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Analyzing the Importance of Organizational Innovation in Marketing and Operations Management

Body Paragraphs

Innovation is a crucial element for economic and organizational success. If a company wants to compete it must be both adaptive and creative. The focus of this TMA is to select an example (preferably a local example) of organizational innovation associated with its business functions- marketing and/or operations management- and analyze the importance of this innovation. This TMA is not about innovative products, but rather innovative processes and methods that organizations implement through their business functions (marketing or operations) to gain competitive advantage such as finding new suppliers, creating new production methods, creating a new advertising strategy, etc.

Answer should be in the form of an essay. The essay should be well organized. The introduction should introduce the topic.

In the body paragraphs, the following points should be discussed:

  1. Name the organization and briefly describe its products, markets and activities. 
  2. Discuss how the two business functions (marketing and operations) would identify and address this organization’s innovation needs.
  3. Discuss the selected process innovation (marketing and/or operations). Which problem did it solve? Which added value did it bring?
  4. Analyze how the process innovation was implemented and its benefits.
  5. Discuss the issues that were faced by the organization upon implementing the innovation. 
  6. Evaluate the most important tools that were used for fostering an organizational culture of innovation?

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