Upload
durai-pandian
View
221
Download
0
Embed Size (px)
Citation preview
7/25/2019 Innovation Management Notes
http://slidepdf.com/reader/full/innovation-management-notes 1/31
Innovation Management
7/25/2019 Innovation Management Notes
http://slidepdf.com/reader/full/innovation-management-notes 2/31
Bosch’s CEO Interview at Tough
Times
Franz Fehrenbach,the four decade veteran in Bosch heading the Compan duringthe tough financia! crisis time "##$ gave an interview with Financia! Times,
%t the Mid of Crisis, In order to maintain their Financia! Independence and
&ustainab!e growth,
a' (igidit in &upp!ier Cost Contro!
b' (eduction in )!ant )roduction , in turn *+,### emp!oees !ost their ob either
temporari! or permanent!
c' &a!e of -oss ma.ing B!aupun.t
*/ Inspite of &!ash in sa!es b "/01 BFT the compan’s !ong term &trateg focuses
on
a' Business 2iversification
b' Investment in (esearch 3 2eve!opment
c' a Targeted Internationa!ization
"/ 4e &tressed C!ear! 5 Cost Contro! have to be done in a!! the areas, e6cept
(esearch 3 2eve!opment for important Future )roects72
7/25/2019 Innovation Management Notes
http://slidepdf.com/reader/full/innovation-management-notes 3/31
Bosch’s CEO Interview at Tough
Times 8 "
9/ The Compan cu!ture, cutting Edge Techno!og ,so!idfinance position and compan’s habit of re8i vesti g
a!! of its profits i the busi ess instead of funne!ing
them to anonmous investors made them to breathe
amid the crisis/
:/ %c;uisition of Erson < % =erman &o!ar )ane! ma.er for *
Bi!!ion Euro showed his wi!!ingness to diversif into new
areas which !oo.s prudent e6ecution among other riva!s
0/ 4e sas 5 The car industr is at the beginning of (adica!
&tructura! Transition7 brininging c!oser to his strategic
goa!s a reduced dependenc on the car industr but b
the growth in other industria! and other consumer goods
sectors/3
7/25/2019 Innovation Management Notes
http://slidepdf.com/reader/full/innovation-management-notes 4/31
7/25/2019 Innovation Management Notes
http://slidepdf.com/reader/full/innovation-management-notes 5/31
?hat is it that differentiates
@anguard from 4omestar >
(ange of home app!iancesA)roduct E6tensions' Afridge, 2ish ?asher' with in8depth design detai!ing
!i.e,
a' (ounded -ines, Chrome 2etai!ing, attractive
co!ors retro from c!assic automobi!es )roducts are made based on customermar.et
needs rather than on! techno!og, !eads to
emotiona! attachment with the product
The captured the mar.et trendpatternspu!se and introduce products in a rapid manner
The &) of new 5 C!ean 3 Eat 5 fridges featuring a
separate compartment for trip!e washing and
draining fruits and vegetab!es f!ew of the
showrooms5
7/25/2019 Innovation Management Notes
http://slidepdf.com/reader/full/innovation-management-notes 6/31
7/25/2019 Innovation Management Notes
http://slidepdf.com/reader/full/innovation-management-notes 7/31
?hat are ?ea.nesses 3 &trengths
of 4omestar >
Weakness Strength
They are Technology Centeredrather than customer centric
Break-through or Cutting EdgeTechnology
No immediate & healthyproduct developments inpipeline
Long terms Products are underdevelopment
Conventional ethods o!
innovation and dependent on"&#
Strong "&# Team
Started Losing the arketShare to $anguard
%n the past they are the leaderso! the market posses customerloyalty and they add values to
the product7
7/25/2019 Innovation Management Notes
http://slidepdf.com/reader/full/innovation-management-notes 8/31
4ow Cou!d 4omestar &peedup its
Innovation )rocess>
Brininging a 9
rd
part consu!tant to deve!opprototpes for the upcoming trade show/
Ma.ing )rototpe of networ.ed machines
and after the (eceiva! of customer feedbac.
before committing fu!! resources and time toma.e the actua! product
Mar.et assessment 3 needs, prototpe
ma.ing ,e6periment to the customer 3
getting feedbac. ;uic.! wi!! reduce the timeand investments/
(adica! change in Compan’s innovation
process Aco!!aborative' with time frames and
manage the innovation portfo!io 8
7/25/2019 Innovation Management Notes
http://slidepdf.com/reader/full/innovation-management-notes 9/31
4a!!’s Thoughts 3 Ideas
*/ Deed to fi6 disconnection between what theMar.etcustomer wants and what our (32 is
actua!! producing/
"/ (epac.age 3 (eposition of umbo %pp!iances forthe Institutiona! se/
9/ Introducing Detwor.ing 4ome app!iances into the
mar.et which is under deve!opment and grabbing a
new mar.et/
:/ (estructuring the Board b either remova! of
Char!ieA The (32 4ead ' or e!evating him to si!ent
ro!e or Off!oading the (32 services to outside firm/9
7/25/2019 Innovation Management Notes
http://slidepdf.com/reader/full/innovation-management-notes 10/31
E6pert @iew on &puttering (32
Machine < Tom e!! < =/M 8 I2EO• The )roduct )rob!em < 4& is more Techno!og Centered
rather than Customer Centered and it cou!d be so!ved bdeeper understanding of customer needs and new
insights into usage patterns/
•
The )eop!e )rob!em < 4a! cou!d change Char!ie’sattitude b convincing he himse!f is barrier for innovation
or outsource the (32 wor.s to a consu!tanc and
change in Char!ie’s ro!e is not advisab!e/
• %t the Trade fair the team shou!d come up with)rototpe of networ.ed machines as we!! as with
machine which is in need b the mar.et and get
customer feedbac. , before entering into fu!!
deve!opment/
10
7/25/2019 Innovation Management Notes
http://slidepdf.com/reader/full/innovation-management-notes 11/31
E6pert @iew 8 )hi!ips )eovich < @) 8
?hir!poo!
• *st )rincip!e < To focus on Consumer
a' %ssess consumer needs
b' Engaging consumers to e6periment with
possib!e so!utions
c' Testing mar.eting concept to assestheir appea!
=enera!! Innovation fai! for 9 reasons,
*' It is not re!evant to the customer "' It is difficu!t to distribute
9' Its va!ue message is not C!ear
11
7/25/2019 Innovation Management Notes
http://slidepdf.com/reader/full/innovation-management-notes 12/31
E6pert @iew 8 )hi!ips )eovich < @) 8
?hir!poo!
• "nd )rincip!e < Innovation from Everwhere
a' Innovation need not necessari! has to
come from (32 a!one, it ma come from
4(, &upp! Chain and an department
b' Innovation need not necessari! from
product a!one it ma be e6tended toprocesses, &a!es, Communication and
services as we!!/
12
7/25/2019 Innovation Management Notes
http://slidepdf.com/reader/full/innovation-management-notes 13/31
E6pert @iew 8 )hi!ips )eovich < @) 8
?hir!poo!
• 9rd )rincip!e < )ortfo!io of )roduct Innovation
4a! Be!ieves that,
a' Incrementa! )roduct Improvement that simp! respond tomar.et pu!! are better
b' 4omestar Gs e6cessive focus on techno!og made them
5Bui!d It and the wi!! come7
@iew
5 Both the views eopardizes 4omestar’s -eadership
)osition, hence the shou!d come up with best portfo!io of
product innovations7 13
7/25/2019 Innovation Management Notes
http://slidepdf.com/reader/full/innovation-management-notes 14/31
E6pert @iew 8 )hi!ips )eovich < @) 8
?hir!poo!:th )rincip!e < Maor Cu!tura! &hift from Traditiona! Method
of )roduct 2eve!opment
4omestar Conventiona! %pproach,
*/ &cope 3 &ize "/%pprove 3 Fund 9/ E6ecute
@iew
"/ Deed to conduct a series of customer tria! e6perimentsbefore investing fu!! resources into )roduct 2eve!opment/
9/ These e6periments he!p ma.ing decisions ;uic.! and
cheap!, so that 4& can come up with product faster into
the mar.et , before ma.ing an maor investments/14
7/25/2019 Innovation Management Notes
http://slidepdf.com/reader/full/innovation-management-notes 15/31
E6pert @iew 8 )hi!ips )eovich < @) 8
?hir!poo!
0th )rincip!e < Inte!!ectua! )ropert &trateg
4omestar a!read deve!oped Detwor.ed
4ome %pp!iances and the probab! in aposition to deve!op a broad arra of patents
that cou!d provide additiona! va!ues to the
customer and offers resistance to
competitorsH entr/
15
7/25/2019 Innovation Management Notes
http://slidepdf.com/reader/full/innovation-management-notes 16/31
E6pert @iew < -ewis 2uncan, 2ean
at 2artmouth Co!!ege in 4anover
The compan must separate from )rocess of
Continuous )roduct Improvement from distinct
(32 distinct process of Intermittent )roduct
Innovation to respond to the Immediate mar.et
need and !ong term mar.et change respective!/
The compan must move )roduct 2esign 2ept
c!oser to Mar.eting, &a!es 3 Manufacturing to
anticipate, identif and respond to emerging
mar.et trends
It shou!d address some aw.ward persona!
issues 16
7/25/2019 Innovation Management Notes
http://slidepdf.com/reader/full/innovation-management-notes 17/31
E6pert @iew < ohn ao Chairman
of Ea!ing &tudios in -ondon4a! has range of prob!ems,
a' -ac. of &trateg < Do )roducts in )ipe!ine, no information to pub!icize in
a !eading magazine artic!e/
b' -ac. of connection to customers < -ate to =reen and C!ean trend,
umped into umbo app!iances, now preparing to networ.ed app!iances
where there is no mar.et need/
&o!utions
*/ Finding a wa to connect diverse viewpoints and processes to
co!!aborate with networ. of departments
"/ Find a wa to manage portfo!io of customers and innovations
9/ Finding a best strateg fit
:/ &o!ving )ersonne! issues 17
7/25/2019 Innovation Management Notes
http://slidepdf.com/reader/full/innovation-management-notes 18/31
Open Innovation
5Open innovation is a paradigm that
assumes that firms can and shou!d use
e6terna! ideas as we!! as interna!ideas, and interna! and e6terna! paths
to mar.et, as the firms !oo. to advance
their techno!og7/ %!ternative!, it is
Jinnovating with partners b sharingris. and sharing reward/5
18
7/25/2019 Innovation Management Notes
http://slidepdf.com/reader/full/innovation-management-notes 19/31
(evea!ing 8 Don )ecuniar < Outbound
• This tpe of openness refers to how interna!
resources are revea!ed to the e6terna!environment/
E6 Iron )roduction Industr in Eng!and during *Kth
centuries shared their design and drawings
without an rewards in bac./Benefit
(esu!ted in a stead stream of incrementa!
innovation across the communit of firms/
Cha!!enge
Do income wi!! be generated out of e6changing
I)
Competitor can be better positioned out of
other’s techno!og and capture the mar.et19
7/25/2019 Innovation Management Notes
http://slidepdf.com/reader/full/innovation-management-notes 20/31
&e!!ing < Outbound Innovation 8
)ecuniar This tpe of openness refers to how firms commercia!ize
their inventions and techno!ogies through se!!ing or!icensing out resources deve!oped in other organizations/
E6-3T Bought -icense of &iemens Medica! E;uipments
Business for India
Benefits
*/ &ome companies inc!ude in their strateg to increase
their income/
"/ Companies wi!! be benefitted in mutua! wa/
Cha!!enges
*/ &ometimes mar.et fai!ure ma occur due to disc!osure of
fu!! I)20
7/25/2019 Innovation Management Notes
http://slidepdf.com/reader/full/innovation-management-notes 21/31
&ourcing8 Inbound innovation8
non8pecuniarThis tpe of openness refers to how firms can use
e6terna! sources of innovation/ Firms scan thee6terna! environment prior to initiating interna! (32
wor./ If e6isting ideas and techno!ogies are avai!ab!e,
the firms use them/
E6 )3= A)rocter and =amb!e',have been ab!e to rea!izeva!ue from new products that the deve!oped and
mar.eted oint! with their re8se!!er networ./
Benefit
-esser Investment in Creating Techno!ogies forproducing the product/
Cha!!enge
Impact of Individua! )erception p!as a maor ro!e in
scanning the e6terna! environment/ &ometimes !ead
to error/ 21
7/25/2019 Innovation Management Notes
http://slidepdf.com/reader/full/innovation-management-notes 22/31
%c;uiring8 Inbound innovation 8 pecuniar
This tpe of openness refers to ac;uiring
input to the innovation process through the
mar.et p!ace/ Fo!!owing this reasoning,
openness can be understood as how firms
!icense8in and ac;uire e6pertise fromoutside/
E6 )urchase in Lero6’s =I b %pp!e Inc and
ac;uiring e6pertise ti!! the product !aunch
Cha!!enges
The simi!arit of .now!edge bases and how
the faci!itate the integration of ideas from
distant rea!ms 22
7/25/2019 Innovation Management Notes
http://slidepdf.com/reader/full/innovation-management-notes 23/31
Open innovation &iemens&iemens Bac.ground
(32 at &iemens
Open Innovation
Innovation ams
Technoweb "/#
E6terna! now!edge Bro.ers
Idea =eneration Contests
a' O&(%M -E2 Emotiona!ize Nour -ight Contest
b' &mart =rid Contest
c' Interna! &ustainabi!it Contest
d' rban India Idea Contest
The Future of Open Innovation at &iemens23
7/25/2019 Innovation Management Notes
http://slidepdf.com/reader/full/innovation-management-notes 24/31
Open Innovation &iemens
• &uccessfu! )erformance in terms of the number of
participants engaged , geographica! scope, high ;ua!it of
submissions and feedbac. from participants
• Do/of/)rob!ems &o!ved b e6terna! users "# )i!ot proects
• Do/of/)rob!ems so!ved b interna! emp!oees K )i!ot
)roects
• In the ear "#*" the registered "# )atentsda across the
g!obe without open innovation
• &iemens a!so !everaged Cross8&ector Co!!aboration through
corporate !abs and e6terna! co8operation with universities,
research institutes, and supp!iers and customers/
24
7/25/2019 Innovation Management Notes
http://slidepdf.com/reader/full/innovation-management-notes 25/31
Open Innovation &iemens
• B going for open innovation we cou!d reach
e6perts a!! over the wor!d that cou!d provide ;uic.
access to techno!ogies for specific cha!!enges
• O&(%M -E2 -ight Contest
• &mart =rid Contest < first time went open with "##
universities in 9P countries
• &ustainabi!it contest within siemens
• rban India Contest within siemens india
25
7/25/2019 Innovation Management Notes
http://slidepdf.com/reader/full/innovation-management-notes 26/31
?ou!d &iemens be a better p!ace
without the usage of open innovation>
The advantages 3 Benefits of Open Innovation
mentioned in the research paper were as fo!!ows,
*/ Engagement of Emp!oees
"/ 4igh ;ua!it of Innovative Ideas9/ Co!!aborative Feedbac. on ideas
:/ Cross8sector co!!aboration through corporate !abs
and univeristies, research institutes ,supp!iers 3
customers !everaged their Innovation process/0/ Innovation ams reduced the gap between each
decentra!ized sectors and their business units
P/ (adica! Innovation possibi!ities//
+/ Faster Communication 26
7/25/2019 Innovation Management Notes
http://slidepdf.com/reader/full/innovation-management-notes 27/31
?ou!d &iemens be a better p!ace
without the usage of open innovation>
The cha!!enges of Open Innovation mentioned b
the &iemens emp!oees were as fo!!ows,
*/ 4uge Initia! Investment for now!edge sharing
and open innovation p!atforms
"/ ?or.er’s counci! concerned about pena!ization on them if the participate in such forums
9/ Their business units were too comp!e6 to
imp!ement open innovation and difficu!t to train
peop!e:/ &ocia! co!!aboration on the p!atform wou!d be
a waste of time
0/ I) rights and other interna! on8going proects
detai!s might be shared with competitors27
7/25/2019 Innovation Management Notes
http://slidepdf.com/reader/full/innovation-management-notes 28/31
Open Innovation is Efficient
Enough>
• %fter framewor. assessment and (OI
we can come to conc!usion whether its
efficient enough > But its for sure
high! effective in terms ofimp!ementation and achieving goa!s/
28
7/25/2019 Innovation Management Notes
http://slidepdf.com/reader/full/innovation-management-notes 29/31
Innovation ams
• To co!!oborate interna!! within emp!oees
on a pi!ot run basis and observing the
cha!!enges to overcome/
• Topic was on Information &ecurit within
&iemens &stems
•
E6perts were together in the meetingrooms formu!ating contributions on word
documents and then posting the documents
29
7/25/2019 Innovation Management Notes
http://slidepdf.com/reader/full/innovation-management-notes 30/31
Technoweb "/#
• Technoweb "/# cou!d be the .e to identifing e6perts and faci!itating communication across &iemens/
• )eop!e who wor. on simi!ar proects cou!d share information, avoid re8inventing the whee! and engage in rea!
time communication e6changes in a protected environment/
• The sstem integrated e6isting .now!edge p!atforms !i.e ?i.is, b!ogs, co!!aboration repositories and users
can tag others on .now!edge concepts
• B "#*9 more than *9## networ.s ranging from 0# to P## participants had been estab!ished
• Technoweb "/# < its interna! prob!em so!ving networ. abounded and emp!oees praised its power to connect
e6perts in diverse fie!ds and different businesses/
• Technoweb "/# < &o!ved rea! prob!ems in a fast and effective manner created sustainab!e and dnamic
.now!edge networ.s and through its socia! media features represented a competitive advantage in the war of
g!oba! ta!ent/
• %b!e to communicate within emp!oees Inspite of their difference in their geographica! !ocations and their
business wor.ing units• E6 & team engaged with %ustrian Team
• rgent re;uest function made so!utions avai!ab!e immediate! as possib!e/
• sers feedbac. saving das , even month of wor. for finding answers, hidden .now!edge , cost saving ideas,
and access to supp!iers
30
7/25/2019 Innovation Management Notes
http://slidepdf.com/reader/full/innovation-management-notes 31/31
Fina! Observation
• Based on (OI on these proects
• Convincing the (32 team to
snchronize open innovation as one of
the main approaches• Ma.e OI as a !ong term strateg
• % framewor. which inc!udes &trategic
and operationa! costs and benefits of
open innovation for &iemens wi!!
determine the possibi!it for going
ahead with their proects/