Marketing and Innovation Management an der TU München

Karteikarten und Zusammenfassungen für Marketing and Innovation Management an der TU München

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Lerne jetzt mit Karteikarten und Zusammenfassungen für den Kurs Marketing and Innovation Management an der TU München.

Beispielhafte Karteikarten für Marketing and Innovation Management an der TU München auf StudySmarter:

Which statement holds true for using trademarks as a protection mechanism?

Wählen Sie die richtigen Antworten aus:

  1. Trademarks relate to an individual product or technology rather than a series of products?

  2. Trademarks indicate that the overall impression of products differs from already existing designs.

  3. Trademarks mainly apply to artistic works and computer software.

  4. Trademarks relate to a brand and reputation, not individual advances.

Beispielhafte Karteikarten für Marketing and Innovation Management an der TU München auf StudySmarter:

Which statement holds true for cross-functional teams in new product development (NPD)?

Wählen Sie die richtigen Antworten aus:

  1. Cross-functional development teams bring along high cost and time-to-market advantages.

  2. Cross-functional development teams are managed informally.

  3. Cross-functional development teams are only established in large incumbent companies.

  4. Cross-functional development teams are isolated from other teams.

Beispielhafte Karteikarten für Marketing and Innovation Management an der TU München auf StudySmarter:

What are the forms of resistance against innovation.

Beispielhafte Karteikarten für Marketing and Innovation Management an der TU München auf StudySmarter:

What does the power promoter do?

Beispielhafte Karteikarten für Marketing and Innovation Management an der TU München auf StudySmarter:

In the context of R&D interactions with the environment, which of the following strategies refers to outbound open innovation?

Wählen Sie die richtigen Antworten aus:

  1. Technology purchasing.

  2. Acquisition of innovative firms.

  3. Technology selling.

  4. Integration of ideas from users.

Beispielhafte Karteikarten für Marketing and Innovation Management an der TU München auf StudySmarter:

Based on Cooper's (2001) stage-gate process, which activity is not related to the 'key homework stage' of building a business case?

Wählen Sie die richtigen Antworten aus:

  1. Detailed technical assessment

  2. Competitive analysis

  3. Detailed business and financial analysis

  4. Working with lead users

Beispielhafte Karteikarten für Marketing and Innovation Management an der TU München auf StudySmarter:

A marketing research company has just informed Jane that she can be classified as an early adopter. Which of the following characteristics will Jane most likely have?

Wählen Sie die richtigen Antworten aus:

  1. She waits until uncertainty about a new product is resolved.

  2. She is a well-integrated into her social system.

  3. She has a skeptical attitude about new ideas.

  4. She makes decisions based primarily on past experience.

Beispielhafte Karteikarten für Marketing and Innovation Management an der TU München auf StudySmarter:

What are the design principles of Industry 4.0?

Beispielhafte Karteikarten für Marketing and Innovation Management an der TU München auf StudySmarter:

In the context of the resource-based view of the firm, what does VRIN stand for?

Wählen Sie die richtigen Antworten aus:

  1. valuable, remarkable, irreplacable, novel

  2. valuable, remarkable, innovative, non-substituable

  3. valuable, rare, innovative, novel

  4. valuable, rare, inimitable, non-substituable

Beispielhafte Karteikarten für Marketing and Innovation Management an der TU München auf StudySmarter:

Which statement about the PLC (Product Life Cycle) is correct?

Wählen Sie die richtigen Antworten aus:

  1. In the specific phase, each firm develops its own, specific Innovation design, hoping that it becomes the dominant design.

  2. In the specific phase, increasing levels of firm specialization entail shrinking firm size.

  3. In the fluid phase, production is highly efficient due to well-established processes.

  4. In the transitional phase, the number of process innovations peaks.

Beispielhafte Karteikarten für Marketing and Innovation Management an der TU München auf StudySmarter:

What does the study by Souder say about the R&D/marketing interface?

Beispielhafte Karteikarten für Marketing and Innovation Management an der TU München auf StudySmarter:

Why does disharmony between R&D and marketing occur according to Souder?

Kommilitonen im Kurs Marketing and Innovation Management an der TU München. erstellen und teilen Zusammenfassungen, Karteikarten, Lernpläne und andere Lernmaterialien mit der intelligenten StudySmarter Lernapp. Jetzt mitmachen!

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Beispielhafte Karteikarten für Marketing and Innovation Management an der TU München auf StudySmarter:

Marketing and Innovation Management

Which statement holds true for using trademarks as a protection mechanism?
  1. Trademarks relate to an individual product or technology rather than a series of products?

  2. Trademarks indicate that the overall impression of products differs from already existing designs.

  3. Trademarks mainly apply to artistic works and computer software.

  4. Trademarks relate to a brand and reputation, not individual advances.

Marketing and Innovation Management

Which statement holds true for cross-functional teams in new product development (NPD)?
  1. Cross-functional development teams bring along high cost and time-to-market advantages.

  2. Cross-functional development teams are managed informally.

  3. Cross-functional development teams are only established in large incumbent companies.

  4. Cross-functional development teams are isolated from other teams.

Marketing and Innovation Management

What are the forms of resistance against innovation.

Against open source software:

  • Employees with job roles facing change
  • Employees without personal experience or training

General: Reational-technological arguments

  • Doubt about function
  • objections against timing (now good?)
  • objections because of missing/limited fit to existinc products/processes

Rational-economic arguments

  • Objections against destruction of valuable assets/competences (becoming obsolete)
  • Objections against risk
  • Doubt about the necessity

Ecological arguments (…)

Marketing and Innovation Management

What does the power promoter do?
  • allocates reesources to innovation project
  • overcomes resistance, possibly using hierarchical potential

Marketing and Innovation Management

In the context of R&D interactions with the environment, which of the following strategies refers to outbound open innovation?
  1. Technology purchasing.

  2. Acquisition of innovative firms.

  3. Technology selling.

  4. Integration of ideas from users.

Marketing and Innovation Management

Based on Cooper's (2001) stage-gate process, which activity is not related to the 'key homework stage' of building a business case?
  1. Detailed technical assessment

  2. Competitive analysis

  3. Detailed business and financial analysis

  4. Working with lead users

Marketing and Innovation Management

A marketing research company has just informed Jane that she can be classified as an early adopter. Which of the following characteristics will Jane most likely have?
  1. She waits until uncertainty about a new product is resolved.

  2. She is a well-integrated into her social system.

  3. She has a skeptical attitude about new ideas.

  4. She makes decisions based primarily on past experience.

Marketing and Innovation Management

What are the design principles of Industry 4.0?
  • Technical assistance (virtual & physical)
  • Interconnection (collab, standards, security)
  • Information transparency (data analytics, information provision)
  • Decentralized decisions

Marketing and Innovation Management

In the context of the resource-based view of the firm, what does VRIN stand for?
  1. valuable, remarkable, irreplacable, novel

  2. valuable, remarkable, innovative, non-substituable

  3. valuable, rare, innovative, novel

  4. valuable, rare, inimitable, non-substituable

Marketing and Innovation Management

Which statement about the PLC (Product Life Cycle) is correct?
  1. In the specific phase, each firm develops its own, specific Innovation design, hoping that it becomes the dominant design.

  2. In the specific phase, increasing levels of firm specialization entail shrinking firm size.

  3. In the fluid phase, production is highly efficient due to well-established processes.

  4. In the transitional phase, the number of process innovations peaks.

Marketing and Innovation Management

What does the study by Souder say about the R&D/marketing interface?

(he took 289 product dev project at 59 manufacturers randomly and did a survey on technical and commercial result and quality of interaction between R&D and marketing)

⇒ most of the cases (59%) show disharmony between R&D and marketing.

Marketing and Innovation Management

Why does disharmony between R&D and marketing occur according to Souder?
  • Different languages and culture (e.g. technical vs. business people)
  • Different objectives
  • lack of trust in information from other functions (NIH syndrome)
  • lack of credibility of information source

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