SBE 330 New Product Development Complete Course and Final Exam

SBE 330 New Product Development Complete Course

Week 1


Week 1 DQ 1

As a process, innovation comprises opportunity recognition, resource identification, venture development, and value creation. What are some of the ways the entrepreneur recognizes opportunities? When creating value, are financial gains the only measure of value?

Week 1 DQ 2

Should innovation activities be linked to our efforts to develop a strategic advantage or should innovation efforts be experimental with an objective of finding products or services that may be profitable at some indefinite point?


Week 1 Assignment:

Case Study ??? Changing Nature of Music Industry

Course Project ??? Product or Service Idea


Week 2

Week 2 DQ 1

Two companies:

??1) Large, well established company in mature market (think oil and gas, etc)

??2) New start-up in growing and emerging market (think software app development, etc)

??Which of the two do you believe has a better opportunity to provide innovative products, processes, and ideas? Why?

Week 2 DQ 2

Private label or store brands sell in supermarkets typically for about 10-20% less than manufacturer brands, yet the profit margins realized by supermarkets are usually about 10-15% higher than for manufacturer brands.??Explain why both parties need each other.

As a consumer, how much do you trust the inherent quality of a store brand versus a name brand?

??As a name brand manufacturer of grocery items, how would you overcome the popularity of the lower priced store brand items?

Week 2 Assignment:

Case Study – Innovation in the textile and clothing industry


Week 3

Week 3 DQ 1

What would it take to provide a technological advancement such as powerful, lightweight electrical storage batteries into the innovation of the electric powered??car that can have the range of a gas-powered car???

Would the traditional automotive industry embrace this change? Why or why not?

Week 3 ??DQ 2

With over 1.3 billion people in China, why are they known for cheap manufacturing instead innovation?

??Conversely, northern California’s silicon valley has a relatively small population but is responsible for many new ideas and companies – think Facebook, Intel, yahoo, and thousands of smaller companies. Why?

??And why isn’t Texas (much larger in size and close to the population of California) known as a leader for technology advancement?

Week 3 Assignment:

Case Study – Exploring Innovation in Lighting


Week 4

Week 4 DQ 1

Which section or sections of a business plan submitted to venture capitalists are the strongest and which sections are traditionally the weakest? Identify and discuss at least two weak sections of traditional business plans.

Week 4 DQ 2

In your opinion, how many gates or stages should a new product development process have? Would you eliminate any of the gates enumerated in the text? Why, or why not?

Week 4 Assignment:

Case Study 1 – Innovation is usually a catalyst

Case Study 2 – The fundamentals of Philips were laid

Course Project – Report of Sections 4-6 of Project


Week 5

Week 5 DQ 1

Many legal standards exist that businesses are required to meet in order to ensure product safety. These standards tend to be well defined, and adherence is a generally accepted risk mitigation strategy. Less quantitative risks exist, often in the area of ethical behavior, and Table 2.2 enumerates assumptions often made about the large portion of the world living at or below the poverty line. Do such assumptions represent ethical challenges? Why, or why not?

??If your US based company did business in Foreign Country X, and bribery was considered “normal” in Country X, would you participate in bribery on behalf of your company?

Week 5 DQ 2

Social entrepreneurs generally attempt to create win-win situations and make the world a better place. Is making the world a better place ethically incompatible with making a profit? Why, or why not? Can you identify a firm with a high degree of focus on social good and ethical conduct that also returns a respectable profit?

Week 5 Assignment:

Case Study – Freeplay Lifeline


Week 6

Week 6 DQ 1

Describe the major components of a business model. Which component do you identify as the foundation component? Why?

Week 6 DQ 2

Your company is in the highly competitive consumer electronics market:

Option A – ??Be the first to market and release your new product one year ahead of the competition but with only 70% of the feature set that you originally wanted (but still fully functional and safe for consumers)


??Option B – Release your new product one year BEHIND the competition, but with 100% of the feature set you wanted.

??Which would you choose and why?

Week 6 Assignment:

Week 6 Chapter Discussions


Week 7

Week 7 DQ 1

Each company’s product usually has a dedicated product manager that is responsible for all business aspects to ensure the success of his/her product, including pricing strategy, marketing promotion, end of life planning, and inventory planning.

??Do you have the skills to be a product manager? If yes why? If no, then what skills do you need to work on for you to become a product manager?

Week 7 DQ 2

In the United States, what do venture capitalists want to see in a business plan? Are there additional items you would include?

Week 7 Assignment:

Case Study – Types of knowledge needed for new venture



Week 8 Final Exam

1. (TCO 1)??What characteristics describe innovative organizations? If you were attempting to transform an average organization into an innovative organization, what is the most significant obstacle you might encounter?
2. (TCO 2)??How is corporate venturing used as an aid to search for innovation opportunities? Explain the relationship of the organization???s strategic plan and vision statement to the corporate venturing methodology.
3. (TCO 3)??Compare and contrast assembly customization with design customization. Why are efforts to maintain barriers to existing or new competitors using assembly customization of limited effectiveness? (Points: 25)??????
4. (TCO 4)??What is product liability? How might it impact a firm?
5. (TCO 5)??When engaged in strategic management activities, a choice is often made between innovation leadership and innovation followership. Compare and contrast these two activities. When might management teams find an innovation leadership role a possible disadvantage? Describe at least two reasons for the possible disadvantage.
6. (TCO 6)??When developing products, what does the term relative advantage mean? Explain why management teams should be concerned about a new product???s relative advantage.
7. (TCO 7)??When a product is launched, the strategic plan is generally focused on success. Not all product launches succeed, however, and failure is sometimes encountered. Should a strategic plan have a section devoted to terminating the launch if certain criteria are met, or should the plan contain provision for the launch to continue until the market determines success or failure? Defend your response.
8. (TCO 8)??When developing a marketing plan, we should consider market differentiation. What does market differentiation mean? Explain why relative quality in conjunction with market differentiation is important to our marketing effort.
9. (TCO 9)??Products fail for many reasons, and testing can identify possible failure points before launch. When preparing a budget for product testing, explain why or why not you would invest the time and money to identify delighters, those things that make customers happy even if customers do not explicitly demand these features. If you would, what technique would you use to identify delighters?


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