success factors in it innovative product companies

Success Factors in IT-Innovative Product Companies: A Conceptual Framework

Second World Summit on the Knowledge Society, WSKS 2009

Chania, Crete, Greece, September 16-18

Enric Serradell-Lopez; Ana Isabel Jimenez-Zarco; Maria Pilar Martínez-Ruiz

Purpose

Explore the role that Information Technologies play in product innovation

process

Enric Serradell-Lopez; Ana Isabel Jimenez-Zarco; Maria Pilar Martínez-Ruiz

Introduction

• Organizations today. Some characteristics:– Organizational culture– Intensive use of Information and

Communication Technologies– Establishment of dynamic structures– Core business orientation– Value chain integration

Enric Serradell-Lopez; Ana Isabel Jimenez-Zarco; Maria Pilar Martínez-Ruiz

Marketing

• Construction and maintenance of stable relationships with different agents.

• Correct management of market information

Enric Serradell-Lopez; Ana Isabel Jimenez-Zarco; Maria Pilar Martínez-Ruiz

Organizational success

• Wei and Morgan (2004): Product innovation– New products

Enric Serradell-Lopez; Ana Isabel Jimenez-Zarco; Maria Pilar Martínez-Ruiz

New products characteristics

• Should be competitive

• Offer good value to customers

• Environmentally friendly

• Enhance the strategic position of the company

• Be introduced at the right time(NPD: New Product Development)

Enric Serradell-Lopez; Ana Isabel Jimenez-Zarco; Maria Pilar Martínez-Ruiz

Article structure

• Product innovation process analysis

• Customer cooperation

• Organizational learning

• Role of Information and Communication Technologies

Enric Serradell-Lopez; Ana Isabel Jimenez-Zarco; Maria Pilar Martínez-Ruiz

New Product innovation process

• Relationship between innovation and intangible assets

• Marketing point of view

• Innovation: radical and incremental

• Success criteria for new products?

Enric Serradell-Lopez; Ana Isabel Jimenez-Zarco; Maria Pilar Martínez-Ruiz

Customer cooperation-NPD

• NPD: uncertain process

• How to reduce time dependence?

Enric Serradell-Lopez; Ana Isabel Jimenez-Zarco; Maria Pilar Martínez-Ruiz

Benefits of cooperation

• The establishment of workteams made up of experts in different functional fields who adopt flat, highly adaptable structures.

• The supply of economic, human and technological resources to reduce complexity, cost and duration of the process (Littler et al., 1995).

Enric Serradell-Lopez; Ana Isabel Jimenez-Zarco; Maria Pilar Martínez-

Ruiz

Benefits of cooperation

• The improvement of relationships between agents in the environment, internalizing the

project and promoting the development of working relationships

• The transfer of information, experience and new technologies that help to identify, and

resolve quickly and efficiently, any problems that might arise

Enric Serradell-Lopez; Ana Isabel Jimenez-Zarco; Maria Pilar Martínez-

Ruiz

Organizational learning

• Information as a strategic asset

• Critical challenge

• Market orientation (Slater and Narver)

• O.L. Involves an organizational, cultural and structural change, as well the development of new activities.

Enric Serradell-Lopez; Ana Isabel Jimenez-Zarco; Maria Pilar Martínez-Ruiz

Organizational learning

• Market orientation suppose implementing learning organization concepts.

• How: changing routines and changing behaviours

Enric Serradell-Lopez; Ana Isabel Jimenez-Zarco; Maria Pilar Martínez-

Ruiz

Organizational learning

Enric Serradell-Lopez; Ana Isabel Jimenez-Zarco; Maria Pilar Martínez-Ruiz

Role of TIC

Enric Serradell-Lopez; Ana Isabel Jimenez-Zarco; Maria Pilar Martínez-Ruiz

Conclusions1. Importance or client cooperation, market

intelligence and the intensive use of ITs in product innovation

2. The integration of the client in NPD is considered as a strategic asset

Enric Serradell-Lopez; Ana Isabel Jimenez-Zarco; Maria Pilar Martínez-Ruiz

Conclusions

3. Market intelligence: Establishment of close relationships with clients .

4. Intensive use of IT’S supports the development of both elements and promotes the creation of synergies

5. IT act a socialising factor

Enric Serradell-Lopez; Ana Isabel Jimenez-Zarco; Maria Pilar Martínez-Ruiz

Thank you !!! Muchas gracias !!

Comments, suggestions, questions

Enric Serradell-Lopez

Open University of Catalonia, Barcelona, Spain

E-mail: eserradell@uoc.edu

Enric Serradell-Lopez; Ana Isabel Jimenez-Zarco; Maria Pilar Martínez-Ruiz