Creative Destruction

1. MBA 610 Minor Project 1 (17% weight in course grade)
Assignment1,800 words (2,000 max., not including list of references). Research one of the examples of creative destruction below, applying the concepts from ch 8-10.
A leader misses an industry shift and is displaced by an innovator who dominates the changing industry.
o Blackberry phone displaced by Apple
o Blockbuster displaced by Netflix.
An industry leader misses an industry shift and loses out to many smaller, more nimble competitors
o Kodak dominated film photography but missed out on digital photography
o IBM dominated all aspects of computers but missed out on personal computers, mini-disc drives, etc.
Through outperformance & scale economies a leader emerges, either absorbing or defeating potential competitors.
o Ford Motor Company outperforms hundreds of small rivals to dominate car industry in early 1900s
o Banking, media, and health care industries consolidate, taking advantage of economies of scale
Disintermediation through technology–supplier connects to end-user via technology
o Amazon displaces brick and mortar retailers by selling online and shipping to homes.
o Expedia, Travelocity, Priceline, TripAdvisor, etc. replace travel agents with do-it-yourself travel planning
o Airbnb disrupts lodging industry & Uber disrupts taxi industry with technology that enables “sharing economy”
o Facebook & google disrupt newspapers and other media that depend on advertising
Choose one of the examples above. Explain the social, economic, and technological environment during the disruption. What distinguishes between the winners and the losers from the disruption? Be specific as to costs, expertise, organizational flexibility, strategy, risk management, etc.
Note that this project is graded using the Minor Project Rubric (MBA 610). Please click on the underlined ‘Minor Project’ heading above and then look at the rubric so that you know how the project will be evaluated.
Rubric Detail

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Content
Name: SBL Written Assignment Rubric
Thesis (Content)–
Levels of Achievement:
Excellent 19 (19.00%) – 20 (20.00%)
The essay includes a focused, polished thesis or sophisticated organizing principle, and develops a convincing position or compelling, unified narrative, as appropriate to the assignment.
Good 17 (17.00%) – 18 (18.00%)
The essay includes an appropriate, focused thesis or organizing principle, and develops a clear position or unified narrative, as appropriate to the assignment.
Fair 15 (15.00%) – 16 (16.00%)
The essay includes a thesis or organizing principle and develops a position or clear narrative, although the position/narrative might not be exceptionally focused, polished, or convincing.
Poor 0 (0.00%) – 14 (14.00%)
The essay lacks an evident organizing principle or thesis statement and fails to adequately develop a convincing position or unified narrative.
Organization Development and Support–
Levels of Achievement:
Excellent 19 (19.00%) – 20 (20.00%)
The essay demonstrates exceptional critical thinking skills and includes well-chosen, effective supporting research and information. This evidence is organized and presented persuasively, coherently and logically, with one point leading smoothly to the next.
Good 17 (17.00%) – 18 (18.00%)
The essay demonstrates strong critical thinking skills and includes good supporting research or information. This evidence is organized and presented logically and coherently, within an appropriate plan of organization.
Fair 15 (15.00%) – 16 (16.00%)
The essay demonstrates some critical thinking skills and includes adequate supporting information. This evidence is organized and presented logically, within an observable plan for organization. There may be some logical fallacies, points left underdeveloped, or some ineffective narrative development.
Poor 0 (0.00%) – 14 (14.00%)
The essay fails to demonstrate adequate critical thinking skills or include enough supporting information. This evidence or development is presented haphazardly, illogically, or ineffectively.
Formatting–
Levels of Achievement:
Excellent 19 (19.00%) – 20 (20.00%)
The formatting follows correct style and demonstrates professionalism. It correctly cites all outside sources and successfully avoids plagiarism.
Good 17 (17.00%) – 18 (18.00%)
The formatting displays professionalism with some design errors. Citations are present with all sources in order to avoid plagiarism, but there may be minor formatting errors.
Fair 15 (15.00%) – 16 (16.00%)
The paper is clean, but it lacks attention to detail. Citations are present for a majority of source content, but minor plagiarism occurs.
Poor 0 (0.00%) – 14 (14.00%)
The essay fails conform to a formatting style. Citations are either absent or inconsistent in formatting, so plagiarism is present.
Style–
Levels of Achievement:
Excellent 19 (19.00%) – 20 (20.00%)
The essay conveys an effective, distinct authors voice. The essay demonstrates a polished and effective writing style most appropriate for the audience, topic, and style.
Good 17 (17.00%) – 18 (18.00%)
The essay conveys an effective, authors voice. The essay demonstrates an effective writing style appropriate for the audience, topic, and purpose.
Fair 15 (15.00%) – 16 (16.00%)
The essay gives the reader some sense of the authors voice. The essay demonstrates a suitable writing style appropriate for the audience, topic, and purpose.
Poor 0 (0.00%) – 14 (14.00%)
The essay fails to give the reader some sense of the authors voice. The essay fails to demonstrate an effective writing style due to inappropriate for the audience, topic, and purpose.
Mechanics–
Levels of Achievement:
Excellent 19 (19.00%) – 20 (20.00%)
The essay is free of errors in the convention of the English language.
Good 17 (17.00%) – 18 (18.00%)
The essay is mostly free of errors in the convention of the English language.
Fair 15 (15.00%) – 16 (16.00%)
Although the essay may contain some errors in the convention of the English language, it will be free of egregious grammatical errors.
Poor 0 (0.00%) – 14 (14.00%)
The essay includes multiple errors in the co

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