1 Apply CIM to the case study at
the end of this chapter to illustrate the innovation project.
2 Examine whether it is only the
launch of technology-intensive products that can benefit from the use of ‘blog
buzz’ or whether all product launches could benefit.
3 Innocent is very clear about the
image it wishes to project to the public. This is one based on being different,
fun-loving and having a care-free approach to life. This hippie-style image has
helped the brand become acceptable to the young urban professionals at which it
is aimed. But beneath the surface of this image there is evidence of a business
that could be characterised as single-minded, profit-driven and very business
orientated. Where is the evidence of the latter?
4 The success of the business is
based partly on extremely good communications with retailers. How is this achieved?