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THE MICROSTILL PROJECT Adding Value Through Innovation. 1. MANAGEMENT STYLE (a) Is IOR’s management style suited to niche market creation? Why? YES Organic Structure Small size Niche market focus Management by projects Frameworks
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Adding Value Through Innovation
No formal systems
(c) Track development of the initial ‘idea’ of a micro-refinery through tocommercial development. How effective has this process been? What changes would you recommend?
The development of the micro-refinery has been effective, however concentration for looking for new and larger markets would helped to expedite its development.
IOR should put in place some systems management plans to help identify which key outcomes they should pursue
(e) How will they sustain their current leadership?
IOR recognises the need for continuous innovative augmentation, it has
integrated its R&D activities with commissioning and customer operational
feedback to focus on lessons learnt for future application.If they concentrate
on this, along with overlapping of products and appointing a manager with
global experience they will have a good chance of retaining their leadership.
Further developing their integration with suppliers whilst retaining their
(f) Is IOR likely to be challenged by market followers? Why?
Yes, as currently the Microstill has no real competitors as larger oil
companies and refinery engineering manufacturers are apparently
prepared to leave the smaller refineries and inland markets alone to
concentrate on the larger coastal markets and major refinery installations.
As their business is viable and they haven’t patented their products
at the time of this case, they have left themselves open to be challenged by
others in the future.
(a) Is IOR suited to take on development and installation of Microstills in Russia? Why?
According to Nommensen “We have the personnel, the state of the art technology and importantly, a good understanding of difficulties in remote locations”.
It depends if they have the understanding of the difficulties followed by the climate, the unstable political and financial environment and the security.