Download BU (Bangalore University) MBA 2nd Semester 2016 July Innovation Management Question Paper

Download BU (Bangalore University) MBA (Master of Business Administration) 2nd Semester 2016 July Innovation Management Question Paper

ltllllllllllllllllllll||||||||||||l PG ? 924
Second Semester MBA. Degree Examination, July 2016
(CBCS)
MANAGEMENT
2.7 : Innovation Management
Time : 3Hours Max. Marks : 70
SECTION ? A
Answer any five of the following questions. Each question carriesfive marks. (5x5=25)
1. What is Brainstorming ? State its benefits.
2. Distinguish between radical innovation and incremental innovation. Give suitable
examples to support your answer.
. Write a note on push and pull approach.
. Discuss the organisational aspects of innovation.
. What is lateral thinking ? How ts it different from conventional thinking ?
What are the sources of funding for innovation ?
vam-bm
Explain Docherty?s innovation mindset adoption curve.
SECTION ? B
Answer any three questions. Eaeh question carries ten marks. (3x10=30)
8. Explain differentsources of innovation. ,
9. Briefly describe the factors influencing the economic effectiveness of innovations.
10. Discuss the types of product innovations with examples.
11. Explain the various creative approaches in innovation.
P.T.O.

PG - 924 ii||i||||i|||||||||||||il|i|||||i|i
SECTION ? C
Compulsory Section : (1 x15=15)
Case Study :
12. Cafe coffee day is owned by the ABCTCL, which is the largest producer of
Arabica coffee in Asia. Started in 1996 by VG Siddarth, CCD pioneered the cafe
concept in India. By 2000, the company had just 14 outlets in six cities. Then the
company started on a massive expansion program that has seen it set up nearly
1000 outlets in india in ten years. It also has shops in Vienna and Karachi and
has plans to expand to other overseas destinations.
i) Brand experience : CCD made coffee drinking popular among Indian youth
by offering a brand experience environment and other value additions. This
meant that customers were willing to pay much higher for a cup of coffee.
ii) Reinforcing brand with cluster approach : CCD created entry barriers by
opening multiple outlets within short distance of each other in major cities.
iii) Multiple formats: Cafe 5? high street cafes, garden cafes, Mall cafes and
highway cafes etc.
iv) Company owned franchisee: All the outlets are company owned. While this
makes it more expensive to run, it ensured that there was no brand dilution.
v) Vertical integration : Integrating value chain, ?from bean to the cup?, ABCTCL
was able to reduce cost, assure adequate supply demand and gain economies
of operation.
Questions :
a) What are the various innovative strategies adopted by cafe coffee day to
become a trusted brand in food services in India ?
b) How does an organization ideate future innovations. ?7
c) Having expanded largely, what would be the challenges CCD would have to
face to retain its market share 7