Marketing Innovation assignment

This assignment flows from the contribution of innovations to the growth on macroeconomic level (Schumpeter, 1934), industry level (Disruptive Innovation: Christensen, 2003), and the firm level, where Peter Ducker’s assertion, noted in Chapter 1 of Managing Marketing in the 21st Century, that the business enterprise has two — and only two — basic functions, marketing and innovation.
We tend to think of innovation only in terms of product or process technology, but firms increasingly look at innovation in services as a vital component of their competitive advantage in addressing markets. For this homework exercise you should analyze and write up five contemporary customer-focused innovation you have observed and investigated.
You should:
• Identify the general Level at which the innovation occurred i.e. Product class, Product Category, or Product Form
• Describe the way things were done before the innovation, how was the “generic need” satisfied.
• Describe the innovation and its impact on product: class, category, form
• Specify why, indeed, it is an innovation; continuous, dynamically continuous, discontinuous, disruptive.
• Describe how the innovator developed the innovation;
• Explain why the innovation is an advance on what was done previously; incremental cost-benefit analysis
• Analyze the branding strategy of the innovation and assess its success.
• Analyze and evaluate the distribution strategy for the innovation.

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