lecture 7 strategic innovation management

Chapter 7

Choosing Innovation Projects

7-2

7-3

• “The Long Tail” refers to the strategy of selling a large number of unique items to penetrate market niches.

• The founders of BUG Labs believed there might be opportunities to serve “The Long Tail” for electronic devices by creating a modular electronic gadget system.

• They needed to create modules to attract buyers, but it was extremely difficult to select projects based on profitability estimates because initial sales were likely to be small until a critical mass of modules existed.

• Relied heavily on qualitative decision criteria instead.

BUG Labs and the Long Tail

7-4

Discussion Questions:1. Why is it difficult for Bug Labs to use NPV or IRR in its

development project decisions?2. What are the advantages and disadvantages of Bug Labs’

use of qualitative screening questions to make project decisions?

3. What are the advantages and disadvantages of focusing on the demands of current customers?

4. How are Bug Labs’ project selection choices influenced by its strategy of focusing on “The Long Tail”?

5. Could Bug Labs use any of the other project selection methods described in the chapter? If so, which would you recommend?

BUG Labs and the Long Tail

7-5

Overview

• Methods of choosing innovation projects range from informal to highly structured, and from entirely qualitative to strictly quantitative.

• Often firms use a combination of method to more completely evaluate the potential (and risk) of an innovation project.

7-6

The Development Budget

• Most firms face serious constraints in capital and other resources they can invest in projects.

• Firms thus often use capital rationing: they set a fixed R&D budget and rank order projects to support.• R&D budget is often a percentage of

previous year’s sales. • Percentage is typically determined through

industry benchmarking, or historical benchmarking of firm’s performance.

7-7


• R&D Intensity varies considerably across and within industries.

Industry R&D as a Percent of Sales

Drugs 16%Electronic components (including semiconductors) 12%Communication equipment 11%Specialized industrial machinery 8%Medical equipment 7%Household audio and video equipment 6%Scientific instruments 6%Computers and peripherals 5%Games and toys 4%

7-8


• Top 20 Global R&D Spenders, 2010Company R&D

Expenditures

($billions)

R&D as percent of sales

Company R&D Expenditur

es ($billions)

R&D as percent of

sales

1. Roche Holding 9.6 21.1 11. Intel 6.6 15.1

2. Pfizer 9.4 13.9 12. Panasonic 6.2 6.1

3. Novartis 9.1 17.9 13. GlaxoSmithKline

6.1 14.0

4. Microsoft 8.7 14.0 14. Volkswagen 6.1 3.6

5. Merck 8.6 18.7 15. IBM 6.0 6.0

6. Toyota 8.5 3.9 16. Sanofi-Aventis 5.8 14.5

7. Samsung 7.9 5.9 17. Honda 5.7 5.5

8. Nokia 7.8 13.8 18. AstraZeneca 5.3 16.0

9. General Motors 7.0 5.1 19. Cisco Systems 5.3 13.2

10. Johnson & Johnson

6.8 11.1 20. Siemens 5.2 5.1

7-9

Financing New Technology Ventures• Large firms can fund innovation internally; new start-

ups must often obtain external financing. • In first stages of start-up and growth, entrepreneurs

may have to rely on family, friends, and credit cards.

• Start-ups might be able to obtain some funding from government grants and loans.

• If idea and management are especially promising, entrepreneur may secure funds from “angel investors” (typically seed stage and <$1 million) or venture capitalists (multiple early stages, >$1 million).

Theory In Action

7-10

Quantitative Methods for Choosing Projects

• Commonly used quantitative methods include discounted cash flow methods and real options.• Discounted Cash Flow (DCF)

• Net Present Value (NPV): Expected cash inflows are discounted and compared to outlays.

7-11


• Internal Rate of Return (IRR): The discount rate that makes the net present value of investment zero.

• Calculators and computers perform by trial and error.• Potential for multiple IRR if cash flows vary

• Strengths and Weaknesses of DCF Methods:• Strengths

• Provide concrete financial estimates• Explicitly consider timing of investment and time value

of money• Weaknesses

• May be deceptive; only as accurate as original estimates of cash flows.

• May fail to capture strategic importance of project

7-12


• Real Options: Applies stock option model to nonfinancial resource investments. E.g.,with respect to R&D:• The cost of the R&D program can be considered

the price of a call option.• The cost of future investment required to capitalize

on the R&D program (such as the cost of commercializing a new technology that is developed) can be considered the exercise price.

• The returns to the R&D investment are analogous to the value of a stock purchased with a call option.

7-13

• Examples of real call options


7-14


• Options are valuable when there is uncertainty (as in innovation)

• However, real options models have some limitations:• Many innovation projects do not conform to the same

capital market assumptions underlying option models.• May not be able to acquire option at small price: may

require full investment before its known whether technology will be successful.

• Value of stock option is independent of call holder’s behavior, but value of R&D investment is shaped by the firm’s capabilities, complementary assets, and strategies.

7-15

Qualitative Methods of Choosing Projects

• Many factors in the choice of development projects are extremely difficult (or misleading) to quantify.

• Almost all firms thus use some qualitative methods.• Screening Questions may be used to assess different

dimensions of the project decision including:• Role of customer (market, use, compatibility and ease

of use, distribution and pricing)• Role of capabilities (existing capabilities, competitors’

capabilities, future capabilities)• Project timing and cost

7-16


• The Aggregate Project Planning Framework• Managers map their R&D projects according to levels of

risk, resource commitment and timing of cash flows

7-17


• Advanced R&D Projects: develop cutting-edge technologies; often no immediate commercial application.

• Breakthrough Projects: incorporate revolutionary new technologies into a commercial application.

• Platform Projects: not revolutionary, but offer fundamental improvements over preceding generations of products.

• Derivative Projects: incremental improvements and variety in design features.

• Derivative projects pay off the quickest, and help service the firm’s short-term cash flow needs. Advanced R&D projects take a long time to pay off (or may not pay off at all), but can position the firm to be a technological leader.

• Managers then compare actual balance of projects with desired balance of projects.

7-18


• Q-Sort is a simple method for ranking ideas on different dimensions. • Ideas are put on cards.• For each dimension being considered, the cards are

stacked in order of their performance on that dimension.

• Several rounds of sorting and debate are used to achieve consensus about the projects.

7-19

Combining Quantitative and Qualitative Information

• Managers may use multiple methods in combination.

• May also use methods that convert qualitative information into quantitative form (though this has similar risks as discussed with quantitative methods)• Conjoint Analysis estimates the relative value

individuals place on attributes of a choice.• Individuals given a card with products (or projects) with

different features and prices.• Individuals rate each in terms of desirability or rank

them.• Multiple regression then used to assess the degree to

which an attribute influences rating. These weights quantify the trade-offs involved in providing different features.

7-20

Courtyard by Marriot• Marriot used conjoint analysis to help it develop a

midprice hotel line.• First used focus groups to identify customer segments

and attributes they cared about in a hotel. • Then created potential hotel profiles that varied on

these features and asked participants to rate the profiles.

• Regression identified which features were valued most.

• Based on the results, Marriott developed Courtyard concept: relatively small hotels with limited amenities, small restaurants and meeting rooms, courtyards, high security, and rates of $40-$60 a night.

Theory In Action

7-21

Combining Quantitative and Qualitative Information

• Data Envelopment Analysis (DEA) uses linear programming to combine measures of projects based on different units (e.g., rank vs. dollars) into an efficiency frontier.• Projects can be ranked by assessing their distance

from efficiency frontier. • As with other quantitative methods, DEA results

only as good as the data utilized; managers must be careful in their choice of measures and their accuracy.

7-22

Discussion Questions

1. What are the advantages and disadvantages of discounted cash flow methods such as NPV and IRR?

2. For what kind of development projects might a real options approach be appropriate? For what kind of projects would it be inappropriate?

3. What are some of the reasons that a firm might use both qualitative and quantitative assessments of a project?

4. Identify a particular development project you are familiar with. What kinds of methods do you believe were used to assess the project? What kinds of methods do you believe should have been used to assess the project?

5. Will different methods of evaluating a project typically yield the same conclusions about whether to fund its development? Why or why not?

lecture 7 strategic innovation management

Education