Fall Semester 2021

Students: Junior of Information Management Department

Title: Service and Technology Management
Credit: 3 credit hours
Meeting classroom: Online/Rm 1501A
Class Hour: Tue. 1:10 pm~4:00 pm
Instructor: Yuntsai Chou（#61010）
Email: ychou@saturn.yzu.edu.tw; facebook/LINE: Jessica Chou
Office Hour: upon appointment

This course features lectures and group discussions in preparing students to

understand the latest development of high-tech information industry. This required
course is ALL English class (reading, writing, listening, and speaking)

Class Syllabus

I、course goal:

This course aims to help students understand the development and trends of high-tech
service technologies by examining the information/internet industry. Students are able
to apply the knowledge learnt from the class to obtain entry-level positions in the
industry.

II、pre-requisite

N/A. English proficiency is highly recommended.

III、course description
This class is divided into three parts: industry dynamics of technological innovation,
formulating technological innovation strategy, and implementing technological
innovation strategy. Each part contains the following themes:

1. industry dynamics of technological innovation:

2. formulating technological innovation strategy:
3. implementing technological innovation strategy:

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IV、textbooks
 Melissa Schilling (2017)，Strategic Management of Technological
Innovation，6th edition，McGraw-Hill。

V、references

 李亭林 (2013)，科技創新管理，McGraw-Hill。

VI、instruction method

lectures, Socratic method, group presentation

VII、group presentation
The students are divided into a few groups who will lead the case study in the
textbook chapters. In the presentation, the group should introduce the CASE and
discuss ALL the QUESTIONS along with the CASE.

notes for group presentation:

1. do NOT copy and paste the textbook material in your presentation. Please find
supplementary material to brief your assigned case.
2. put a great focus on the responses to the discussion questions.
3. every member in the group must present verbally.
4. the presentation must be conducted in English, both written and oral.
5. the total presentation time will be 20-25 minutes.

VIII、team report
Topic A:
Epic Games, the developer of Fortnite, sued Apple for antitrust maneuvers
because Apple banned the game from its App Store since August 2020 when
Epic first introduced a way for players to pay the developer directly. North
California District Judge Yvonne Gonzalez Rogersin ruled in Sep. 10, 2021
that Apple cannot prevent developers from directing customers to alternative
payment methods outside its App Store, citing California competition laws.
However, Apple might not consider any requests from Epic Games until the
court verdict becomes final. 

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Suppose that your group work for the top managers of Epic Games, please
develop publicity account to convince Apple in allowing Fortnite’s return to its
App Store. In addition, please also develop the strategies to access to iOS users
provided Apple’s disapproval.
You can check Epic v. Apple trial is over. Here’s everything we learned. - YouTube for
reference.

Topic B
Facebook CEO Mark Zuckerberg revealed in more details the “metaverse” plan
in July, 2021. Suppose that your group is a team of Facebook’s metaverse
project, please explain to the audience what is metaverse Facebook means?
What software and hardware must be developed to make the metaverse? And
what are the business strategies needed to reach wide penetration among the
people?
You can check https://www.washingtonpost.com/technology/2021/08/30/what-is-the-metaverse/
Facebook CEO Mark Zuckerberg lays out 'metaverse' plans - YouTube for reference.

The group can freely choose either (A) or (B) topic. Report must be presented in
multi-media and no less than 15 minutes. A follow-up question session will be about
5~8 minutes.
For the presentation style, please check the Verge channel at
https://www.youtube.com/results?search_query=the+verge

IX、Grading

1. attendance & participation–12% (12*1%)

2. group presentation – 12%
3. team report —16%
4. midterm exam – 33%
5. final exam –27%

X、Schedule
Week 1 – 09/21 Autumn Moon Festival (NO CLASS)
Week 2 – 09/28 Introduction, chap. 1
Case: Theranos (https://www.youtube.com/watch?v=to2GSibbrv0)

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Week 3 – 10/05 Sources of innovation, chap. 2
Case: The Rise of “Clean Meat”
Week 4 – 10/12 Types and patterns of innovation, chap. 3
Case: The Chotukool Project (India)
Week 5 – 10/19 Standards battles, modularity, and platform competition, chap. 4
Case: Dominance in Mobile Payments
Week 6 – 10/26 Timing of entry, chap. 5
Case: UberAIR
Week 7 – 11/02 Defining the organization’s strategic direction, chap. 6
Case: Tesla in 2018
Week 8 – 11/09 Choosing innovation projects, chap. 7
Case: Where Should We Focus Our Innovation Efforts?
Week 9 – 11/16 MIDTERM EXAM
Week 10 – 11/23 Collaboration strategy, chap. 8
Case: Sangamo Therapeutics and Gene Editing
Week 11 – 11/30 Protecting innovation, chap. 9
Case: The Digital Music Distribution Revolution
Week 12 – 12/07 Organizing for Innovation, chap. 10
Case: Innovations at Google
Week 13 – 12/14 Managing new product development process, chap. 11
Case: Agile Development at Cisco
Week 14 – 12/21 Managing new product development teams, chap. 12
Case: Innovation Teams at the Walt Disney
Week 15 – 12/28 Crafting a development strategy, chap. 13
TEAM REPORTS
Week 16 – 01/04 TEAM REPORTS
Week 17 – 01/11 FINAL EXAM