16 Nov Analyze Crayolas problem What management, organization, and technology factors contributed to the problem? What competitive strategies is Crayola pursuing? How does digital technology s

Case Assignment

The assignment consists of 4 theoretical questions based on the case described below. Please read the case carefully and answer the questions using the concepts and theory delivered in class.

Questions.

1. Analyze Crayola’s problem. What management, organization, and technology factors contributed to the problem?

2. What competitive strategies is Crayola pursuing? How does digital technology support those strategies?

3. What people issues did Crayola have to address in designing its new technology-based products?

4. How has digital technology changed Crayola’s business model and the way it runs its business?

Case.

Crayola is one of the world’s most beloved brands for children and their parents. The Easton, Pennsylvania–based company has been noted for highquality, non-toxic crayons, markers, pencils, modeling clay, creative toys, and innovative art tools that have inspired artistic creativity in children for more than one hundred years. You can find Crayola products nearly everywhere, including schools, offices, supermarkets, drug stores, hospitals, theme parks, airports, gas stations, and restaurants.

The Crayola crayon box became part of the collective history and experiences of generations of Americans, and a symbol of the color and fun of childhood. But today, that Crayola crayon box is not as iconic as in the past. The popularity of Crayola crayons is under assault—not by Crayola’s traditional competitors (Faber-Castelli, DixonTiconderoga, and MEGA Brands), but by changing times.

There has been a profound technological and cultural shift in how children play. Children and their families are being bombarded with increasingly sophisticated forms of entertainment, many of them digitally based. Digital products are starting to supplant physical ones in the world of children’s play as well as in other areas of work and everyday life.

With the advent of computers and web-based learning, children are leaving behind hand-held art supplies at an increasingly younger age. The phenomenon is called KGOY, standing for “Kids Growing Older Younger.” As children reach the age of 4 or 5, when they become old enough to play with a computer, they become less interested in toys and crayons and prefer electronics such as video games and digital tablets and smart- phones. Crayola is not immune to this problem.

Will Crayola become a dinosaur from a different era? Not likely, thanks to the company’s forward- looking management, which embarked over a decade ago on far-reaching changes in leadership, organizational culture, and the product development function. The organization restructured around consumer insights and needs rather than specific product lines.

Vicky Lozano, Crayola’s VP of Corporate Strategy and her team recognized that Crayola’s purpose has always been to nourish originality and to help parents and teachers raise creative and inspired children. Crayola’s broader mission is not just to put crayons and art materials in children’s hands but to help children learn and play in colorful ways. The question they asked was not, how can we sell more crayons? Instead they asked, what kinds of experiences and technologies should Crayola embrace?

Crayola has reframed its business model, introduced a new innovation process for product development, and created new products and revenue streams. The company has been transformed from a manufacturer of crayons and art tools into a trusted source of tools and experiences for creative play. Crayola is using digital technology, but not to replace its core crayon business. Instead, it’s integrating the old and the new. The company now offers a new range of products like the iMarker, an all-in-one digital pen, crayon, and pencil, designed for use with the Color Studio HD iPad app. It’s like a traditional coloring book, but includes new interactive sounds and motion. Lights, Camera, Color! is another digital application that allows kids to turn their favorite photos into digital coloring book pages.

Tech toys such as the Digital Light Designer, a 360-degree domed drawing surface, encourage imaginations to run wild with colored LED lights. Children can play updated versions of their favorite games or animate and save up to 50 pieces of their own artwork. Crayola found that parents are looking for toys that are less messy than traditional markers or fingerpaints. These digital toys are “100 percent mess-proof,” and technology has helped Crayola make its other products less messy as well.

In designing new digital products and experiences, Crayola has drawn on its extensive knowledge of child development. It understands how digital technology can play a part at different ages. For instance, the My First Crayola line is targeted specifically at one-year-olds; while Crayola Catwalk Creations is designed for “tween” girls who like expressing them- selves through fashion.

Crayola also understood that it had to change the way it markets its products as well as the products themselves and has been investing more and more in digital marketing. These initiatives include online advertising, promotions, social media pushes, and other digital activation programs that allow Crayola to connect with parents and educators invested in raising children’s creativity level. Social media has proven especially effective and Crayola has a presence on Facebook, YouTube, Pinterest, Twitter, and Instagram.

Crayola’s YouTube channel features colorful videos on Crayola products and instructions for creative projects where they can be used. The company’s Facebook presence features a live chat series with experts and creative celebrities called “Inside the Crayon Box.” Crayola wants to stimulate conversations around creativity so parents can learn from each other and understand how to build creativity in their children.

Crayola’s core parent audience is turning to the web for gift and usage ideas, comparing prices, and reading reviews before making purchases. Crayola wants to be first in mind as a source of $20 artsy toys and mess-proof gifts. The company focuses heavily on search, social media, and digital display, to help parents find the Crayola products needed for their children’s school supplies or gifts. Crayola closely tracks activity on its online channels through Google Analytics to make sure it is getting the most out of its marketing and ad campaigns.

Crayola’s website has been thoughtfully designed for children, parents, and educators. It features free ideas for crafts, printable coloring pages, and even advice on how to remove stains. The website also can be used for ordering Crayola products online. Thanks to its new array of products and services, Crayola has experienced better growth, and its future looks as bright as the vibrant colors of its iconic crayons.

Formalities:

· Wordcount: 1500 words

· Cover, Table of Contents, References and Appendix are excluded of the total wordcount.

· Font: Arial 12,5 pts.

· Text alignment: Justified.

· The in-text References and the Bibliography must be in Harvard’s citation style.

It assesses the following learning outcomes:

1. Recognize the way innovative technology is managed in business, specifically in terms of the criteria and components necessary for innovation to flourish.

2. Apply learning objectives to general software applications and their functionality to address more advanced business situations.

3. Discuss insight regarding the ways the global pandemic challenged businesses to confront issues with optimizing their technological infrastructures.

4. Explain the general purpose of information systems and their continued benefit for companies worldwide, involving the mutually beneficial relationship between TPS and CRM software.

5. Outline considerations in software architecture and the pre-conditions for ensuring greater data security among businesses.

Rubrics

	Exceptional 90-100	Good 80-89	Fair 70-79	Marginal fail 60-69
Knowledge & Understanding (20%)	Student demonstrates excellent understanding of key concepts and uses vocabulary in an entirely appropriate manner.	Student demonstrates good understanding of the task and mentions some relevant concepts and demonstrates use of the relevant vocabulary.	Student understands the task and provides minimum theory and/or some use of vocabulary.	Student understands the task and attempts to answer the question but does not mention key concepts or uses minimum amount of relevant vocabulary.
Application (30%)	Student applies fully relevant knowledge from the topics delivered in class.	Student applies mostly relevant knowledge from the topics delivered in class.	Student applies some relevant knowledge from the topics delivered in class. Misunderstanding may be evident.	Student applies little relevant knowledge from the topics delivered in class. Misunderstands are evident.
Critical Thinking (30%)	Student critically assesses in excellent ways, drawing outstanding conclusions from relevant authors.	Student critically assesses in good ways, drawing conclusions from relevant authors and references.	Student provides some insights but stays on the surface of the topic. References may not be relevant.	Student makes little or none critical thinking insights, does not quote appropriate authors, and does not provide valid sources.
Communication (20%)	Student communicates their ideas extremely clearly and concisely, respecting word count, grammar and spellcheck	Student communicates their ideas clearly and concisely, respecting word count, grammar and spellcheck	Student communicates their ideas with some clarity and concision. It may be slightly over or under the wordcount limit. Some misspelling errors may be evident.	Student communicates their ideas in a somewhat unclear and unconcise way. Does not reach or does exceed wordcount excessively and misspelling errors are evident.

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INNOVATIVE TECHNOLOGY IN BUSINESS

INTRODUCTION, OVERVIEW AND SOFTWARE DEVELOPMENT TIMELINE: PART I

Learning Outcomes

1.Recognize the way innovative technology is managed in business, specifically in terms of the criteria and components necessary for innovation to flourish.

2.Apply learning objectives to general software applications and their functionality to address more advanced business situations.

3.Discuss insight regarding the ways the global pandemic challenged businesses to confront issues with optimizing their technological infrastructures.

4.Explain the general purpose of information systems and their continued benefit for companies worldwide, involving the mutually beneficial relationship between TPS and CRM software.

5.Outline considerations in software architecture and the pre-conditions for ensuring greater data security among businesses.

IT Software- General Learning Rationale

· The contemporary era business environment around the world inherently demands that the work force have a proficient understanding of basic computer hardware and software.

· More and more jobs across the globe are focusing on digital work and services sectors.

· Understanding general business software opens users towards a greater understanding of applications and systems development linked with professions that are increasingly in demand.

· Computer usage (and software in particular) has drastically changed human behavioral competencies in terms of approach to thought processes, values, and overall lifestyles.

· Undoubtedly, software is not only embedded in virtually every job profession, but in our daily lives and the foreseeable future.

Overview of General Software Types: System Software vs. Applications Software

System Software

· Computer software programs designed to run computer hardware and applications.

· Common examples include operating systems (OSX, Windows, Linux, etc.)

· File management utilities (Antivirus software included)

Applications Software

· Any applications that run on computer systems, such as:

1) Word processing software

2) Spreadsheet software

3) Desktop Publishing software

4) Database software

5) Communication software

6) Presentation software

7) Internet Browsers

8) Email Programs

Two Essential Components Necessary for

Computers to be Computers

1.An Operating System (System Software) for Applications to run on hardware.

2.A Language for communicating commands for the computer and software programs.

Chronological Overview of Software Eras of Critical Importance

· General Purpose Mainframe Computer Era: Approx. 1955-Present

(Consider Super Computers Today)

· PC Era: 1975/76- Present

· Client-Server Era: 1982/83- Present

· Enterprise Computing Era: 1986/90-Present

· Dotcom Era: 1990-2000 (Y2k)

· Mobile Generation: 2000-Present

· Internet of Things: 2013/14-Present

ENIAC (Electronic Numerical Integrator and Computer)

ENIAC vs PC

Early PC Era

• MITS Altair 8800 designed by Edward • Apple II designed by Steve Wozniak Roberts in 1975 First Commercially and Steve Jobs.

Successful PC • First PC that envisioned consumer

electronics and provided “workspace

applications platforms.”

Original Apple

Original Apple Founders

Microsoft’s Inception

· Developed the BASIC programming language for the Altair 8800

· Microsoft was originally devoted to the programming languages business.

· Upon founding Microsoft, were later contacted by IBM to provide an operating system and programming language to develop the first IBM

5150 PC.

· Were friends since high school.

Apple II’s “Killer App”- VISICALC

•

VISICALC: ”Visible Calculator” Created by Dan Bricklin (left) and Bob Frankston

(

Right

)

•

First

Spread

Sheet

•

Set

the tone

for what would drastically

change

the

way

Accounting

&

Finance

Along

with

other

business processes

and

strategies are

done.

VISICALC

SAMPLE

See Bibliography for Photo

Credits

VISICALC

SAMPLE

See Bibliography for Photo

Credits

Overview of Killer Apps Initiated in the 1980’s that Became the Industry Standard Software Solutions Today

· Apple II: VISICALC

· IBM 5150 PC: Word-processing

· Apple Macintosh: Graphics and Desktop Publishing Software

· Windows OS Editions: Microsoft Office Suite

· Linux OS: Apache WebServer

Path to First IBM PC: Bringing Hardware and

Software to the Global Audience

· Seeing the Apple II’s success in leading the new PC era, IBMbecomes determined to enter and dominate the market.

· IBM settles on an “open architecture” strategy (Non-IBM software and programming)

· IBM visits Bill Gates at Microsoft HQ for OS and Programming Language necessary to construct the IBM PC.

· Interactive Digital Research, CPM, and Tim Patterson’s QDOS

· Microsoft purchases full rights for QDOS for $50,000 and makes history, providing IBM with its template for its first PC.

International Business Machines (IBM)

KEY FACTORS

IBM 5150 PC (First IBM

PC

):

See

bibliography

of

references

for

photo

credits

.

· Prior to the 5150, IBM was in the general mainframe business and not the PC business.

· IBM’s success entering the PC industry was due in large part to their years of experience, company size, and “household name” in the computer world at the time.

· Apple began to lose market share on its Apple II as a result of IBM’s entry to the PC market.

World of Clone

· Columbia Data Products releases first clone more or less compatible with IBM PC.

· One major rationale for Clone Computers related to undermine “Big Brother” IBM.

· Compaq was the first IBM Compatible PC, providing a more affordable hardware computer that offers IBM software compatibility.

· Building a clone involved interpreting ethical vs. unethical practices via ROMBIOS (Read Only Memory Basic Input Output System) chip analysis.

PCs

Compaq Portable PC IBM PC Compatible Clone- 1982 designed by by Rod Canion, Jim Harris and Bill Murto, three senior managers who left Texas Instruments and invested $1,000 each to form their own company.

Sources Cited. See References

Other Hardware PC Models that Further Popularized the

Need for Software Development and Implanting it as a Major Industry

Tandy Radio Shack TRS-80 Model III Commodore PET

XEROX PARC LABORATORIES SIGNIFICANCE

· PARC: Palo Alto Research Center

· Boasted having at one point up to 56 of the 100 most notable computer scientists working in its west coast US center. Accomplishments Include

1. Laser Printers

2. Computer-generated bitmap graphics

3. The GUI graphical user interface, featuring windows and icons, operated with a mouse.

4. The WYSIWYG text editor

5. Interpress, a resolution-independent graphical page-description language and the precursor to Post Script.

6. Ethernet as a local-area computer network]

7. Fully formed Object-oriented programming

8. Model view controller software architecture

Alto: First computer designed from its inception to support an operating system based on a GUI.

Source Cited in BibliographyReferences

Apple Macintosh’s Legacy in Developing New Creative Industries via Software

· Employed the GUI and Mouse

· Bill Gates and Microsoft team helped develop some of the Applications Software

· Invigorated new concepts surrounding the pomp and circumstance of tech launch events.

· Initially proved to have less enthusiastic sales results, in large part due to a “reactive” and short-sighted business environment unaware of the new industries that emerged as a result of the mac.

· New industries included: Computer Art, Desktop Publishing, Graphic Design, etc.

Software as a Standard in Developing New Business Processes CLIENT-SERVER ERA

Basic Components

· Client: Any process that requests specific services from server processes.

· Server: A process that provides requested services forclients.

· Both clients and servers can reside in the same computer or in different computers connected by a network.

Variations on Client Server

· The key to client/server power is where the requested processing takes place.

· In mainframe systems and Application Server-based systems, all processing takes place on the server and the client is used to display the data screens.

· With PC and File servers, all processing takes place on the PC and the server is used only for storage

· There are many variations of these models today with the internet and contemporary digital technologies

· The client/server environment provides a clear separation of server and client processes.

Bibliography of References Cited

· Abdirahman, Sarika, Khloe, Chidimma, Danson, Aman, … Sony. (2019, July 22). What is Application Software & Its Types. Retrieved from https: //ww w .educba.com/what – is – application – software – its – types/

· Alfred, R. (2017, June 3). Aug. 12, 1981: IBM Gets Personal With 5150 PC. Retrieved from

https: //ww w .wired.com/2011/08/0812ibm – 5150 – personal – computer – pc/

· https://en.wikipedia.org/wiki/Xerox_Alto

· (2019, August 29). Client–server model. Retrieved from https://en.wikipedia.org/wiki/Client–server_model

· (n.d.). History of Computers: A Brief Timeline. Retrieved from https:// www.livescience.com/20718 – <a rel='nofollow' target='_blank' href='http://www.