Marketing of High Technology Products and Innovations 3rd Edition -Test Bank

Marketing of High Technology Products and Innovations 3rd Edition by Jakki J. Mohr -Test Bank

Chapter 3: Culture and Climate Considerations in High-Tech Companies

Mohr, Sengupta, Slater (3/e, 2010)

Test Bank

3-1. What is the role of organizational culture?

1. Provide norms for individual and organizational behavior.
2. Create a sense of community.
3. Guide strategy development.
4. Enable employees to “unlearn” obsolete information and practices.
5. Focus the firm’s attention externally.

Answer:  A Page 83 Moderate

1. 1. Organizational climate is:

1. another term for culture.
2. the environment in which the business competes.
3. the observable manifestation of culture.
4. most valuable when it is outward-looking.
5. the foundation for innovation.

Answer: C Page 83 Moderate

1. 1. The boom and bust nature of business cycles:

1. often leads to cyclical funding cuts and spurts in R&D.
2. encourages most businesses to conserve cash during good times so that they can continue to invest when times are tough.
3. is not as common in markets for high-tech products as it is in markets for low-tech products.
4. is not as common in markets for low-tech products as it is in markets for high-tech products.
5. has less impact on businesses with a strong climate.

Answer: A Page 84 Moderate

1. 1. Which of the following conditions does not facilitate a culture of innovativeness?

1. 1. Top management attention.
   2. Bureaucratic mindset.
   3. Willingness to cannibalize.
   4. Product champions.
   5. Learning orientation.

Answer: B Page 84 Moderate

3-5. ___________ is the foundation for innovation.

1. Propensity for risk
2. Experimentation
3. Creativity
4. Organizational architecture
5. Product leadership

Answer:  C Page 84 easy

3-6. Creative ideas :

a. are novel and meaningful

b. are most likely to occur in bureaucratic organizations.

c. are most likely to be based on the firm’s core competencies.

d. rarely result in the cannibalization of sales from current products.

e. are rarely generated through interactions with customers.

Answer: A Page 85 easy

1. 1. The most valuable creativity is:

1. very free-wheeling.
2. technology-driven.
3. often the result of the lone genius.
4. stimulated by the desire to stay ahead of the competition.
5. disciplined by the organization’s culture and climate.

Answer: E Page 85 moderate.

1. 1. Top managers positively drive innovation when they:

1. have a future focus.
2. have an external focus.
3. view innovation is more than product development.
4. both a & b above.
5. all of the above

Answer: E Page 85 easy.