The purpose of the assignment is to demonstrate your understanding of how conventional innovation or entrepreneurship could or has been utilised by an organization to achieve market success. To achieve this outcome select one organisation with which you are familiar (e.g. one where you are or have been employed) or an organisation which interests you believe is known to be involved in conventional innovation or entrepreneurship to sustain performance. Possible examples of this latter type of firms which may be of interest to you are Alibaba, Amazon, Apple, Facebook, Google, Tesla or Toyota. Having selected an organisation, utilize Otago Polytechnic’s online library and other online search engines such as Google Scholar to acquire detailed information about the selected organisation. A key aim of this assignment is to allow you the opportunity to examine real world business practices, critically assess the marketing strategy being utilised and where possible demonstrate how such practices can be framed within the context of your existing knowledge of marketing theories such as Michael Porters alternative positioning framework, the Product Life Cycle (PLC) and the BCG Product Portfolio model.

In terms of coverage, the report should:

Identify a key issue, or issues (maximum of 3), which is either currently or in the near future will adversely impact performance.

Identify how innovation could be utilized to respond to the identified issue(s) and thereby mitigate the effect on organizational performance.

Describe the most effective approach for managing the implementation of the proposed innovation.

Identify what barriers may exist to the effective implementation of innovation and propose how these might be overcome.