BHO2259 Assessment Guide Victoria University 1 Victoria University - Sydney Semester 2, 2015 BHO2259: Product & Services Innovations ASSESSMENT GUIDE ASSESSMENT 1: CASE ANALYSIS REPORT (15 marks) The goal of case analysis is to allow you to consolidate what you have learned in the class and from the book chapters and to apply the knowledge in a written analysis of a real world case. This is an individual assessment. For this assessment you should focus on the core issues underlying the case and illustrate the analysis with appropriate and relevant arguments, logic and theoretical frameworks to demonstrate your mastery and knowledge of the case subject matter and alignment with the chapter topics. Background research, analysing the case based on unit relevant topics, models and frameworks as well as strong arguments backed up by credible and relevant data and facts will be crucial in achieving a good mark. Case: "Gore-Tex and W.L. Gore & Associates: An innovative company and a contemporary culture" [Source: Chap 3, page 110] Review the case and based on your learning from weeks 1, 2 and 3, answer the following three questions. Q1. Use the Cyclic Innovation Model (Fig 1.9, pg 30) figure to illustrate the innovation process in this case and provide a brief description? Q2. It seems that Gore Associates is heavily oriented towards technology; what are some of the dangers of being too heavily focused on technology? Q3.What has been the Gore strategy to achieving success in its markets? How is this strategy now being challenged? Word limit: 1200 words (±10%) (Excluding reference list, if any) Submission deadline in Week 4 (21/8/15 by 4 pm) - Submit hardcopy (printed copy) to your tutor - Submit softcopy (electronic copy) through VUCollaborate Note: The case report along with your class attendance up to week 4 will be considered for "At Risk Assessment" review Guidelines for the Case Analysis BHO2259 Assessment Guide Victoria University 2 1. A case is a scenario that gives you the opportunity to identify problems and recommend a course of action in a business situation. The case may be real or fictional, but will usually represent a complex situation with no ready solutions. Case analysis enables you to improve your critical thinking and analytical abilities, evaluate sources of information and enhance your written communication skills. Written analysis of cases is widely used in major business schools around the world. 2. The details of the case are more than sufficient for you to respond to the given questions and you can do your further background research if you require. The case is based on materials from Chapters 1,2 and 3 along with the topics of the lecture and tutorial in the first three weeks. 3. The case analysis has a relatively short word limit which will be strictly enforced. Going over the word limit will have a negative impact on marking. The intention is to focus your write-up on strategic analysis and analytical recommendations. The one thing to avoid is simple restatement of case data and facts. What we are looking for is strategic insight supported by logical analysis based on your learning from the lectures and tutorials. Your analysis should be compact, specific, context specific, relevant and directly pertinent to key case questions. 4. The case analysis can include references from peer-reviewed academic journals, textbooks, business magazines, industry whitepapers, newspapers, credible and reliable websites and marketing textbooks to confirm the strength and quality of your work and analysis. What to focus on when analysing business cases While analysing a business case one should consider the following: - identify the problem(s) in the situation presented in the scenario - analyse the key issues within the context of the theory presented in your subject unit - review the case scenarios based on the appropriate research methods, models, tools, techniques and strategies presented thus far in the subject - evaluate similar examples and strategy used by various company's/organizations - develop and compare alternative solutions to the problems - consider the advantages and disadvantages of various possible solutions or outcomes - select the best solution, justify your reasons and make recommendations for action - conduct background research in finding out updates in the strategy and outcomes that have happened since the period of the case for the selected company/organisation (The above tasks should be used when you review cases for your classes/tutorials) BHO2259 Assessment Guide