2009-10-23~25 Innovative Textiles_PPA_ITMF Shanghai

8/7/2019 2009-10-23~25 Innovative Textiles_PPA_ITMF Shanghai

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DITF Denkendorf Centre for Management Research Prof. Dr. Thomas Fischer

e

Innovative TextilesA Challenge for

Knowledge-oriented Management

ITMF Shanghai, October 2009

Authors: Thomas Fischer, Armin Lau, Manuel HirschDITF Denkendorf Centre for Management Research


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DITF Denkendorf Management Research.

Institute for Textile Chemistryand Chemical Fibres

German Institutes for Textileand Fibre Research Denkendorf

Institute for Textile Technologyand Process Engineering

Centre for Management Research

http://www.ditf-denkendorf.de 2


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DITF Denkendorf Management Research.3

Textile World

Disposal /Recycling

ChemichalIndustries

The ChemicalIndustry

ServiceProvider

The GarmentIndustry

Non-conventionalTextile Processing

Retail

The ChemicalFibre Industry

The Textile Industry

Fiber Thread Fabric FinishedFabric

Garrment(Fashion/Function)

Home

Distribution /Retail

TextileServices

PrivateUse /Con-

sump-tion

Indus-triel

Use /Pro-

duction

Automotive Building Health Care ...

Applications in

Variety of Services

andAppli-

cations

Others:(Textile) Mechanical Engineering, Laboratory Configuration and Services, Logistics,Insurances, Banking and Financing, Consultancy, Human Resources,Marketing, Software Development, ...

2002-2009 DITF-MR Denkendorf,adopted March 2004 by CEN/ISSS Workshop TEX SPIN (TEXtile Supply Chain Integrated Network) within the

CEN Workshop Agreement (CWA 14948) Guidelines for XML/EDITEX messages in the textile/clothing sector

D e s i g n o f N e w S t r u c t u r e s a n d S e r v i c e s


I m p r o v e m e n

t o f T r a d i t i o

n a l P r o c e s s e

s, P r o d u c t s a n d A

p p l i c a t i o n s

I m p r o v e m e n






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Major Research Activities and CoreCompetences of DITF-MR Denkendorf

Knowledge ManagementInformation Management

Innovation Management

Change Management

Supply Chain ManagementElectronic Business

Quality ManagementEmvironment ManagementRisk Management

http://www.ditf-denkendorf.de/mr


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Textile World

Disposal /Recycling

ChemichalIndustries


ServiceProvider

The GarmentIndustry


Retail





Home


TextileServices

PrivateUse /Con-

sump-tion

Indus-triel

Use /Pro-

duction


Applications in

Variety of Services

andAppli-

cations






I m p r o v e m e n





I m p r o v e m e n






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The AVALON Project

Multifunctional textile structures driving new productionand organizational paradigms by textile SMEinteroperation Across high-added- VALue sect O rs for knowledge-based product/service creatio N

Instrument: SME-IP of Priority 3: NMPContract Number: NMP2-CT-2005-515813

Partners: 30 partners from 9 countries (20 SMEs)

Duration: March 2005 May 2009

Total Cost: 12,3 M ( Funding 7,4 M )

Coordinator : DITF-MR Denkendorf

More Information: www.avalon-eu.org 6


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Agenda

Technical Textiles Need for Innovation Managementand Collaboration Across Industrial Sectors

Introduction to Collaborative Product PotentialAnalysis (cPPA)

Workshop :Applied Collaborative Product Potential Analysis (cPPA)

Implications for Collaborative Textile Innovation7


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New Materials

8

Shape Memory Alloys:Superelasticity (for metals)Shape memory capability

Carbon fibres


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Modified Process Technologies

9

Active control of wire tension


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New Fields of Application

10

Textile Architecture

PZL Swidnik

GZE

Aerospace

Medical applications


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Textile World

Disposal /Recycling

ChemichalIndustries


ServiceProvider

The GarmentIndustry


Retail





Home


TextileServices

PrivateUse /Con-

sump-tion

Indus-triel

Use /Pro-

duction


Applications in

Variety of Services

andAppli-

cations






I m p r o v e m e n





I m p r o v e m e n






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Elements of Innovationfor High Added-Value Products

Textile industries in cross-sectoral non-textile valueadding networks demand for developing the ability for innovation and reliability, risk control,and flexibility

understanding the Culture of Cooperation and Collaborationin other branchesadapting to their needs, e.g. Just in Time-Delivery or ConcurrentEnterprising, Collaborative New Product Development andProduct Life Cycle Management

New Quality of Partnership


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Subjects of Innovation


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DITF Denkendorf Management Research15

Mediation of opportuni-ties and requirements

Suppliers: Industrial PartnersAdvanced materials and services for

high tech engineering of novel products

Markets/Customers: Industrial Partners

NewT ext i l eAp p l i ca-

t i ons

Medical/Healthcare

T ext i l eRei nf or c ed

Ap p l i ca-t i ons

Composites/Aircraft

e.g. Auto-motive

SME NetworkingTech no logyIntegrat ion :SM Es

ResearchCentres

TechnologyProvidersHigh Tech

SMEs

Research &Development

AVALON Integrational Networking Approach


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Constituting Elements of Smart Networks

Conception:Smart Networks

Technology

MethodologyKnowledgeNetworking

OrganisationalNetworking

ICTNetworking

Knowledge Hyperlinking

ICT Hyperlinking

Organisational Hyperlinking


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C o mmuni c a t i ona nd C ol l a b o r at i onP l a t f or m

AVALON Networking Through a Knowledge-basedCommunication and Collaboration Platform

Demand Side/Customers:Markets, Industrial Partners, Consumers

Supply Side: Industrial Partners

Fiber Production and Functionalisation

S e r v i c es and S up p or t

T ec h nol og y Med i at or s / I nt eg r at or s Res ear c h C ent er s I T / S er v i c e P r o v i d er s C l eani ng / Moni t or i ng S er v i c es Mac h i ner y / P r oc es s i ng P r ov i d e r s Med i at or s / A s s oc i at i ons ...

Intermediate ProcessingTextile Processing and Composite

Processing

Target ProductsNew Textile Applications and

Textile Reinforced Applications

Processing Value Chains

Innovation Networks

Markets

Fibers


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Knowledge oriented activities

Innovation oriented activities

Knowledge Assets KnowledgeWorkers

Knowledge(Generation)Processes

InnovationMethods

InnovationActors

InnovationProcesses

Building a Basis for Innovation

Communication and Collaboration Platform


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DITF Denkendorf Management Research

CollaborativeInnovation Knowledge Repository (CIKR)

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Actors Methods

Innovation Process


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Knowledge-based Communication and CollaborationPlatform

PublicArea

CommunityArea

Internal (TPG)Area

Communication

Coordination

Cooperation

Collaboration

W e b s i t e

W e b s i t

e

W i k i W i k i

E f i k t o

n

E f i k t o

n


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Implemented Methods in the AVALON Project

2107.02.11

Distributed Knowledge

IPM bet a Application(ModuleAAB)

c L C A

c F M E A

c Q F D

c P P A

c I P R / E S S

M e e t i n g M a n a

g e m e n t

M a t e r i a l O r d e r i n g

Collaboration Platform

Innovation Methods


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DITF Denkendorf Management Research

Collaborative Product Potential Analysis(cPPA) Basic Idea

Systematic evaluation of product ideas in an earlyphase of the innovation process

Identification of strengths and weaknesses

Comparability of product ideas

Different perspectives on the idea

Knowledge contributions of partners

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Collaborative Product Potential Analysis(cPPA) Structure

Introduction

Eight Dimensions of Success

Product Characteristics Market Potential

Financial Foundation Environment and Sustainability

Customer Orientation Supply Chain Partnerships

Competition Intensity Internal Competences

Rating of Product Idea

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cPPA Eight Dimensions of Success

1. Product CharacteristicsProduct requirements, customer needs, specifications

2. Financial FoundationBudget, ROI, business plan,

alliances

3. Customer OrientationIntegration of customers,feedback tracking, satisfaction

4. Competition IntensityNumber of competitors, quality of competitive products

5. Market PotentialMarket shares, saturation, size,trends

6. Environment and SustainabilityHolistic approaches, recycling,

minimal consumptions, efficiency

7. Supply Chain PartnershipsSupplier reliability, collaboration,strategic partnerships

8. Internal CompetencesCore competences, outsourcing,IPR, dependencies to 3 rd parties

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cPPA Rating of Dimensions

Rate your feeling :Quality and completeness of information givenFrom very good/enough (Feeling +3) to bad/not enough(Feeling -2)

Rate your conviction:Conviction about information provided

From very sure (Conviction 2) to doubtful (Conviction 0)

Get a rating :Multiply the two values and insert it in the diagram

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Collaborative Product Potential Analysis(cPPA) Diagram

-4

Product Characteristics

Market Potentials

Customer Orientation

Supply ChainPartnerships

InternalCompetences

CompetitionIntensity

Environment &Sustainability

FinancialFoundation

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cPPA Diagram Knowledge Contributions of Partners

-4


Market Potentials



InternalCompetences



FinancialFoundation

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Company

Customer /

Competitor ServiceProvider

Supplier


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Collaborative Product Potential Analysis(cPPA) - Diagram


Market Potentials



InternalCompetences



FinancialFoundation

29


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Agenda




Implications for Collaborative Textile Innovation

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Orthopaedic support incorporating Nitinol wires

Development leader:Grado Zero Espace (GZE), Italy

Product idea:Current orthopaedic support is either a flexible bandage or a rigidstructure. With a hybrid textile incorporating Nitinol wires, aintermediary solution can be reached.

Workshop Example from the AVALON Project

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The following workshop material has been developed in closecollaboration with Grado Zero Espace.We thank in particular Mr. Marco Giacomelli for his very valuablecontribution and Grado Zero Espace for the courtesy to use it for thisworkshop.

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Acknowledgement

Marco Giacomelli

Grado Zero EspaceVia 8 Marzo, 8

50053 Empoli, Terrafino (Fi) , ItalyMail: [email protected]

Web: www.gzespace.com


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Grado Zero Espace

Saes Getters

CNR-IENI, dAppolonia, TEA,DITF-MR, PE International

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Knowledge Contributions to cPPA by GZE

Suppliers

Company

Customers

Service

Providers


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DITF Denkendorf Management Research. 34

Knowledge Networking of Target ProductGroup Orthopedic Support

Orthopedic support

Saes Getters

Integration knowledgeon life cycle management

SMA filaments

PE International

Knowledge on FEMfor virtual prototyping

Integration knowledgeon virtual innovationcentre methodology

TEA

CNR-IENIDITF-MR

Integration knowledge onsupply network structures

GZE

Production of SMAfilaments for orthopedic

support

Customer RequirementsOrthopedic support production

Knowledge on chemicalcomposition


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DITF Denkendorf Management Research. 35

Collaborative Product Potential Analysis(cPPA) Structure

Introduction

Eight Dimensions of Success

Product Characteristics Market Potential

Financial Foundation Environment and Sustainability

Customer Orientation Supply Chain Partnerships

Competition Intensity Internal Competences

Rating of Product Idea


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What are your expectations towards acompression device?

Which special needs / requirements does the product have to meet?

What products / services could be used to complement the product?Which ones are mandatory and which are an add-on?

Which products in the portfolio of GZE are affected from the new product,in what way and to what extent?

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cPPA Product Characteristics Group A


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Describe and model the Value Chain for the SMA product

Who are potential customers / end-users / distributors?How many are there and how big are they?

What specific added value can the product offer to you as a potential end-user? How much are you willing to pay for it?

Discuss: Are the expectations / needs of different customers alike?

Which customers could be potential partners for GZE?

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cPPA Customer Orientation Group B


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Describe the target market. Include for exampleits size and its saturation.

How will the market probably develop? Could the market disappear and if yes how long will it last?

What are market entrance / exit barriers? What are the costs to crossthem? (e.g., is retreat possible if assumptions prove wrong and productis not worth developing?)

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cPPA Market Potential Group C


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Form 3 groups with about the same size!Group A: Product Characteristics

Group B: Customer Orientation

Group C: Market Potential

Distribute the prepared materials!

Try to answer the questions for each group by readingthe material and by discussing within your group!

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Workshop Part


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Explain in brief the application idea, the target market,and the business model for which this analysis is done.

Orthopedic support by hybrid fabric containing Ni-Ti wiresProduct between a simple bandage (or elastic bandage) and a stiff supportMedical or rehabilitative treatment of the injured or weak elbowDifferent functionalities ranging from the easy wearability to the smart

compression or the partial mobility reduction

Is it a completely new idea or an upgrade? How does it fit to your companys core competences? How does it fit to your businessobjectives / strategy?

Expertise in terms of materials, smart textiles and technology transfer Not a huge expertise in the field of orthopaedic supportSpecific knowledge through collaboration with several partners

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cPPA Introduction GZE Answers


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What are the customer expectations?Easy wearability and mobility reductionCustomized to patient needs

Which special needs / requirements does the product have to meet?Anti-allergicResistant to a number of washing cycles

What products / services could be used to complement the product?Which ones are mandatory and which are an add-on?

Which products in your portfolio are affected from the new product, inwhat way and to what extent?

Extension of current portfolio, no negative effects expected

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cPPA Product Characteristics GZE Answers

2


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How much money do you need until the product couldbe sold? How could the money be obtained?When will the break-even point be reached?

What market share might be possible? What is the targeted total volume

of sales?

What range of prices is possible? What could be the return?Specific application field will justify relatively high product costs

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cPPA Financial Foundation GZE Answers

2


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Describe and model the Value Chain for your productYarn & Wire Filament Prep. Circular Knitting Finishing

Who are potential customers / end-users / distributors?How many are there and how big are they?

Phase 1: Sales to medical device distributors and medical divisionsPhase 2: Becoming the "competitive standard

Phase 3: Branding for mind share and market dominationWhat specific added value does your product offer (to customers and toyou)? How much are customers willing to pay for it?

First lightweight elbow support with adjustable functionality

Are the expectations / needs of different customers alike?

Focus must be on customization of size, rigidity etc.Which customers would be willing to cooperate with you?

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cPPA Customer Orientation GZE Answers

2


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Describe the target market. Include for exampleits size and its saturation.

Market for compression devices has been static for 60 yearsDifferent market segment, biggest share probably for people between 40 and 60

How will the market probably develop? Could the market disappear and if

yes how long will it last?Constant growth for the last decade (5-10% per year)Continuous development expected

What are market entrance / exit barriers? What are the costs to cross

them? (e.g., is retreat possible if assumptions prove wrong and productis not worth developing?)

Low entry barriers, production, sales and distribution channels already exist

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cPPA Market Potential GZE Answers

1


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What are important environmental aspects to bementioned (energy consumption, contaminates,material and process dropout, etc.)?

Material not environmentally dangerousOptimization of production processes to reduce wasteEnergy consumption of processes similar to traditional textile production

How long do you think your new product / process / service will be used?Will there be continuous improvements and new versions of your development or will it be of short term interest?

Medical sector long-term interestHigh value added product, high complexity continuous improvements andoptimizations necessary

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cPPA Environment and Sustainability GZEAnswers

4


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6

Who are suppliers? How many are there?What are past experiences with the suppliers?Is it possible that a partner leaves your group?Is a shortage of supply possible?

Current supply chain is already completely developedTrust between partners is high

Probability that a partner leaves the network is lowPossible substitutes for partners are known and could fill in vacant positions inshort time

Who could be potential partners to bring benefit to the product? What arepast experiences with these partners? Are they crucial?

See above

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cPPA Supply Chain Partnerships GZEAnswers


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What abilities do you need to develop, produce andsell the product? Which ones do you not yet possess?

Partner network has all the necessary knowledge, expertiseand capabilities for the development, production and selling of the product

Which (potential) partners could help you? Thinking about outsourcing,

will you keep enough know-how to stay the core partner in your group?Partner network does not need external servicesDue to the high complexity of product and manufacturing process, the knowledgeneeded is much larger than the expertise of every specific partner

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cPPA Internal Competences GZE Answers

4


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Which are (for you) the most valuable insights yougained up to now? How do you rate them?

Product is the result of active collaborationVarious partners with different know-how, expertise and interestsStrong partnership will leaves good expectations for the future, both for themanufacture and commercialization of this products and successive ones

If your assumptions are correct, will the product be profitable? Whatis your overall impression? How do you feel about it?Good impact on the market is expected

What are the next steps to take? Which areas are still unclear and need tobe further evaluated? How do you counter negative factors?

Concept and prototype developmentOptimisation of performanceCertification of products

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cPPA - Conclusions GZE Answers


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Collaborative Product Potential Analysis(cPPA) - Diagram


Market Potentials



InternalCompetences



FinancialFoundation

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Agenda




Implications for Collaborative Textile Innovation

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Multiple knowledge fields covered by differentpartners are necessary to perform a valuable ProductPotential Analysis

Customers Customer Orientation, Market Potentials

Competitors Competition Intensity Suppliers Supply Chain Partnerships

Service Providers Internal Competences

Collaboration is essential for powerful innovations

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Implications for Collaborative TextileInnovation

Competitors

Suppliers Company Customers

ServiceProviders


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Implementation of the Product Potential Analysis on theefikton collaboration platform

Web access allows simultaneous contribution of locallydispersed partners!

Clear role model controls access to the analysis!

Specific questions can be delegated to selected partners!Results can be shared with selected partners!Integration with other innovation management applicationson the platform, e.g. Innovation Project Management (for launchof PPA, distribution of tasks etc.)

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Support of Collaborative PPA through IT


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Efikton Collaboration Platform

D y n a m i c

S e c u r e

N e t w o r k i n g

O p e n

C o l l a b o

r a t i v e

M u l t i l i n

g u a l

Diasfalisis Ltd.25 El. Venizelou ave.Nea Smirni17123 GreeceWeb: www.diasfalisis.com

2009-10-23~25 Innovative Textiles_PPA_ITMF Shanghai

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