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Fandocument - 481download Marketing of High Technology Products and Innovations 3Rd Edition Mohr Test Bank PDF
Fandocument - 481download Marketing of High Technology Products and Innovations 3Rd Edition Mohr Test Bank PDF
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3-4. Which of the following conditions does not facilitate a culture of innovativeness?
a. Top management attention.
b. Bureaucratic mindset.
c. Willingness to cannibalize.
d. Product champions.
e. Learning orientation.
3-9. The process of developing new technologies that may make current products obsolete
and may even alienate customers is known as:
a. competence killing.
b. unlearning.
c. competence exploration.
d. creative destruction.
e. technological orientation.
3-11. A unit that senior managers isolate from normal corporate operations in order to protect
creative individuals and corporate orthodoxy is known as:
a. an R&D center.
b. a skunk works.
c. a new venture division.
d. an innovation engine.
e. a heavyweight organization.
3-12. Skunk works are thought by some to be an important way to foster innovativeness within
large corporations, yet others argue that they are a sign that the corporation lacks
innovativeness. Which of the following statements best summarizes arguments in favor
of using skunk works to promote innovation?
a. They protect imaginative individuals from corporate bureaucracy that might hamper
innovativeness.
b. They allow individual creativity to flourish within the normal operating climate.
c. They are “orphanages” that separate creativity from the corporate hierarchy.
d. They address the underlying, systemic reasons that large corporations lack
innovativeness.
e. Skunk works are the best way to allow a brick-and-mortar company to compete in an
on-line world.
3-13. Firms that invest resources to acquire entirely new knowledge, skills, and processes, that
have the potential to influence the firm’s direction practice
a. market pioneering.
b. expeditionary marketing.
c. learning orientation.
d. competence exploration.
e. value creation.
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