Applied Research Technologies, Inc.: Global Innovation’s Challenges

Applied Research Technologies, Inc.: Global Innovation’s Challenges

Case Analysis

Introduction

This case revolves around the launch of a mini-oxidation product which will solve global clean water issues. The product is designed and brought to market by Applied Research Technologies, Inc. (“ART”). The filtration unit they are using has already experienced two failures in the presentation of this product. Vyas, who is the business manager of this unit, is convinced that the unit can be turned around by innovativeness. He resuscitates a long-abandoned oxidation technology and suggests that his team develop a much smaller system with also the capacity of disinfecting wastewater in small batches. Though the market analysis of the product proved to be promising, marketing the product was a struggle and it unfortunately failed due to defects in the design and lack of interest in the market. Cynthia Jackson recommended a three-phased process, there in turn the Vyas team was able to come up with a reasonable business proposal for the execution of the product. Cynthia and Vyas are both naturally tense about accepting the proposal due to its past failures but promising future.

Organization

The primary stakeholders are Cynthia Jackson, the vice president of water management division and Peter Vyas, the manager of filtration unit. Vyas was under the belief that the survival of the unit depended upon innovative growth. He selected a technology assessment team with the responsibility of using technology to solve the problem of obtaining clean water in remote regions. The team would develop a small-scale oxidation system that enabled waste-water disinfection in small batches. His greatest concern is the technological feature of developing the product. On the other hand, Cynthia’s perspective was influenced by the marketing angle of the product. She suggested the development of upcoming proposals using a demanding three phase process, which links the markets analysis and technological development to business planning. To guarantee probability and maintenance of the project, Cynthia recommended a market analysis and cost reduction measures to avoid outstretch of the company’s resources. On the other hand, Vyas primary focus is the technological aspect of developing the product, Cynthia is concerned about safeguarding the market for the product.

Understanding of the marketing issues

Peter and Cynthia are knowledgeable and experienced managers with talents in managing their teams and impacting on the development of the product. While Vyas is talented in overseeing the concept development of the products and maintaining the team’s morale, Cynthia is talented in market analysis, cost reduction and resource