1 Explain the rationale behind
Electrolux and Hoover’s decision not to purchase the licence from Dyson. Given
Hoover’s development of the Triple Vortex, how do you assess this decision?
What level of royalty would have been reasonable for both parties – that is,
Dyson and Hoover?
2 Why is negotiating a licence for
a new product so difficult?
3 What is the role of patents? To
what extent is it an effective system for protecting intellectual property?
4 Not all firms invest in R&D.
What should be the level of expenditure on R&D for a firm?
5 Explain the very different
market entry strategy used for the United States.
1 How can Dyson succeed in the highly
competitive hairdryer market?
2 Explain why consumer market
testing might not always be beneficial.
3 We are told that many new
products fail, but is this because many firms are impatient? Discuss whether
firms should allow more time for their product to be adopted and whether they
would end up with a successful product.
4 Explain why discontinuous new
products present a different challenge.
5 Show why the more radical the
innovation, the greater the pertinence of qualitative market research
techniques (e.g. customer visits and focus groups).
1 Examine whether there do exist
innovations, typically radical, where market research of almost any kind is
premature, not cost-justified or of limited value.
2 Discuss the advantages of the
tripartite product concept in developing new products.
3 Discuss the dilemma faced by all
firms of trying to listen to customers’ needs and wants and, yet, also trying
to develop new products for those customers that they do not yet serve.
4 Explain why some writers argue
that organisations are the graveyard of product innovations rather than the
5 There are many examples of
successful companies. To what extent is 3M justifiably highlighted as the ‘innovating