1. Scot and Rusty face a dilemma. MRD can keep focusing target discovery in the upstream which was their original promise, or it can go downstream to do the drug translation which should increase the chances of getting an MS cure to the patients? What are their strategic options and what do you suggest they should the do? Why?
2. Draw the linear four-stage process of innovation at NIVEA and try to evaluate it from the perspectives underlying logic of closed and open innovation. Next draw the co-creation based innovation process and analyze the same with reference to the logic of closed and open innovaion. In which stages/steps are the most prominent differences?