TM600.88 Spring 1997

Module 2

Individual Assignment

You should read the instructional materials and assigned readings before beginning this assignment.

The primary grading criterion on this assignment will be the extent to which course concepts are correctly applied. Other criteria will include the completeness, organization and clarity of your writing.

You may discuss the assignment with your classmates; however, your written report should be original.

Case Analysis: II-5 Banc One Corporation and the Home Information Revolution (8 points)

Read the case. The purpose of this case is to highlight the management issues and uncertainties (both market-based and technological) in pursuing an innovation. The innovation should be considered in the context of the business strategy. Answer the following questions:

1. Describe the source of this innovation. How is Fisher driving the innovation process?
2. What has been Banc One's strategy? How does video banking fit?
3. What are the key issues and uncertainties Fisher should consider?
4. What option would you recommend that Fisher pursue in video banking? (Explain.)

Case Analysis: II-13 Monsanto's March into Biotechnology (8 points)

Read the case. The purpose of this case is to illustrate one approach to building strategic technological capability implementing the strategic intent of a visionary CEO. It frames a debate that is central to US competitiveness: building internal technological competence over time versus generating short-term results. The concern is that abandoning long-term research may sacrifice sources of innovation and starve future streams of products.

1. How is technology policy formulated at Monsanto? What are the advantages and disadvantages of that approach?
2. What does it mean to become a "world force" in biotechnology? (This question refers to the opening quote in the case.) What capabilities will Monsanto need?
3. What direction should Monsanto's biotechnology research take; i.e., what areas of opportunity should the company emphasize? Where are its most likely sources of innovation?
4. How should Monsanto's biotechnology research be organized? What are the advantages and disadvantages of organizing by functions versus by markets?

Internet Assignment (4 points)

Evaluate an innovative Web site of your choosing. On one page, summarize this evaluation by describing the sponsor and purpose of the site, establishing your criteria for the evaluation, explaining the metrics used for each criterion, and presenting the results. Use the full Internet address for the site as the title of the page.

The results will be posted on the class Web site, under Pics 'n Pans.

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