“The success of the iPod and iPhone raises the licensing question for Apple ..again”

BHO2259 PRODUCT & SERVICES INNOVATIONS ASSESSMENT GUIDE

ASSESSMENT 1: CASE STUDY 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 frameworksto 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: “The success of the iPod and iPhone raises the licensing question for Apple ..again”
[Source: Chap 1, page 33]

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. With sales of iPod falling and Apple facing fierce competition from all quarters such as Sony, Dell, Samsung and other electronics firms as well as mobile phone makers who are incorporating MP3 players into their devices, can the iPod survive?

Q3. How can Apple influence future technology developments or establish strategic alliances to ensure it is a dominant force in the hand-held device that will incorporate both the cellphone and MP3 player?

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