Course
Next group assignment
Managerial
Economics
Creative Destruction
Marketing
Goupe Case Write-up:
Propecia
Managerial
Economics
OPEQ Gameother
teams
Marketing
Case Write-up by group:
Atlantic Computer
Managerial
Economics
Uber
Financial
Case Study (Appendix 1
Accounting
in your syllabus)
and Reporting
Typewritten group
Financial
assignment (we have to
Accounting
choose one case from the
and Reporting
list)
Statistics and
Business
Analytics
Final Exam (Team
project):
37.5 %
Description
Consider the book chapter on creative destruction from Schumpeters book (5
pages aprox). Address the following two questions.
1) Describe the process of creative destruction in your own words.
2) How could this concept of creative destruction inform your
businessstrategy?
1. When and what type of ads should Tom Casola run after launch? Under what
circumstances would you use each type of ad? Is there a point where you would
consider a switch in Propecias advertising strategy?
2. Define Propecias potential customer base. What is Propecia competing
against in the consumers mind? What can be learned from Rogaines
experience in the marketplace?
3. What message should Propecia covey to potential customers? How does this
message affect acquisition of patients? How does this message affect the
retention of patients?
4. What role does a physician play in this context? Is the role different than for
conditions such as high cholesterol, high blood pressure or diabetes? How much
detailing effort is necessary? Please justify your answer anticipating
management concerns.
5. Do you think a first year sales forecast of $60 million would be conservative
or optimistic? How many patients might Merck obtain in its first year? What
does it depend on? What will be the source of future growth?
On February 16, well be playing the OPEQ game. We meet in class at 1 pm but
youll then go to the breakout rooms. Ive posted in the OPEQ folder the group
compositions (PLEASE NOTE: THEY ARE DIFFERENT THAN THE WORKING
GROUPS) as well as the room numbers that I have reserved for you. You will
need to prepare beforehand (see problem set 3) in particular by looking in at:
[Link] Your username is your
login and the password is Harvard16 (please feel free to change it). Once
youre in, click on run simulation and youll be able to view a couple of
videos and read instructions.
1. What price should Jowers charge [Link] for the Atlantic
bundle (i.e., Tromm
Servers + PESA software tool)?
2. Think broadly about the top-line revenue implications from each of
the four alternative
pricing strategies. Approximately how much money over the next three years
will be left on
the table if the firm were to give away the software tool for free (i.e., status
quo pricing)
versus utilizing one of the other pricing approaches?
3. How is Matzer likely to react to your recommendations?
4. How is Cadenas sales force likely to react to your recommendations?
5. What can Jowers recommend to get Cadenas hardware-oriented sales force
to understand
and sell the value of the PESA software effectively?
6. How are customers in your target market likely to react to your
recommended pricing
strategy? What response can be provided to overcome any objections?
7. How is Ontario Zinks senior management team likely to react to the Atlantic
Bundle?
Considerthe case study on Uber (15 pages aprox).
1) Is Uber a good illustration of creative destruction? Be sure to explain your
answer.
2) Uber has often been presented as a good example of what the sharing
economy is today.
Explain why microeconomists are likely to agree with this. (HINT: How does
microeconomics
explain the Uber business model?)
3) Describe the competition that Uber faces and the way it could deal with each
type.
Remember, I expect to ground your answerin microeconomic theory and
analysis.
A) Correct solution to the assignment (75 %)
Note that there is more than one correct solution for many assignments. It is
key to answer all the questions of the assignment! The correct solution includes
the appropriate choice of the peer company for comparison purposes.
B) Presentation (25 %)
Arguments were convincing, focus on important issues, clear line of argument,
professional appearance of the report, use of graphs, tables, etc.
Send the report by e-mail (word file) and hand-in a hard copy. Deadline:
beginning of the session where the case is covered
Each team is required to submit a business report summarizing the teams
approach to analyzing the business problem in the case, the model(s)
developed, the recommended course of action and its justification.
Progress
Date
2/9/2016
2/15/2016
2/16/2016
3/14/2016
3/22/2016
PS
