EXPLAIN THE EXPLOITATION OF INNOVATIONS BY ORGANISATIONS IN REAL-LIFE

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EXPLAIN THE EXPLOITATION OF INNOVATIONS BY ORGANISATIONS IN REAL-LIFE

MGMT20132 Supplementary Assessment

T2 2016
This is an INDIVIDUAL piece of work to be submitted as a supplementary assessment for MGMT20132 in T2 2016. You are required to write an ACADEMIC ESSAY, between 1,600 and 2,000 words (excluding reference list).
This supplementary assessment willdetermine whether you will be able to pass the subject. Please note that detailed feedback may not be provided.
The objective of this essay is to demonstrate your understanding of the business model as a concept and how a theoreticalunderstanding of business models can be used to explain the exploitation of innovations by organisations in real-life. The background to your essay topic is the following:
The emergence of the internet has substantially disrupted many aspects of life, including business. Many companies, which previously used to operate purely out of ‘bricks and mortar’ (offline) premises, are nowadays forced to be innovative in their choice of business model to reflect this importance of the internet: Manycompanies nowadays retain their ‘bricks and mortar’ operations, while at the same time operating online (these types of business models are often referred to as ‘bricks and clicks,’ ‘clicks and mortar’ or similar terminology).
Tosuccessfully complete this supplementary assessment, you are required to explore the academic literature on business models and towrite an essay addressing the following:
• By referring to appropriate literature, clearly define the terms ‘business model,’ ‘bricks and mortar business model’ and ‘bricks and clicks business model’ (NB you may use an alternative terminology, e.g. ‘clicks and mortar’ – just make sure you keep it consistent)
• Identify a company that has previously operated purely offline, while nowadays operating a ‘bricks and clicks’-type BM. Provide an overview of the company, the industry in which it operates and the offline and online BMs it utilises .
• Critically compare the two types of business models with reference to relevant literature and by so doing clearly highlight the reasons why your chosen company had to adopt an innovative online-based business model.
• Conclude by briefly discussing the significance of your findings for the future of business models.
You must include at least12 references, whereby at least 6 of these need to be high-quality academic peer-reviewed articles. All sources must be fullyreferenced. Please note that academic misconduct and late submission penalties will apply to this assessment as per theuniversity policies.
Please note that NO video is required for this supplementary assessment.