Upload
shameem-ali
View
1.033
Download
1
Tags:
Embed Size (px)
DESCRIPTION
Citation preview
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.1
Managing intellectual property
Chapters 5 and 6
http://www.ausinnovation.org/articles/ted-sixth-sense-technology.html
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.2
http://www.ausinnovation.org/articles/creating
-an-innovation-mindset.html
http://www.ausinnovation.org/articles/ted-sixth-
sense-technology.html
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.3
Learning objectives
Understand the role of intellectual property in
appropriating gains from innovation
Understand different forms of protection available
for intellectual assets
Appreciate the limitations of the patent system
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.4
Profiting from innovation
For an innovation to be profitable:
The technology underlying the product must work
The product must create value for the
customer/consumer
The innovator must be able to appropriate (capture)
enough of the value to make a profit
Value can be lost to competitors, buyers, suppliers, etc.
(Winter, 2000)
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.5
Mechanisms of appropriability
Secrecy
Trade secrets
Legally protected intellectual assets are termed
intellectual property (IP)
Control of complementary assets
Other assets such as distribution, service capability,
customer/supplier relationships, complementary
products
Lead time
First-mover advantage(Winter, 2000)
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.6
Trade secrets
Often applied to ways of working, price costings
or business strategies
Also applied to products (e.g. Coca Cola)
Legal definition unclear
Maintain secrecy during product development
Risk of information leakage?
Inhibits internal knowledge transfer?
Limits inter-company collaboration?
Difficult to maintain once marketed
Reverse-engineering by competitors?
No protection against independent invention by others
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.7
“The secret to one of the world's most famous brands lies deep in a bank
vault somewhere in Georgia, US. Its exact location is reportedly known
only to between two and four Coca-Cola executives.
It is rumoured that measures are employed to protect the chosen
few – the executives never travel together, and must approve a
successor should one of them die.
Outlets which make the drink are simply supplied with syrups
and other ingredients from Coca-Cola – but not the original recipe.
People have revealed what they claim to be the official recipe
after analysing the drink, but Coca-Cola remains tight-lipped.”
No sign of the recipe on the can!
Source: Tom Geoghegan, „What we still don‟t know‟, bbc.co.uk/1/hi/business 2nd June 2005
Trade secrets
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.8
Types of intellectual property
Intellectual property Key features
Patent Offers a 20-year monopoly; for new products or
manufacturing processes, or improvements to
an existing product or process, which was not
previously known
Copyright Provides exclusive rights to creative individuals
for the protection of their literary or artistic
productions
Registered design Registration of the outward appearance of an
article; provides exclusive rights for up to 25
years
Registered trademark A distinctive name, mark or symbol identified
with a company‟s products
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.9
Copyright ©
Applies to:
Original literary, dramatic, musical and artistic works
(70 years a.d.)
Sound recordings, films, broadcasts and cable
programmes (50 years post publication)
Typographical arrangements or layout of a published
edition (50 years post publication)
Automatic protection
Cannot copyright ideas
Must be in tangible form (e.g. written)
Copyright applies to the presentation of the idea.
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.10
Copyright
"Dan Brown copied from The Holy Blood and the Holy Grail and
therefore the publication of the result by the defendant is in
infringement of the copyright of my client in the United Kingdom."
"The authors' historical conjecture has spawned many other books
that developed aspects of this conjecture in a variety of directions.
But none has lifted the central theme of the book."
Source: Lawyers for Baigent & Leigh, February 2006
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.11
Registered design
Intended for designs with aesthetic appeal
Toys, electrical appliances, packaging, etc.
New designs:
Not published in the UK
Materially different appeal to the eye.
Outward appearance of an article
Actual shape, configuration, pattern, etc.
Maximum of 25 years
Exclusive rights for initial five years, renewable forup to five five-year periods
Similar in operation to the patent system
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.12
Registered design
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.13
Registered trademark ®
Distinctive names, marks and symbols identifying
a company‟s products
Must be:
Distinctive in itself
Non-deceptive
Not confusing.
International registration
Many brands are registered trademarks
Licensing
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.14
Trademarks
Orange colour clash set for court
A row over the colour orange could hit the courts after mobile phone giant
Orange launched action against a new mobile venture from Easyjet's founder.
Orange said it was starting proceedings against the Easymobile service for
trademark infringement.
Easymobile uses Easygroup's orange branding. Founder Stelios Haji-Ioannou
has pledged to contest the action.
The move comes after the two sides failed to come to an agreement after six
months of talks.
Orange claims the new low-cost mobile service has infringed its rights
regarding the use of the colour orange and could confuse
customers – known as "passing off".
Source: bbc.co.uk 20th February 2005
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.15
Patents
20-year monopoly to make, use or sell
Legal right to prevent others using the invention
Public disclosure of details of the invention
Novelty
Must not be part of „state of the art‟
Words, publications, anticipation
Inventive step
Not obvious to a person skilled in the art
Industrial application
Machine, product, process
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.16
Limitations of patents
Annual fees required
National patent protection
Patent harmonisation
European Patent Convention (EPC)
Paris Convention – 114 countries
First-to-file (EU) vs first-to-invent (US)
Legal costs of defence
Limited effectiveness in some industries
Patent life vs „imitation lag‟
Inventing around patents
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.17
Creative wins MP3 player patent
One of Apple's main rivals, Creative Technology, hasbeen awarded a patent in the US for the interface
used on many digital music players.
"The first portable media player based upon the user interface covered in our Zen Patent was our Nomad Jukebox MP3 player," said Creative CEO Sim Wong
Hoo.
"The Apple iPod was only announced in October 2001, 13 months after we had been shipping the Nomad Jukebox based upon the user interface covered by our
Zen Patent."
In its press release, Creative said Apple had filed for a patent for a user interface in a multimedia player in late 2002, but its application had been recently rejected.
Limitations of patents
Source: bbc.co.uk 30th August 2005
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.18
Use of patents in innovation
Patent information is available to the public
Is a valuable source of technological knowledge
A good way of finding out how problems have
been resolved in the past
A good way of linking current work to previous
inventions and discoveries
Find out what competitors are doing
Can be a source of ideas and directions to go
with R&D.
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.19
Do patents foster or hinder innovation?
In case of HIV research there are over 1000
patents files , each one building on the other.
Can deny follow-on innovators access to
technologies
Can present barrier to entry into a field
The expense required to avoid patent
infringement can de a deterrent
Some firms issue questionable patents
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.20
Trademarks & Brands
Differentiates company‟s products
Associated with business image, goodwill, and
reputation
Hoover for vacuum cleaners; Nestle for coffee
Trademarks (law) and brands (marketing) are
closely linked
Both facilitate identity and origin
Brands help buyers identify specific products and
help them in the buying process.
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.21
Brand extentions
Brands symbolise quality and image that can be
transferred to other products
Unilever extended the Timotei shampoo name to
skin-care products. Benefits of brand recognition.
Licensing of trademarks is growing rapidly eg
AFL, many firms license their trademark to
clothing manufacturers
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.22
Chapter 6
Managing organisational knowledge
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.23
1. Introduction: The importance of technology
2. Technology as an asset
3. Resource-based view of the firm
4. Tacit knowledge
5. Competencies
6. Core competencies
7. Turning technology into profits
8. Technology life cycles & S-curves
9. The degree of innovativeness
Managing organisational knowledge
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.24
• The battle of Trafalgar 1805
• Nelson defeated the French and Spanish fleets in
the battle of Trafalgar
• Nelson‟s ship, HMS Victory, stands in a drydock in
Portsmouth
• Nelson‟s fleet, while composed of fewer vessels
achieved victory
• Technology advantage
The importance of technology
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.25
Product technology advantages
• Pfizer‟s Sildenfil – aka Viagra:
The fastest selling human drug
• Gore Associates‟ Gore-Tex:
the versatile polymer polytetrafluoroethylene (PTFE)
• Dyson‟s vacuum cleaner:
Revolutionised a very stable mature industry
Technology as an asset
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.26
Process technologies
• Enterprise Resource Planning (ERP) business software
• Virtually all large firms have installed it
• SAP, Oracle, Baan and PeopleSoft
• SAP has over 20,000 products installed worldwide
and Oracle has installed databases in nearly every
one of the world‟s top 500 companies
• Moreover, it has changed the way they work
(Gartner, 2002).
Technology as an asset (Continued)
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.27
The resource based view of the firm (RBV) is an
influential theoretical framework for understanding how
competitive advantage within firms is achieved and how
that might be sustained over time.
Penrose (1959)
Wernerfelt (1984)
Prahalad and Hamel (1990)
Barney (1991)
Nelson (1991)
Teece, Pisano and Schuen (1997)
Winter (2003)
Ray, Barney & Muhanna (2004).
The resource-based view of the firm (RBV)
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.28
RBV focuses on the internal activities of the firm
and so complements the traditional emphasis on structure
and positioning.
It assumes:
• that firms can be conceptualised as bundles of resources;
• that these resources are variously and differently distributed;
• resource differences persist over time.
Certain resources that are:
Valuable
Rare
Inimitable
Non-substitutable
VRIN attributes
The resource-based view of the
firm (RBV) (Continued)
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.29
Prahalad and Hamel
In 1990 Prahalad and Hamel changed the
direction of strategic thinking when they
published their now classic article
“The Core Competency of the Corporation”
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.30
Prahalad and Hamel
Recommended that the organisation
Outsource all but its key functions to keep costs
down
Figure out its real core competencies
Forget about SBUs and concentrate on
competencies that are shared across the total
corporation
Focus on core products developed from that
competency.
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.31
Core Competency: Examples
Sony's core competency was miniaturisation and this leads to core mobile products such as Walkman and Discman.
Honda's core competency is engine expertise leading to core products (engines) in fields as diverse as cars to motorcycles to outboard motors on boats to water scooters to generators.
3M's core competency is practical innovation leading to products such as Post-It or Scotch tape
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.32
The Resource Based View (RBV)
Since Prahalad and Hamel‟s article was published, many
researchers and theorists have developed the concept by:
elaborating on its meaning and significance
developing techniques for identifying and
measuring core competencies in corporations
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.33
Perspectives on Competitive
Strategy1980s View 1990s View
External Unit of
Analysis
Industry Market Segment
Customer-Firm
Relationship
Win-lose battle among
rivals and between
firms and customers
Win-win and creation of
superior customer value
Key Strategy
Challenge
Industry-Firm Fit Organisational learning
to develop key resources
and competencies
Management’s
Main Task
Industry Concentration
and Market Power
Delivering Superior Value
to the Customer
Main Profit
Influencers
Industry concentration
and market-power
Delivering Superior
Customer Value
Ideal Outcome Monopoly Position Superior Financial
Performance
Achieved by Barriers to Entry Distinctive Competencies
causally ambiguous
resources
Source: O’Keeffe, Mavondo and Schroder, c. 2000
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.34
RBV and Core Competencies
A key feature of the RBV is the search for core competencies or distinctive competencies within a corporation
Competition is as much a race for competency mastery as it is a race for market dominance and market share
Core competencies represent a fundamental departure from the positioning school in that they are:
Internal
Controllable
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.35
RBV Framework
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.36
The Resource Based View (RBV)
Market Based Resources include:
Culture (e.g. market orientation, research orientation, culture of innovation)
Assets (e.g.brands, Mktg IS, databases, etc)
Capabilities (e.g. research, relationships, know-how etc)
The key is to transform these resources into core competencies which form the foundation of superior competitive position.
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.37
The Core Competency
Concept; Some Definitions
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.38
Core Competencies Vs Strengths
Understanding core competencies makes
intuitive sense
However, the real significance of the concept
can be difficult to grasp
The following series of slides present
different perspectives on the concept and its
relevance for contemporary business practice
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.39
Core Competencies: Some Definitions
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.40
Core Competencies: Some Definitions
What the theorists say
“Few companies are likely to build world leadership in more than five or six fundamental core competencies.”
“Core competence does not diminish with use. Unlike physical assets, which do deteriorate over time, competencies are enhanced as they are applied and shared. But, competencies still need to be nurtured and protected.” p. 84
C.K. Prahalad and Gary Hamel, 1990
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.41
Core Competencies: Some Definitions
What the practitioners say
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.42
Core Competencies: Some Definitions
What the practitioners say
“ Firms can embody core competencies or capabilities in many different ways, ranging from logistics, to distribution, to trade partner relationships to branding. Given that resources are usually limited, firms have at the most five or six core competencies.”
“Whatever they are, a set of core competencies needs to create a uniquely bundled system.”
Nancy Tennant Snyder, Corporate VP of Core Competencies and Leadership Development, Whirlpool Corporation, quoted in Snyder and Tennant, 2003, p. 7
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.43
Core Competencies: Some Definitions
What the practitioners say
“Core competencies is an issue that seems to make a lot of conceptual sense. But true core competencies are hard to define precisely … Core competencies are exaggerated by some managers and underestimated by others. Some think everything they do is a core competency. Other companies really don't understand what particular competencies make them successful in a marketplace. The reason is that competencies are sometimes so ingrained they're unapparent.”
Dan Simpson, Director of Strategy and Planning, The Clorox Company
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.44
The Identification Problem
A key task for management is to identify which skills
and assets should be nurtured as core competencies
Prahalad and Hamel (1990) point out that sustaining
core competencies is critical to creating sustainable
value
Yet many companies have reported real difficulties
identifying which competencies are core
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.45
Core Competencies Vs Strengths
Identifying core competencies is not just a
matter of taking an inventory of skills and assets
A company can have many strengths but few
will qualify as core competencies.
So how can companies identify their core
competencies?
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.46
Core Competencies
At least three tests can be applied [to internal strengths] to identify core competencies:
1. Provides access to a wide variety of markets
2. Significant contribution to perceived customer benefits
3. Difficult for competitors to imitate
(Prahalad & Hamel, 1990, pp 83-83)
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.47
Access to Broad Markets
A core competency must exist in more than one or
two businesses
For example, if innovation is a core competency, then
it must permeate all products and businesses for it to
be considered a core competency
If a competency exists in only one department or one
product, then it is not a core competency
(3M case study)
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.48
Access to Broad Markets
(Example)
Black & Decker‟s core competency in producing 200- 600 watt motors enabled it to enter a variety of markets
Home Workshop Market
Drills, saws, sanders, polishers and rotary tools
Domestic Cleaning & Maintenance Market
Dust busters
Kitchen Appliance Market
Blenders, toasters, can openers etc
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.49
Significant Contribution to Customer Benefits
A core competency must make a significant
contribution to perceived customer benefits
If customers do not see the value from your
competencies, then it cannot be considered core
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.50
Significant Contribution to Customer Benefits
(Example)
For example, The Coca Cola company invested
millions in developing an improved water
purification system with significant cost savings
Customers could not taste the difference. While
the purification system may have been something
CC did very well, it was not a core competency
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.51
Difficult for Competitors to Imitate
Core competencies should be:
“Competitively unique”
Something that competitors wish they had, but would find difficult to acquire in the short term
Able to confer significant differentiation
A competence which is central to business activities, but which is not exceptional, should not be considered a core competency.
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.52
Difficult to Imitate (Example)
Dell Computers has several core competencies which provide significant differentiation in the PC market:
Online customisation of computer built
Minimisation of capital in the production process
Manufacturing and distribution quality
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.53
A Framework for Identifying
Core Competencies
I
Genuine Core
Competencies
II can be outsourced
Supply Chain
Management
III easy to imitate
Accountancy
Legal Services
Support Personnel
IV easy to outsource
Facilities
Security
Catering
High Low
Task Value
High
Low
Task Complexity
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.54
Distinctions
“It is essential to make the distinction between
core competencies, core products and end
products because global competition is played out
by different rules and for different stakes at each
level.”
Prahalad and Hamel, 1990, p. 85
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.55
Core Competencies
Core competencies are skills or
assets
Examples
Coca Cola – brand equity (asset)
3M - Innovation (skill)
Sony – Miniaturisation (capability)
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.56
Core Products
Core products are the physical embodiment of
one or more core competencies
Core products are the components or sub-
assemblies that contribute value to end products
Examples
IBM‟s microprocessor and operating systems
3M‟s adhesives, abrasives and polymers
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.57
End Products
End products are the finished articles
which are sold to end users or to
distributors
Examples
Honda‟s motors
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.58
The Tree Analogy
The corporation, like a large tree, grows from its
roots. Core products are nourished by
competencies and engender business units, whose
fruits are end products.
(Prahalad & Hamel, 1990: 81)
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.59
The Tree Analogy
Competency 1
Competency 2
Competency 3
End Products
Core Products
Based on Prahalad & Hamel, 1990, p. 81
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.60
Conclusions
The core competency concept provides an
alternative perspective on the issue of
“corporate strengths”
Some theorists have seen this as contributing to
the “fall of strategic planning” and the “demise of
SWOT analysis.” (See for example Mintzberg)
However, more enlightened theorists view the
core competency concept as a more robust
method of evaluating corporate strengths
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.61
Conclusions
The Resource Based View:
takes account of both customer and competitors in external analysis
less likely to conduct analysis at industry level and more likely to consider market served
includes a mediating element between generic strategy and positional advantage (Positioning Theme)
Is compatible with positioning school (because industry effects account for 10% of profitability while corporate effects account for 50%)
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.62
Intellectual
assets
Physical
assets
Cultural
assets
Firm‟s capabilities:
Design
Purchasing
Manufacturing
Finance
Distribution
Customer relationships
Firm‟s capabilities
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.63
We often know more than we can tell . . .
Have you ever tried explaining to someone in words how
to tie a shoelace?
Tacit knowledge
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.64
Core competencies
Core
products
Business
unitsEnd
productsEnd
products
End
products
Business
units
Core competencies
Source: Reprinted by permission of Harvard Business Review. Adapted from „The Core Competence of the Corporation‟, by G. Hamel and C.K. Prahalad, (1990).
Copyright © 1990 by the Harvard Business School Corporation; all rights reserved
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.65
Negligible
profitsLong-term
profits
No
profits
Short-term
profits
Imitability
Extent of coreness
Non-core Core
Low
High
Turning technology into profits
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.66
Rate of
Technological
progress
Amount of effort
Single-processor
computer
Multi-processor
computerSpeed of light
Communication bottlenecks
Technology life cycles and
S-curves: Supercomputer
Technology development effort required?
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.67
individual
knowledge
shared knowledge
embedded in relationships
Knowledge embedded in relationships
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.68
Informal and formal discussions
amongst colleagues with
prior knowledge, mutual respect
and credibility, and an awareness of
the needs of the business
Generates new associations
and linkages for the business
that have not been made before
1
Accumulation and retention
of additional knowledge
by the organisation
2
34 The spiral is
continuous
The rejection of ideas and associations
by the organisation does not cause a loss
of knowledge. The knowledge is retained
within the business for other and later uses
as a form of organisational memory.
Internal knowledge accumulation process
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.69
• Leader/offensive
• Fast follower/defensive
• Cost minimisation/imitative
• Market segmentation specialist/traditional
The degree of innovativeness
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.70
Product Pioneer(s) Imitator/later entrant(s)
35mm Cameras Leica (1925)
Contrax (1932)
Exacta (1936)
Canon (1934)
Nikon (1946)
Nikon SLR (1959)
CAT Scanners
(Computer Axial
Tomography)
EMI (1972) Pfizer (1974)
Technicare (1975)
GE (1976)
Johnson and Johnson (1978)
Ballpoint pens Reynolds (1945)
Eversharp (1946)
Parker “Jotter” (1954)
Bic (1960)
MRI (Magnetic
Resonance Imaging)
Fonar (1978) Johnson & Johnson‟s Technicare (1981)
General Electric (1982)
Personal Computers MITS Altair 8800 (1975)
Apple II (1977)
Radio Shack (1977)
IBM-PC (1981)
Compaq (1982)
Dell (1984)
Gateway (1985)
VCRs Ampex (1956)
CBS-EVR (1970)
Sony U-matic (1971)
Catrivision (1972)
Sony Betamax (1975)
JVC-VHS (1976)
RCA Selectra Vision (1977) made by
Matsushita
Word-processing
software
Wordstar (1979) WordPerfect (1982)
Microsoft Word (1983)
Throughout the twentieth century „late entrants‟ have been surpassing
pioneers
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.71
Habits of Innovative Companies
1. Deep understanding of the customer and
market needs:
Engage with customers;
Understand industry trends and competitive
environment;
Big picture perspectives
2. A “Culture” of innovation:
Vision; leadership; Executive support;
Openness to new ideas; supportive/encouraging
of innovation; commercial imperative to innovate;
Flexibility.
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.72
Habits 2
3. An Open Innovation model: Open collaboration
model and having global partnerships
4. An appropriate funding model for innovation
activities:
Willingness to invest in R&D activities;
Balanced investment in future versus current needs.
5. Ability to execute:
Commitment of resources dedicated to innovation;
Continuous development/improvement processes;
Benchmarking;
Clear goals/deadlines/strategy;
Best practice evolves over time (dynamic); Flexible and
quick to move.
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.73
6. Human intellect/creativity:
Development of skills;
Knowledge base;
Talented Educated individuals;
Willingness to learn/change.
7. Management of Intellectual Property:
Ability to manage/protect IP that is generated
through the innovation process in a practical
manner.
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.74
Some definitions of innovation
"Innovation . . . is generally understood as the
successful introduction of a new thing or method
. . . Innovation is the embodiment, combination,
or synthesis of knowledge in original, relevant,
valued new products, processes, or services.
Luecke and Katz (2003)
Innovation typically involves creativity, but is not
identical to it:
innovation involves acting on the creative ideas
to make some specific and tangible difference in
the domain in which the innovation occurs.
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.75
Definitions 2
"All innovation begins with creative ideas. It is the
successful implementation of creative ideas
within an organization.
Creativity by individuals and teams is a starting
point for innovation; the first is necessary but not
sufficient condition for the second".
For innovation to occur, something more than the
generation of a creative idea or insight is
required: the insight must be put into action to
make a genuine difference, resulting for example
in new or altered business processes within the
organization, or changes in the products and
services provided.
activity.
Paul Trott, Innovation Management and New Product Development, 4th Edition, © Pearson Education Limited 2008
Slide 5.76
Definitions 3
Creative insights leading to significant
organizational improvements in terms of
improved or new business products, services, or
internal processes.
Creativity is typically seen as the basis for
innovation, and innovation as the successful
implementation of creative ideas within an
organization.