Assessment
requirements:
The PACE of
innovation – ‘The list’ that shows what oth

Assessment
requirements:
The PACE of
innovation – ‘The list’ that shows what others need to do….but can’t !!!
Watch the following Video and answer the following questions:

Car companies, in general, practice
incremental innovation. What type of innovation is in evidence in Tesla?
Support your answer with relevant examples? L O 2 & 4
How important is a culture of innovation in an
organisation and how does Tesla operate innovative management
initiatives/practices? L O 2 & 4
How can the ‘traditional’ car industry fight
back? Should it fight back or develop new segments? L O 1, 2, & 3
Analyse the marketing strategy of Tesla. Musk
seems to be indicating that his ‘Zero Dollar’ marketing strategy may not
be working. L O 2, 3, & 4
Has Tesla, as a brand, ‘crossed the chasm’? L
O 1 & 3
Each question is worth 20%
What is being graded?
Comprehension of and, understanding of innovation in
business
20%
Understanding of Innovation Marketing Strategy
25%
Understanding of Diffusion of Innovation Theory and
‘Crossing the Chasm’ theory & practice for Marketers
25%
Analytical insights
20%
Presentation, originality of thought and creativity
10%
*You might insert tables, graphics, or illustrations.*