2009-10-23~25 innovative textiles_ppa_itmf shanghai
TRANSCRIPT
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DITF Denkendorf Centre for Management Research Prof. Dr. Thomas Fischer
e
Innovative TextilesA Challenge for
Knowledge-oriented Management
ITMF Shanghai, October 2009
Authors: Thomas Fischer, Armin Lau, Manuel HirschDITF Denkendorf Centre for Management Research
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DITF Denkendorf Management Research.
Institute for Textile Chemistryand Chemical Fibres
German Institutes for Textileand Fibre Research Denkendorf
Institute for Textile Technologyand Process Engineering
Centre for Management Research
http://www.ditf-denkendorf.de 2
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DITF Denkendorf Management Research.3
Textile World
Disposal /Recycling
ChemichalIndustries
The ChemicalIndustry
ServiceProvider
The GarmentIndustry
Non-conventionalTextile Processing
Retail
The ChemicalFibre Industry
The Textile Industry
Fiber Thread Fabric FinishedFabric
Garrment(Fashion/Function)
Home
Distribution /Retail
TextileServices
PrivateUse /Con-
sump-tion
Indus-triel
Use /Pro-
duction
Automotive Building Health Care ...
Applications in
Variety of Services
andAppli-
cations
Others:(Textile) Mechanical Engineering, Laboratory Configuration and Services, Logistics,Insurances, Banking and Financing, Consultancy, Human Resources,Marketing, Software Development, ...
2002-2009 DITF-MR Denkendorf,adopted March 2004 by CEN/ISSS Workshop TEX SPIN (TEXtile Supply Chain Integrated Network) within the
CEN Workshop Agreement (CWA 14948) Guidelines for XML/EDITEX messages in the textile/clothing sector
D e s i g n o f N e w S t r u c t u r e s a n d S e r v i c e s
D e s i g n o f N e w S t r u c t u r e s a n d S e r v i c e s
I m p r o v e m e n
t o f T r a d i t i o
n a l P r o c e s s e
s, P r o d u c t s a n d A
p p l i c a t i o n s
I m p r o v e m e n
t o f T r a d i t i o
n a l P r o c e s s e
s, P r o d u c t s a n d A
p p l i c a t i o n s
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DITF Denkendorf Management Research.4
Major Research Activities and CoreCompetences of DITF-MR Denkendorf
Knowledge ManagementInformation Management
Innovation Management
Change Management
Supply Chain ManagementElectronic Business
Quality ManagementEmvironment ManagementRisk Management
http://www.ditf-denkendorf.de/mr
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Textile World
Disposal /Recycling
ChemichalIndustries
The ChemicalIndustry
ServiceProvider
The GarmentIndustry
Non-conventionalTextile Processing
Retail
The ChemicalFibre Industry
The Textile Industry
Fiber Thread Fabric FinishedFabric
Garrment(Fashion/Function)
Home
Distribution /Retail
TextileServices
PrivateUse /Con-
sump-tion
Indus-triel
Use /Pro-
duction
Automotive Building Health Care ...
Applications in
Variety of Services
andAppli-
cations
Others:(Textile) Mechanical Engineering, Laboratory Configuration and Services, Logistics,Insurances, Banking and Financing, Consultancy, Human Resources,Marketing, Software Development, ...
2002-2009 DITF-MR Denkendorf,adopted March 2004 by CEN/ISSS Workshop TEX SPIN (TEXtile Supply Chain Integrated Network) within the
CEN Workshop Agreement (CWA 14948) Guidelines for XML/EDITEX messages in the textile/clothing sector
D e s i g n o f N e w S t r u c t u r e s a n d S e r v i c e s
D e s i g n o f N e w S t r u c t u r e s a n d S e r v i c e s
I m p r o v e m e n
t o f T r a d i t i o
n a l P r o c e s s e
s, P r o d u c t s a n d A
p p l i c a t i o n s
I m p r o v e m e n
t o f T r a d i t i o
n a l P r o c e s s e
s, P r o d u c t s a n d A
p p l i c a t i o n s
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DITF Denkendorf Management Research.
The AVALON Project
Multifunctional textile structures driving new productionand organizational paradigms by textile SMEinteroperation Across high-added- VALue sect O rs for knowledge-based product/service creatio N
Instrument: SME-IP of Priority 3: NMPContract Number: NMP2-CT-2005-515813
Partners: 30 partners from 9 countries (20 SMEs)
Duration: March 2005 May 2009
Total Cost: 12,3 M ( Funding 7,4 M )
Coordinator : DITF-MR Denkendorf
More Information: www.avalon-eu.org 6
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Agenda
Technical Textiles Need for Innovation Managementand Collaboration Across Industrial Sectors
Introduction to Collaborative Product PotentialAnalysis (cPPA)
Workshop :Applied Collaborative Product Potential Analysis (cPPA)
Implications for Collaborative Textile Innovation7
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New Materials
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Shape Memory Alloys:Superelasticity (for metals)Shape memory capability
Carbon fibres
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Modified Process Technologies
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Active control of wire tension
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New Fields of Application
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Textile Architecture
PZL Swidnik
GZE
Aerospace
Medical applications
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DITF Denkendorf Management Research.11
Textile World
Disposal /Recycling
ChemichalIndustries
The ChemicalIndustry
ServiceProvider
The GarmentIndustry
Non-conventionalTextile Processing
Retail
The ChemicalFibre Industry
The Textile Industry
Fiber Thread Fabric FinishedFabric
Garrment(Fashion/Function)
Home
Distribution /Retail
TextileServices
PrivateUse /Con-
sump-tion
Indus-triel
Use /Pro-
duction
Automotive Building Health Care ...
Applications in
Variety of Services
andAppli-
cations
Others:(Textile) Mechanical Engineering, Laboratory Configuration and Services, Logistics,Insurances, Banking and Financing, Consultancy, Human Resources,Marketing, Software Development, ...
2002-2009 DITF-MR Denkendorf,adopted March 2004 by CEN/ISSS Workshop TEX SPIN (TEXtile Supply Chain Integrated Network) within the
CEN Workshop Agreement (CWA 14948) Guidelines for XML/EDITEX messages in the textile/clothing sector
D e s i g n o f N e w S t r u c t u r e s a n d S e r v i c e s
D e s i g n o f N e w S t r u c t u r e s a n d S e r v i c e s
I m p r o v e m e n
t o f T r a d i t i o
n a l P r o c e s s e
s, P r o d u c t s a n d A
p p l i c a t i o n s
I m p r o v e m e n
t o f T r a d i t i o
n a l P r o c e s s e
s, P r o d u c t s a n d A
p p l i c a t i o n s
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DITF Denkendorf Management Research.12
Elements of Innovationfor High Added-Value Products
Textile industries in cross-sectoral non-textile valueadding networks demand for developing the ability for innovation and reliability, risk control,and flexibility
understanding the Culture of Cooperation and Collaborationin other branchesadapting to their needs, e.g. Just in Time-Delivery or ConcurrentEnterprising, Collaborative New Product Development andProduct Life Cycle Management
New Quality of Partnership
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Subjects of Innovation
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Mediation of opportuni-ties and requirements
Suppliers: Industrial PartnersAdvanced materials and services for
high tech engineering of novel products
Markets/Customers: Industrial Partners
NewT ext i l eAp p l i ca-
t i ons
Medical/Healthcare
T ext i l eRei nf or c ed
Ap p l i ca-t i ons
Composites/Aircraft
e.g. Auto-motive
SME NetworkingTech no logyIntegrat ion :SM Es
ResearchCentres
TechnologyProvidersHigh Tech
SMEs
Research &Development
AVALON Integrational Networking Approach
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Constituting Elements of Smart Networks
Conception:Smart Networks
Technology
MethodologyKnowledgeNetworking
OrganisationalNetworking
ICTNetworking
Knowledge Hyperlinking
ICT Hyperlinking
Organisational Hyperlinking
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C o mmuni c a t i ona nd C ol l a b o r at i onP l a t f or m
AVALON Networking Through a Knowledge-basedCommunication and Collaboration Platform
Demand Side/Customers:Markets, Industrial Partners, Consumers
Supply Side: Industrial Partners
Fiber Production and Functionalisation
S e r v i c es and S up p or t
T ec h nol og y Med i at or s / I nt eg r at or s Res ear c h C ent er s I T / S er v i c e P r o v i d er s C l eani ng / Moni t or i ng S er v i c es Mac h i ner y / P r oc es s i ng P r ov i d e r s Med i at or s / A s s oc i at i ons ...
Intermediate ProcessingTextile Processing and Composite
Processing
Target ProductsNew Textile Applications and
Textile Reinforced Applications
Processing Value Chains
Innovation Networks
Markets
Fibers
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Knowledge oriented activities
Innovation oriented activities
Knowledge Assets KnowledgeWorkers
Knowledge(Generation)Processes
InnovationMethods
InnovationActors
InnovationProcesses
Building a Basis for Innovation
Communication and Collaboration Platform
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CollaborativeInnovation Knowledge Repository (CIKR)
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Actors Methods
Innovation Process
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Knowledge-based Communication and CollaborationPlatform
PublicArea
CommunityArea
Internal (TPG)Area
Communication
Coordination
Cooperation
Collaboration
W e b s i t e
W e b s i t
e
W i k i W i k i
E f i k t o
n
E f i k t o
n
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Implemented Methods in the AVALON Project
2107.02.11
Distributed Knowledge
IPM bet a Application(ModuleAAB)
c L C A
c F M E A
c Q F D
c P P A
c I P R / E S S
M e e t i n g M a n a
g e m e n t
M a t e r i a l O r d e r i n g
Collaboration Platform
Innovation Methods
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DITF Denkendorf Management Research
Collaborative Product Potential Analysis(cPPA) Basic Idea
Systematic evaluation of product ideas in an earlyphase of the innovation process
Identification of strengths and weaknesses
Comparability of product ideas
Different perspectives on the idea
Knowledge contributions of partners
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Collaborative Product Potential Analysis(cPPA) Structure
Introduction
Eight Dimensions of Success
Product Characteristics Market Potential
Financial Foundation Environment and Sustainability
Customer Orientation Supply Chain Partnerships
Competition Intensity Internal Competences
Rating of Product Idea
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cPPA Eight Dimensions of Success
1. Product CharacteristicsProduct requirements, customer needs, specifications
2. Financial FoundationBudget, ROI, business plan,
alliances
3. Customer OrientationIntegration of customers,feedback tracking, satisfaction
4. Competition IntensityNumber of competitors, quality of competitive products
5. Market PotentialMarket shares, saturation, size,trends
6. Environment and SustainabilityHolistic approaches, recycling,
minimal consumptions, efficiency
7. Supply Chain PartnershipsSupplier reliability, collaboration,strategic partnerships
8. Internal CompetencesCore competences, outsourcing,IPR, dependencies to 3 rd parties
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cPPA Rating of Dimensions
Rate your feeling :Quality and completeness of information givenFrom very good/enough (Feeling +3) to bad/not enough(Feeling -2)
Rate your conviction:Conviction about information provided
From very sure (Conviction 2) to doubtful (Conviction 0)
Get a rating :Multiply the two values and insert it in the diagram
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Collaborative Product Potential Analysis(cPPA) Diagram
-4
Product Characteristics
Market Potentials
Customer Orientation
Supply ChainPartnerships
InternalCompetences
CompetitionIntensity
Environment &Sustainability
FinancialFoundation
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cPPA Diagram Knowledge Contributions of Partners
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Product Characteristics
Market Potentials
Customer Orientation
Supply ChainPartnerships
InternalCompetences
CompetitionIntensity
Environment &Sustainability
FinancialFoundation
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Company
Customer /
Competitor ServiceProvider
Supplier
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-4
Collaborative Product Potential Analysis(cPPA) - Diagram
Product Characteristics
Market Potentials
Customer Orientation
Supply ChainPartnerships
InternalCompetences
CompetitionIntensity
Environment &Sustainability
FinancialFoundation
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DITF Denkendorf Management Research.
Agenda
Technical Textiles Need for Innovation Managementand Collaboration Across Industrial Sectors
Introduction to Collaborative Product PotentialAnalysis (cPPA)
Workshop :Applied Collaborative Product Potential Analysis (cPPA)
Implications for Collaborative Textile Innovation
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DITF Denkendorf Management Research.
Orthopaedic support incorporating Nitinol wires
Development leader:Grado Zero Espace (GZE), Italy
Product idea:Current orthopaedic support is either a flexible bandage or a rigidstructure. With a hybrid textile incorporating Nitinol wires, aintermediary solution can be reached.
Workshop Example from the AVALON Project
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The following workshop material has been developed in closecollaboration with Grado Zero Espace.We thank in particular Mr. Marco Giacomelli for his very valuablecontribution and Grado Zero Espace for the courtesy to use it for thisworkshop.
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Acknowledgement
Marco Giacomelli
Grado Zero EspaceVia 8 Marzo, 8
50053 Empoli, Terrafino (Fi) , ItalyMail: [email protected]
Web: www.gzespace.com
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Grado Zero Espace
Saes Getters
CNR-IENI, dAppolonia, TEA,DITF-MR, PE International
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Knowledge Contributions to cPPA by GZE
Suppliers
Company
Customers
Service
Providers
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Knowledge Networking of Target ProductGroup Orthopedic Support
Orthopedic support
Saes Getters
Integration knowledgeon life cycle management
SMA filaments
PE International
Knowledge on FEMfor virtual prototyping
Integration knowledgeon virtual innovationcentre methodology
TEA
CNR-IENIDITF-MR
Integration knowledge onsupply network structures
GZE
Production of SMAfilaments for orthopedic
support
Customer RequirementsOrthopedic support production
Knowledge on chemicalcomposition
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Collaborative Product Potential Analysis(cPPA) Structure
Introduction
Eight Dimensions of Success
Product Characteristics Market Potential
Financial Foundation Environment and Sustainability
Customer Orientation Supply Chain Partnerships
Competition Intensity Internal Competences
Rating of Product Idea
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What are your expectations towards acompression device?
Which special needs / requirements does the product have to meet?
What products / services could be used to complement the product?Which ones are mandatory and which are an add-on?
Which products in the portfolio of GZE are affected from the new product,in what way and to what extent?
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cPPA Product Characteristics Group A
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Describe and model the Value Chain for the SMA product
Who are potential customers / end-users / distributors?How many are there and how big are they?
What specific added value can the product offer to you as a potential end-user? How much are you willing to pay for it?
Discuss: Are the expectations / needs of different customers alike?
Which customers could be potential partners for GZE?
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cPPA Customer Orientation Group B
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Describe the target market. Include for exampleits size and its saturation.
How will the market probably develop? Could the market disappear and if yes how long will it last?
What are market entrance / exit barriers? What are the costs to crossthem? (e.g., is retreat possible if assumptions prove wrong and productis not worth developing?)
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cPPA Market Potential Group C
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Form 3 groups with about the same size!Group A: Product Characteristics
Group B: Customer Orientation
Group C: Market Potential
Distribute the prepared materials!
Try to answer the questions for each group by readingthe material and by discussing within your group!
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Workshop Part
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Explain in brief the application idea, the target market,and the business model for which this analysis is done.
Orthopedic support by hybrid fabric containing Ni-Ti wiresProduct between a simple bandage (or elastic bandage) and a stiff supportMedical or rehabilitative treatment of the injured or weak elbowDifferent functionalities ranging from the easy wearability to the smart
compression or the partial mobility reduction
Is it a completely new idea or an upgrade? How does it fit to your companys core competences? How does it fit to your businessobjectives / strategy?
Expertise in terms of materials, smart textiles and technology transfer Not a huge expertise in the field of orthopaedic supportSpecific knowledge through collaboration with several partners
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cPPA Introduction GZE Answers
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What are the customer expectations?Easy wearability and mobility reductionCustomized to patient needs
Which special needs / requirements does the product have to meet?Anti-allergicResistant to a number of washing cycles
What products / services could be used to complement the product?Which ones are mandatory and which are an add-on?
Which products in your portfolio are affected from the new product, inwhat way and to what extent?
Extension of current portfolio, no negative effects expected
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cPPA Product Characteristics GZE Answers
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How much money do you need until the product couldbe sold? How could the money be obtained?When will the break-even point be reached?
What market share might be possible? What is the targeted total volume
of sales?
What range of prices is possible? What could be the return?Specific application field will justify relatively high product costs
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cPPA Financial Foundation GZE Answers
2
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Describe and model the Value Chain for your productYarn & Wire Filament Prep. Circular Knitting Finishing
Who are potential customers / end-users / distributors?How many are there and how big are they?
Phase 1: Sales to medical device distributors and medical divisionsPhase 2: Becoming the "competitive standard
Phase 3: Branding for mind share and market dominationWhat specific added value does your product offer (to customers and toyou)? How much are customers willing to pay for it?
First lightweight elbow support with adjustable functionality
Are the expectations / needs of different customers alike?
Focus must be on customization of size, rigidity etc.Which customers would be willing to cooperate with you?
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cPPA Customer Orientation GZE Answers
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Describe the target market. Include for exampleits size and its saturation.
Market for compression devices has been static for 60 yearsDifferent market segment, biggest share probably for people between 40 and 60
How will the market probably develop? Could the market disappear and if
yes how long will it last?Constant growth for the last decade (5-10% per year)Continuous development expected
What are market entrance / exit barriers? What are the costs to cross
them? (e.g., is retreat possible if assumptions prove wrong and productis not worth developing?)
Low entry barriers, production, sales and distribution channels already exist
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cPPA Market Potential GZE Answers
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What are important environmental aspects to bementioned (energy consumption, contaminates,material and process dropout, etc.)?
Material not environmentally dangerousOptimization of production processes to reduce wasteEnergy consumption of processes similar to traditional textile production
How long do you think your new product / process / service will be used?Will there be continuous improvements and new versions of your development or will it be of short term interest?
Medical sector long-term interestHigh value added product, high complexity continuous improvements andoptimizations necessary
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cPPA Environment and Sustainability GZEAnswers
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Who are suppliers? How many are there?What are past experiences with the suppliers?Is it possible that a partner leaves your group?Is a shortage of supply possible?
Current supply chain is already completely developedTrust between partners is high
Probability that a partner leaves the network is lowPossible substitutes for partners are known and could fill in vacant positions inshort time
Who could be potential partners to bring benefit to the product? What arepast experiences with these partners? Are they crucial?
See above
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cPPA Supply Chain Partnerships GZEAnswers
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What abilities do you need to develop, produce andsell the product? Which ones do you not yet possess?
Partner network has all the necessary knowledge, expertiseand capabilities for the development, production and selling of the product
Which (potential) partners could help you? Thinking about outsourcing,
will you keep enough know-how to stay the core partner in your group?Partner network does not need external servicesDue to the high complexity of product and manufacturing process, the knowledgeneeded is much larger than the expertise of every specific partner
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cPPA Internal Competences GZE Answers
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Which are (for you) the most valuable insights yougained up to now? How do you rate them?
Product is the result of active collaborationVarious partners with different know-how, expertise and interestsStrong partnership will leaves good expectations for the future, both for themanufacture and commercialization of this products and successive ones
If your assumptions are correct, will the product be profitable? Whatis your overall impression? How do you feel about it?Good impact on the market is expected
What are the next steps to take? Which areas are still unclear and need tobe further evaluated? How do you counter negative factors?
Concept and prototype developmentOptimisation of performanceCertification of products
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cPPA - Conclusions GZE Answers
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-4
Collaborative Product Potential Analysis(cPPA) - Diagram
Product Characteristics
Market Potentials
Customer Orientation
Supply ChainPartnerships
InternalCompetences
CompetitionIntensity
Environment &Sustainability
FinancialFoundation
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DITF Denkendorf Management Research.
Agenda
Technical Textiles Need for Innovation Managementand Collaboration Across Industrial Sectors
Introduction to Collaborative Product PotentialAnalysis (cPPA)
Workshop :Applied Collaborative Product Potential Analysis (cPPA)
Implications for Collaborative Textile Innovation
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Multiple knowledge fields covered by differentpartners are necessary to perform a valuable ProductPotential Analysis
Customers Customer Orientation, Market Potentials
Competitors Competition Intensity Suppliers Supply Chain Partnerships
Service Providers Internal Competences
Collaboration is essential for powerful innovations
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Implications for Collaborative TextileInnovation
Competitors
Suppliers Company Customers
ServiceProviders
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Implementation of the Product Potential Analysis on theefikton collaboration platform
Web access allows simultaneous contribution of locallydispersed partners!
Clear role model controls access to the analysis!
Specific questions can be delegated to selected partners!Results can be shared with selected partners!Integration with other innovation management applicationson the platform, e.g. Innovation Project Management (for launchof PPA, distribution of tasks etc.)
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Support of Collaborative PPA through IT
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8/7/2019 2009-10-23~25 Innovative Textiles_PPA_ITMF Shanghai
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Efikton Collaboration Platform
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Diasfalisis Ltd.25 El. Venizelou ave.Nea Smirni17123 GreeceWeb: www.diasfalisis.com