QUIZ

Mid-term Quiz Innovation Management # 1
1. During the async session, you learned about the concept of disruptive
innovation. This term is used by all of us to mean different things; however, in
the field of innovation, it is a process with specific characteristics and
properties, as described by Clayton Christensen. A way to identify disruptive
innovation is by answering positively to the questions shown on the following
link (https://drive.google.com/file/d/17qXvzrOdNv0P5nd-
AkC4MD8CTnOPMBqg/view?usp=sharing)
1.1. Building on these questions and on your class material, please let us know
if Uber, Tesla, and AirBnB are examples of disruptive innovation companies
or not (Hint: only one of those is disruptive based on Clayton Christensen’s
description of the company). Please include a brief reason.
Non-
Disruptive? Reason
disruptive?
Targets people who already use taxi
Uber X
service and tariffs are similar to taxis.
Very technological products, but only
Tesla X
rich people might afford it.
The business model makes hospitality
more affordable and more available for a
larger population (new customers).
Besides, the business model has
AirBnB Yes
expanded chances of economic well-
being for people who own a property and
want to rent it (suppliers) and people who
want to rent a property (customers).
1.2. If your company were to face a disruptive competitor, how would you
respond strategically to this situation? Think of which actions will be
necessary to protect your company from disruption. Please describe 2-3
ideas.
1. Acquire the disruptor, let its business model embrace the established business
model.
2. Co-opt with the disruptor. The established company will have more experience in
the industry, so its guidance will be valuable for the disruptor, at the same time that
the established company benefits from the talent of the disruptor. For example,
when Disney offered Pixar a distribution deal, but they eventually merged because
Pixar never learned how to do distribution.
3. Spin off disruptive innovations to have independence of a startup and the
resources of an industry giant. For example, Facebook bought Instagram and
WhatsApp but keep their operations separately. Another example is Google when
it formed Google X to develop promising new technologies that don´t fit with its
core business.
2. One of the tools we described to analyze the

adoption of new technologies is the “hype
cycle,” which is shown in the right. What could
be an example of a technology in the “peak of
inflated expectations” in your industry?
I work in the digital media industry, so nowadays an example of a technology in the

peak of inflated expectations is augmented reality used for digital marketing
campaigns, for example filters and effects on a surface. The reason is due to
augmented reality is widely known by companies and users, is attractive, and there
are many rivals who offer the development of such technology.
2.1 A key strategic aspect is timing, i.e., when to adopt a new technology. Based
on the different stages of the “hype cycle,” when do you think it makes more
sense to adopt a new technology in your company: before or after the “peak of
inflated expectations”? Please briefly explain why.
In the company I work for, I think that it makes more sense to adopt a new technology
during the peak of inflated expectations because we have stronger rivals that set
trends in the industry, for example Capital Digital and Forbes, we call them “the
leaders” and we are “the followers” because we wait for them to set trends, monitor
the performance and implement them if we perceive good response/adoption from
the market.
3. During the last session, we overviewed the “Bowling Alley Strategy” described
by Geoffrey Moore. Please draw a simplified “bowling alley” diagram for your
company. You can draw it by hand and take a picture and paste it below. For
this, think about the evolution of innovations in your company in terms of the
products/services and market segments.
Based on this diagram, where do you see future growth? Are there any gaps that
you think your company could fill in?
I perceive future growth in marketing done with drones, which will implicate both online
and offline marketing strategies. I think that in the short-term the company could also fit
in offline marketing strategies such as billboards and murals by making alliances with
suppliers of such segments, because they are strategies that current customers ask for,
but the company has decided to focus just in online marketing strategies in the short-term.
4. The definition of innovation as we saw in our first class is "Solutions that

generate real value for the user." Describe in one paragraph a company that has
done true innovation in the past 5 years WITHOUT using very sophisticated or
advanced technology and why you consider it to be innovation.
Pfizer-BioNtech for being first to market with an effective COVID-19 vaccine. They
managed to deliver the vaccine in record time, got FDA emergency use authorization,
and distributed millions of doses in less than a year (Fast Company, 2021)
5. What 3 megatrends would you say are most relevant for McDonald's 5-15 year
horizon future and why?
A) Healthy food: COVID-19 has taught humanity about the high chances of recovery
if a person applies healthy habits on a daily basis, such as eating well and
exercising, so the pandemic will make people more aware about taking care of
their body and health to properly defend from potential illnesses (New Hope
Network, 2020). Suggestion: offer healthier options in the menu such as natural
juices, protein shakes, salad bar and organic meals.
B) Plant-based food: sales have been on an upward trajectory for the last several
years, for example from $5 billion sales in 2019 to $7 billion in 2020. By 2027, it is
forecasted to be worth $74.2 billion (Poinski, 2021). There are 4 main reasons why
consumers consider plant-based alternatives: health, diet variety, sustainability,
and taste (Wiley, 2020). Suggestion: nowadays there are some plant-based
options in the menu, but they should increase. If nowadays the menu is composed
by 80% animal-based and 20% plant-based, I would recommend switching to 60%
animal-based and 40% plant-based.
C) Transparency: consumers expect product labels to perceive greater transparency
about the life cycle of a product. They want to know where the food came from,
how it was produced and how it was sourced. Product labels increase consumer
trust, preference and loyalty (Wiley, 2020). Suggestion: implement product labels
about the lifecycle of each product, for example how many employees are involved
in the process, where it was sourced, positive impact of the ingredients in human
health, etc.
6.You are the head of user research of a large hotel chain who is trying to plan what
it should do in 2022 for a “return to travel” post-COVID world. List 5 key questions
you would ask users in an ethnographic interview.
1. How often did you use to travel before covid? For pleasure or work? You used to
stay at hotels, Airbnb or where? Why?
2. How often have you travelled since covid began until nowadays? For pleasure or
work? You use to stay at hotels, Airbnb or where? Why?
3. Talking about proper hygiene to avoid getting infected from covid, which
characteristics would make you feel secure at a hotel?
4. For your next trips, with who are you planning to travel with? Where are you
planning to stay (hotel, Airbnb…)? Why?
5. While staying at the hotel, which amenities would you feel secure to use (gym, pool,
spa and group activities)? Why?
References:
- Fast Company. (2021). The World´s Most Innovative Companies. 25/05/21, de

Fast Company Sitio web: https://www.fastcompany.com/90603436/the-worlds-
most-innovative-companies-2021
- New Hope Network. (2020). 5 global trends that will shape the food industry in
2021. 25/05/21, de New Hope Network Sitio web:
https://www.newhope.com/market-data-and-analysis/5-global-trends-will-shape-
food-industry-2021
- Poinski, Megan. (2021). Plant-based food worth $7B in 2020, posting 27% growth.
25/05/21, de Food Dive Sitio web: https://www.fooddive.com/news/plant-based-
food-worth-7b-in-2020-posting-27-
growth/597865/#:~:text=A%20total%20of%2057%25%20of,%2C%20up%2075%
25%20in%202020
- Wiley, Carol. (2020). 4 Mega Trends That Will Define the Food Industry in 2021.
25/05/21, de Food Industry Executive Sitio web:
https://foodindustryexecutive.com/2020/12/4-mega-trends-that-will-define-the-
food-industry-in-2021/

QUIZ

Uploaded by

Copyright:

Available Formats

QUIZ

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

QUIZ

Uploaded by

Copyright:

Available Formats

Mid-term Quiz Innovation Management # 1

2. One of the tools we described to analyze the

I work in the digital media industry, so nowadays an example of a technology in the

4. The definition of innovation as we saw in our first class is "Solutions that

- Fast Company. (2021). The World´s Most Innovative Companies. 25/05/21, de

You might also like