Chapter 4: Opportunities: Nurturing Creativity and Innovation
Outdoor clothing company – Rohan, introduced the innovative idea of water-proof clothing into a very traditional market. This case study explores how they effectively marketed their products, using the media, thus maximising their exposure, and in turn their profitability. Download full case study here: Chapter 04 Case Study
Chapter 4 Questions
1. The text defines innovation in the following way:
Innovation is popularly defined as ‘the introduction of novelties; the alteration of what is established by the introduction of new elements or forms’. In commercial terms, it’s described as ‘the action of introducing a new product into the market; a product newly brought to the market’ and the action or process of innovating as making ‘changes in something established, especially introducing a new methods, ideas or products’ (Oxford English Dictionary).
What would you consider to be the innovative aspects of Rohan clothing?
Guidance answer:
Rohan clothing was innovative because unlike existing offerings it was lighter and more easily transportable and quick drying. The basis for the innovation was the use of materials that had not previously been used for making outdoor wear, this was coupled with the design and styling for the clothing which was innovative as well.
2. According to the text, “entrepreneurial opportunities arise because some people have access to potentially valuable concrete knowledge, which is not available to others.” What concrete knowledge do you believe Paul and Sarah Howcroft had?
Guidance answer:
The concrete knowledge that they appeared to have was in terms of the needs of people who use outdoor wear clothing for pursuits such as walking and climbing. In addition to that they also appeared to be familiar with the performance characteristics of different types of fabrics and how they could be combined in different clothing to yield the benefits that people using clothing for that purpose would be looking for. In addition they understood how clothing works in such a way as to create an entire clothing system.
3. Search for subsequent innovations at Rohan by visiting the company’s website: www.rohan.co.uk and examining recent media coverage.
There is no guidance answer for this question.
