SIMULATION FOREGROUND READING Back Bay Battery‚ Inc. Overview The battery industry is enormous‚ with worldwide revenues of approximately $45 billion. It is highly fragmented with at least 20 major manufacturers in each technology segment. Because of the wide range of applications of batteries‚ companies have tended to specialize in a particular technology or market application. Disposable batteries‚ such as the widely available carbon-zinc and alkaline cells‚ are available in standard sizes
Premium Rechargeable battery Lithium
THE UNIVERSITY OF CONNECTICUT SCHOOL OF BUSINESS ADMINISTRATION NEW PRODUCT AND INNOVATION MANAGEMENT (final version dated September 7; updated September 20) Course Number: MKTG 5230 Pre-requisite: MKTG 5115 Classroom: Room TBA (Hartford Campus) Term: Fall 2012 Class Hours: Sep 7 (5:00pm to 8:00pm)‚ Sep 8 (9:00am to 5:00pm) Sep 14 (5:00pm to 8:00pm)‚ Sep 15 (9:00am to 5:00pm) Sep 28 (5:00pm to 8:00pm)‚ Sep 29 (9:00am to 5:00pm) Instructor: Dr. Girish Punj
Premium Innovation 1979 1984
ultracapacitors and ii) surfacing mature market conditions for conventional NiMH batteries. The first piece of information implied that it would be critical to beat the competition and be the first company to offer customers the features and benefits they demanded in the new product. That would have allowed Back Bay to gain a competitive advantage and keep existing customers (that could easily switch from the company’s conventional batteries to the company’s ultracapacitors) as well as attract new ones. The second
Premium Supply and demand Plug-in hybrid Investment
In my first round‚ I have read the case‚ looked at the available information and applied the BSSE and MI theories to understand what was happening in the market and how I should act. I assumed that the high growth potential market was for the innovative product and I expected the core business to decline over time. I started heavily investing in bringing the new product up to the demanded quality. Then I started losing the core business and missing my sales targets. I got fired. I couldn’t believe
Premium Investment English-language films Marketing
Decision Rationale Decision 1 In determining our initial strategy‚ we knew that we wanted to focus on the product that would be most profitable and key in on features that are important to the customer. Looking at product sales in 2008‚ the NiMH sold 28.0 M units and the Ultracapacitor sold only 4.3 M units. Based on these sales‚ the NiMH generated $280.3 M and the Ultracapacitor generated $86.2 M. In addition‚ when reviewing the Income Statement‚ the NiMH produced a profitable contribution in
Premium Rechargeable battery
Strategic Innovation: Back Bay Battery In this online simulation‚ students play the role of a business unit manager at Back Bay Battery Company who must balance a portfolio of R&D investment strategies (over 8 simulated years) across products in the portable power market. Other Online Simulations Other Online Simulations from Business Publishing fromHarvard Harvard Business Publishing Back Bay Battery Strategic Innovation Simulation Supply Chain: Root Beer Game This version of the classic Beer
Premium Management Strategic management Project management
A battery‚ which is actually an electric cell‚ is a device that produces electricity from a chemical reaction. In a one cell battery‚ you would find a negative electrode; an electrolyte‚ which conducts ions; a separator‚ also an ion conductor; and a positive electrode. Batteries are made of magnesium dioxide‚ graphite‚ electrolytes‚ zinc oxide and a paper soaked in an electrolyte solution. All of this is sealed in a insulated tube for safety. http://answers.ask.com/consumer_electronics/other/what_are_batteries_made_of
Premium Rechargeable battery
Environmental Impacts of the Battery The creation of the battery was invented in 1859 by a man named Gaston Plante. Over the years as technology advances so do they batteries adding different materials like nickel‚ zinc‚ lead‚ graphite‚ carbon and toxic acids such as acid‚ magnesium dioxide‚ and hydrochloric acid making it one of the most helpful inventions known to mankind. Throughout our everyday lives a lot of things we use require a battery. The disposable battery converts chemical energy into
Premium Battery Recycling
Electrical Battery Model for Use in Dynamic Electric Vehicle Simulations Ryan C. Kroeze‚ Philip T. Krein University of Illinois at Urbana-Champaign Department of Electrical and Computer Engineering 1406 W. Green St. Urbana‚ IL 61801 Tel.: 217-333-6592‚ Fax: 217-333-1162 Email: rkroeze2@uiuc.edu‚ krein@uiuc.edu Abstract - Simulation of electric vehicles‚ hybrid electric vehicles‚ and plug-in hybrid electric vehicles over driving schedules within a full dynamic hybrid and electric vehicle simulator
Premium Rechargeable battery Lithium Electric car
GENERAL FEEDBACK ON BACK BAY BATTERY SIMULATION Excerpts from the Simulation’s Teaching Note The Division Manager’s Dilemma The Division Manager at Back Bay Battery faces the classic innovator’s dilemma. While Back Bay has a successful business that is generating reasonable profits in NiMH batteries‚ a new technology in the form of ultracapacitors looms on the horizon. For its existing customers‚ ultracapacitors are a long way from meeting current customer
Premium Rechargeable battery Plug-in hybrid Disruptive technology