8. Comment on what is the contrasted between these two paragraphs A and B? How does it relate to in the 3 elements of innovation management? Why is it important to understand these two aspect? Where do yourself consider it is important to put the emphasis:

9. Why would BoA ask for help from Disney (see statement): Focus on what does it mean to "test" a service "innovation? What is involved in doing so that is different from a product? What is the impact on doing innovation?

The Walt Disney Company designed and taught them a "Bank of America Spirit" programdemonstrated in theme parks and taught through seminars as a service approach to other industrieswhich was a principal motivator of the team.

10. Explain what is the key point of this paragraph? The management was surprised which highlights some of the practical tensions in "innovation management", what is the lesson? Why?

"Not surprisingly, with this about-face the behavior of the staff reverted as well. Hosts, for instance, became reluctant to send customers over to insurance agents because they got no points for such referrals. On two occasions, in fact, supervisors witnessed a host undertake entire transactions just to make his points quota rather than direct customers to associates. The about-face also led one staff member to question Brady about senior management's commitment to the I&D Market vision. What concerned Brady and Butler the most, however, was the impact of incentives on the learning and quality of in-branch experiments."