GCD In-class Assignment on Dynamics of Innovation - Abernathy & Utterback Model

Submitted to: Prof.Saurav Snehvrat on 25/10/2023

Group 6
Anushri Nayak BJ22061
Ronak Borana BJ22093
Rakesh Panigrahi BJ22090
Karthik Shetty BJ22070

Applying Abernathy & Utterback Model on automotive industry, we get the following analysis:
1. Fluid Phase (Exploration, Uncertainty, Fluidity):
○ High experimentation, exploration, and uncertainty characterize this phase.
○ LapItUp's unconventional technology aligns with the fluidity and experimentation in the
industry.
○ Competitors are actively innovating and experimenting with various electric vehicle
approaches.
2. Transitional Phase (Dominant Design):
○ This phase sees the emergence of a dominant design or approach.
○ Competitors have launched electric vehicles with proprietary technology, suggesting a
dominant design.
○ LapItUp's offer challenges this emerging dominant design with an alternative approach.
3. Specific Phase (Fluid Standardization and Integration):
○ The industry moves toward standardization and optimization.
○ LapItUp's technology, if adopted exclusively, introduces a degree of standardization while
remaining unique.
○ Competitors are focusing on improving the reliability and cost-efficiency of their proprietary
technology, indicating standardization and integration.

Based on the analysis provided and considering the Abernathy and Utterback model, we believe that the
Japanese firm should consider investing in an exclusive use Memorandum of Understanding (MoU) with
LapItUp.

1. Competitive Advantage in the Fluid Phase: LapItUp's technology offers a unique and potentially
disruptive solution, aligning well with the Fluid Phase characteristics of exploration and uncertainty in
the industry. This can provide a competitive advantage to the Japanese automaker in an evolving
market.
2. Quick Entry to the Electric Vehicle Market: Partnering with LapItUp allows the Japanese
automaker to rapidly enter the electric vehicle market without significant in-house R&D efforts, which
is advantageous during a phase characterized by experimentation and fluidity.
3. Cost Efficiency: LapItUp's technology leverages used laptop batteries, potentially reducing
production costs compared to competitors' proprietary solutions, especially in a phase where
experimentation is prevalent.
4. Resource Availability: The Japanese automaker has ample financial resources, making the INR 100
Crores upfront payment feasible, even during a phase of exploration and uncertainty.
5. Market Differentiation: In a market where competitors are focusing on dominant designs and proprietary
solutions, LapItUp's unique technology can set the Japanese automaker apart and provide a distinct selling
point.