management of innovation and entrepreneurship dr. j. roland ortt, · 2015-02-25 · management...
TRANSCRIPT
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Management of Innovation and Entrepreneurship Dr. J. Roland Ortt,
Faculty of TPM
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Overview
• Two perspectives on innovation
and diffusion
• Implication for management competences
• Conclusion, implication for RI
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Focus on High-tech Innovations
• Product Innovations
• Technology-based
• Focus on the management of the
innovation and diffusion process
• Company perspective
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Examples – telephone
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Example – television
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Example – kevlar
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Example – glare
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Example – prozac
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Example – aspirin
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Perspective 1 on innovation and diffusion (a)
Innovation
Market
introduction
project
Diffusion
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Perspective 1 on innovation and diffusion (b)
Innovation
Market
introduction
project
Diffusion
R&D and
project
management
Marketing
management
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R&D marketing interface
R&D Marketing
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Innovation is more complex than a project
• Simultaneous technology and product
development
• Many (networks of) companies in parallel
• Market development
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Example – nylon fiber
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Innovation is more complex than a project
• Simultaneous technology and product development
• Many (networks of) companies in parallel
• Market development
• Scientific principles are sometimes mastered later
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Perspective 2 on innovation and diffusion (a)
Innovation phase
Market
introduction
Stabilization
phase
Invention
Adaptation phase
Large-scale
diffusion
time
Many
projects in
parallel
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Perspective 2 on innovation and diffusion (b)
External orientation
Innovation phase
Market
introduction
Stabilization
phase
Invention
Adaptation phase
Large-scale
diffusion
Many
projects in
parallel
Entrepreneurship
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Management implications
1. External orientation Align development processes of products with related technology development processes at other companies
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Management implications
2. Consider
– Market need and designing a product that fulfills that need. Create a business model to make money when commercializing the product.
– When to introduce the innovation (timing of entry).
– Where to introduce the innovation (niche strategy).
The second or adaptation phase is the
phase in which many companies go
bankrupt or leave the market
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Conclusion
The innovation process can be seen as a new product development project • Project R&D-management, • Project management • Marketing management skills.
The innovation process can also be seen as a long-term process of innovation and diffusion • External orientation • Entrepreneurship
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Implications for RI
• In the adaptation, experimental and entrepreneurial phase accidents can happen and unexpected by-effects can emerge.
• Mainstream application in the stabilization phase is sometimes hard to predict and so are the consequences.
• Responsible approach is required!
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Thank you for your attention! Please post any questions you may have in our discussion forum
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References
Slide 1: https://www.flickr.com/photos/maxtm/6823667554/sizes/k/
Slide 2: http://en.wikipedia.org/wiki/Technology