Mgt325 Innovation Types and Patterns
Order ID 53563633773 Type Essay Writer Level Masters Style APA Sources/References 4 Perfect Number of Pages to Order 5-10 Pages Description/Paper Instructions
PLEASE READ THE INSTRUCTIONS CAREFULLY.
The assignment must be submitted via the assigned folder on Blackboard (WORD format only).
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Submissions that do not include this cover page will be rejected.
Covered Course Learning Outcomes
Demonstrate how technological innovation concepts change over time in technology-intensive businesses. (Lo 1.1) (Lo 1.1) (Lo 1.1) (Weight of Case Study: 10 Points
Students should study the Opening Case of Chapter 3 of their e-textbook, “Innovation in India: The Chotukool Project” (Page 43). Answer the following questions in 300-500 words each, based on your grasp of the case and principles learned so far.QUESTIONS
1. What were the advantages and disadvantages of developing a refrigerator for India’s rural poor? (2 points)
2. What were the Chotukool’s product and process innovations? Do you think these are incremental or radical? Component or Architectural Is it better to improve one’s skills or to ruin one’s skills? (2 points)
3. Did the Chotukool have the potential to cause a disruption in the traditional refrigerator market? Why do you think that is? (2 points)
4. Is there anything Godrej could have done differently to gain a foothold in India’s rural poor family market? (2 points)
5. What other items may Godrej’s chotukool lessons be applied to? (2 points)Note: Each response must be backed up by at least two scientific, peer-reviewed journals.
Directions: All students are urged to write in their own words; the paper should be three to five pages long (1000-1500 words), excluding the title page, abstract, and necessary reference page, which are never included in the content minimum requirements.
Use the academic writing requirements and APA style recommendations from Saudi Electronic University.
To reference, use appropriate referencing (APA style); other styles will not be accepted.
Unless the assignment specifies otherwise, back up your submission with course material concepts, principles, and theories from the textbook, as well as at least two scientific, peer-reviewed journal articles.
? It is highly recommended that you submit all tasks to the secure assignment folder. Originality Before sending it to your instructor for evaluation, double-check it and go over the grading rubric to see how you’ll be scored on this assignment.Innovation Types and Patterns
India’s Innovation: Godrej & Boyce, which was formed in 1897 in India, supplied a variety of products to the Indian market, including household appliances, office furniture, and industrial process equipment. International competitors such as Haier and Samsung had been eating into Godrej’s market share for home appliances like refrigerators, washing machines, and air conditioners in recent years, and management realized that keeping the firm afloat would necessitate creative solutions.
The chotuKool, a compact, portable refrigerator, was one such option. Though refrigeration was considered a mature technology around the world, in rural India, up to 90% of families couldn’t afford household appliances, didn’t have reliable access to energy, and couldn’t keep food cold. This severely restricted the kind of meals they could eat and how they could cook them. Finding a way to deliver refrigeration to this group of individuals had the promise of a large market as well as a significant improvement in people’s quality of life. We believed we’d be producing a shrunken down version of a refrigerator, says Navroze Godrej, Director of Special Projects at Godrej. Make it smaller and less expensive. And we had preconceived beliefs about how to develop a brand that would resonate with these users through large promotions and flashy advertising.
These assumptions would prove to be incorrect. First, Godrej’s team rapidly determined that they couldn’t cut the cost of a traditional compressor-based refrigerator by enough to make a significant difference when they looked at the possibilities. Second, they learned that having a lightweight refrigerator was more crucial than they had previously assumed, because many rural Indians lived nomadic lives, traveling from place to place depending on the availability of job. Third, most individuals were in the habit of cooking only enough for the day due to the lack of refrigerated, and hence had comparatively low refrigeration capacity needs. Fourth, many of the few rural Indians who did have refrigerators did not plug them in for the majority of the day, fearing that power spikes would harm them. We were astonished by many things, shocked by many things… we discovered our original theory was extremely wrong, Godrej says.
Based on these findings, the business developed a tiny and portable thermoelectric refrigerator (rather than compressor technology).
Thermoelectric cooling, which included passing a current between two semiconductors, was the cooling mechanism used in laptops. On a per-unit-of-cooling basis, it was significantly more expensive, but it required far less power and could be employed on a far smaller scale than compressor cooling. As a result, Godrej was able to create a tiny, lightweight refrigerator at a reasonable cost (3540 percent less than typical refrigerators). It also reduced the cost of running a refrigerator and allowed it to run for several hours on a 12-volt battery, making it far more adaptable to situations where power was unavailable.
The refrigerators would be cherryred and look like coolers in Godrej’s initial idea for the chotuKool. Managers at chotuKool soon understood, however, that if the refrigerators were simply seen as low-cost alternatives to refrigerators, they may become stigmatizing for customers, who would then be less likely to tell their friends about them. This was a major issue because the company had relied on word of mouth to get the word out about the freezers into remote areas. They needed to be aspirationalthey needed to be coolto get people talking about the coolers.
Godrej decided to redesign the coolers, giving them a more sophisticated shape and making them customizable (buyers could choose from over 100 decorative skin colors for the chotuKool). They also decided to market the refrigerators to the urban affluent market as well as the rural market, as adoption by the urban affluent market would remove any stigma associated with purchasing them. To appeal to this market, they marketed their freezers as ideal for picnics, parties, offices, dorm rooms, and automobile use, among other things.
To bring the chotuKool to rural customers, Godrej would have to adopt a whole new distribution system than they had in the past. However, expanding the delivery infrastructure into rural areas will boost the cost of chotuKool to an unsustainable level, potentially making the product unviable. Initially, the development team was stumped. Then one day, G. Sunderraman, Godrej’s vice president and project leader, occurred to ask a university official where he might receive college application forms for his youngest son, and the official pointed out that Sunderraman could get the papers at any post office. Sunderraman understood at that point that the post office, with branches in every rural part of India, could be a perfect distribution channel for the chotuKool. It was an unusual request, but India Post agreed to collaborate, and chotuKools were soon available in all post offices in India’s central area. The India Post network is very widely dispersed in India and is around three or four times larger than the best logistic suppliers, according to Sunderraman.
In its first years, the chotuKool earned multiple design accolades, and after selling 100,000 units in its second year, Fast Company named Godrej the “Most Innovative Company.” Godrej and Sunderraman were surprised to see that it was not as quickly accepted by rural impoverished homes as they had thought; the about $50 price tag was still too much for most poor rural Indian families.
The chotuKool, on the other hand, proved to be far more popular than expected among hotels, food stalls, flower shops, and other small businesses because it allowed them to offer higher-value products (such as cold drinks) or keep products fresher for longer periods of time, thereby increasing their profits. The chotuKool also became a popular lifestyle product among urban affluents, who began to use them in their cars in large numbers. Many lessons had been learned from Godrej’s experience in designing and launching the chotuKool. They’d discovered that drastically lowering the cost of a product sometimes need completely rethinking the technologysometimes even in ways that appeared to be more expensive at first. Customers who had adapted their way of life to the lack of a technology (such as refrigeration) were less likely to adopt that technology, even if it was made significantly less expensive. Finally, they realized how important it is to make a product function for a variety of market segments, including those who aren’t immediately evident as buyers. Though some viewed chotuKool as a failure since it did not reach its intended goal of widespread adoption by the rural poor, Godrej (and many others) saw it as a success: the product increased Godrej’s market share and penetrated new market groups in where G was not previously present.
RUBRIC
QUALITY OF RESPONSE NO RESPONSE POOR / UNSATISFACTORY SATISFACTORY GOOD EXCELLENT Content (worth a maximum of 50% of the total points) Zero points: Student failed to submit the final paper. 20 points out of 50: The essay illustrates poor understanding of the relevant material by failing to address or incorrectly addressing the relevant content; failing to identify or inaccurately explaining/defining key concepts/ideas; ignoring or incorrectly explaining key points/claims and the reasoning behind them; and/or incorrectly or inappropriately using terminology; and elements of the response are lacking. 30 points out of 50: The essay illustrates a rudimentary understanding of the relevant material by mentioning but not full explaining the relevant content; identifying some of the key concepts/ideas though failing to fully or accurately explain many of them; using terminology, though sometimes inaccurately or inappropriately; and/or incorporating some key claims/points but failing to explain the reasoning behind them or doing so inaccurately. Elements of the required response may also be lacking. 40 points out of 50: The essay illustrates solid understanding of the relevant material by correctly addressing most of the relevant content; identifying and explaining most of the key concepts/ideas; using correct terminology; explaining the reasoning behind most of the key points/claims; and/or where necessary or useful, substantiating some points with accurate examples. The answer is complete. 50 points: The essay illustrates exemplary understanding of the relevant material by thoroughly and correctly addressing the relevant content; identifying and explaining all of the key concepts/ideas; using correct terminology explaining the reasoning behind key points/claims and substantiating, as necessary/useful, points with several accurate and illuminating examples. No aspects of the required answer are missing. Use of Sources (worth a maximum of 20% of the total points). Zero points: Student failed to include citations and/or references. Or the student failed to submit a final paper. 5 out 20 points: Sources are seldom cited to support statements and/or format of citations are not recognizable as APA 6th Edition format. There are major errors in the formation of the references and citations. And/or there is a major reliance on highly questionable. The Student fails to provide an adequate synthesis of research collected for the paper. 10 out 20 points: References to scholarly sources are occasionally given; many statements seem unsubstantiated. Frequent errors in APA 6th Edition format, leaving the reader confused about the source of the information. There are significant errors of the formation in the references and citations. And/or there is a significant use of highly questionable sources. 15 out 20 points: Credible Scholarly sources are used effectively support claims and are, for the most part, clear and fairly represented. APA 6th Edition is used with only a few minor errors. There are minor errors in reference and/or citations. And/or there is some use of questionable sources. 20 points: Credible scholarly sources are used to give compelling evidence to support claims and are clearly and fairly represented. APA 6th Edition format is used accurately and consistently. The student uses above the maximum required references in the development of the assignment. Grammar (worth maximum of 20% of total points) Zero points: Student failed to submit the final paper. 5 points out of 20: The paper does not communicate ideas/points clearly due to inappropriate use of terminology and vague language; thoughts and sentences are disjointed or incomprehensible; organization lacking; and/or numerous grammatical, spelling/punctuation errors 10 points out 20: The paper is often unclear and difficult to follow due to some inappropriate terminology and/or vague language; ideas may be fragmented, wandering and/or repetitive; poor organization; and/or some grammatical, spelling, punctuation errors 15 points out of 20: The paper is mostly clear as a result of appropriate use of terminology and minimal vagueness; no tangents and no repetition; fairly good organization; almost perfect grammar, spelling, punctuation, and word usage. 20 points: The paper is clear, concise, and a pleasure to read as a result of appropriate and precise use of terminology; total coherence of thoughts and presentation and logical organization; and the essay is error free. Structure of the Paper (worth 10% of total points) Zero points: Student failed to submit the final paper. 3 points out of 10: Student needs to develop better formatting skills. The paper omits significant structural elements required for and APA 6th edition paper. Formatting of the paper has major flaws. The paper does not conform to APA 6th edition requirements whatsoever. 5 points out of 10: Appearance of final paper demonstrates the student’s limited ability to format the paper. There are significant errors in formatting and/or the total omission of major components of an APA 6th edition paper. They can include the omission of the cover page, abstract, and page numbers. Additionally the page has major formatting issues with spacing or paragraph formation. Font size might not conform to size requirements. The student also significantly writes too large or too short of and paper 7 points out of 10: Research paper presents an above-average use of formatting skills. The paper has slight errors within the paper. This can include small errors or omissions with the cover page, abstract, page number, and headers. There could be also slight formatting issues with the document spacing or the font Additionally the paper might slightly exceed or undershoot the specific number of required written pages for the assignment. 10 points: Student provides a high-caliber, formatted paper. This includes an APA 6th edition cover page, abstract, page number, headers and is double spaced in 12’ Times Roman Font. Additionally, the paper conforms to the specific number of required written pages and neither goes over or under the specified length of the paper. GET THIS PROJECT NOW BY CLICKING ON THIS LINK TO PLACE THE ORDER
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