Case studies in

Business Innovation

Readings for discussion

Case Studies in Business Innovation: Readings for discussion

[Chapter 3 Beta Edition]

ISBN: 978-1-941140-50-5

© 2022 Atama-ii Books, Tokyo

by Marcos Benevides, Chris Valvona, Mark Firth

Production editor: Marcos Benevides

Design: Junko Takahashi

Disclaimer: Kodak™, Tesla™, Netflix™, Twitter™, Nintendo™, and other references to registered trademarks in this textbook are made in observance of nominative fair use doctrine regarding trademarks. The publisher implies no with any of their competitors. endorsement, sponsorship, or association with companies mentioned within, nor These case works written by the authors based studiesare original on publically available research, and are factual to the best of our knowledge at the time of writing.

Photos: Cover: Costco Amagasaki (Kirakirameister, CC BY-SA 3.0 via Wikimedia Commons, modified to remove corporate logo); Kodak Eastman II (Karl Thomas Moore, CC BY-SA 4.0 via Wikimedia Commons, modified to remove background); other stock images obtained under license via DepositPhoto. Page 51: Kodak_Eastman_II (Karl Thomas Moore, CC BY-SA 4.0 via Wikimedia Commons); Tesla_electric_car_charger_30032293895 (dronepicr, CC BY 2 0 via Wikimedia Commons); Netflix_button_on_Sharp_Aquos_remote_20131106 (Brian Cantoni, CC BY 2.0 via Wikimedia Commons); @solenfeyissa_Twitter (Solen Feyissa, CC BY-SA 2.0 via Wikimedia Commons); Wiiconsole (Evan-Amos, Public domain via Wikimedia Commons). Page 52: Young_girl_taking_a_Kodak_picture_of_her_doll_LCCN2003671161 (Public domain via Wikimedia Commons); No. 28_-_The_Kodak_Girl_LCCN2003654748 (Public domain via Wikimedia Commons). Page 53: 2015_04_08_012_Kodak_Instamatic_50.jpg (Friedrich Haag, CC by-sa/4.0 via Wikimedia Commons). Page 54: Take a_Kodak_With_You (John Hassall, Public domain, via Wikimedia Commons). Page 55: Kodak Instamatic_155X.jpeg (Karsten11, Public domain, via Wikimedia Commons). Page 56: Ford experimental electric car 1914 (unknown artist, Public domain, via Wikimedia Commons); Tesla Roadster 2.5 (Overlaet, CC BYSA 3.0 via Wikimedia Commons). Page 57: Roadster 2.5 windmills (Tesla Motors Inc., public domain via Wikimedia Commons). Page 58: Tesla_electric_car_charger_30032293895 (dronepicr, CC BY 2.0 via Wikimedia Commons). Page 60: Manifold Video a few weeks before closure (Jarred Crowe, CC BY-SA 4.0 via Wikimedia Commons). Page 61: Netflix envelope (BlueMint, CC BY 2.5 via Wikimedia Commons). Page 62: Netflix_button_on_Sharp_Aquos_remote_20131106 (Brian Cantoni, CC BY 2.0 via Wikimedia Commons). Page 64: @solenfeyissa_Twitter (Solen Feyissa, CC BY-SA 2.0 via Wikimedia Commons); First Tweet (Jack Dorsey, via Twitter <https://twitter.com/jack/status/20>). Page 65: NTT docomo F-01M 001 (Mc681 via Wikimedia Commons, CC BYSA 4.0, modified to include text message); SMS composition on feature phone (Miss Puzzle via Wikimedia Commons, CC BY-SA 4.0, modified to fit in phone screen). Page 66: Four more years (Barack Obama, photographer unknown, via Twitter <https://twitter.com/BarackObama/status/266031293945503744>. Page 68: Wii Wait - 5 (Samm, CC BY-SA 2.0 via via Wikimedia Commons) ; Wii-console (Evan-Amos, Public domain via Wikimedia Commons). Page 69: Nintendo-Color-TV-Game-Blockbreaker-FL (Evan-Amos, public domain via Wikimedia Commons). Page 70: Mario,_Luigi_Wii_U_controller (othree, CC BY 2.0 via Wikimedia Commons).

Editorial contact: publisher@atama-ii.com

Sales and distribution: englishbooks.jp

Introduction

Case Studies in Business Innovation is a reading and discussion course that can be used either on its own or as a supplement to Widgets Inc.: A task-based course in workplace English (*). The intended audience is learners of English as a second language.

This book is made up of thirty case studies divided into six themed chapters. Chapter themes help to aid comprehension and to organize discussion. The readings within each chapter are not sequenced in any particular order.

Each reading presents a single brief “snapshot” of a company, product, or strategy that we consider to be innovative and worthy of discussion. We do not recommend nor reject any brand or idea in this book; our aim is to present interesting, factual information that you can consider, discuss—and maybe even discard!

At the beginning of each chapter, there is an Executive Summary. This provides a pre-reading opportunity to activate your previous knowledge. After each reading, there are discussion and research tasks. At the end of each chapter, a more substantial project encourages a broader look at the theme.

We hope that you will enjoy teaching and learning with this book as much as we enjoyed writing it.

Best regards,

Marcos Benevides

Chris Valvona

Mark Firth

(*) For more information about Widgets Inc.: A task-based course in workplace English, visit widgepedia.com

CHAPTER 1 Power of the People: Innovations in human resource management

CHAPTER 2 Eureka moments: Innovations in product research & development

5 Zoom (improvement on Cisco’s Webex)

CHAPTER 3 The next big thing: Innovations in strategy & planning

1 Kodak™ and the digital camera

2 Tesla™ and the electric car

3 Netflix™ and video delivery

4 Twitter™ and the new media

5 Nintendo Wii™ changes the game

CHAPTER 4 The customer is always right: Innovations in market research & analysis

CHAPTER 5 Buy now! Innovations in advertising & brand-building

CHAPTER 6 Best for the job: innovations in attracting and retaining talent