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: [email protected]
Enric Serradell-Lopez; Ana Isabel Jimenez-Zarco; Maria Pilar Martínez-Ruiz