L2: Product Strategy

Question 1

How does technology improve?

Answer 1

Over time, but saturates at one point

Question 2

How do new customer segments come into being?

Answer 2

Performance is defined differently between new technologies

Question 3

Who do technologies get cheaper over time?

Answer 3

Increased efficiency

Question 4

What is meant by marketing myopia?

Answer 4

Cognitive marginalization of new entrants

Question 5

What is meant by managerial myopia?

Answer 5

Core capabilities become core rigidities: develop new products the old way

Question 6

Why do incumbents fail? (3)

Answer 6

Investments in new technology
Technological capabilities
Specialized complementary assets

Question 7

How to link the paper of Tripsas to the concept of cannibalization? (3)

Answer 7

Based on following dimensions:
Previous investments
Capabilities
Sales

Question 8

What is the insight of Hillebrand into ambidexterity?

Answer 8

Exploration is only possible when firm has money to invest

Question 9

What is meant by organizational inertia?

Answer 9

Inability of a company to change its resource investment pattern

Question 10

What can firms do to overcome organizational inertia? (2)

Answer 10

Organize according to market requirements
Be willing to cannibalize

Question 11

What does innovation need to be based on?

Answer 11

In-depth understanding of customer value