BHO2259 Assessment Guide Summary

BHO2259 Assessment Guide
Victoria University - Sydney

Semester 1 TRI, 2016
BHO2259: Product & Services Innovations
ASSESSMENT GUIDE
ASSESSMENT 1: CASE ANALYSIS REPORT (15 marks)

The goal of case analysis is to allow you to consolidate what you have learned in the class and from the book
chapters and to apply the knowledge in a written analysis of a real world case. This is an individual assessment.
For this assessment you should focus on the core issues underlying the case and illustrate the analysis with
appropriate and relevant arguments, logic and theoretical frameworks to demonstrate your mastery and
knowledge of the case subject matter and alignment with the chapter topics. Background research, analysing the
case based on unit relevant topics, models and frameworks as well as strong arguments backed up by credible
and relevant data and facts will be crucial in achieving a good mark.
Case: Gore-Tex and W.L. Gore & Associates: An innovative company and a contemporary
culture [Source: Chap 3, page 110]
Review the case and based on your learning from weeks 1, 2 and 3, answer the following three
questions.
Q1. Use the Cyclic Innovation Model (Fig 1.9, pg 30) figure to illustrate the innovation process in this case and
provide a brief description?
Q2. It seems that Gore Associates is heavily oriented towards technology; what are some of the dangers of being
too heavily focused on technology?
Q3.What has been the Gore strategy to achieving success in its markets? How is this strategy now being
challenged?
Word limit: 1200 words (10%) (Excluding reference list, if any)
Submission deadline in Week 4 (April 22, 5 pm))
- Submit hardcopy (printed copy) to your tutor/lecturer
- Submit softcopy (electronic copy) through VUCollaborate
Note: The case report along with your class attendance up to week 4 will be considered for At Risk Assessment
review
Victoria University
Guidelines for the Case Analysis

1. A case is a scenario that gives you the opportunity to identify problems and recommend a course of action in
a business situation. The case may be real or fictional, but will usually represent a complex situation with no
ready solutions. Case analysis enables you to improve your critical thinking and analytical abilities, evaluate
sources of information and enhance your written communication skills. Written analysis of cases is widely
used in major business schools around the world.
2. The details of the case are more than sufficient for you to respond to the given questions and you can do
your further background research if you require. The case is based on materials from Chapters 1,2 and 3
along with the topics of the lecture and tutorial in the first three weeks.
3. The case analysis has a relatively short word limit which will be strictly enforced. Going over the word limit will
have a negative impact on marking. The intention is to focus your write-up on strategic analysis and analytical
recommendations. The one thing to avoid is simple restatement of case data and facts. What we are looking
for is strategic insight supported by logical analysis based on your learning from the lectures and tutorials.
Your analysis should be compact, specific, context specific, relevant and directly pertinent to key case
questions.
4. The case analysis can include references from peer-reviewed academic journals, textbooks, business
magazines, industry whitepapers, newspapers, credible and reliable websites and marketing textbooks to
confirm the strength and quality of your work and analysis.
What to focus on when analysing business cases
While analysing a business case one should consider the following:
- identify the problem(s) in the situation presented in the scenario
- analyse the key issues within the context of the theory presented in your subject unit
- review the case scenarios based on the appropriate research methods, models, tools, techniques and
strategies presented thus far in the subject
- evaluate similar examples and strategy used by various company's/organizations
- develop and compare alternative solutions to the problems
- consider the advantages and disadvantages of various possible solutions or outcomes
- select the best solution, justify your reasons and make recommendations for action
- conduct background research in finding out updates in the strategy and outcomes that have happened
since the period of the case for the selected company/organisation
(The above tasks should be used when you review cases for your classes/tutorials)
Victoria University
Substantial work
required
Passing
Satisfactory
Good Standard
Evaluation Criteria
Excellent
Weighting *
Marking Criteria for Assessment 1
Analysis of Question 1
Relevant illustration of the CIM to the case
10
Appropriate narrative of the CIM
10
Quality, accuracy and depth of analysis and interpretation
10
Application of ideas and use of theory/models
Quality, accuracy and depth of analysis and interpretation
10
Application of ideas and use of theory/models
Style and referencing

Style: Arguments, clarity, structure, grammar, wordcount
Referencing: appropriate references and citations, style
Total (out of 60)

*Note: The total evaluation marks for the above rubric will be scaled to 15% for Assessment 1.
Marking Grades
Excellent
Good standard
Satisfactory
Victoria University
Grade Range
80 100% (HD)
70 79% (D)
60 69% (C)
Marking Grades
Passing
Substantial work required
Grade Range
50 59% (P)
0 49% (N)
ASSESSMENT 2: STRATEGY REPORT (30 marks)

The main industry focused project for this unit entails analysing the marketing strategy for a new product(s) or
service innovation of a company/brand.
Guidelines for the Marketing Strategy Report
1. Factors for new product or innovation success depends on a varying sets of market related, firm related, and
product related variables. Understanding and analysing such factors for innovative successful products and
services will help in developing and marketing new products and services for the todays hyper competitive
and ever-changing business environment. This strategy report will concentrate on critically analysing the firm,
project, product and market related factors that have contributed to a successful marketable new or
innovative product or service. The core strategy analysis will be based on the Critical factors for innovation
success model (Figure 3.6, page 92).
2. The strategy report is a team effort and is to be completed in groups of 3 people from the same tutorial. Team
formations should be completed within week 3. If you cannot find anyone to team up with, please notify the
tutor immediately and you will be assigned someone to work with. Teams will have to confirm their preferred
company to the tutor by Week 4. This is a team assessment and any individual reports will NOT be allowed.
3. The first task for the team is to select a company/brand/product/service which has been successful as a new
or innovative product or service in recent years. Please choose your preferred company from the following
list. These companies where chosen because of their continuous innovation practices and success stories of
new products and services, thus making them global leaders in their respective fields.
1. Skype
2. Apple Watch
Your team needs to now focus on a particular product or service of that company. It is neither feasible nor
possible to focus on analysing all products or services that your preferred company offers. For example, let
us assume the preferred company is Apple (which is not in the above list and not available for the report). It
has been a market leader for a lot of innovative and new products and services such as iPad, iPhone, iPod,
MacBook Air, iTunes etc. For the report the team should focus and select ONE product or service (lets say
for example, iPad only) that the team thinks has been very innovative and successful and then analyse the
marketing strategy for that particular product or service based on unit relevant analysis criteria. Broad
generalizations and lack of focus on a particular product or services will result in lower marks.
4. The strategy report is to be submitted in two phases over the duration of the semester so that feedback is
provided in Phase A to assist in the development of a superior overall strategy report in Phase B. Phase A
will be worth 10% towards the unit grade and Phase B will be worth 20% towards the unit grade.
5. For clarity and evaluation purpose, we have designed a structure for the report with 5 fixed sections, which
are based on the Critical factors for innovation success model (Figure 3.6, page 92). The subtopics for each
of the sections are elaborated throughout the book chapters and related journal articles. Your team will need
to review them in details to structure the report.
Victoria University
We strongly recommend you to thoroughly review the two journal articles as they provide detail elaborations
on the factors for innovation success model (Figure 3.6, page 92) which will be required for the Technological
and Commercial viability analysis sections. Your task will be to analyse the company in the light of these
factors. Both these articles are available on VU Collaborate.
van der Panne, G., van Beers, C., & Kleinknecht, A. (2003). Success and failure of innovation: A
literature review. International Journal of Innovation Management, 7(3), 309338.
Berkhout, G., Hartmann, D., & Trott, P. (2010). Connecting technological capabilities with market
needs using a cyclic innovation model. R&D Management, 40(5), 474 - 490.
The word limit for the whole report as well as the approximate word limit for each section of the report will be
strictly enforced. Make effective use of tables and charts to portray detailed information in brief. Use appendix
for any additional analysis, exhibits etc. Refer to the marking criteria for the relative weight and sub-topics for
each of the major sections as well as other requirements for the report. All reports will have to follow the
given format of sections. The major sections of the report will be as follows.
Section heading
Product background and history
Present scenario analysis
Technological Viability Analysis
Commercial Viability Analysis
Future pathways
MaximumWordcount
500
1000
1000
1000
500
Phase A
Phase B
Mark weight
10%
20%
6. The report is about strategic analysis and you should be avoiding un-necessary discussions which really do
not add value to your report. The strength of any strategy analysis is based on analysing actual market
information from a wide variety of impacting factors and applying relevant and established conceptual
frameworks for deeper insights and understanding. Mere reporting of information without any relevant
analysis will not add value to your analysis. The lecture materials and tutorial discussions will cover
conceptual frameworks and theoretical considerations for your report. Phase A feedback and
recommendations should be addressed and considered for Phase B.
7. While doing your research for your preferred company and product please keep in mind that you are to
source credible, reliable, relevant, factual and recent information from online business news and information
sources, company reports and websites, industry whitepapers, business magazines, expert opinions,
marketing textbooks, academic journals and suggested additional readings as an evidence to substantiate
your illustrations, thoughts and arguments. Please avoid unknown and un-reliable online websites as well as
commentary and opinion from unknown and non-expert commentators and personal blogs. When evaluating
sources always consider why and how is it relevant to your analysis; why and how does it matter to your
analysis; and how it can add value to your analysis.
8. The complete report should include a minimum of 4 (four) references from peer-reviewed academic journals
and an additional minimum of 8 (eight) references from business magazines, industry whitepapers,
newspapers, credible and reliable websites and marketing textbooks to confirm the strength and quality of
your work.
Victoria University
9. Team members are expected to make equitable contribution to the completion of the report. Teams are
strongly advised to contact the lecturer/tutor at the earliest for any major issues or concerns with the team
members. Team conflicts should be mitigated between the group members as it is a part of the learning
process. "Free-riders" will be dealt on a case by case basis and will have a negative impact on his/her
assessment grade.
10. Your report is expected to be of professional standards. Poorly constructed report with lack of clarity in
meaning, weak arguments, grammar and formatting issues, etc. will lower the overall quality of the report.
Report Phases
Markings
Approximate word count
Submission
Phase A
10 marks
1200 to 1500 words
Week 7 (May 13, 5 pm)
Phase B
20 marks
2000 to 2500 words
Week 12 (June 20, 10 am)
Instructions
Phase A word counts excludes reference list, summary, appendices, tables, charts etc.
Phase B word counts excludes reference list, executive summary, appendices, tables, charts etc.
All submissions require hardcopy (printed copy) and softcopy

Submit hardcopy to your tutor
Submit softcopy (electronic copy) through VUCollaborate
Victoria University
1. Product background and history

1.1
Background
1.2
Vision/goals
1.3
Product portfolio
1.4
Milestones and important events
2. Present scenario analysis
2.1
New product or innovation description
2.2
Market Description & position
2.3
Comparisons with competitors
2.4
Current competitive strategies/outcomes
Substantial work
required
Passing
Satisfactory
Good Standard
Excellent
Evaluation Criteria (report layout)
Weighting*
Marking Criteria for Assessment 2 Phase A (10 marks)
10
10
10
3. Summary
10
Appropriate references and citations

Report Style: Arguments, clarity, grammar, wordcount
Total
5
5
50
*Note: The total evaluation marks for the above rubric will be scaled to 10%
Marking Grades
Excellent
Good standard
Satisfactory
Victoria University
Grade Range
80 100% (HD)
70 79% (D)
60 69% (C)
Marking Grades
Passing
Grade Range
50 59% (P)
0 49% (N)
2. Technological Viability Analysis

2.1
Firm related factors
2.2
Project related factors
2.3
Summary analysis
10
10
5
3. Commercial Viability Analysis

3.1
Product related factors
3.2
Market related factors
3.3
Summary analysis
10
10
5
4. Future pathways
4.1
Opportunities and challenges
4.2
Team reflection
Appropriate references and citations
Report Style: Arguments, clarity, grammar, wordcount
Total
Substantial work
required
Passing
1. Present Scenario Summary

Summarizing key issues from Phase A
Satisfactory
Good Standard
Executive Summary
Excellent
Evaluation Criteria (report layout)
Weighting*
Marking Criteria for Assessment 2 Phase B (20 marks)
10
5
5
80
*Note: The total evaluation marks for the above rubric will be scaled to 20%
Marking Grades
Excellent
Good standard
Satisfactory
Victoria University
Grade Range
80 100% (HD)
70 79% (D)
60 69% (C)
Marking Grades
Passing
Grade Range
50 59% (P)
0 49% (N)
ASSESSMENT 3: TUTORIAL PRESENTATIONS (15 marks)

1.
This assessment component involves a case analysis presentation during the tutorial by a team. The
presentation is an opportunity to present the insights that come from the reflections of the case and core
chapter concepts and topics and how they align all together with value adding additional and alternative
viewpoints and examples.
2.
The presentation deals with analysing one of the cases allocated for the particular tutorial. Please review the
following page for the schedule. Two cases have been allocated to each of the assigned tutorial weeks
(5,6,7,8,10 and 11). So there will be two groups presenting in each of these tutorials. Each group will be
randomly assigned one of the cases. Cases or presentation schedule cannot be changed.
Presentation duration: 12 to 15 minutes (maximum) + Q&A session.

Presentations will be held in tutorials in weeks 5,6,7,8,10 and 11.
Each case presentation will be required to highlight the key concepts listed for the relevant chapter.
Each group member is expected to equally share the presentation responsibilities and will be marked
individually.
3.
Groups are to present a short background of the case, key findings from the case, analysis of developments
(if any) that have occurred, how the relevant chapter concept topics relate to the case and the overall
learning reflection. Not all of the concept topics can directly be illustrated through the case facts and details.
Students are expected to do their best to highlight as many of the concept topics (listed and from the
chapter) through their case presentations
4.
The presentations are a team effort and are to be completed in groups of 2 students. Team formations
should be completed within week 4. Your tutor will have the final say in confirming the groups based on the
tutorial student numbers. If you cannot find anyone to team up with, please notify the tutor immediately and
you will be assigned someone to work with. This grouping of students is only for Assessment 3 presentations
and students are not required to be in the same groups as their Assessment 2 project groups.
5.
Submission requirements: All the groups are required to submit a hardcopy (before the actual presentation)
and softcopy of the presentations to the tutor. The softcopies will be uploaded on VUCollaborate to be
shared with the class so that students have extra references and resources for unit topics and cases.
6.
Students are expected to come to the class and tutorials prepared by reading the assigned end-of-chapter
case(s)and end of chapter questions so that they can engage and participate in post presentation analysis
and class discussion. Reviewing the chapter topics and listed concept topics before the class will enhance
your learning during the class. The final exam will have a section on the concept topics presented through
the cases. The tutorials are designed to enhance and complement the lecture topics by generating class
discussions and case analysis activities. The topics covered in the lectures will not be repeated in the
tutorials. Regular attendance will be taken for both lectures and tutorials.
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Cases and concept topics for Tutorial presentations

Weeks Tutorial Case Presentations
5
Case: Apple
(Chap 1, pg 33)
Case: Pharmaceutical Industry
(Chap 5, pg 185)
6
Case: Cork Industry

(Chap 6, pg 219)
Case: Sony Blu-ray
(Chap 7, pg 261)
Case: Dyson
(Chap 15, pg 543)
Case: CSI and genetic fingerprinting
(Chap 9, p334)
Case: Sony-Ericsson
(Chap 10, pg 365)
Case: Munich Gases
(Chap 11, pg 407)
10
Case: Innocent Fruit Smoothies

(Chap 12, pg 443)
Case: 3M
(Chap 16, pg 581)
11
Case: Ebay
(Chap 14, pg 508)
Case: Halfords Motor Oil
(Chap 13, pg 477)
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Chapter Concept Topics

Receptivity
Intellectual Property
Trademark
Counterfeit goods
Innovation routines
Dominant design
Radical Innovation
Strategic alliances
Innovation Networks
R&D intensity
R&D integration
Open source R&D
R&D Consortia
The R&D Continuum
Absorptive capacity
Technology Transfer
Product platforms
Brand equity
Brand Extension
Time to market
New product lines
Fuzzy front end
Product prototypes
Corporate venturing
Service Innovation
Service Design
Concept testing
Market research for NPD
Product testing
10
A. Case Analysis (Group mark)

Case background
Key case findings and insights
Relevancy & alignment with chapter topics/concepts
Overall learning reflection
5
5
10
5
B. Case Presentation Quality (Group mark)

Presentation layout and design
Presentation time management
5
5
Substantial work
required
Passing
Satisfactory
Good Standard
Evaluation Criteria
Excellent
Weighting*
Marking Criteria for Assessment 3 Tutorial Presentation (15 marks)
TOTAL (35)
Team performance scaled to 10 marks
C. Case Presentation Quality (Individual mark)
Student 1 performance (clarity, confidence) [.......................]
Assessment 3 Final mark for Student 1 [
] = Group mark [
] + Individual mark [ ] = _____
] = Group mark [
] = Group mark [
Marking Grades
Excellent
Good standard
Satisfactory
Victoria University
Grade Range
80 100% (HD)
70 79% (D)
60 69% (C)
Marking Grades
Passing
Grade Range
50 59% (P)
0 49% (N)
11

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BHO2259 Assessment Guide

Victoria University - Sydney

ASSESSMENT 1: CASE ANALYSIS REPORT (15 marks)