Innovation Management for BU syllabus
-
Upload
chetan-t-r -
Category
Education
-
view
22 -
download
4
Transcript of Innovation Management for BU syllabus
Marketing Innovation Products
Strategy and Strategic Innovation Strategy is the long term plan to achieve the desired
goals and objectives
Strategic Innovation includes innovative business models, to make a business more competitive. It leads to either: New business models (including a new value chain
architecture) New Markets Increased value for both the customer and the
company Combination of all the above
Features of Strategic Innovation A frame work of independent content, process
and context dimensions Application of creativity and innovation to
strategic management Acts as an enabler strategic differentiation and
competitive advantage By challenging conventional logic and redefining
the company’s business model, redrawing market boundaries, creating new markets and value improvements for customers and company itself.
Dimensions of Strategic innovation Industry foresight – Top-Down Approach Customer insight – Bottom – Up Approach Strategic Alignment
Internal Alignment and External Alignment Core technologies Disciplined implementation Organizational Readiness
Cultural; Process and Structural readiness Managed innovation process
Divergent and Convergent thinking
Strategic aspects of Innovation
Market Impact
Market opportunity
Market Dynamic
s
Market Dynamics Change in external environment is very
dynamic and demands the business to respond dynamically
Market Opportunity Understanding Market Dynamics
provides opportunities Eg.,
3M – Scrotch brite Odomos mosquito repellent cream Amruthanjan comin with gel cream and
sprays Iodex changing from brown color cream to
gel and sprays
Market Impact How is the market responding to the
new product? Is the price-performance equation
perfect? Are there any gaps in existing products? Is there scope for improvement? Is the introduction of new product
triggering action by competitors?
Corporate Strategy Cost-Leadership Differentiation Focus
Innovation Platforms incorporating NPD When business strengths are able to
meet opportunities in the market, becomes a platform for strategic innovation and helps a business take actions for commercialising the business and forecasting the market impact.
Advantages of Plan of Action
Faster Decisions More autonomy to teams Encourages intrapreneurship Encourages team ownership Economies of scale Economies of scope
Case: Apple’s Innovation Platform Apple’s Ipad is a mass-produced
product. Using this as a base other parties can create and capture value with their own apps. Apple has maintained greater control over how something is developed. Apple is also particular how value is captured, but apple’s platform has found wider applications.
New Product Development New product are those which are really
innovative and truly unique replacements for existing products that are significantly different from the others
Strategic reasons for NPD Deviations in consumer demands Foundation of competitive advantage Provide long term ROI Optimum utilisation of existing production and
operations. Leads to capitalisation on research and
development Influence brand equity Enhance corporate image Helps in meeting environmental threats
Types of New Products Discontinuous Innovation
Eg., Innovative car, Laptop etc Category Extension
Eg., Dell manufacturing Mobile phones Line Extension
Eg., P&G adding new products to its line Product Improvement Eg., Toyota Cars Repositioned Products
Eg., Liril comin with modification and repositioning Lower Priced Products
Eg., Nirma, surf excel price wars
DSM’s Innovation PlatformDutch Life science’s company aims to build an intrinsically
innovative a company using innovation platforms instead of single projects. This helps in proper estimation of the risks in the beginning. Opportunities in the market also get defined properly. Projects are properly grouped in well-defined platforms.
DSM’s Chief innovation officer Rob van Leen says, “Projects can fail but you can’t kill an opportunity”. The innovation pipeline in DSM is used for looking at related opportunities. The burden of innovation is shared by the platforms. Passion, ownership and drive contribute to success of innovation in DSM. Even smaller projects get visibility due to the platform approach.
Opportunities are given more importance than projects. Platforms encourage innovation to think more broadly across the value chain. They also foster team spirit and energise the team members to put in their best. Platforms make the organisation more respective to open source innovation. Collective decision making increases the chances of success because risks are better understood. This makes it easy to migrate the risks.
Factors influencing a New Products success
Right product, right time and right message Concentrate on providing a solution Recognize and nurture core capabilities of the
company Proper working environment Support from top management Disciplined new product development process Dedicated development teams Effective communication to the targeted audience Appropriate business strategies Understanding the external environment
Factors influencing a New Products success
Identifying market opportunities that fit core competencies
Proper understanding of consumer needs and wants
Wide range of product ideas Clear and focused product definition Superior and differentiated product and
package Effective category and management
philosophy Well-executed launch Effective promotional strategies
New product development Process NPD Strategy Generation of New product ideas Idea screening and business analysis Concept development and testing Marketing strategy development Business Analysis Product development Market testing Commercialisation
1: New Product strategy Focus on new idea/concept generation
and guidelines for establishing screening criteria keeping company objectives in mind
Identifying the strategic business requirements that the new product should comply with.
2: Generation of New product ideas Objectives of this stage are:
Ideas for new products New attribute for existing products New uses of existing products
Sources of New Product ideas: Customers Competitors Employees R&D Licensing Marketing research agencies Distribution channels
3: Idea screening and Business analysis Criteria for Ide screening
Market feasibility Technical feasibility Potential competition Compatibility with the promoter Consistency with governmental priorities Growth potential Ensure acceptable growth Competitive price Should meet company’s objectives and goals Availability of resources Ensure capital requirements within manageable limits
4: Concept development and testing
Concept testing is defined as “ A printed or filmed representation of a product or service. It is a device to communicate the subject’s benefits, strengths and reasons for being”.
Objectives of Concept testing To get customer feedback about new product idea To assess relative attractiveness of the ideas To understand strengths and weaknesses of each idea To know customers product rating To direct the development of the project To select the most promising concept for product
development To ascertain the product potential for its
commercialisation
5: Marketing Strategy development
Marketing Plan should consist of three parts: First Part
Target Market size Structure Behaviour Sales volume Market share Profit goals Planned product positioning
Second Part Planned price Distribution strategy Marketing budget for the year
Third Part Long run sales Profit goals Marketing mix strategy over time
6: Business analysis Forecasting Market opportunity Forecasting sales Financial forecasting
7: Product Development An Organisation must ensure following:
Establish a product with desired characteristics
Production at minimal cost Produce as per demand forecast Product attributes must the customers
requirements Adequate testing of product for quality Estimate forecasted sales Appropriate budgeting Satisfactory ROI Provide for testing the product
8: Market Testing Simulation Testing: Launching a product in few selected areas to
test feasibility and functionality of the product The main purpose is to provide final and total validation of the
entire project; the commercial viability of the product, its production, and its marketing
Characteristics of Market testing High advertising costs High manufacturing costs Lack of economies of scale Low volume of production High distribution costs
Benefits of Market testing Helps to determine product’s likely performance Helps in understanding product’s functional performance Provides information about customer perception Helps to understand market response Provides opportunity to make necessary changes Helps in effective marketing mix plan
9: Commercialisation Roles of Marketing Manager
Product must be channelized appropriately to support the new product planning
Recognize the situational aspects of market entry Need to decide the introduction timing Ensure effective maintenance and servicing facility Clarify the strategic importance of market entry
decision Ensure intensive selling Formulate the market entry decision problem Ensure widespread availability of the product
through distribution channel Effective promotion to create awareness of the new
product
Process Innovation
Is the implementation of the new or significantly improved production or delivery method
Includes changes in technique, equipment or even the software
Ex: 3D modelling, Automation in manufacturing process, Robotics, Scanners, Barcodes, E-tailing, tracking of parcels, etc.,
Stages of Process Innovation
Generate Ideas
Capture ideas from the first
stage
Begin the innovation
Develop a Business-
Effectiveness strategy
Apply Business
improvementDecline
Support for Process Innovation Policies and procedures Performance management frameworks Well defined Organization structure Use of state-of-the-art technology
Business Process
Innovation
Visioning and Strategy
Supply chain management
Asset management
Organisation structure
Enterprise Resource Planning
Business Process Management
Improving Process Innovation’s effectiveness Streamlining and sharing of existing processes Improved service delivery Automation of workflows A supporting infrastructure Strategic approach to managing supply chains Increased operational efficiency Reduction in costs Increase in revenues
Service Innovation Is a new or significantly improved service
concept that is taken into practice Types of service innovation
Innovation in service/Service products Innovation in service process
Innovation in services, in service products
• May include technological elements• Related to service design and new service
development• Ex., Retail stores providing home delivery• Beauty parlour providing services at home• Bigbasket.com, E-tailers like amazon,
flipkart, delivering products to home
Innovation in service process• May include service delivery systems• Technique or expertise based services• Ex., Doctors introducing appointments to
reduce waiting time of patients• E-tailers introducing COD system as
customers were scared of using Credit cards online.
• Air tickets can be booked online much before the travel date.
Successful Service Innovatio
n
Unique value
proposition
Improved delivery
approach
Growing emerging
trend
Enhanced customer
experience
Areas of Innovation – Den Hertog’s model The Service Concept
New types of bank accounts, Information services, Online auctions etc.,
The Client interface Internet banking, ATM’s, etc.,
The Service delivery system Home delivery system B2B delivery is called as Servuction =
Service+Production Technological options
Phone banking, etc.,
Patterns of Service Innovation Pattern 1: Supplier-Dominated Service
These innovations from external suppliers are disseminated and implemented by service industry
Ex., Microwave oven in catering, Cash registers POS
Pattern 2: Innovation within services Innovation and implementation is initiated and
takes place at the service firm Ex., New shop formulas by retailers New pension and savings schemes
Patterns of Service Innovation Pattern 3:Client led innovation
Innovation clearly articulated by the clients Ex., Door-to-door public transport aimed at business
traveller Green banking services, invest in a socially responsible
way Pattern 4: Paradigmatic Innovations
Arise when complex and pervasive innovations affecting all actors in a value chain profoundly are involved
Ex., Very densely populated area, the regular transport of goods is no longer possible and the decision to switch to underground transport was taken by both parties involved in the value chain and have to change pratices
Service design innovation
Design
Analysis
Development
Full Launch
Portfolio and Standard Portfolio is grouping of financial assets
such as stocks, bonds and cash equivalents, as well as their mutual, exchange-traded and closed-fund counterparts
Portfolio Evaluation refers to the evaluation of the performance of the portfolio