This assessment task needs that groups examine two firms from the one industry that display contrasting (e.g. insurgent/defensive) approaches. Students will compare and contrast the approaches used, ascertain the effectiveness of each, and evaluate the most effective approach. Students give their responses and assessment in the form of a written report.
The report inhibits
• The type of approach used by each group and the rationale behind each particular approach
• The theoretical underpinnings of each approach
• The basis and methods used to evaluate both approaches
• The group's final determination (and rationale) as to the most effective approach