The document discusses the importance and benefits of undirected or curiosity-driven research, highlighting its role in significant scientific discoveries like DNA fingerprinting. It emphasizes that while undirected research can lead to important innovations, firms should primarily focus research on products and businesses to ensure financial viability. Additionally, the document examines the societal impacts of DNA analysis in criminal prosecutions, as well as the implications of public understanding of forensic science and the influence of popular media.

1. CSI and Genetic
Fingerprinting
Case Study
Group: Riri, Meena & Olusola

2. 1. What are the benefits of undirected research (Curiosity driven research)
• Credit and financial benefits for Research funding institutes e.g Case of Alec Jeffery; even though he discovered or
developed DNA fingerprinting, Lister institute who funded the research took the large profits from the discovery of
genetic fingerprinting.
• Development of important scientific discovery: Alec Jeffery argued that lasers, nuclear, magnetic resonance,
semiconductors, Nano structure etc all originated from basic physical research. This was summed up by Albert
Einstein in his famous quote that “I have no special talent; I am only passionately curious”.
• Leverage for development of new technology product:- the road from discovery to practical application usually takes
long. For example, it took 13 years from laboratory to market place to develop Viagra, and it was almost aborted as a
result of dwindling possible RoI by its funding institution. So basic research helps in creating enabling platforms,
ideas and discoveries to spring-lift new technology and products.
• Push Factor: Undirected research brings about curiosity and acts as a catalyst for researchers to do more. it explores
the nature and place within it and leads to practical benefits to the society that can be commercialized
• Disruptive Innovation: It encourages Scientist and researchers to focus more on the concept of the research itself
without having to worry about the market or commercialization of their discoveries.

3. 2. Should firms undertake undirected or curiosity research or should all research be linked to
products and businesses?
We think research should be linked to businesses and products. The words of Sir Alec in 1984, “I have never
approached an experiment with a desire to solve a practical problem” is a clear indication of an undirected
research which negates the primary purpose for research development by funding institutions and sponsors like
Leister.
Since firms have short time period with competition around the clock and shareholders waiting for return on their
investments, It becomes dificult for firms to invest in research which takes very long time with dwindling RoI
and uncertain or virtual market. But if linked with product and business, it will provide firm with invention ideas
and innovate into a new product and business with prediction of profitable market, directions and time frames.
Also, in order to become a leader in an industry, firms have to link their research to products and business while
at the same time keep aside a little portion of their research for curiosity-driven research.

4. 3. Show how this case illustrates the power and influence of radical innovation and incremental
innovation?
This case illustrates the influence of radical innovation in the area of criminal prosecution. Before DNA
analysis was found, most juror relied on the presence of hard evidence such as fingerprints to convict a
criminal. Fingerprints has several limitation which can lead to wrong judgement of suspects by the juror.
The presence of DNA analysis allows high accuracy and a wide range of sources for criminal evidence,
not to mention the increasing number of DNA database available in UK. Since DNA can be taken
basically from hair strands to sweat, this makes a radical change on how the police works on the crime
scene and also how the criminal prosecution can rely on many evidences.
At the same time, this case also shows incremental innovation in term of the updated capabilities and
fine tuned of DNA analysis technologies. From at first it can took months, but thanks to incremental
innovation, the same analysis can be done in a matter of days or weeks if needed.

5. 4. Given the contribution to society that DNA fingerprinting has made, why is Alec
Jeffreys not a household name?
Although Alec Jeffery discovered the technology behind fingerprinting under his employer and
funding institution (Lister institute) as a research fellow, both were unable to make financial gain
nor fame. However, ICI, a chemical company bought the patent from Lister institute and formed a
company called Cellmark Diagnostic to commercially exploit the technology; and it earned name,
fame and was extremely successful and profitable over the next 20years.
This clearly shows that “scientific discovery itself rarely produces fame nor fortune. It is the
application of this science that usually leads to fortune and to a lesser extent fame” (Paul Trott,
2012).

6. 5. Explain why the adoption of technology in this case seems to have happened
very quickly.
In retrospect, after the 2nd World War in 1930, forensic science was fast recognized and valued by
both police and the general public. Fortunately, DNA profiling happens to be the most significant
development in forensic science and pioneered by FSS. Its ability in tackling cases of emotional
concern and wreckage contributed immensely to the speedy adoption of the technology. They
include:
i Identifying biological relationship of Christiana Sarba and her son, Andrew in 1985
ii Murder and rape of two young girls by Colin Pitchport
iii Murder of a 16-year-old Colette Aram by the Paul Hutchinson (father of a reckless driver)
2010.

7. 6. Discuss how this case illustrates benefits and limitations of the public understanding of
science
Benefits:
i. Brings science to a mass audience and encourages interest in science among the populace (children and adult).
ii The extraordinary growth of the DNA fingerprinting business was catalyzed by the mass appeal of the CSI
television shows. This invariably led to the $20billion intensive colossal industry within few years.
Limitations:
i Public understanding about DNA is limited to applied science which can help public solving problems. This
somehow will limit the abilities of research which we believe can achieve greater application rather than one specific
issue at a time.
ii The cutting edge technology used in collecting and analyzing DNA evidence as a major forensic toolkit for
solving crimes on TV increased the public awareness to the point that many jurors in real-world courtrooms expect
to see DNA evidence even when a case does not warrant it.

8. 7. Discuss the impact of the CSI phenomenon
The cutting edge technology and its spin-offs which was widely exaggerated and glorify forensic
science affect the public and in turn affect trials such as: burdening the prosecution by creating
greater expectations about forensic science than can be derived; burdening the defense by creating
exaggerated faith in the capabilities and reliabilities of the forensic sciences; and reduction in rate of
convictions with little physical evidence largely due to the influence of CSI on jury members. Also,
the CSI shows gave the general public an erroneous perception of the long tedious process of how
police solves crimes from physical evidence to convicted crime; thereby making the public demand
unrealistic and instant result from the police.
However, as every coin has both sides, so did CSI phenomenon. The CSI phenomenon thus increase
interest of people in an area of previously regarded scientific insignificance such as DNA and
fingerprinting. It also helped children to develop their interest towards science, thus openning the
opportunity for many people to take interest and build their career in forensic science.

9. 8. Explain the prosecutor’s fallacy and why it’s a problem
Even though forensic science has been a lot helpful in solving crimes, the premise by which the
verdict of error is placed by the jury seems totally inaccurate and thus may not be considered as
a reliable and absolute means of evidence of conviction. We assume it goes thus:
Forensic evidence solves crime
Probability of convicting a criminal using forensic science is approximately 1
Probability that forensic science cannot detect criminal who commits a crime is 1in a billion
This leaves a clear chance of approximately 0.01% that a suspect didn’t commit a crime. Even
though this percentage is highly infinitesimal and insignificant, its chances of occurrence under
statistics rule is overruled by the jury. This is a serious concern that may turn an innocent into a
felon if not carefully considered.

10. THANK YOU.
Group: Riri, Meena & Olusola

11. Discussion Questions

12. Q1. Explain how Dyson Appliances Ltd could exploit externally sourced R&D.
Dyson Appliances Ltd used the existing principles of centrifugal forces
which was explained by Newton. Using this scientific principle, Dyson
innovated a new product named vacuum cleaner. That means Dyson got
all the ideas from Newton's Principle and it was not their own. So this is
how a firm can exploit externally source R&D as no one has any say and
it is open to all clients/users.

13. 2. Examine the degree of control required by a firm over its technology portfolio. Are
there certain components or technologies that should remain in house?
Yes there are certain components that should remain in house such as if R&D shows
promising result that can help in new development of technology with new product
opportunities then it should be kept inside the organization. (internal R&D within organization)
However, If research has some technical problems which require expertise and do not have
inside the firm then it is best for firm to get a research contract & joint ventures with external
source (Universities). It has to managed with contracts, partnerships otherwise it will provide
a greater risk of leakage of information. So that highest competitive advantage of firm is
secured.

14. 3. Discuss the benefits and limitations of open source R&D.
Benefits:
 It is free to use and users can get idea to innovate into a new product.
 It also gives opportunity for open source to act as suggestion box where people can provide suggestions on web platform and ideas are
shared and solutions found.
 Reduces investment and risks - P&G was able to accelerate Pringles potato prints in 2004 from inception to launch in less
than a year as opposed 2 years with a fraction of the old cost
 It involves thousands of people with fastest delivery of information around the globe.
 Open source creates ideas by different experts and e.g listing of P&G partners as yet2.com (virtual technology market)
Limitations
 Researchers and firms become lazy in terms of R&D as they will get the ideas easily.
 It requires the input of experts that can provide solutions rather than reacting to ideas
 Low level of organization integration.

15. Q4. What is meant by scientific freedom and why is it important? How would you react
to a skunk works in your firms?
Scientific freedom is the liberty given to scientists or researchers to work on projects of their
interest even when it does not appear to have immediate benefit to the company or sponsoring
institutions. The case of CSI clearly shows how scientific freedom culminates to the development
of important discovery such as Nano-structure, Semiconductor, magnetic resonance, lasers etc.
It allows science to expand without any limitation. It is important as it helps scientist to work
freely with his/her interest and can produce best products and technologies. It helps the business,
firm, universities to grow with capacity and worthiness and earn their own benefits.
Skunk works was the research undertaken by the researchers in covertly manner. If there is no
scientific freedom and institutions mount pressure on scientist to deliver and expect return on
investment within a short period, then Skunk (sic) works which involves the embrace of scientific
research for personal gain will be embraced as a way forward by researchers

16. Q5. Discuss the relative shifts from manufacturing-centered R&D towards
more service-oriented R&D
The relative shift from manufacturing centered R&D towards more service oriented R&D
relies on extreme customer intimacy. Many industries or companies are doing more today to
meet customer needs than ever before. Even business units that are several steps removed
from direct customer contact are building in feedback mechanisms from customers to
researchers who are designing new products.
For example, an iPod may be recognized internationally as a desirable consumer product,
giving Apple useful economies of scale in its manufacture. But its supporting iTunes music
download service has to be adapted to local regulatory requirements and musical tastes,
complicating the global introduction of the iPod. As markets fragment, service operations will
need to adapt their offerings quickly to each niche. This requirement for localization may,
however, turn out to be a blessing and a paradigm shift.

17. Q6.Explain why many product managers do not view an investment in R&D as a
high-risk activity. Indeed, for some it seems they are certain of a positive result
Products managers usually project to the end of any business life cycle from conception to
maturation and eventual market launch of an expected product. As such they usually consider R&D
as a component of Innovation situated at the front end of product Innovation lifecycle. On the other
hand, returns from R&D can be considerably greater than any other investments, and could even
ensure business' future survival.
Using the case of Innocent smoothie market as an example, unlike all other managers involved in
the entire innovation cycle, the Product managers typically saw the new product development as
the first stage in generating and commercializing new products within the overall strategic process
of product life cycle management used to maintain or grow their market share. This perspective
does not consider R&D a high-risk but rather a significant added value.
Also, Improving the existing product helps the R&D managers to capture the larger market share
and improve profit margins through lowering production cost by using effective technology and
production methods.

18. Q7.Explain the product development process in the pharmaceutical company.
• Basic research,
• scientific suggestions,
• recognition of concepts.
• Investment
• Manufacture
• Product testing
• Product support
• patents , licensing
• Marketing
• Sales

19. THANK YOU.
Group: Riri, Meena & Olusola