Order ID:89JHGSJE83839 | Style:APA/MLA/Harvard/Chicago | Pages:5-10 |
Instructions:
PLEASE READ THE INSTRUCTIONS CAREFULLY.
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Covered Course Learning Outcomes
Demonstrate how technological innovation concepts change over time in technology-intensive businesses. (Lo 1.1) (Lo 1.1) (Lo 1.1) (
Weight of Case Study: 10 Points
Students should study the Opening Case of Chapter 3 of their e-textbook, “Innovation in India: The Chotukool Project” (Page 43). Answer the following questions in 300-500 words each, based on your grasp of the case and principles learned so far.
QUESTIONS
1. What were the advantages and disadvantages of developing a refrigerator for India’s rural poor? (2 points)
2. What were the Chotukool’s product and process innovations? Do you think these are incremental or radical? Component or Architectural Is it better to improve one’s skills or to ruin one’s skills? (2 points)
3. Did the Chotukool have the potential to cause a disruption in the traditional refrigerator market? Why do you think that is? (2 points)
4. Is there anything Godrej could have done differently to gain a foothold in India’s rural poor family market? (2 points)
5. What other items may Godrej’s chotukool lessons be applied to? (2 points)
Note: Each response must be backed up by at least two scientific, peer-reviewed journals.
Directions: All students are urged to write in their own words; the paper should be three to five pages long (1000-1500 words), excluding the title page, abstract, and necessary reference page, which are never included in the content minimum requirements.
Use the academic writing requirements and APA style recommendations from Saudi Electronic University.
To reference, use appropriate referencing (APA style); other styles will not be accepted.
Unless the assignment specifies otherwise, back up your submission with course material concepts, principles, and theories from the textbook, as well as at least two scientific, peer-reviewed journal articles.
? It is highly recommended that you submit all tasks to the secure assignment folder. Originality Before sending it to your instructor for evaluation, double-check it and go over the grading rubric to see how you’ll be scored on this assignment.
Innovation Types and Patterns
India’s Innovation: Godrej & Boyce, which was formed in 1897 in India, supplied a variety of products to the Indian market, including household appliances, office furniture, and industrial process equipment. International competitors such as Haier and Samsung had been eating into Godrej’s market share for home appliances like refrigerators, washing machines, and air conditioners in recent years, and management realized that keeping the firm afloat would necessitate creative solutions.
The chotuKool, a compact, portable refrigerator, was one such option. Though refrigeration was considered a mature technology around the world, in rural India, up to 90% of families couldn’t afford household appliances, didn’t have reliable access to energy, and couldn’t keep food cold. This severely restricted the kind of meals they could eat and how they could cook them. Finding a way to deliver refrigeration to this group of individuals had the promise of a large market as well as a significant improvement in people’s quality of life. We believed we’d be producing a shrunken down version of a refrigerator, says Navroze Godrej, Director of Special Projects at Godrej. Make it smaller and less expensive. And we had preconceived beliefs about how to develop a brand that would resonate with these users through large promotions and flashy advertising.
These assumptions would prove to be incorrect. First, Godrej’s team rapidly determined that they couldn’t cut the cost of a traditional compressor-based refrigerator by enough to make a significant difference when they looked at the possibilities. Second, they learned that having a lightweight refrigerator was more crucial than they had previously assumed, because many rural Indians lived nomadic lives, traveling from place to place depending on the availability of job. Third, most individuals were in the habit of cooking only enough for the day due to the lack of refrigerated, and hence had comparatively low refrigeration capacity needs. Fourth, many of the few rural Indians who did have refrigerators did not plug them in for the majority of the day, fearing that power spikes would harm them. We were astonished by many things, shocked by many things… we discovered our original theory was extremely wrong, Godrej says.
Based on these findings, the business developed a tiny and portable thermoelectric refrigerator (rather than compressor technology).
Thermoelectric cooling, which included passing a current between two semiconductors, was the cooling mechanism used in laptops. On a per-unit-of-cooling basis, it was significantly more expensive, but it required far less power and could be employed on a far smaller scale than compressor cooling. As a result, Godrej was able to create a tiny, lightweight refrigerator at a reasonable cost (3540 percent less than typical refrigerators). It also reduced the cost of running a refrigerator and allowed it to run for several hours on a 12-volt battery, making it far more adaptable to situations where power was unavailable.
The refrigerators would be cherryred and look like coolers in Godrej’s initial idea for the chotuKool. Managers at chotuKool soon understood, however, that if the refrigerators were simply seen as low-cost alternatives to refrigerators, they may become stigmatizing for customers, who would then be less likely to tell their friends about them. This was a major issue because the company had relied on word of mouth to get the word out about the freezers into remote areas. They needed to be aspirationalthey needed to be coolto get people talking about the coolers.
Godrej decided to redesign the coolers, giving them a more sophisticated shape and making them customizable (buyers could choose from over 100 decorative skin colors for the chotuKool). They also decided to market the refrigerators to the urban affluent market as well as the rural market, as adoption by the urban affluent market would remove any stigma associated with purchasing them. To appeal to this market, they marketed their freezers as ideal for picnics, parties, offices, dorm rooms, and automobile use, among other things.
To bring the chotuKool to rural customers, Godrej would have to adopt a whole new distribution system than they had in the past. However, expanding the delivery infrastructure into rural areas will boost the cost of chotuKool to an unsustainable level, potentially making the product unviable. Initially, the development team was stumped. Then one day, G. Sunderraman, Godrej’s vice president and project leader, occurred to ask a university official where he might receive college application forms for his youngest son, and the official pointed out that Sunderraman could get the papers at any post office. Sunderraman understood at that point that the post office, with branches in every rural part of India, could be a perfect distribution channel for the chotuKool. It was an unusual request, but India Post agreed to collaborate, and chotuKools were soon available in all post offices in India’s central area. The India Post network is very widely dispersed in India and is around three or four times larger than the best logistic suppliers, according to Sunderraman.
In its first years, the chotuKool earned multiple design accolades, and after selling 100,000 units in its second year, Fast Company named Godrej the “Most Innovative Company.” Godrej and Sunderraman were surprised to see that it was not as quickly accepted by rural impoverished homes as they had thought; the about $50 price tag was still too much for most poor rural Indian families.
The chotuKool, on the other hand, proved to be far more popular than expected among hotels, food stalls, flower shops, and other small businesses because it allowed them to offer higher-value products (such as cold drinks) or keep products fresher for longer periods of time, thereby increasing their profits. The chotuKool also became a popular lifestyle product among urban affluents, who began to use them in their cars in large numbers. Many lessons had been learned from Godrej’s experience in designing and launching the chotuKool. They’d discovered that drastically lowering the cost of a product sometimes need completely rethinking the technologysometimes even in ways that appeared to be more expensive at first. Customers who had adapted their way of life to the lack of a technology (such as refrigeration) were less likely to adopt that technology, even if it was made significantly less expensive. Finally, they realized how important it is to make a product function for a variety of market segments, including those who aren’t immediately evident as buyers. Though some viewed chotuKool as a failure since it did not reach its intended goal of widespread adoption by the rural poor, Godrej (and many others) saw it as a success: the product increased Godrej’s market share and penetrated new market groups in where G was not previously present.
RUBRIC |
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Excellent Quality 95-100%
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Introduction
45-41 points The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned. |
Literature Support 91-84 points The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned. |
Methodology 58-53 points Content is well-organized with headings for each slide and bulleted lists to group related material as needed. Use of font, color, graphics, effects, etc. to enhance readability and presentation content is excellent. Length requirements of 10 slides/pages or less is met. |
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Average Score 50-85% |
40-38 points More depth/detail for the background and significance is needed, or the research detail is not clear. No search history information is provided. |
83-76 points Review of relevant theoretical literature is evident, but there is little integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are included. Summary of information presented is included. Conclusion may not contain a biblical integration. |
52-49 points Content is somewhat organized, but no structure is apparent. The use of font, color, graphics, effects, etc. is occasionally detracting to the presentation content. Length requirements may not be met. |
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Poor Quality 0-45% |
37-1 points The background and/or significance are missing. No search history information is provided. |
75-1 points Review of relevant theoretical literature is evident, but there is no integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are not included in the summary of information presented. Conclusion does not contain a biblical integration. |
48-1 points There is no clear or logical organizational structure. No logical sequence is apparent. The use of font, color, graphics, effects etc. is often detracting to the presentation content. Length requirements may not be met |
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Mgt325 Innovation Types and Patterns |
Mgt325 Innovation Types and Patterns