corporate communications today, course module 4: innovation management
DESCRIPTION
Institut für Wirtschaftsinformatik, Abteilung Informationsmanagement (wi2), TU Braunschweig, WS 2012/13TRANSCRIPT
![Page 1: Corporate Communications Today, Course Module 4: Innovation Management](https://reader034.vdocuments.us/reader034/viewer/2022051514/5483dff7b07959380c8b4a30/html5/thumbnails/1.jpg)
Corporate Communications Today Course Module 4: Innovation Management
14.01.2012
Susanne Robra-Bissantz
![Page 2: Corporate Communications Today, Course Module 4: Innovation Management](https://reader034.vdocuments.us/reader034/viewer/2022051514/5483dff7b07959380c8b4a30/html5/thumbnails/2.jpg)
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 2
Course Modules
CM 1 Social Media
CM 3 „Marketing“
CM 2 Collaboration
CM 4 Innovation
CM 5 Knowledge
CM 6 Web Society
![Page 3: Corporate Communications Today, Course Module 4: Innovation Management](https://reader034.vdocuments.us/reader034/viewer/2022051514/5483dff7b07959380c8b4a30/html5/thumbnails/3.jpg)
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 3
Collaboration within the company
![Page 4: Corporate Communications Today, Course Module 4: Innovation Management](https://reader034.vdocuments.us/reader034/viewer/2022051514/5483dff7b07959380c8b4a30/html5/thumbnails/4.jpg)
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 4
Information and Communication within the company
Knowledge Management
Innovation Management
Idea Management
• Information and communication
are the keys to competitive advantages.
• Ideas are the basis for
innovation. • Ideas need a knowledge base. • Innovations lead to learning and
to new knowledge.
Organizational Learning
![Page 5: Corporate Communications Today, Course Module 4: Innovation Management](https://reader034.vdocuments.us/reader034/viewer/2022051514/5483dff7b07959380c8b4a30/html5/thumbnails/5.jpg)
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 5
Collaboration approaches: internal – external?
Collaborative creativity
Innovation Management
Organizational Learning Complaints: ideas and problems
Knowledge Management
Project support
![Page 6: Corporate Communications Today, Course Module 4: Innovation Management](https://reader034.vdocuments.us/reader034/viewer/2022051514/5483dff7b07959380c8b4a30/html5/thumbnails/6.jpg)
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 6
Collaborative creativity?
"There's only one way: There will be no discussion (...) design, image, advertising, shop window - I'm doing everything" (FAS from 13.3.2011, p. 54). blog.fashionfreax.net
![Page 7: Corporate Communications Today, Course Module 4: Innovation Management](https://reader034.vdocuments.us/reader034/viewer/2022051514/5483dff7b07959380c8b4a30/html5/thumbnails/7.jpg)
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 7
Creativity
Creativity is the contextual potential for meaningful novelty which unfolds in action, in searching and work of individuals on a problem or a matching result. (Sonnenberg 2007, p.72)
convergent thinking
divergent thinking
Interest in complexity • reflexivity • endurance
Intuition • spontaneity • tolerance for risk
Sensibility • openness • tolerance for conflict and
frustration
Ego strength • self-confidence • nonconformism
![Page 8: Corporate Communications Today, Course Module 4: Innovation Management](https://reader034.vdocuments.us/reader034/viewer/2022051514/5483dff7b07959380c8b4a30/html5/thumbnails/8.jpg)
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 8
Creativity – collaborative?
A heterogeneous group with common visions leads to potentially higher creative potential. (Posts combination model: Nijstadt, Paulus 2003, Creative field: Burrow 1999)
„Divison of labour is inherently counter-creative“ (Andersson 1997)
The competition between organizations will take place increasingly based on creativity. (e.g. Burnside 1990, Kratzer et al. 2004)
![Page 9: Corporate Communications Today, Course Module 4: Innovation Management](https://reader034.vdocuments.us/reader034/viewer/2022051514/5483dff7b07959380c8b4a30/html5/thumbnails/9.jpg)
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 9
Collaborative creativity - approaches in idea management systems
heterogeneous teams
weak ties
innovators/objectors
maverick/logician
different experiences
newcomer/older ones
creativity techniques
explain perspective adopt perspective
reunite ideas
reunite experiences turn upside down
![Page 10: Corporate Communications Today, Course Module 4: Innovation Management](https://reader034.vdocuments.us/reader034/viewer/2022051514/5483dff7b07959380c8b4a30/html5/thumbnails/10.jpg)
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 10
Idea platform: example – HYVE IdeaNet
![Page 11: Corporate Communications Today, Course Module 4: Innovation Management](https://reader034.vdocuments.us/reader034/viewer/2022051514/5483dff7b07959380c8b4a30/html5/thumbnails/11.jpg)
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 11
Example Hype - Home
Overview: Idea „portfolio“ idea exploration
Currently running idea campaigns, in which I can participate.
The latest submitted ideas that make me curious.
The most popular ideas that I can evaluate and
discuss.
![Page 12: Corporate Communications Today, Course Module 4: Innovation Management](https://reader034.vdocuments.us/reader034/viewer/2022051514/5483dff7b07959380c8b4a30/html5/thumbnails/12.jpg)
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 12
idea generation
idea evaluation
idea screening
idea networking
I can see how far my idea has come in the selection process.
I can attach pictures and documents.
I can see when my boss looked at my idea
last night.
I can format my idea description
with MS Word-like tools.
My idea is evaluated according to standardized criteria, which are specific
to my organization.
The system alerted me to similar ideas, so I can come into
contact with the idea originator.
![Page 13: Corporate Communications Today, Course Module 4: Innovation Management](https://reader034.vdocuments.us/reader034/viewer/2022051514/5483dff7b07959380c8b4a30/html5/thumbnails/13.jpg)
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 13
idea generation
idea evaluation
idea screening
idea networking
I can see how far my idea has come in the selection process.
I can attach pictures and documents.
I can see when my boss looked at my idea
last night.
I can format my idea description
with MS Word-like tools.
My idea is evaluated according to standardized criteria, which are specific
to my organization.
The system alerted me to similar ideas, so I can come into
contact with the idea originator.
Focus:
Support of Phases of the Creativity
prozcess with additive collaboration
and review
![Page 14: Corporate Communications Today, Course Module 4: Innovation Management](https://reader034.vdocuments.us/reader034/viewer/2022051514/5483dff7b07959380c8b4a30/html5/thumbnails/14.jpg)
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 14
Idea Management Systems
Current creativity techniques and idea management systems reflect the prevailing research with an american, individualistic
embossing.
They provide little empirical evidence for the advantages of real collaborative
creativity. (Hennesey/Amabile 2007)
![Page 15: Corporate Communications Today, Course Module 4: Innovation Management](https://reader034.vdocuments.us/reader034/viewer/2022051514/5483dff7b07959380c8b4a30/html5/thumbnails/15.jpg)
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 15
Synergetic cooperation!
various roles
change of perspective
reciprocal challenge
Group Flow
multi sociation
As strange as it may seem: None of the four has come close to the musical and artistic level of the Beatles as a solo artist. (Benzinger, 2001, S. 37)
rooms/situations
![Page 16: Corporate Communications Today, Course Module 4: Innovation Management](https://reader034.vdocuments.us/reader034/viewer/2022051514/5483dff7b07959380c8b4a30/html5/thumbnails/16.jpg)
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 16
Virtual spaces for collaboration
Activities-Stream Discovery-Stream
Tagging from persons, activities, discoveries, ideas, …
associate with people social tagging
![Page 17: Corporate Communications Today, Course Module 4: Innovation Management](https://reader034.vdocuments.us/reader034/viewer/2022051514/5483dff7b07959380c8b4a30/html5/thumbnails/17.jpg)
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 17
Virtual spaces for collaboration
associate with people social tagging
collaboration
child
helping hands
• other perspectives • new ideas • new links
Activities-Stream Discovery-Stream
![Page 18: Corporate Communications Today, Course Module 4: Innovation Management](https://reader034.vdocuments.us/reader034/viewer/2022051514/5483dff7b07959380c8b4a30/html5/thumbnails/18.jpg)
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 18
Encounter² – to make collaboration visible
Who does what? Who knows whom?
Which topics are hot? Who is working on them?
Interact
What's new? What is interesting?
![Page 19: Corporate Communications Today, Course Module 4: Innovation Management](https://reader034.vdocuments.us/reader034/viewer/2022051514/5483dff7b07959380c8b4a30/html5/thumbnails/19.jpg)
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 19
Collaboration approaches: internal – external?
Collaborative creativity
Innovation Management
Organizational Learning Complaints: ideas and problems
Knowledge Management
Project support
![Page 20: Corporate Communications Today, Course Module 4: Innovation Management](https://reader034.vdocuments.us/reader034/viewer/2022051514/5483dff7b07959380c8b4a30/html5/thumbnails/20.jpg)
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 20
Innovation and creativity with customers
80% of the innovations which are developed by a company on her own are not successful. By contrast
80% of the innovations initiated by customers succeed.
(Robert G. Cooper 2010)
![Page 21: Corporate Communications Today, Course Module 4: Innovation Management](https://reader034.vdocuments.us/reader034/viewer/2022051514/5483dff7b07959380c8b4a30/html5/thumbnails/21.jpg)
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 21
Open Innovation – University of Oregon
![Page 22: Corporate Communications Today, Course Module 4: Innovation Management](https://reader034.vdocuments.us/reader034/viewer/2022051514/5483dff7b07959380c8b4a30/html5/thumbnails/22.jpg)
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 22
Innovation models by Chesbrough
Chesbrough, 2003
Closed Innovation Model
research
company boundaries
ideas existing market
development
ideas
Open Innovation Model
research
company boundaries
existing market
development
new market
![Page 23: Corporate Communications Today, Course Module 4: Innovation Management](https://reader034.vdocuments.us/reader034/viewer/2022051514/5483dff7b07959380c8b4a30/html5/thumbnails/23.jpg)
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 23
Instruments
Idea
Man
agem
ent S
yste
ms
Com
mun
itys
Lead
-Use
r-M
etho
d
Inno
vatio
n m
arke
t pla
ces
Tool
kits
Inno
vatio
n co
mpe
titio
ns
![Page 24: Corporate Communications Today, Course Module 4: Innovation Management](https://reader034.vdocuments.us/reader034/viewer/2022051514/5483dff7b07959380c8b4a30/html5/thumbnails/24.jpg)
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 24
Innovation
Information about need
Information about solution Innovation
Company
traditional
Customer
Information about need
Information about solution Innovation
„open“
Information about solution
![Page 25: Corporate Communications Today, Course Module 4: Innovation Management](https://reader034.vdocuments.us/reader034/viewer/2022051514/5483dff7b07959380c8b4a30/html5/thumbnails/25.jpg)
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 25
Iterative process of problem solving
First (temporary) developments
design
construction (prototypes)
test (feedback)
First( temporary) developments
test (feedback)
design
construction (prototypes)
Producer
Customer
iterations
interface
interface
traditional innovation process
Customer as a product developer / innovator
Thomke/von Hippel, 2002
![Page 26: Corporate Communications Today, Course Module 4: Innovation Management](https://reader034.vdocuments.us/reader034/viewer/2022051514/5483dff7b07959380c8b4a30/html5/thumbnails/26.jpg)
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 26
Open Innovation: Innovation platform
![Page 27: Corporate Communications Today, Course Module 4: Innovation Management](https://reader034.vdocuments.us/reader034/viewer/2022051514/5483dff7b07959380c8b4a30/html5/thumbnails/27.jpg)
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 27
Idea competitions
![Page 28: Corporate Communications Today, Course Module 4: Innovation Management](https://reader034.vdocuments.us/reader034/viewer/2022051514/5483dff7b07959380c8b4a30/html5/thumbnails/28.jpg)
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 28
Evaluation - single customer
![Page 29: Corporate Communications Today, Course Module 4: Innovation Management](https://reader034.vdocuments.us/reader034/viewer/2022051514/5483dff7b07959380c8b4a30/html5/thumbnails/29.jpg)
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 29
Evaluation - Review
Estimate popular opinions Prediction market?
![Page 30: Corporate Communications Today, Course Module 4: Innovation Management](https://reader034.vdocuments.us/reader034/viewer/2022051514/5483dff7b07959380c8b4a30/html5/thumbnails/30.jpg)
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 30
Idea competitions
Typical problems: • Lack of motivation • Lack of „quality“
![Page 31: Corporate Communications Today, Course Module 4: Innovation Management](https://reader034.vdocuments.us/reader034/viewer/2022051514/5483dff7b07959380c8b4a30/html5/thumbnails/31.jpg)
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 31
Research project: Gaming as a collaboration mechanism
game points
social points
collect leaderboards
levels exchange
stories
virtual identity
game mechanisms reedemable points
Increase motivation
Increase creativity
![Page 32: Corporate Communications Today, Course Module 4: Innovation Management](https://reader034.vdocuments.us/reader034/viewer/2022051514/5483dff7b07959380c8b4a30/html5/thumbnails/32.jpg)
Corporate Communications Today Course Module 4: Innovation Management
14.01.2012
Susanne Robra-Bissantz