MNE3702
Assignment 2 Semester 2 2026
Unique number:
Due date: 31 August 2026
QUESTION 1
Innovativeness
Innovativeness is the willingness to search for new products, services, processes
and technologies instead of depending only on existing methods. It shows how
strongly a business looks for creative solutions to changing needs (Morris, Kuratko
and Covin, 2011:264). Ultra Liquors shows this through its integrated e-commerce
platform, real-time stock information, customer analytics and category management
systems. SmartShelf would extend this by using artificial intelligence to improve
product placement, promotions and stock decisions. These changes moved the
business beyond a traditional liquor store model. They supported growth by
improving convenience for customers and giving managers better information for
controlling stock and understanding buying patterns (Ultra Liquors Case Study,
, QUESTION 1
Innovativeness
Innovativeness is the willingness to search for new products, services, processes
and technologies instead of depending only on existing methods. It shows how
strongly a business looks for creative solutions to changing needs (Morris, Kuratko
and Covin, 2011:264). Ultra Liquors shows this through its integrated e-commerce
platform, real-time stock information, customer analytics and category management
systems. SmartShelf would extend this by using artificial intelligence to improve
product placement, promotions and stock decisions. These changes moved the
business beyond a traditional liquor store model. They supported growth by
improving convenience for customers and giving managers better information for
controlling stock and understanding buying patterns (Ultra Liquors Case Study,
2026).
Risk-taking
Risk-taking means committing important resources to opportunities where success is
not guaranteed, while still managing the risk carefully (Morris, Kuratko and Covin,
2011:264). Ultra Liquors took this type of risk when it invested heavily in digital
transformation instead of relying only on physical expansion and established supplier
relationships. UltraNOW would require delivery fleets, demand forecasting, dynamic
pricing and external drivers before the financial return is certain. Strategic
partnerships and acquisitions also brought integration risks. These decisions
supported growth because they opened new revenue opportunities and helped the
company compete with digital-first retailers. The risks were linked to clear market
changes rather than reckless spending (Ultra Liquors Case Study, 2026).
Proactiveness
Proactiveness means acting ahead of competitors by identifying opportunities early
and responding before market pressure becomes too strong (Morris, Kuratko and
Covin, 2011:264). Ultra Liquors recognised that physical expansion alone would not
support future growth. Management responded to online shopping, mobile
purchasing, faster delivery and personalised service as these expectations were
Assignment 2 Semester 2 2026
Unique number:
Due date: 31 August 2026
QUESTION 1
Innovativeness
Innovativeness is the willingness to search for new products, services, processes
and technologies instead of depending only on existing methods. It shows how
strongly a business looks for creative solutions to changing needs (Morris, Kuratko
and Covin, 2011:264). Ultra Liquors shows this through its integrated e-commerce
platform, real-time stock information, customer analytics and category management
systems. SmartShelf would extend this by using artificial intelligence to improve
product placement, promotions and stock decisions. These changes moved the
business beyond a traditional liquor store model. They supported growth by
improving convenience for customers and giving managers better information for
controlling stock and understanding buying patterns (Ultra Liquors Case Study,
, QUESTION 1
Innovativeness
Innovativeness is the willingness to search for new products, services, processes
and technologies instead of depending only on existing methods. It shows how
strongly a business looks for creative solutions to changing needs (Morris, Kuratko
and Covin, 2011:264). Ultra Liquors shows this through its integrated e-commerce
platform, real-time stock information, customer analytics and category management
systems. SmartShelf would extend this by using artificial intelligence to improve
product placement, promotions and stock decisions. These changes moved the
business beyond a traditional liquor store model. They supported growth by
improving convenience for customers and giving managers better information for
controlling stock and understanding buying patterns (Ultra Liquors Case Study,
2026).
Risk-taking
Risk-taking means committing important resources to opportunities where success is
not guaranteed, while still managing the risk carefully (Morris, Kuratko and Covin,
2011:264). Ultra Liquors took this type of risk when it invested heavily in digital
transformation instead of relying only on physical expansion and established supplier
relationships. UltraNOW would require delivery fleets, demand forecasting, dynamic
pricing and external drivers before the financial return is certain. Strategic
partnerships and acquisitions also brought integration risks. These decisions
supported growth because they opened new revenue opportunities and helped the
company compete with digital-first retailers. The risks were linked to clear market
changes rather than reckless spending (Ultra Liquors Case Study, 2026).
Proactiveness
Proactiveness means acting ahead of competitors by identifying opportunities early
and responding before market pressure becomes too strong (Morris, Kuratko and
Covin, 2011:264). Ultra Liquors recognised that physical expansion alone would not
support future growth. Management responded to online shopping, mobile
purchasing, faster delivery and personalised service as these expectations were
