“scientific discovery” versus “customer need”amsterdam mba, 2014innovation management

ning liujaejung seokivanc ozuolmez

consumers are key guide and compass when it comes to

innovation. their view should always be followed

linear models of innovation

demand pull2nd generation innovation management model

mid 60s - 70s european origins

1 2 3 4 5

market needs r&d

marketing dept. manufacturing

sales

“without wants [demand or need] no problems would exist. without knowledge they could

not be solved”(Schmookler, 1966: 11-12)

“scientific or technological discovery” vs. “customer or management need”

breakthrough - incrementaltime (as technological lifecycle)

façade (classification)

semiconductor

first transistor: Bell Labs, 23 December 1947first semiconductor chip: Fairchild Semiconductor Corp, 1961

semiconductor

first transistor: Bell Labs, 23 December 1947first semiconductor chip: Fairchild Semiconductor Corp, 1961

Microsoft’s Windows

Window 3.0 Window 95 Window 98

Window XP Window Vista Window 8

conclusion

breakthrough vs incrementalconsumers have no idea to guide a breakthrough innovation, but their view is precious to improve existing products and

services.

timeearly stages of a technology; more push.

late stages of a technology, more expectations, demand pull

façadeeffect of consumer demand is more visible on delivery side.

in business model innovations, consumer demand might have less effect.

“If I had asked people what they wanted, they would have said faster

horses.”

(Henry Ford)

consumers are key guide and compass when it comes to innovation.

their view should always be followed

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