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?
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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