Assessment 3: Scenario workshop (20%)
Increasingly, creation of new market value is becoming central to successful innovation .You are required to select an industry in a market of your choice in order to apply Kim and Mauborgne (1999)’s New Value Curve for creating new market value.
The Scenario workshop requires you:
? Identify an industry in a market where new market value creation has been undertaken
? Articulate and justify the role of new market value creation in the context of your selected industry
? Evaluate the strategies that have been used to create new market space in this industry
Essays should not exceed 1,000 words, using size 12 point font with 1.5 line spacing format. Essays must be fully and accurately referenced or they will not be graded.
Students shouldaim for a 10 per cent to 15 per cent Turnitin similarity index with direct quotes properly referenced with quotation marks, source and page number (please contact the instructor if you need advice regarding Harvard referencing). Secondary research can be included in the assessment to consolidate arguments.
? Week 8: Submission of case study via Turnitin.
Marking criteria and standards(follow criteria and exceeds expectations to score best marks)
CRITERIA EXPECTATIONS NOT MEET MEETS EXPECTATIONS EXCEEDS EXPECTATIONS
Identification of a relevant industry and articulation and justification of the role of new market value creation in the context of a selected industry
No identification of industry. Minimal or no critical articulation and justification of role.
Limited or no critical articulation and justification of role. Good articulation and justification of the role of new market value creation in the context of a selected industry
Very good to outstandingarticulation and justification of the role of new market value creation in the context of a selected industry.
0-4 5-7 8-10
Evaluation of the strategies that have been used. Minimal or no critical evaluation of strategies.
Limited or no critical evaluation of strategies. Good evaluation of strategies
Very good to outstanding evaluation of strategies.
0-2 3 4-5
Overall essay presentation, structure and logic. Basic paper with no reader engagement. There is no obvious logic or structure and essay is hard to follow.
Paper is interesting and easy to read, but could be better structured as a logical essay. Good presentation and layout. Paper has consistent logical flow of thought, is very well structured and presented as an essay.
0.5 1-1.5 2.5
Citation and referencing. Material is not paraphrased; inadequate in-text citations and bibliography. Satisfactory in-text citations, paraphrasing and bibliography with some errors. Very good in-text citations, paraphrasing and bibliography in all respects.
0.5 1-1.5 2.5