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Managing Technology And Innovation (Entr 542) Question Paper
Managing Technology And Innovation (Entr 542)
Course:Business Administration
Institution: Kenya Methodist University question papers
Exam Year:2013
TIME: 3 HOURS
INSTRUCTIONS
Answer question one and any other three questions
Question One
Read the case study below and answer questions that follow
SOFTWARE
Since 1988 the number of available videogame titles has increased substantially primarily because of the large number of SEFA and Nintendo licenses. At the end of 1994, for example, Nintendo has a library of 466 titles; SEGA had more than 500 titles for Genesis, 175 CD titles and more than 200 titles for the Game Gear player
Competitive forces in the entertainment software and videogame marketplace has increased the need for higher quality, distinctive entertainment software concepts. Competition for titles, themes and characters from television, motion picture and other media to create "hits" was increasing development costs for software producers. Substantial nonrefundable advance licensing fees and significant advertising expenses added to the financial risk. Moreover, the ability to incorporate compelling story lines or game experiences with full motion video, digital sound, other lifelike technology and ease of use presented artistic as well as technical challenges that added to the cost equation.
Software was priced to generate most of the profit; the hardware typically sold for less than $200. Game software for most machines ran between $40 and $60. Software developer, costs to create anew videogame ranges from $75,000 to $300,000 with some CD titles costing $1 million to develop. The cost to manufacture an interactive Cd selling for $40 was approximately $1 to $2. A software publisher could produce a videogame cartridge (excluding royalties)for between $10 to $20 per unit. To compensate for games that turned out to be duds, companies needed some megahits. In 1992, SEGA had worldwide revenues of $450 million sales of one game "Sonic 2." In august 1993, the top five videogames accounted for 27 percent of industry sales, with the next five games accounting for about 8.3 percent. Sales were even more concentrated among the top titles during the holiday season.
Both SEGA and Nintendo each had mote that 65 companies licensed to develop software for use with their respective systems. Typically, the software developer submitted a prototype for evaluation and approval from Nintendo or SEGA including all artwork to be used in packaging and marketing the product. With several kinds of CD players, all incompatible, software developers trying to penetrate the entire market had to incur additional expense to re-create their games for each different system.
Several motion picture companies had recently entered the interactive entertainment software segment. Paramount interactive in `993 to develop products based on Paramount’s motion pictures, television and sports properties. Early game titles included "viper: Assault on the outfit," a futuristic car adventure based on the television series and "Star Trek: Deep space nine – the hunt," a role playing adventure. In an exclusive agreement with Paramount, software publisher’s spectrum HoloByte released several titles based on Star Trek: the Next Generation. Warner Bros teamed up with game publisher konami to release Batman- the Animated Series for Super NES. Warner also worked with Konami and Virgin interactive Entertainment (VIE) to feature over 1,500 original animations within game play. According to Martin Alper, CEO of VIE. "This level of collaboration between a major studio and a game company is unique and no doubt will become a benchmark for future products of this nature."
Capital cities/ABC Inc. formed a joint venture in December 1994 with electronic Arts, a pioneer in interactive software, to develop software and videogames based on ABC’s children and news TV shows. The new venture was expected to produce about 12 titles a year. In December 1994, the Walt Disney Co. also announced formation of a new computer software unit that would produce educational programs and videogames inspired by its movies. The division intended to focus initially on SEGA and Nintendo videogames and CD-ROM educational software linked to its animated musicals, including Pocahontas.
Earlier attempts to link movies and games had failed most notably Walt Disney’s film based on "Super Mario Bros," the best-selling arcade games to the silver screen were under way. Double Dragon was released in November 1994; street fighter (at a cost of $40 million) was released in December 1994; mortal Kombat ($36 million) was released in April 1995. Also on the horizon were movies based on ’Doom,’ "Myst," "King’s Quest" and "Leisure Suit Larry."
From the passage, explain how software has been managed.
(20 marks)
Suggest improvements to software management from the information given in the passage
(20 Marks)
Question Two
M/s Atieno intends to start a mobile information technology training business in her town to meet the needs of the customers. However, one of her potential customers cautioned her to first study the technological environment before start up. Explain the technological issues that she should consider in order to be successful in the business (20 marks)
Question Three
Evaluate the technological trends in Kenya today that are helping it cope with competition (20 marks)
Question Four
Mr. Kirimi has recently won one million in Safaricom "Bonyeza" promotion. He is in a dilemma whether to fix this money in a savings account or invest it in a business. Advise him what technological related business he can invest in giving detail to justify your choice (20 marks)
Question Five
Many SMEs are not aware they can commercialize their product or services. Advise them on the best way to do this (20 marks)
Question Six
Transfer of Technology from the developer to the intended end user has many challenges. Discuss how these challenges can be mitigated (20 marks)
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