consumers just buy on price and
convenience considerations – but a branded product that consumers will pay a premium price for.

1.1. Define the following terms:

a) Innovative products. 10 p
b) Trademarks. 10p

1.2. Explain how the use of innovative products and trademarks can add to the value of a company
such as Gillette. 10p

1.3. Analyse the importance to companies such as Gillette of continuing to spend large sums on R&D
even in a global downturn. 10p

1.4. Evaluate the factors that determine the level of innovation in an industry. 10p

2. Explain the difference between invention and innovation. Which do you consider the most
important and why? 10p
3. Why is the Sony Walkman an example of architectural innovation? 10p

4. What is meant by radical innovation? Take an example of radical innovation and analyse
the impact it has had on society.10p

5. Provide a detailed critique of any one of the theories of innovation?10p

from theory to practice

 IBC-M International Business College Mitrovica
www.ibcmitrovica.eu | info@ibcmitrovica.eu
+383 (0) 28 534 834 | +381 (0) 28 409 013

6. What does Von Hipple mean when he talks about the “democratisation of innovation”?
10p

Assignment Instructions:
1. The goal of the assignment is to present and answer the task question through written
assignment.
2. The assignment is an individual work.
3. The task of the assignment should be fully completed. Please utilize the course literature,
provided study materials, as well as other relevant materials.
4. The student is advised to read the course book chapters 1-5 as their reference but the
assignment has to be presented in the way the student understands, not in a copy paste
manner. The Project must follow the APA format style.
5. The IBCM Plagiarism policy will be enforced.
Plagiarism - will result in an automatic FAIL. Plagiarisms include:

- Presenting or paraphrasing an authors work without a reference

- Copying other students' work, including assessed work which is written with other
students (without prior permission of your tutor / lecturer)
- Submitting work which has already been submitted for assessment previously in
another course (self-plagiarism).

6. Each task in the assignment should be developed to fulfil the following criteria:
a. Answers to task 1 should be a minimum of 800 words (for all questions under task
1).
b. Answer to task 2 should be a minimum of 250 words
c. Answer to task 3 should be a minimum of 150 words
d. Answer to task 4should be a minimum of 250 words
e. Answer to task 5 should be a minimum of 250 words
f. Answer to task 6 should be a minimum of 150 words

7. The deadline for submission of the assignment is on 26.01.2021.

8. The assignment should be submitted in the appropriate Google Classroom folder. Late
submissions shall not be accepted!

Assignment Evaluation:

Each student will be graded individually based on the written assignment.

Assignment will be evaluated on the following criteria:

1. English Proficiency and Grammar (25%)
2. Structure & Content of Assignment (25%)
3. Student Knowledge Level (50%)

The assignment weighs 60% of the course final grade.

Grade: 7-scale

Good luck!

from theory to practice