MBA501 :Dynamic Strategy and Disruptive Innovation 10

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Slide 1: Introduction
 MHS is a successful company that offers advance skin care products in Australia. The
company operates in two major business units: Neutrino and Dermatech
Slide 2: Internal Perspective
 The organisational structure of MHS potentially hinders introduction of innovative ideas
because the final decision lies with the top management.
 The two business units (Neutrino and Dermatech) are headed by General Managers who
report to the CEO and board of directors. Therefore, any innovative idea introduced by
the staff members may be hindered by the structure.
Slide 3: Continuation of Internal Perspective
• Employees in the company are not encouraged to be creative and innovative because
their opinions and ideas must be approved by the General Managers in each business
unit.
• Individuals are encouraged and motivated to be creative and innovative if they are
effectively rewarded for their innovations. However, in MHS rewarding through
promotion is based on the length of stay rather than performance.
Slide 4: Recommendations for Internal Perspective
 Participatory management structure and decision making process should be used in the
company to motivate all members from all departments to introduce innovative ideas but
the top management should have the final decision based on the resources available
Slide 5: External Perspective
 The case study shows that innovative capacity of MHS is influenced by knowledge
management and R&D. As mentioned by Vega-Jurado et al. (2008) and Shi, Wu and
Zhao (2014), R&D and knowledge management are very essential in any organisation.
MHS does not have effective strategy for knowledge management and has not invested in
R&D.
Slide 6: Recommendations for External Perspective
• MHS has invested in R&D in the Australian market for the two business units, however,
the company should target the Asian markets such as Indonesia and Singapore and hence
develop R&D centres in these markets. This will help in exporting and importing
innovative ideas that would be introduced in the centres.

• The company should ensure there are strong knowledge management strategies by
training the young employees
Slide 7: Marketing Perspective
• As mentioned by Kivimaki, Lansisalmi, Elovainio and Heikkila (2000), marketing factors
influence the innovation capacity of an organisation. MHS has demonstrated
innovativeness by developing new products such as Poseidon in the Neutrino business
unit. Though there was a huge cost in developing the product ($12.0 million), it was
estimated to generate $350 million a year in revenue from 2023 onwards.
• The company has expanded into Asian markets and CLEO products seem to do well in
the Asian market as compared to the Australian market.
• Innovativeness is demonstrated by effective distribution. Export markets for Dermatech
include China and Indonesia
Slide 8: Recommendations for Marketing Perspective
• MHS should invest on expanding to new markets for their products especially in Asia
(such as Singapore and Indonesia
• The company should invest in promotional and marketing strategies to increase presence
in the existing market (Australia).
• MHS should develop new and more innovative products and develop new distribution
channels to ensure that their customers get their products conveniently and reduce the
cost of distribution.
Slide 9: Technology Perspective
• MHS has an effective innovation process that improves the company’s innovation
capacity. For instance, the company has R&D centres where innovative products are
manufactured.
• The process involves researching for a product, developing the product, and providing it
to consumers in the market. In all these processes there is room for value creation.
Slide 10: Recommendations for Technology Perspective
• MHS should ensure that there is value creation in all the three processes of innovation.

Category:

Description

MBA501 :Dynamic Strategy and Disruptive Innovation 10

Assessment 1 Information
Subject Code: MBA501
Subject Name: Dynamic Strategy and Disruptive Innovation
Assessment Title: Disruptive Innovation Video Presentation (Individual)
Assessment Type: 10-15 minute video recording and script
Weighting: 35 %
Total Marks: 35
Submission: Turnitin
Your Task
You are required to review an organisation case study including information about the
organisation’s internal structure, market research techniques, and R&D methodology.
The case study will also include information regarding relevant regulation and economic
conditions affecting the organisation. The case study will be shared in week 09.
Assessment Description
You must then record a Disruptive Innovation Video Presentation reflecting on the
organisation’s capacity to innovate from the following perspectives:
A. Internal perspective
Prepare an analysis of the key internal structures impacting the organisation’s
innovative capacity and offer recommendations.
B. External perspective
Prepare an analysis of the key external factors impacting the organisation’s innovative
capacity and offer recommendations.
C. Marketing perspective
Prepare an analysis of the key marketing and customer related factors impacting the
organisation’s innovative capacity and offer recommendations.
D. Technology perspective
Prepare an analysis of the organisation’s innovative processes and whether they
enhance the organisation’s innovative capacity and offer recommendations.

Assessment Instructions
o The video recording should not exceed 15 minutes.
o Need to upload the supporting material to Turnitin. It can be,
▪ A script
▪ Powerpoint slide deck (with notes)
▪ A word document with key points
o Important to indicate references in the document that will be uploaded into
Turnitin.
o You are not expected to research the industry mentioned in the case study. The
focus should be on researching, analysing, and applying disruptive innovation
related theories, concepts, and scholarly views.
o Concepts relevant for this assignment are in workshops 9, 10, 11, and 12.
o Study the attached assessment rubric carefully.
o Watch the assignment briefing webinar conducted by the Subject Coordinator –
refer subject welcome message from the Coordinator for the date and time.

Important Study Information
Academic Integrity Policy
KBS values academic integrity. All students must understand the meaning and consequences
of cheating, plagiarism and other academic offences under the Academic Integrity and Conduct
Policy.
What is academic integrity and misconduct?
What are the penalties for academic misconduct?
What are the late penalties?
How can I appeal my grade?
Click here for answers to these questions:
http://www.kbs.edu.au/current-students/student-policies/.
Word Limits for Written Assessments
Submissions that exceed the word limit by more than 10% will cease to be marked from the point
at which that limit is exceeded.

Study Assistance
Students may seek study assistance from their local Academic Learning Advisor or refer to the
resources on the MyKBS Academic Success Centre page. Click here for this information.

Assessment Marking Guide

Criteria Fail below 50% Pass 50% – 64% Credit 65%– 74% Distinction 75%-84% High Distinction over 85%

Internal perspective
(7 marks)

Application of
concepts and the
depth of
recommendations

Weak understanding of the
concepts associated with
this perspective. Missing or
superficial
recommendations.

Basic understanding and
integration of the concepts
associated with this
perspective. Some evidence
of research. The
recommendations are
sufficient but lack depth.

Demonstrated an adequate
understanding of concepts
associated with this perspective.
Applied the concepts well and
provided adequate
recommendations. Some
evidence of research.

Good understanding of concepts
associated with this perspective.
Applied the concepts to the case
well. Integrated journal articles,
prescribed text, other books, verified
websites, etc. into the analysis.
Good recommendations; in line with
the analysis and provided sufficient
justification.

Comprehensive analysis and application
of concepts associated with this
perspective. Integrated journal articles,
prescribed text, other books, verified
websites, etc. into the analysis. Very
good justification for the
recommendations.

External perspective
(7 marks)

Application of
concepts and the
depth of
recommendations

Weak understanding of the
concepts associated with
this perspective. Missing or
superficial
recommendations.

Basic understanding and
integration of the concepts
associated with this
perspective. Some evidence
of research. The
recommendations are
sufficient but lack depth.

Demonstrated an adequate
understanding of concepts
associated with this perspective.
Applied the concepts well and
provided adequate
recommendations. Some
evidence of research.

Good understanding of concepts
associated with this perspective.
Applied the concepts to the case
well. Integrated journal articles,
prescribed text, other books, verified
websites, etc. into the analysis.
Good recommendations; in line with
the analysis and provided sufficient
justification.

Comprehensive analysis and application
of concepts associated with this
perspective. Integrated journal articles,
prescribed text, other books, verified
websites, etc. into the analysis. Very
good justification for the
recommendations.

Marketing
perspective
(7 marks)

Application of
concepts and the
depth of
recommendations

Weak understanding of the
concepts associated with
this perspective. Missing or
superficial
recommendations.

Basic understanding and
integration of the concepts
associated with this
perspective. Some evidence
of research. The
recommendations are
sufficient but lack depth.

Demonstrated an adequate
understanding of concepts
associated with this perspective.
Applied the concepts well and
provided adequate
recommendations. Some
evidence of research.

Good understanding of concepts
associated with this perspective.
Applied the concepts to the case
well. Integrated journal articles,
prescribed text, other books, verified
websites, etc. into the analysis.
Good recommendations; in line with
the analysis and provided sufficient
justification.

Comprehensive analysis and application
of concepts associated with this
perspective. Integrated journal articles,
prescribed text, other books, verified
websites, etc. into the analysis. Very
good justification for the
recommendations.

Technology
perspective
(7 marks)

Application of
concepts and the
depth of
recommendations

Weak understanding of the
concepts associated with
this perspective. Missing or
superficial
recommendations.

Basic understanding and
integration of the concepts
associated with this
perspective. Some evidence
of research. The
recommendations are
sufficient but lack depth. MBA501 :Dynamic Strategy and Disruptive Innovation 10.

Demonstrated an adequate
understanding of concepts
associated with this perspective.
Applied the concepts well and
provided adequate
recommendations. Some
evidence of research.

Good understanding of concepts
associated with this perspective.
Applied the concepts to the case
well. Integrated journal articles,
prescribed text, other books, verified
websites, etc. into the analysis.
Good recommendations; in line with
the analysis and provided sufficient
justification.

Comprehensive analysis and application
of concepts associated with this
perspective. Integrated journal articles,
prescribed text, other books, verified
websites, etc. into the analysis. Very
good justification for the
recommendations.

Organisation and
Video presentation
(7 marks)

Organisation of the
video, adherence to
KBS referencing
guidelines and
structure of the
document submitted

Unstructured video
presentation. Did not follow
KBS referencing guidelines
and the document submitted
do not link with the
recording. Reading from a
script, using filler words, and
unsuitable background

The video is structured
sufficiently but reading from a
script, using too many filler
words, and confusing/
unstructured sentences.
Followed KBS referencing
guide sufficiently. Reasonably
professional approach to the
recording.

A sufficiently structured video
recording. Followed KBS
referencing guidelines well.
Adhered to most of the video
presenting conventions.
Reading from a script.
Professional approach to the
recording.

A well structured video recording
that creates interest. Followed KBS
referencing guidelines well.
Professional and confident
presentation.

An interesting video recording that fully
adheres to video recording and
presentation conventions. The video can
break the clutter. Followed KBS
referencing guidelines well.

MBA501 :Dynamic Strategy and Disruptive Innovation 10.

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