write down one original question(250 words) and reply 2 postings (100-150words/each)

Threaded Discussion Question:

Recall from the video, “Secrets at Apple’s Core,”

http://ecorner.stanford.edu/authorMaterialInfo.html?mid=2973 (Links to an external site.)

that Jobs’ approach product development is summed up in his question: “How can the customers tell you what to do when they don’t know what is possible?”

A different point of view is expressed in the article, “Market Driven Innovation.” To read this article, follow the link below:

http://ecommons.library.cornell.edu/bitstream/1813/11659/1/Market-Driven%20Innovation.pdf (Links to an external site.)

Here are the questions you will address in your essays:

(1) In what ways are these two approaches different?

(2) Is one superior to the other? Why?

Please respond to the question with a minimum of 200-250 words. Please use three references.

Please reply to two of your classmates postings with a minimum of 150 words.

#reply1

(1) In what ways are these two approaches different?

Lashinsky’s presentation regarding Apple was to share his analysis with respect to the keys that drive the continuous success of Apple, which emphasizes how different Apple is compared to other players in the market (Allen et al, 2012). For instance, Apple is highly integrated, highly confidential for its products, protective in terms of its products and employees. Apple is always a leader telling customers what they want before they figure that out. Apple always pursues its perfectness on each and every detail. It doesn’t wait for customers to inform them what the demand is while it highly values customer experience. The combined factors that determine Apple’s success may not be applicable to others.

The Market Driven Innovation, according to Wankerl et al., was aiming at discovering a methodology that can be applied to most companies by studying what customers would like to have. This study was designed to derive the generalizable methodology, which can be used across industries. Many factors are attributed to the success of a company, while this approach was to find something in common that is effective. Based on the study conducted by the authors, they have proven that innovation can succeed when it starts from the market side, which is the opposite direction from what Apple has been doing.

(2) Is one superior to the other? Why?

I would not consider that one is superior to the other. The success of Apple is an extremely unique scenario, which makes that its key to success may not be helpful for others to apply to their companies. The uniqueness of Apple, especially with its legendary leader, has been able to lead customers and tell them what they need. Even now, it is very difficult for another company to become another Apple in any field despite the fact that there are more available and allocable resources. The combination of what Apple has leads it to succeed, not any single factor alone. There are 3 lessons learned from Apple, according to Scott Anthony (2014), not just focusing on building beautiful products but business models, thinking in terms of platforms and pipelines and taking a portfolio approach. All of these need conditions like Apple possesses to be realized.

The methodology derived from the Market Driven Innovation was intended to be used by various companies that may not be as visionary as Apple is but are capable of innovating to obtain more market share. It allows those companies to follow the methodology of learning from their customers and adjust their strategies accordingly. This approach serves as guidance in a business textbook that contains detailed instructions for the companies, especially new ones, to follow step by step. Since it is a generalized approach, it presents conservatism for the companies avoiding significant risks of the outcomes, which is the opposite of Apple’s approach. The latter tends to be risk seeking to be awarded more if it wins.

#reply 2

1. In what ways are these two approaches different?

The video “Secrets at Apple’s Core” used Apple as the example to present audiences the why Apple can achieve the great success via analyzing the key factors. I think the approach used in “Secrets at Apple’s Core” might not be applicable for other companies. However, Wankerl et al introduced the “Market Driven Innovation”, which can be applied to majority of companies in the market. The key idea of “Market Driven Innovation” is that the company should analyze customers’ needs and produce products to ensure the products can satisfy majority customers’ needs. Just as Wankerl et al mentioned in the article, the successful innovation usually stands by the market side, in other words, in the customers’ side.

2. Is one superior to the other? Why?

I think that Market Driven Innovation is superior to the one described in “Secrets at Apple’s Core”, since it can be applied for majority companies. Apple is different comparing to other companies, since it has already achieved the great success. The key factors that help Apple to achieve the success cannot be applied to other companies, since each company has different situation. However, starting with market side and analyzing customers’ needs is always helpful for a successful innovation.

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