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Business to Business Marketing > Chapter 9: Innovation and Competitiveness > Flashcards

Chapter 9: Innovation and Competitiveness Flashcards

0
Q

Adopting world class supply management practices can be viewed asa form of _____ innovation

A

Non-product

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1
Q

Innovativeness can be viewed as a key element of what orientation

A

An entrepreneurial orientation

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2
Q

What are the four elements of an entrepreneurial approach to competing?

A

Seeking opportunity
Innovating
Acting proactively
Taking controlled risks

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3
Q

The undertaking of a marketing strategy that actively pursues a new opportunity ad has relatively high levels of innovation, proactivity, and controlled risk taking

A

Entrepreneurial marketing

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4
Q

Acting as if their organization is a high-growth start-up with the result that their organization shows at least some of the flexibility and boldness of a start-up is art of what approach?

A

Acting entrepreneurially

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5
Q

Creating something new and making it useful is which dimension of entrepreneurial marketing?

A

Innovation

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6
Q

Doing something before others do it is known as what?

A

proactivity

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7
Q

Not “bet the farm” risk taling. rather , entrepreneurial risk taking is knowing what risks are and doing something to control risk

A

Controlled Risk -Taking

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8
Q

Actively looking for opportunities and constantly evaluating how attractive prospective opportunities are

A

Opportunity Seeking

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9
Q

What’s the cycle of activity when acting entrepreneurially?

A

It begins with opportunity recognition and idea generation. next Business idea generation takes place and it involves business planning, experimentation, and obtaining resources. Next, the plan is launched, feedback is collected, and revisions take place.

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10
Q

Any way of doing something is also known as what?

A

technology

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11
Q

What is the ultimate way of reducing risk?

A

To change the rules of the market

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12
Q

The undertaking of a marketing strategy that actively pursues a new opportunity and has relatively high levels of innovation, proactivity, and controlled risk taking.

A

Entrepreneurial marketing

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13
Q

Three key traits are indicators that someone will be comfortable acting in an entrepreneurial environment, they are?

A

Ability to persistently pursue a passion, comfortable trying new things, and bias for action.

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14
Q

The key activity for controlling risk

A

establishing learning mechanisms

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15
Q

What are the two major impediments to entrepreneurial marketing?

A

A requirement for extensive justification and a tendency to punish failure

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16
Q

What are three ways to identify opportunities, create proactivity, and take controlled risks?

A

Removing impediments and providing incentives

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17
Q

Contact networks aimed at facilitating execution of marketing activities?

A

Contact network for execution

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18
Q

business model innovations that re not product or technology related are often the most _____ innovations

A

disruptive

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19
Q

This can be viewed not just as the creation of new things but also as new and better ways of doing what has been done before

A

innovation

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20
Q

Innovation drives free market economy: T or F

A

T

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21
Q

A way of doing something based on scientific principles or knowledge.

A

Technology

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22
Q

A change in any technology and must be useful and potentially commercialized- innovation is invention in commercial use.

A

Innovation’s additional definition

23
Q

Failure in innovation is positive as long as it does not kill the company and if the company learns something valuable: T or F

A

T

24
Q

Taking the existing product and offering and making small step improvements to the original design

A

Incremental innovation

25
Q

producing large changes in the functions and performance of a product offering

A

radical change

26
Q

What is the alternative meaning of the term breakthrough innovation?

A

It can mean that the technology architecture has changed drastically or that the benefit structure is essentially different and vastly better

27
Q

Innovation that improves the existing dominant technology, products, or offerings,

A

Sustaining innovation

28
Q

Is sustaining innovation incremental or radical in nature?

A

Sustaining innovation can be both incremental and radical

29
Q

introducing a product or business idea that creates a new kind of value

A

Disruptive innovation

30
Q

Suppliers of disruptive innovation technology must target ____ ____ _____ different customer groups than the current leaders in order to succeed.

A

different customer groups

31
Q

A disruptive offering often offers ___ below that of the existing technology.

A

performance

32
Q

Disruptive technology is always radical innovation: T or F

A

F

33
Q

Can incremental innovation be the initiator or disruptive innovation?

A

yes incremental innovation can initiate disruptive innovation

34
Q

What type of innovation should a firm pursue with a strategy that intends to “change the rules of the industry” ?

A

Breakthrough or disruptive innovation while being proactive rather than reactive

35
Q

____ strategy sets the innovation context with which the marketer has to operate

A

Business

36
Q

When should disruptive technologies be pursued?

A

At the point where mainstream needs are over fulfilled. Emerging segments will be looking for lower performance, but with new benefits

37
Q

if the business opportunity is not uncertain, then the innovation is probably not ___

A

disruptive

38
Q

If an innovation involves a changeover in a firm’s infrastructure, then the innovation is likely

A

disruptive

39
Q

Uncertain markets are uncertain at first is a premise of a ___ plan

A

learning

40
Q

Allocating resources to trial, error, learning, and reconfiguration in order to learning about markets for disruptive technologies.

A

Discovery based planning

41
Q

Where do most customers emerge for disruptive technologies?

A

Most customers for disruptive technology emerge in new markets and segments; and the marketer will not have a good idea of what the segments are

42
Q

Users who have vision, who can anticipate what kinds of needs will arise among potential customers in the future

A

lead users

43
Q

What is the second part of the discovery based planning process?

A

judicious use of trial and error

44
Q

Innovations which are changes that are radical and incremental that make somewhat predictable improvements to existing technologies

A

Sustaining innovation

45
Q

Increases performance or costs dramaticallybut within the same technology direction

A

radical sustaining innnovation

46
Q

Small changes along predictable vectors

A

Incremental sustaining innovation

47
Q

Most sustaining innovation is _____ in nature

A

Incremental

48
Q

Planned organization changes- setting strict time tables for new versions of products, operations, strategies, and so on- has been found to work well in fast paced business environments in focusing the company’s efforts and setting expectations for customers

A

Time Pacing

49
Q

____ innovation requires an autonomous organizational unit with its own mission, objectives, processes, and metrics

A

Disruptive

50
Q

___ innovation requires attention to constant customer inputs and time pacing applied through the marketing plan

A

Sustaining

51
Q

Who should be included in a network of contacts to supply information for disruptive innovations?

A

The network must be broad and focused on insightful customers and industry watchers

52
Q

Who should be included in a contact network for sustaining innovations?

A

The network should be focused more on customers, partners, and channel members within the market of interest

53
Q

This type of innovation needs autonomy and constant updating of the vision of the future market

A

radical innovation

54
Q

The types of products that hide in the “shadows” of firm’s other offerings because they are perceived as radical innovations by the consumer but incremental by the supplier

A

shadow products

55
Q

These products result when the company sees an innovation as radical and customers only view it as incremental

A

delusional products

Business to Business Marketing (8 decks)

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