The Google INNOVATION APPLICATION describes how the company manages its idea factory. Are there risks of expanding too far beyond the core search business? How should new-product planners avoid this problem without disregarding all potential opportunities beyond the core business?
Answer to relevant QuestionsThe RELATIONSHIP APPLICATION describes how the design consultant IDEO assists companies in new-product design. Discuss the advantages and limitations of having this activity performed by a consultant rather than internally. Explain the relationship between customer satisfaction and customer value. Compare and contrast the use of scanner tests and conventional market tests. Visit the Yahoo Inc. website. Describe Yahoo’s brand portfolio. How does improving product quality lower the cost of producing a product?
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