Assignment: Marketing Innovation
Part I
Prepare a one page paper and evaluate different types of innovation, (eg. .disruptive versus sustaining innovation, architectural Versus modular innovations). You may research the internet for more information.
Part II
Answer the following questions:
i. Of the characteristics of a culture of innovation, which does the opening Google vignette specifically address? Which of these appear to be most important for Google? Elaborate sufficiently to show your logic and your detailed knowledge of the concepts.
ii. Which of the characteristics of a market-oriented company does the Buckman Labs vignette best describe? Are any major pieces missing?(See also the Goomzee end-of-book minicase for an illustration of these four characteristics.)
iii. Is cross-functional teamwork necessary to achieving an optimal level of market orientation? Why or why not?
Format your assignment according to the following formatting requirements:
i) The answer should be typed, using Times New Roman font (size 12), double spaced, with one-inch margins on all sides.
ii) The response also includes a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
iii) Also include a reference page. The Citations and references must follow APA format. The reference page is not included in the required page length.