Binnj Article.docx - Assignment 2 Some Directional...

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Assignment 2 : Some Directional Questions for Ivey Case 910E24– Binnj on the Apple iPad Binnj’s chief executive officer (CEO), Clay Hutcherson, has assembled a team of people for a 100-day “science experiment” to determine whether a new high-tech business venture is worth pursuing. He is focusing on an untapped market—a new kind of restaurant menu service built on the Apple iPad platform. Members of the team are excited and have been furiously working o the project while retaining their full-time jobs. They have developed a prototype of the technology and business offering, pitched the idea to several clients and generated significant interest. The case, as you will notice as you read, is set at the end of 100 days, when Hutcherson must decide on the next steps. Address separately each of the following directional questions in sufficient detail with associated analysis/rationale . It may help to go through the additional reading material (Fang & Neufeld, Journal of Management Information Systems (JMIS) 2009; Hamilton et al., Sloan Management Review (SMR) 2010; and Shane & Venkatraman, Academy of Management Review 2000 – on D2L; PLUS Http://www.marketingteacher. com/lesson-store/lesson-pricing.html site
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