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Marketing and Innovation: Managing the Innovative Organisation
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Transcript of Marketing and Innovation: Managing the Innovative Organisation
Marketing & Innovation
Marcos LIMA, PhDSkema Business School
Session 02:
Managing the
Innovative Organization
What is a management system?
What is management?
What is a management process?
Informational Resources
Human Resources
Financial ResourcesMaterial Resources
Internal Environment
External Environment
What is a management system?
What is a System?
INPUT PROCESS OUTPUT
FEEDBACK
What is a management system?
Management System in Action
PROCESS
Products /Services
OUTPUTINPUT
MarketFEEDBACK
Internal Environment
External Environment
What is an Organization?
What is an Organization?
McKinsey’s 7S
Fragmented Synthesis
McKinsey’s Interactive Exploration of the 7S
http://www.mckinsey.com/insights/strategy/enduring_ideas_the_7-s_framework
What is an Organization?
Simplified McKinsey Model: 3Ps
POSITION
PROCESS
PEOPLE
SearchEnvironment
SelectStrategy
ImplementProcesses
CreateValue-Capture
Culture
SearchENVIRONMENT
SelectSTRATEGY
ImplementPROCESS
Capture-ValueCULTURE
Knowledge Management & Innovation
The 7 Dimensions of Knowledge Management
Senior Management VISION & STRATEGY1
HRPolicies
4
PerformanceMeasurement
SYSTEMS
6
OrganizationalSTRUCTURE
3
Suppliers
Partners
Universities
7 External Learning
Clients
Competitors
Government
7 External Learning
InformationSYSTEMS
5
OrganizationalCULTURE
2
a. STRATEGIC
c. OPERATIONAL
b. TACTIC
Knowledge Management & Innovation
Knowledge Management & Innovation: D1 – Strategy
Video Case: Pirates of the Silicon Valley Part 1 Apple’s Core Competence (0:00:00 + 0:18:50)
Knowledge Management & Innovation: D1 - Strategy
Senior Management Vision Focus on core competency Create a sense of direction and “urgency”
Case in point: Lloyds Bank Goal: to double the company’s
value every 3 years Under CEO Brian Pitman, goal
was reached for 15 years !!!
Brian Pitman
X 2X 4X 8X 16X 32X !!!
Knowledge Management & Innovation: D1 - Strategy
Senior Management Vision
http://9to5mac.com/2012/07/19/collapsing-nokia-may-have-had-apple-like-hardware-in-development-in-the-90s/
Knowledge Management & Innovation: D2 - Culture
Organizational Learning
Learning byDoing
(Exploiting)
Learning byR&D /
Searching(Exploring)
Organizational Forgetting
Creative Forgetting
OrganizationalKnowledge
Stock
IdeasWith
InnovationPotential
InnovativeProjects
INN
OV
AT
ION
Inst
itu
tio
nal
/ O
rgan
izat
ion
al B
arrie
rs /
Inc
entiv
es
Inst
itu
tio
nal
/ O
rgan
izat
ion
al B
arrie
rs /
Inc
entiv
es
Mar
ket
Bar
riers
/ I
ncen
tives
Knowledge Management & Innovation: D2 - Culture
Video Case: Pirates of the Silicon Valley Part 2 Barriers at Apple (0:40:25)
Knowledge Management & Innovation: D3 - Structure
Organizational Structure Flat hierarchies Open spaces Incentive to “skunk works”
Case in Point: Alcoa CEO’s workstation measures
3 x 3 m, like any other in thebuilding
No desk is more than15 m from a window
Knowledge Management & Innovation: D4 - People
HR Policies Recruit (and retain) talent Incentivate knowledge sharing
Case in Point: McKinsey Diversity of sources Engagement of top managers
in recruitment process Global knowledge base Built-in turn-over: constant renewal
Knowledge Management & Innovation: D4 - People
Video Insight :Diversity is key to learning
http://vimeo.com/3475327
Knowledge Management & Innovation: D5 - Systems
Information Systems
Data“structuredregistries”
Information“message with meaning
and purpose”
Tacit / Implicit DomainExplicit Domain
Knowledge“mental evaluation”
Knowledge Management & Innovation: D6- Measures
Knowledge Management & Innovation: D6- Measures
Measurement Systems Indicators that capture not only financial performance
but also:• Customer feedback• Process efficiency• Learning and renewal
Case in Point: Skandia Multiple indicators,
multiple perspectives
Knowledge Management & Innovation: D7 - Networking
Internal / External Learning Networking with
• Suppliers / Partners• Competitors• Government / University
Video Case: Pirates of the Silicon Valley
Part 3: Apple x Xerox (1:01:00)• Learning with the Environment
Knowledge Management & Innovation: A Synthesis
Final Comments
Where we are and where we
are going
Innovation as an Integrated Process
Search int./ext.ENVIRONMENT
Select STRATEGY
ImplementPROCESS value Capturing
CULTURE
Recommended Reading
TIDD, 2009 Chapters 9-12
TROTT, 2008 Chapters 4-6
Articles* Hamel (G05 – G08) Porter (G09 – G12)
* One student will be randomly selected for a 5-min presentation without PPT
Good Luck!
Marcos [email protected]