Innovation at Timberland

8/18/2019 Innovation at Timberland

1/17

Innovation at Timberland :

Thinking Outside the Shoe Box

Syndicate 1M. Gilang Ramadhan (29114308)

Diza Rahman Sulistian (29114438)a!zha "u#il $l%ah (291144&3)


2/17

In 2005, CEO e! S"art# and COO $en %u&ker ho'ed the'n enti n *act #y(n advan&ed &on&e't lab, "ould develo' ne" breakthrough'rodu&ts and reinvigorate the &om'an)*s &ulture o+ innovation

Innovation at Timberland


3/17

Timberland*s revenues had in&reased +rom -.2 million to / 5billion +rom signi1&ant ex'ansion in international sales, gro"tho+ ne" &ustomer segments, im'rovements, and "orking &a'italmanagement (s Timberland*s leaders looked to the +uture,the) ho'ed oug Clark, a biome&hani&s ex'ert and +oot"areveteran, and his Invention 3a&tor) 4i3 team "ould bring as&ienti1& a''roa&h to"ard building the next generation o+

Timberland 'rodu&ts and ideas


4/17

6ission : identi+) and develo' innovative and high im'a&t&on&e'ts 4'rodu&ts, 'ro&esses, and materials that "ill enhan&eand extend Timberland7s brand e8uit), +oster businesso''ortunities, and drive 'ro1tabilit) over the long term

Ob9e&tive o+ Invention3a&tor)


5/17

Invention 3a&tor) 4i3 , the ; unit o+ Timberland had to havea &onse8uential im'a&t on the rest o+ the business Itsstru&tured needed to be examined to see i+ its stru&ture "ase!e&tive using &hange management skills to &onne&t "ith themainstream o+ Timberland i37s mission is to identi+) anddevelo' innovative and high im'a&t &on&e'ts 4'rodu&ts,'ro&esses, and materials that "ill enhan&e and extend

Timberland7s brand e8uit), +oster business o''ortunities, anddrive 'ro1tabilit) over the long term


6/17

3a&tor) 'artnershi' uring their initial brainstorming sessions, the i3 team"ondered ho" the) "ould 'rotot)'e It "as one thing the dra" 'i&tures o+the ne" &on&e'ts, but the) needed to 'h)si&all) make mo&k


7/17

+ u,-uen uld ha e ea#ly insight int /im e#land sl nge# te#m di#ecti n 4'otentiall) 'resenting ne" businesso''ortunities +or them , and as an im'ortant bene1t, theirem'lo)ees "ould gain uni8ue training in 'roblem solving andthe &reation o+ ne" materials'nteg#ati n t in,line teams hen # t ty es sta#tedc ming ac %# m the %act #y , Clark a''roa&hed %u&kedis&uss "hi&h in


8/17

+ac aging 5 #icing (lthough Ae!ernan "as not 'art o+ i3,he had several o+ his o"n innovative solutions Ae hired aninde'endent resear&h &om'an) that had 'ioneered a methodto evaluate &onsumer 're+eren&es "hen +a&ed "ith multi<variable de&isions to hel' determine "hat &ombinations o+

shells and &hassis &onsumers "ould be "illing to bu)h lesale# acce tance 6e% #e t#ying t sell the c nce t

t /im e#land s h lesale#s , Ae!ernan and the i3 teatested Travel @ear in Timberland*s retail stores in orth(meri&a, Euro'e, and (sia during the 200 test 'ilot seasonand then +or a +ull season to +ollo"


9/17

In O&tober 200 , a+ter t"o )ears o+ "ork, Clark*s teram, no" /D strong,revisited their s&o'e, 'riorities, and organi#ation, i3 no" had a budget no"20 higher, &ondu&ted bi


10/17


11/17

One earl) steering &ommittee dire&tive "as +or i3 to look intothe broad issue o+ im'roving shoe 1t "hile redu&ing &om'lexit)in the shoe si#ing 'ro&ess, "hi&h &ould mean signi1&anteH&ien&) gains, servi&e im'rovement, and enhan&ed marginsCategori#ed as a s)stems 'ro9e&t, it sat +or a"hile be+ore Clark

handed it over to his esear&h ; Te&hnolog) ire&tor, ohnAeal) Aeal) had 'reviousl) "orked +or ike and Converse andtaught 'h)siolog) at the niversit) o+ e" Aam'shire

%re&ise3it


12/17

Timberland*s &ommitment to innovation attra&ted 6artin $een, alegendar) sailor "ho had hel'ed +ound $een +oot"ear (+ter hisse'aration +rom the &om'an) $een, 6artin $een "orked on a shoe that&ould 'er+orm in the harshest land or "ater &onditions Ae a''roa&hed%u&ker "ith the &on&e't and %u&ker 'resented it to e! S"art# and thesteering &ommittee (+ter debating "here su&h a 'rodu&t might 1t into

Timberland*s line, the) de&ided i3 should make it a se'arate brandSin&e this "ould be the 1rst time Timberland had ever &reated ase'arate brand, i3 seemed the 'er+e&t &andidate to Jo"nJ the 'ro9e&t

The ne" line, &alled 6iiin 4'ronoun&ed Jm)


13/17

i3 also &on&eived o+ an o!shoot o+ the line, &alled rbanene"al, "hi&h re'li&ated the 1re1ghter boots and made them

available +or urban )outh ear a boot dis'la) in the i3 lab "asa 'oster o+ a hi'


14/17

3rom /DD-


15/17


16/17

S&h"art# 4CEO and %u&ker 4COO are &on&erned &ulture innovation and al"a)s 1gure out the essential elements in'utting Timberland7s best +oot +or"ardInvention 3a&tor) is in is high risk, time &onsuming, andresour&e intensivei37s mission should rede1ned, and shi+t their +o&us to"ardgetting in


17/17

&reated a +ormal +our 'hase innovation 'ro&ess: / understand 2 observe ; visuali#e F evaluate

transitionI3 had 'roved highl) imaginative and the stru&ture is e!e&tive"ith their &hange management to &onne&t "ith mainstream o+

Timberland

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Innovation at Timberland