Innovation and Video Game Industry Essay

??????? (2010 Summer) ??????????? :??????????????? Harvard ???? ?? ,????????????????? ,?????????????? ?????? 70 ?? ???? :??? (3366-1050)[email protected] edu. tw http://guo. ba. ntu. edu. tw ??? (3366-1052)[email protected] edu. tw ??? (3366-9655)[email protected] ntu. edu. tw ??????? : ?? ?? 6 ? 19 ? 1pm-1:30pm 7 ? 10 ? 9am-5pm 7 ? 11 ? 9am-5pm 7 ? 18 ? 9am-5pm 7 ? 25 ? 9am-5pm ?? ?? ??????? ? 102 ???? ???? ???? ???? ???? ???? ???? ???? ?? ??? ??? ??? ??? ??? ???? :???? (????? ) 1 ???????? 2 3 ??????? 4 5 ???? 6 ???? :???? (????? 1 ?????? 3 ??????? 5 ????? ??????? ?????? ????? /????? ) 2 ?????? 4 ????? 6 ????? NTU EMBA ??????? (2010) Part 1: ???? ???? :????? ???? :?????? 813? (02)33661050 [email protected] edu. tw Website:http://guo. ba. ntu. edu. tw ???? :7 ? 10 ? /7 ? 11 ? 9am-5pm ???? :???? ???? ???????????????????? ,???????????? ?????????????? : ? ? ? ? ??????????????????????????????? ????????????????? ,??????????????? ?????????????????????????? ?????????????????????????????? ???????????????????? : ? ? ? ? ???????? ??????? ???? ????? ???? ? ???????? ,Scott Shane? ,???? ???? ? ? ???? :30% ????????? :70% ???? ? ? ? ? ??????????? ? 7 ???????? (? 10 ? ) ??????????? ??????????????? 2 ???? ?? 6/19 1pm-1:30pm ? 1? /10 9am-10:30am 10:50am -12:30pm 1:30pm-3pm 3:20pm-5pm ? 2? 7/11 9am-10:00am 10:20am -12:30pm 1:30pm-3pm ?? ???????? ???? ????????? ??????? ??????? ?????????? #1 ?????? Ch. 1 #2 ?????? Ch. 2 ??????? #1:R&R #3 ?????? Ch. 3 #4 ?????? Ch. 4 #5 ?????? #2: Zipcar #6 ?????? Ch. 5 #7 ?????? Ch. 6 #3: E Ink #8 ?????? Ch. 10 #9 ?????????? #10 ????? #4: Mercury Rising ???? ??????? ????? ???? ????? 3:20pm-5pm ??????? 3 ???? ????? (6/19) ???????? ? 1pm-1:30pm ???? ? Stevenson (1988) ??????? ? 1 ? (7/10) 9am-10:30am ??????? ? ???? ? Sahlman (1997) ?????????? ? ?????? Ch. 1 (#1 ???? ) ? ?????? Ch. 2 (#2 ???? ) 10:50am-12:30pm ??????? ??? : R&R (???? 9-386-019) ? ?????????????????????????? ??????????????????????????? ??????????????????????????? ?????????? ?????? : ? ???????????????? A4 ???? : 1 ?????? ,Bob Reiss ?????????????? ?????????????????? 2 Bob Reiss ?????????? 3 Parker Bros.?? Milton Bradley ??????????? ? Bob Reiss ????? 4 ?? TV Guide Game ????? ,Bob ???????? ???? : R&R ? ? 1:30pm-3pm ???? ? ???? ? ?????? Ch. 3 (#3 ???? ) ? ?????? Ch. 4 (#4 ???? ) ? ?????? (#5 ???? ) 4 3:20pm-5pm ??????? ? ??? :Zipcar:?????? (???? 9-803-096) ? Zipcar ???????? ”?? ”????????????? ?? Zipcar ???????????? ,???????? ??????????????????????????? ?????? : ? ??????????????? A4 ???? : 1. ?????? Excel ? ??????????????? , ???????????? ,????????? 2. ?????? PPT ???? (A1)????????? ,? Exhibit 8b ????????????????????? ??? ,?? (A2)? (A3)??? template???????? ???? ,?????????????? 3. ?? (B)???????????? ,????? ”? ”?? ??? ”?? ”???????????? (B)??? ,?? ???? ,????????????? 4. ?????????? ,Chase ????????? ???? : Zipcar ? ? ? 2 ? (7/11) 9am-10:00am ????? ? ???? ? ?????? Ch. 5 (#6 ???? ) ? ?????? Ch. 6 (#7 ???? ) 10:20am-12:30pm ???? ? ??? :E Ink:??????? (???? 9-800-252) ? E Ink ??????????? ,???????????? ??????????????????????????? ???? ,?????????????????????? ?????????? :???????????????? ????? ,?? E Ink ???????????? ?????? ? ???????????????? A4 ???? : 5 ? 1. E Ink ?????????? 2. ???????????????????? 3. ????????????????????????? ?? 4. Iuliano ????????????? 1:30pm-3pm ????? ? ???? ? ?????? Ch. 10 (#8 ???? ) ? Wolcott (2007) ?????????? (#9 ???? ) ? Gilbert (2002) ????? (#10 ???? ) 3:20pm-5pm ??????? ? ??? :Mercury Rising (???? 9-803-107) ? ???????????? Knight Ridder ???????? ??????????????? ,Knight Ridder ????? ???????????????????? ,?????? ??? 1 ?????????????????? :(1)?? ????? (2)????? (3)?????????? ?????? : ? ???????????????? A4 ???? : 1. Bob Ingle ???????????????????? 2. ??? Knight Ridder ?????????????? . ???? Hilary Schnider,???? KRD(Knight Ridder Digital)? CEO? 4. Schnider ????????? ,??????? ???? : Interview with Hilary Schnider ? ? 6 NTU EMBA ??????? Part 2: ???? (1) ???? :????? ???? :7 ? 18 ? ?? 609 ? 9am-5pm Reference book ???????? ,Clayton Christensen ? ,????? (?? :????? ) Course Topics Overview Date Day 3 7/18 9am-10:40am 11:00am-12:30pm Innovation strategy Innovation implementation Managing global 3:30pm-5pm Innovation #2 Siemens #1 Nintendo ?????? Ch. 7-8 1:30pm-3:10pm ?????? Ch. 9-10 ??????? Ch. I2-I3 Introduction to IM Subject Case Study Readings ?????? Ch. 1-2 ?????? Ch. 3-4 ?????? Ch. 5-6

Day 3 (7/18) 9am-10:40am Introduction to innovation management ? Readings ? ?????? Ch. 1-2 ? ?????? Ch. 3-4 ? ?????? Ch. 5-6 11:00am-12:30pm Innovation strategy ? Case #1: Nintendo’s disruptive strategy: implications for the video game industry (HBS case 9-HKU-814) ? This case describes the evolution of the video game industry and the innovation strategy of Nintendo. The case introduces the concept of disruptive technology, analyses how a creative 7 ? innovation can impact existing industry dynamics, and discusses the key principles by which successful firms can introduce and manage disruptive innovations.

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Case assignments: ? ? ? ? prepare a two-page notes answering the following questions: 1. Discuss the evolution of the video game industry, particularly in terms of competition and technology. 2. What does “disruptive technology” mean? What are the principles behind it? 3. Analyse Nintendo’s disruptive strategy in detail. What are the main features of this strategy that have made the Wii such an overwhelming success? 4. Assess the key competition faced by Nintendo’s Wii. What are the strategies and options available to competitors to meet Nintendo’s challenge? 1:30pm-3:10pm Innovation implementation ?

Readings ? ?????? Ch. 7-8 ? ?????? Ch. 9-10 ? ??????? Ch. I2-I3 3:30pm-5pm Managing global innovation ? Case #2: Siemens AG: global development strategy (A) (HBS case 9-602-061) ? This case examines the management of global innovation network in a changing industry—an important challenge faced by senior managers today. The case addresses the strategic issues in designing the global innovation network within large firms, introduces the opportunities and challenges of the global innovation management, and identifies the operational challenges of managing the globally distributed projects. Case assignments: ? ? ? prepare a two-page notes answering the following questions: 8 ? 1. 2. 3. 4. Why does Siemens have regional development centers (RDCs) around the world? How would you characterize Siemens’ global development strategy? What are the differences between RDCs in India, Germany, and the U. S.? How to manage and coordinate RDCs? What has gone wrong on the ADMOSS and NetManager projects? Please consider the Bangalore and Munich perspectives. What should senior management respond to the NetManager project crisis? a) Let Bangalore to solve it; b) Move all decision-making to Europe; or c) Move entire project to Europe.

Describe your decision and the reasons. 9 NTU EMBA ??????? Part 2: ???? (2) ???? :????? ???? :7 ? 25 ? ?? 712 ? 9am-5pm Course Descriptions This section in the course provides a framework for managing innovations in businesses. The emphasis is to clarify the interactions between people, competitive environment, new ideas, technological/market change, and the structure/development of internal capabilities. The course also examines the challenge to building and maintaining an innovative organization, and how individuals can successfully innovate in organizations.

These can provide clues for insightful planning when deciding how to structure your organization to innovate, and how to manage groups that are innovating. Each section reading consists of one journal article, and probably one case for further discussion of the readings. Classes will usually begin with a reflection exercise that entails critical thinking about the topic for the session, followed by an activity and lecture introducing material found both within and outside of the readings.

The primary goal of the course is to expose students to a variety of perspectives on innovation, while building on past work experiences and preparing for work experiences in the future. Reference Books ? ? ?????? 10??? ,Tom Kelly ? ,???? ??????? ,???? ,???? Grading Policy ? ? ? Class participation (30%) Case pre-reading summary (30%) Group exam (40%) Course Contract ? Each student will be expected to come to class prepared to actively participate in discussions. In particular, the reflection exercise will be collected as a measure of participation and as a way for the instructor to get to know each student. 0 ? Before class case discussion session, each student has to submit a one-page typed (12 points single spaced) report of her(his) summary of the case -“What is Big Idea? ”. The written summary should present the points as attached file suggests. In the exam students will be given the chance to consolidate all she(he) learned from the entire class by answering a set of comprehensive, but innovative questions, which are basically from ideas discussed in class sessions or relevant outside materials. ? Course Topics Overview Date Day 4 7/25 9am-10am Subject

Definition and sources of innovations Systematic innovation development & evolution of innovation Case & article discussion Case Study Readings ????? 10:20am-12:30pm ????? 10 ?? ????? 1:30pm-3pm #1 What is big idea? 3M’s innovation crisis ????? :????? ????? 3:20pm-4pm Connect and development Summary, in-class group exam and wrap-up 4pm-5pm Detailed Course Schedule Day 4 (7/25) 9am-10am Definition and sources of innovations ? Readings ? Drucker (2002) ????? 10:20am-12:30pm Systematic innovation development and evolution of innovation ? Readings ? ?????? 10 ??? ? Moore (2007) ????? 11 1:30pm-3pm Case and article discussion ?

Case #1: What is big idea? (A) (HBS case 602105) ? CEO Michael Collins must decide if and how a process he developed to further innovation in the kids’ industry could port over to other industries. The process was based on Collins’ experiences as an inventor and as a venture capitalist, and it allowed his company to be an intermediary between inventors and innovation-seeking companies. The process seemed to be working quite well in the kids’ industry and Collins had to decide what would “travel” to a different vertical. Case assignments: ? Each student prepares a one-page notes answering the following questions: 1.

Why is the Big Idea Company able to identify and bring to market innovative concepts, while other companies complain about a lack of innovative ideas? 2. How proprietary or defensible is Big Ideas’ system? Could one of the other major toy companies replicate it? Why or why not? 3. Should Big Idea focus on product partnerships or get additional equity to bring high potential inventions to market? Readings ? “Business Week:“3M’s innovation crisis”, June 11 2007 ? ? 3:20pm-4pm Connect and development ? Readings ? Huston (2006) ????? :?????????? 4pm-5pm Summary, in-class group exam and wrap-up 12

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