1.     A.    How does Kim define value?
        B.    How does he define innovation?
        C.    How do Kim and Mauborgne (K&H) believe value innovation differs from both?

2. What is wrong with Kim's statement that value innovation "makes the competition irrelevant" ? Can this ever be true? If so, under what conditions. If not, why not?

3. Kim states there are two existing schools of thought on how to compete.

        A.    What is the positioning school?
        B.    What is the capabilities school?
        C.    Discuss how the K&H concept of value innovation relates to each of these existing schools.

4. Kim and Mauborgne speak about creating demand. How is their concept of how to do this different from traditional marketing ideas (such as advertising)?

5.     A.    What is fair process?
        B.    What are the three elements?
        C.    How, specifically, do these relate to value innovation?

6. McCormick & Ford:

        A. What specifically could McCormick have learned from the idea of value innovation? Did he already use some of this idea? If so, give an example.
        B. Same questions for Ford.

 - R. S. Kulzick - 12/15/2002 -