University of Massachusetts Dartmouth, Charlton College of Business POM 682Technology Management Strategies Exam 2 (10 points) Chapters 10-13 1. (3 points) Biotrue Inc. produces tissues and diagnostics substances for three market segments: hospitals, universities, and pharmaceutical companies. The rm is trying to decide whether to decentralize its R&D activities by division or not. You have been called in as a consultant to explain the advantages and disadvantages of such a move. What will your opinion be? (3 points) Phoenix Motor Corp. is considering using a loosely coupled organizational structure. They have asked for your evaluation of such a structure and if you would recommend it for an automobile manufacturer. What will your answer be? (3 points) Delta Cleaning Equipment Corp. is experimenting with a faster and quieter machine to polish oors. To develop this concept, the company is contemplating using the lead user method of concept development. How does this method work? What are its advantages? (3 points) The CEO of Bright Electronics Inc. has put together an autonomous new product development team. He is now trying to decide the type of leader who should be appointed to head the team. What should he look for in the leader of this team to improve its chances of success? (2 points) Describe project charter and contract book. Explain their purposes. How are they related to each other? (3 points) Gerald Rupert is a retired race car driver. He is writing a book and planning a video release to share his racing experiences. He is trying to decide whether to market these items directly to consumers over the Internet or to use intermediaries. To make this decision, he needs to know the pros and cons of each route. Provide the necessary information and make a recommendation to him. (3 points) Frosty Products Inc. is coming out with a new type of computerized refrigerator with a at panel display that accesses the Internet for recipes, nutrition information, etc. Which group (innovators, early adopters, early majority, late majority, or laggards) should the company target its promotion toward initially, and what type of message and medium should it use