Yamaha Motorcycles Is Innovation the Main Driver for Sustaining Competitive Advantage?

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YAMAHA MOTORCYCLES ­ IS INNOVATION THE MAIN DRIVER  FOR SUSTAINING COMPETITIVE ADVANTAGE?  TABLE OF CONTENTS  1.0 ABSTRACT 2.0 INTRODUCTION 2.1.0 STUDY CONTEXT AND PURPOSE 2.1.2 RESEARCH OBJECTIVES AND PROCESS 3.0 LITERATURE REVIEW 3.1.0 THE ROLE OF INNOVATION WITHIN A CORPORATION 3.2.0 CREATING SUSTAINED COMPETITIVE ADVANTAGE 3.4.0 BUYER BEHAVIOUR 3.4.1 DIFFUSION OF INNOVATION WITHIN BUYER BEHAVIOUR 3.5.0 PROPOSITIONS 4.0 METHODOLOGY 4.1.0 METHODOLOGICAL APPROACH 4.1.1 QUALITATIVE VS. QUANTITATIVE 4.2.0 DATA COLLECTION METHOD 4.2.1 PRIMARY RESEARCH & INTERVIEW METHOD 4.3.0 SAMPLE AND PARTICIPANTS 4.4.0 DATA ANALYSIS AND ANALYTICAL FRAMEWORK 4.4.1 CODE LIST AND THEMES 5.0 RESEARCH FINDINGS AND DISCUSSIONS 5.1.0 PROPOSITION 1 – BUYER BEHAVIOUR: THE EXISTENCE OF A PROCESS 5.1.1 INNOVATIVE DESIGN 5.1.2 AFFORDABILITY 5.1.3 RELIABILITY & REPUTATION 3 5 5 6 8 8 11 17 18 20 22 22 23 23 24 25 26 26 28 28 29 29 30

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5.1.4 SUMMARY 5.2.0 PROPOSITION 2 – SPEED OF INNOVATION WILL SUSTAIN COMPETITIVE ADVANTAGE. 5.2.1 BOREDOM 5.2.2 SCHEDULE OF CHANGE 5.2.3 SUMMARY 5.3.0 PROPOSITION 3 – YAMAHA IS INNOVATIVE 5.3.1 YAMAHA IS INNOVATIVE 5.3.2 SUMMARY 6.0 CONCLUSIONS 7.0 LIMITATIONS 7.1.0 EXPECTATIONS 7.1.1 PREFERRED ROUTE 7.1.2 RECOMMENDATIONS A. BIBLIOGRAPHY B APPENDICES I. CONSUMERS INTERVIEW GUIDE II. ANALYTICAL FRAMEWORK – CODE LISTS III. PROJECTION TECHNIQUE IV. INTERVIEW WITH YAMAHA - TRANSCRIPT V. INTERVIEWS WITH CONSUMERS - TRANSCRIPTS

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Yamaha & Suzuki motorcycles ­ Is innovation the main driver for sustaining  competitive advantage? 

1.0 ABSTRACT 
This  study  aims  to  explore  the  extent  to  which  innovation  is  the  main  driver  for  sustaining competitive advantage.  The study itself explores a real life company, namely  Yamaha  and  also  its  consumers  to  understand  their  view  of  innovation  and  its  importance to sustaining competitive advantage.                .    In  order  to  understand  the  current  theory  around  innovation,  an  extensive  review  of  literature  was  conducted.        This  review  led  to  the  development  of  three  propositions  surmising  the  role  innovation  plays  for  both  Yamaha  and  its  consumers.      These  propositions were:    1. The consumer of Yamaha is an information processor who engages  in a logical,  methodical,  deliberate  and  cognitive  process  leading  to  a  purchase  choice  orientated around innovation.  2. In order to truly drive sustained competitive advantage, the speed of innovation  must be high. Therefore, Yamaha must be continuously innovative (annually) in  order to meet the customer expectation.  3. Innovation will play a major role in Yamaha’s strategy process.    Primary research was conducted in the form of in‐depth‐interviews to test the validity  of the propositions themselves. These interviews were conducted  with  ten  consumers  of  Yamaha  at  a  local  motorcycle  show  and  one  interview  with  a  Brand  Manager  at  Yamaha  UK.    All  responses  were  measured  using  an  analytical  framework  to  allow  interpretations to be made based on the responses.    After  reviewing  the  consolidated  results,  the  research  proved  all  propositions  to  be  correct and valid.  The research proved that in order for Yamaha to sustain competitive  advantage,  innovation  would  play  a  major  role.    It  was  identified  that  speed  of  innovation  is  important  and  that  innovation  must  be  consistently  offered  to  the  consumer  in  order  to  ensure  success  for  Yamaha.    Proposition  two  was  proved  to  be  ‐ 3 ‐ 

valid;  however  the  definition  of  speed  was  one  which  came  under  review  as  a  recommendation for further research.  There were two areas identified as recommendations for further  research which were  based  on  other  factors  influencing  competitive  advantage  and  also  a  better ...
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