emic project - presentation
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EMIC
EMIC Project (ERASMUS)
EMIC - European Marketing and Innovation Centers
ISMAI (contact)• José Manuel Carvalho Vieira (PhD)• Av. Carlos Oliveira Campos, Castelo da Maia,4475-690 Avioso S. Pedro• Telf. +351 229 825 319 / +351 229 866 000• Fax. +351 29825331• Mobile: +351 914263205• Skype ID: jmcvieira• [email protected]
Project Definition & ObjectivesBrief Description of the proposal
Marketing is one of the fundamental competencies in terms of the Business sector.
Despite all the conceptual and empirical research showing their interface, one aspect ofmarketing that has been fundamentally neglected is its relation with Innovation. It is toosmall the attention given to this synergy by Universities, their Teachers and Students andCompanies.
Based on the PDMA (Product Development and Management Association) and PLMAssociates research report Customer-Centric Innovation: How Companies EngageCustomers in Product Development and Radical Innovation (2009), there is a growingevidence of the positive impact of the VOC – Voice of Customer on the successful NewConcept/Product development. A provocative insight points that:
“Companies engage customers more extensively when undertaking radical innovationthan when developing less innovative products. This finding partially refutes a popularnotion among certain pundits that customers have limited vision and that listening tocustomers stifles innovation.” (pp.4)
Project Definition & Objectives Brief Description of the proposal (2)
Entrepreneurship is almost always only associated to the so called “technology based”projects. Service Dominant Logic (SDL) seems to counteract thisoversimplification, demanding a much more comprehensive approach of the “perceivedvalue-in-use”. And this is new, or even out of Universities (Teachers/Students) andCompanies strategic mindset.
The consequence is that all the players that don’t recognize themselves as “tech-based” areexcluded and only reactors face to the market and innovation challenges.
We believe, based on the observed power of VOC as strong new concept/productsinnovation success driver, marketing can be one of the main instruments, triggers andinstigators of innovation. But at the same time, Innovation is required to change Marketing– new approaches, new methods, new tools can give the edge to a product in a differentSociety, based on digital tools, mobile devices, social networks, omnipresent informationdelivery, etc.
Project Definition & Objectives Brief Description of the proposal (3)
Are companies prepared for this? Are Universities preparing their students for this reality?
We are certain there is a huge work to be done to implement a true innovation/marketinginterface as a sustainable source of competitive advantage for the new products (goodsand/or services).
The goal of the EMIC project is to create a set of new tools to ensure thatUniversities, Students and Companies work together to achieve and incorporate this newrelationship between Marketing and Innovation.
These tools would be centralized in a formal/informal network of Centre for Marketing andInnovation in each University, with different but complementary competencies, accordingto the local and national requirements.
Project Definition & Objectives Brief Description of the proposal (4)
As specific tools these Centres will offer:
1. National Good Practice Observatory, with an extension to a European comparative overview
2. Good practice implementation in companies
3. Support for student traineeship in companies
4. Support for student research
5. Local/National Seminars and Workshops
6. Analysis of establishing ECTS equivalence and preparation of post-graduation (using e-learning/b-learning)
7. Webcasts with European scope
8. Setting up communities of practice in Marketing and Innovation, including professors, professionals and students
9. Creation of dissemination tools including newsletters and events
Project ActivitiesMain Activities
– Centre for Marketing & Innovation
• National Good Practice Observatory
Training Activities
– Good Pratice Implementation in Companies
– Support for student traineeship in companies
– Support for student research
– Analysis of establishing ECTS equivalence and preparation of post-graduation (using e-learning/b-learning)
Networking Activities
– Webcasts with European scope
– Setting up communities of practice in Marketing and Innovation, including professors, professionals and students
Dissemination Activities
– Local/National Seminars and Workshops
– Creation of dissemination tools including newsletters and events
Why this Project?
Why this Project?
• Marketing & Innovation interface has been neglected.
• “Companies engage customers more extensively whenundertaking radical innovation than when developingless innovative products. (PLS, 2009)
• Entrepreneurship is almost always only associated to theso called “technology based” projects.
• The consequence is that all the players that don’trecognize themselves as “tech-based” are excluded andonly react face to the market and innovation challenges.
Why this Project?
• Based on the observed power of VOC as strong newconcept/products innovation success driver, marketingcan be one of the main instruments, triggers andinstigators of innovation.
• But at the same time, Innovation is required to changeMarketing – new approaches, new methods, new toolscan give the edge to a product in a different Society, basedon digital tools, mobile devices, socialnetworks, omnipresent information delivery, etc.
• We are certain there is a huge work to be done toimplement a true innovation/marketing interface as asustainable source of competitive advantage for the newproducts (goods and/or services).
Main Objetives?
National Good Practice Observatory
Communities of Practice (CoP)
Student support in the transition to the professional world
Setting up new forms of education and training
Promoting the idea of Marketing and Innovation
Physical vs. Virtual existence
Local Objectives
National Good Practice Observatory
Good practice implementation in companies
Support for student traineeship in companies
Support for student research
Local/National Seminars and Workshops
Establishing ECTS equivalence for Master studies (using e-learning/b-learning)
Webcasts with European scope
Setting up communities of practice in Marketing and Innovation
Creation of dissemination tools
EMIC added value
Developing the relationship between Academy and Industry;
Facilitate the student's transition into the professional life;
Reinforce Marketing and Innovation concepts so that European Companies can reinforce their presence outside the EC
Opportunity to develop new forms of cooperation and to intensify physical mobility between Students, Teachers and Companies
The success of the project can lead to quick replication and a strong European impact in addressing those challenges
EMICS Webcasts with European scope
Innovation Strategy
Technology push
Low budget conservative
Differentiated
Front End of Innovation
New Concept Development
Model
New Product Development
Models
NPD ModelRevisited
Voice of Customer Research
Methods / techniques
QFD
Other Sourcesof innovationinformation
Portfolio Management
StrategicMethods
Tactical Methods
Diffusion Models
Penetration models
Trial/Repeat models
Deterministic models
Stochastic models
Innovation Audit
New Concept tests
New product tests
New product Success Factors
E-learning issues
Innovation Knowledge E-learning
issues
Strategy
Marketing Research
Portfolio Management
New Products Process
Organizational Issues
Tools and Metrics
Communities of Practice: possible issues
Turning Technical Advantage into
Product, Advantage
Tools for Managing the NPD Process
The Voice of the Customer
Virtual NPD Teams and Co-development
Partnerships
Enhancing Knowledge Creation for
Breakthrough Innovations
Achieving Growth through an Innovative
Culture
Work Packages Organization
Our Logo
Our website
Our Facebook Page
Our Twitter page
Our intranet
Our 1st meeting
Our 1st International Conference
Our 2st meeting
Our 2st International Conference
Our Partners
Elements Institutions Amparo Camacho Florida Education Centre
Carlos Pais Montes University of Coruña
Ekren Erdine Gulbas Istanbul Aydin University
Enrique Garcia Florida Education Centre
Frederico Della Bella TWG Consulting SRL
Gita Senka Latvia Culture College
Halit Hami Oz Istanbul Aydin University
José Carvalho Vieira ISMAI
Kristo Karjust Tallinn University of Technology
Liliana Marques ISMAI
Paolo Zanenga TWG Consulting SRL
Tauno Otto Tallinn University of Technology
Zane Kalnina Vidzeme University of Applied Sciences
Family photos
Maia Meeting
Milan Meeting
Joint us !