Marketing and Innovation Quiz

According to the lecture video, which firm's innovation strategy is different from the others?

• Netflix

• Google

• Apple

• Coca-Cola

Strong brands have which of the following benefits?

• Charge higher prices

• Enjoy greater loyalty

• Experience higher profitability

• All of the above

When firms engage in co-creation, they face the challenge of having to reject customer submissions and risk creating bad will with some of their most highly engaged customers.

• True

• False

Which of the following are practical recommendations regarding co-creation?

• The Rule of 1

• Authenticity is critical

• Patches & badges

• All of the above

Which of the following are characteristics of sharing economy firms?

• Two-sided platform

• Crowdsourced supply

• Access not ownership

• All of the above

The individuals who provide crowdsourced resources are often called 'Prosumers'.

• True

• False

Which of the following statement about Lego and Lego Ideas is CORRECT?

• Lego was established in 1948.

• Lego Ideas platform was launched in 2013.

• Lego Ideas platform allows fans to support product ideas.

• Lego was founded in Belgium.

How many supporters does it take for Lego experts to officially review a product idea?

• 1,000 supporters

• 100 supporters

• 5,000 supporters

• 10,000 supporters

What categories of feedback can you leave private feedback to the creator on a Lego product idea page? (Select all that apply)

• Originality

• Building techniques

• Details

• Design aspiration

According to ideas.lego.com, how many supporters does a product idea need to reach before the idea can be reviewed by expert?

• 1,000 supporters

• 10,000 supporters

• 100 supporters

• 5,000 supporters