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Week 3 Tutorial Preparation (6%)
Part 1: Class Discussion
In addition to the Weeks 2 and 3 lectures and readings, please read the case Apple Inc. in 2020
(HBR) along with the article, entitled “How Increasing Value to Customers Improves
Business Results.”
You will then prepare the following questions for this week’s class discussion:
• How do the types of innovation relate to different market conditions? In Apple’s case,
what type of innovation Apple has pursued in different market conditions (early stage
vs. maturity)?
• What have been Apple’s competitive advantages?
• How does Apple define its market space?
• What is customer lock-on? How is it different from product lock-in? How does the
concept of “customer lock-on” benefit both customers and firms? In the case of Apple,
how does it achieve and sustain “customer “lock-on”?
• Can you find another example of an innovative company that has successfully
achieved customer lock-on? How?
• How does Apple fill the value gaps? How does the company add value at each point
(pre, during, and post) in the customer-activity cycle?
• How does Apple gain longevity, depth, breadth, and diversity of customer spending?
Part 2: Workshop for Group Work
Please view the following two videoclips on design thinking for innovation (Concept &
Process). Based on the design thinking concept, we will begin with completing 5WH
questions to identify and understand the problems/challenges our client and its customers
have. You will need to review all documents [the client, its objectives, and
(untargeted/unfocused) markets (its fan base)] available in Moodle (under “Assessment 2
(Group Project: Innovation Challenge) Resources” in the Assessments Guide).