1 In the 3M case study, what is
meant by the statement: ‘the message is more important than the figures’?
2 Discuss the merits and problems
with the so-called ‘15 per cent rule’. Consider cost implications and a busy
environment with deadlines to meet. To what extent is this realistic or mere
3 Encouraging product and brand
managers to achieve 25 per cent of sales from recently introduced products
would be welcomed by shareholders, but what happens if a successful business
delivers profits without 25 per cent of sales from recently introduced
4 Some people may argue that 3M’s
success is due largely to the significance given to science and technology and
this is the main lesson for other firms. Discuss the merits of such a view and
the extent to which this is the case.
5 Explain how the innovation dilemma