Innovation of the week


Keeley and his colleagues argue that customer offerings that incorporate multiple types across the Ten Type framework are frequently more successful than offerings that incorporate a single type or types that are clustered toward the center of the framework (please see p. 103 for further explanation and a visual comparison of successful and unsuccessful initiatives).


Using the modified template based upon the Keeley internal Ten Type analysis framework, please complete the following:


  1. Provide an identification and assessment of two of your company’s successful and two of your company’s unsuccessful product, product line, and/or major service offerings using the Ten Type framework. Please “check” or highlight the individual Ten Type boxes that apply to each offering.


  1. Provide a brief description and evaluation of each successful offering . Explain how and why the offerings have been successful. How have the innovation types that you identified contributed to that success?


  1. Provide a brief description and evaluation of each unsuccessful offering.  Explain how and why these company offerings proved unsuccessful. Use the Ten Type framework to help explain this.


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