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SBE 330 Final Exam
SBE 330 Final Exam
Question 1. (TCO 1) What characteristics describe innovative organizations? If you were attempting to
transform an average organization into an innovative organization, what is the most significant obstacle
you might encounter?
Question 2. (TCO 2) How is corporate venturing used as an aid to search for innovation opportunities?
Explain the relationship of the organization’s strategic plan and vision statement to the corporate
Question 3. (TCO 3) Compare and contrast assembly customization with design customization. Why are
efforts to maintain barriers to existing or new competitors using assembly customization of limited
Question 4. (TCO 4) What is product liability? How might it impact a firm?
Question 5. (TCO 5) When engaged in strategic management activities, a choice is often made between
innovation leadership and innovation followership. Compare and contrast these two activities. When
might management teams find an innovation leadership role a possible disadvantage? Describe at least
two reasons for the possible disadvantage.
Question 6. (TCO 6) When developing products, what does the term relative advantage mean? Explain
why management teams should be concerned about a new product’s relative advantage.
Question 7. (TCO 7) When a product is launched, the strategic plan is generally focused on success. Not
all product launches succeed, however, and failure is sometimes encountered. Should a strategic plan
have a section devoted to terminating the launch if certain criteria are met, or should the plan contain
provision for the launch to continue until the market determines success or failure? Defend your
Question 8. (TCO 8) When developing a marketing plan, we should consider market differentiation. What
does market differentiation mean? Explain why relative quality in conjunction with market differentiation is
important to our marketing effort.
Question 9. (TCO 9) Products fail for many reasons, and testing can identify possible failure points
before launch. When preparing a budget for product testing, explain why or why not you would invest the
time and money to identify delighters, those things that make customers happy even if customers do not
explicitly demand these features. If you would, what technique would you use to identify delighters?