Courseworks

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Coursework 1 What is Innovation?

Innovation is at the forefront of business; with constantly evolving technology, cultural changes and increased connection, it is no longer optional for the modern business – it is imperative.
Let’s start by going back to first principles and considering what innovation means to you. Aim: To explore our differing perspectives of innovation

Words Count: 550

Instructions

First start writing about what innovation means to you. Think about the words that you associate with innovation.
Secondly, think of one product or service that you use today, either for pleasure or work, that you would have considered science fiction when you were growing up. Now think of a product or service that you would like to see in the future which you consider science fiction today. Now write about the following questions: why did you choose those particular products or services? What do you think made it an innovative solution?

Coursework 2
The Ten Types of Innovation

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Aim: To identify example companies for each category of innovation
Words Count: 550
Instructions
Having explored the ten types of innovation, can you think of an example company for each of the three categories of innovation : configuration, offering and experience. For each category s example company, identify which of the ten types from within that

category the company utilised. For example:

  •   Company A demonstrates Configuration innovations. It used Profit Model, Network and Process innovation but not Structure innovation.

  •   Company B demonstrates Offering innovations. It utilised Product system innovations.

  •   Company C demonstrates Experience innovations. It utilised all four types within this category; Service, Channel, Brand and Customer Engagement.

Your examples might use all the types of innovation within its category, or only one. Be sure to explain why you feel the company used a particular type of innovation.

Coursework 3
The Value Proposition Canvas

Aim: To develop a deeper understanding of the value proposition design process Words Count: 550
Instructions
Read Chapter One of Value Proposition Design (2014) (https://abs- uni.s3.amazonaws.com/content/2017/46/value_proposition_design_chapter_one.pdf) . You should pay particular attention to reviewing the concepts which underpin the Value

Map and the Customer Profile.
Now complete a Value Proposition Map ( https://abs- uni.s3.amazonaws.com/content/2017/46/the_value_map.pdf) for either:

  1. Lego: a working parent of an active 12 year old

  2. Amazon: a working professional with an active lifestyle

Details for your chosen case study can be found in Jones et al.
The above reading should just be the starting point for this activity. You should enhance your knowledge of your chosen company and thereby your value proposition with further research.
It is most helpful to begin by creating a customer persona. Once you have developed your persona use this to complete the Customer Profile Canvas for your customer. You should then map your Customer Profile onto your value proposition creating your Value Proposition Map.
Remember you will be doing this for either Lego or Amazon.

For useful tips, you might like to watch these two short videos:

Alexander Osterwalder: Mapping Customer Pains to Value Proposition (https://youtu.be/xTtvwAmjais)
Value Proposition Canvas Explained (https://youtu.be/aN36EcTE54Q)

Complete your Customer Persona, Value Map and Value Proposition Canvas.

References:

Jones T., McCormick, D. and Dewling C. (2012) Growth Champions: The Battle for Sustained Innovation Leadership. London: Wiley.
Osterwalder, A., Pigneur, Y., Bernarda, G., and Smith, A. (2014) Value Proposition
Design . L ondon: Wiley.

Coursework 4 Researching the Chasm Model

Aim: To understand the chasm model and its application to a specific company
Words Count: 500
Instructions
Begin by exploring the chasm model in more depth, using the resources below. You should also aim to find some external resources of your own.

  •   Moore, G. (1999) Crossing the Chasm. Boston, Massachusetts: Harper Business.

  •   Blank, S. (2017) Why GE’s Jeff Immelt Lost His Job: Disruption and Activist

    Investors. Available at: https://steveblank.com/ (Accessed 16 November 2017).

  •   Rogers, V. M. (1962), Diffusions of

    Innovations (https://teddykw2.files.wordpress.com/2012/07/everett-m-rogers-

    diffusion-of-innovations.pdf ). London: Macmillan .

  •   Ries, E. (2011) The Lean Startup: How Constant Innovation Creates Radically

    Successful Businesses. L ondon: Portfolio Penguin.

  •   The Chasm Institute (2017) Chasm Institute. Available

at: http://www.chasminstitute.com/ (Accessed: 16 November 2017).

You are to create a short report of a maximum 500 words summarising the key features of the chasm model and strategies for crossing the chasm. Consider a particular company as an example, identifying the groups outlined in the Diffusions of Innovations curve and exploring how they crossed the chasm. Try to determine the strengths and weaknesses of your chosen company s approach.

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Coursework 5
The Business Model Canvas

Aim: To use the Business Model Canvas to apply the nine building blocks of a known company
Words Count: 500
Instructions

You are to complete a Business Model Canvas (https://abs- uni.s3.amazonaws.com/content/2017/46/the_business_model_canvas.pdf) to analyse the business models for either Amazon or Lego, you should select the one you did not address for the value proposition activity. You should use the Customer Profile (https://abs- uni.s3.amazonaws.com/content/2017/46/the_customer_profile.pdf) and Value Proposition Map (https://abs-uni.s3.amazonaws.com/content/2017/46/the_value_map.pdf) to help you. For details of your chosen case study referr again to Jones et al. You should also try extend you research and do some further reading.

References:

Jones T., McCormick, D. and Dewling C. (2012) Growth Champions: The Battle for Sustained Innovation Leadership. London: Wiley.
Osterwalder, A. and Pigneur, Y. (2010) Business Model Generation. London: Wiley. Osterwalder, A., Pigneur, Y., Bernarda, G., and Smith, A. (2014) Value Proposition

Design. London: Wiley.

Coursework 6 Business Model Patterns

Aim: To apply the five different patterns (Unbundled – Longtail – Multi-Sided – Open – Free) to existing business models
Words Count: 500

Instructions

Reflect on a business you know or have worked for and explain what kind of pattern, or patterns, it has used. If you don’t think any of the patterns fit, name and give a brief description of your additional pattern.