Transcript מצגת של PowerPoint - Bar

INNOVATION STRATEGY
2010
Dr Ilan Bijaoui
[email protected]
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http://www.youtube.com/watch?v=C48YI9gYolY
INVENTION – DEFINITION
Two roads diverged in a wood, and I took
the one less traveled by, And that has
made all the difference
Robert Frost from “The Road Not Taken”
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THE INNOVATION ECOLOGY AND BREAKTHROUGH
DILEMNA
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University-Education – Multi disciplinary
Research Organizations – Not development
Government funding agencies –find
breakthrough researches
Technology companies – Risk (funds, failure)
What is needed –What is possible
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INVENTION APPROACHES
Theory driven
Way of thinking leads to
invention Einstein
Pasteur from theory to need
Method driven: instrumentation
enables previously unknown
observations-invention
Galileo (telescope) experimental
technics-
Data Driven : reveals anomaly
in data, a surprising possibility
G.De Mestral: burrs hooks and
loops –Velcro +
MD(microscope)+ ND (zippers)
A Fleming-(penicillin)
G.Mendel heredity and breeding
plants
Need driven: identify problems
and seek solutions
Edison light, phonograph
T Selker TrackPoint and laptop
N. Sheridon DarK room-E-paper
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Sony
Tape
recorder
Wire recorder Germany AEG
3M USA
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TYPES OF INNOVATION
Product Innovation:
The creative development and commercialization of radically
new products, often grounded in new technology and linked to
unmet customer needs
Process Innovation:
The development of new ways of producing products that
lead to advantage in cost.
•Business Innovation:
The development of new business and new way of
conducting business that provides unbeatable
competitive advantage
Source:Arthur D. Little “ Global Survey on Innovation” in Jonash R.S. The
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Innovation Premium, Persus Books, 1999 p 114-136
TYPES OF INNOVATION
Position Innovation:
Changes in the context in which they are created or
delivered.(Ford, Lucozade drink from children
convalescence to performance drink)
Paradigm Innovation:
Changes in the underlying mental models which frame
that the organization does, (low cost airlines)
Source:Tidd J. Bessant J Managing innovation John Wiley 2006 p 10
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PG cyclodextrin detergents odor control Febreze
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MARKETING HIGH TECH
Source: Mohr j. Sengpta S
Slater S Marketing High
Technology Products and
Innovations Second Edition
Pearson Prentice Hall 2004 p 116
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INITIATING FACTORS TO
INNOVATION
Business Objectives
• Financial goals
• Sales growth
• Market Share
• Globalization
• Material costsavailability
• Shorter Life Cycle
• Suppliers initiatives
Environmental Change
• Technology
• Regulation
• Invention
• Demography, lifestyle
• Customer requests
• Rivalry-Alliances
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TOP TECHNOLOGY TREND
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Nanotechnology: coal diamond; silicon barrier
radiation therapy;
Bioinformatic: genome IBM life science units
Convergence of digital technology: cellphone,
television and computer, VOIP, digital
photography
Crytography information secure
Quantum computing
XML: Standard for data exchange
Video Games
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Potential NT applications :
- Increases in computer speed and storage capacity,
- Therapies for several different types of cancer,
- More efficient lighting
- More battery storage,
- Major reduction in the cost of desalinating water,
- Clothes that never stain
- Glass that never needs cleaning.
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ENTREPRENEURIAL BREAKTHROUGH VERSUS
CORPORATE INCREMENTAL IMPROVEMENTS
• Entrepreneurial breakthroughs: unorthodox
approach, creativity
• Incremental Improvements: body of knowledge
conventional way of thinking
• Edison little schooling. Steve Wozniak Apple, no
graduation; Bill Gates, dropped out Harvard, Michael
Dell quite university –Dell Computers (Bhide 2000
p36
• Large firms: Intel instruction per second grew per
3million % ; P&G 1250 PhD, 3800 per years 24000
active patents
Source; Baumol W.J.(2005) “Education for
in Innovation Policy and the
• Hybrid education? Innovation”
Economy Vol 5 National Bureau of Economic
Researches
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INNOVATION AXES
Market
Embedded Technology
Manufacturing
Technology (Process)
Product
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WHY CONTINUOUS/DISCONTINUOUS
INNOVATION?
Continuous Innovation
• Existing infrastructures
• Existing knowledge
• Existing markets
• Incremental
• Convergent thinkingprogressive refinements
• Increasing specialization
Discontinuous Innovation
• Discovery of new
knowledge related to
market need or
technological capabilities
• From horse to car
• Business reshaping:
kerosene for lighting; ice
for cooling; IT+telecom
and airline, banking,
entertainment
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PRINCIPLES OF DISRUPTIVE TECHNOLOGY
Good Management is the reason that
companies fail because they listened to
customers wants and needs , invested in
technology to support customers and
subsequently lost market Leadership
(Christensen,1997)
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Companies depend on customers and investors.
Small market doesn’t solve problems of large
firms.
Market that doesn’t exist cannot be analyzed
Technology supply may not equal market demand
Disruptive technologies are lower performing
Companies overshoot their market with
technology
IBM survived the move to PC’s
More experienced firms made better decisions
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SOURCES OF DISCONTINUITY
New market
PC, Mobile phone
New technology
Photo and digital images
New political rules
Free trade, Communism
Running out of road
Kodak
Change in market-behavior
Apple, McDonalds
Deregulation
Telecom, airlines
Rules of the game change
Amazon, cell phone
Architectural innovation
Photo-lithography in chip
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