managing r&d in markstrat® simulation
TRANSCRIPT
Managing R&D in MarkStrat® simulation
Paris Chrysos
Professor of Innovation ManagementISC [email protected]@paris_chrysos
MBA Programme
Janvier, 2016 Paris Chrysos, ISC Paris
Overview
● Quick answer
● Longer answer
● How it works
Janvier, 2016 Paris Chrysos, ISC Paris
Quick answer
● It takes time
● It takes money
Janvier, 2016 Paris Chrysos, ISC Paris
Longer answer
● It's about creating a new product.
● A product is
– A brand
– A set of characteristics
– An R&D project
Janvier, 2016 Paris Chrysos, ISC Paris
The brand
● Helps people recognize it (it's the name)
● People get to know it through marketing
Janvier, 2016 Paris Chrysos, ISC Paris
The characteristics
● Correspond to people's specific needs.
● Different categories of people, need or like different things in the product (characteristics or features).
Example the importance of the characteristic “Battery” for different categories (savers, shoppers, explorers, professional, high earners) and the corresponding brand positioning (“Semantic Scale”)
Janvier, 2016 Paris Chrysos, ISC Paris
The R&D project
● The enterprise learns how to create a product with the desired characteristics through an R&D project
Janvier, 2016 Paris Chrysos, ISC Paris
How it works
Janvier, 2016 Paris Chrysos, ISC Paris
How it worksIn time
● Round N
– Decision: “Learn how to make a product with these characteristics” (because I know that's what a specific market segment wants). Let's name it “POROVE”..
● Round N+1
– Decision: “Create a new brand, based on the results of the R&D project” OR “Change the attributes of an existing brand”.
– Decision: “Tell the people we have it!” (marketing)● Round N+2
– That's when you get the money...
Janvier, 2016 Paris Chrysos, ISC Paris
Round N:Order the research
Janvier, 2016 Paris Chrysos, ISC Paris
DecideR&D
Janvier, 2016 Paris Chrysos, ISC Paris
Start a new R&D project
Janvier, 2016 Paris Chrysos, ISC Paris
Order your characteristics
Janvier, 2016 Paris Chrysos, ISC Paris
And pay for it!
Janvier, 2016 Paris Chrysos, ISC Paris
Round N+1:Create a new brand
Janvier, 2016 Paris Chrysos, ISC Paris
Go to Brand Portfolio
Janvier, 2016 Paris Chrysos, ISC Paris
Launch a new brand
Janvier, 2016 Paris Chrysos, ISC Paris
Give it a Brand name, a role, and select your R&D project
Janvier, 2016 Paris Chrysos, ISC Paris
Round N+2:See what you've done, get the money!
Janvier, 2016 Paris Chrysos, ISC Paris
Want to know more ?
Where to start from● Nonaka, I., Umemoto, K., & Senoo, D. (1996). From
information processing to knowledge creation: A Paradigm shift in business management. Technology in Society, 18(2), 203–218.
● Hatchuel, A., Le Masson, P., & Weil, B. (2001). From R&D to R-I-D: Design strategies and the management of “Innovation Fields.” In 8th International Product Development Management Conference.
● Le Masson, P., Weil, B., & Hatchuel, A. (2010). Strategic Management of Innovation and Design. Cambridge University Press.
● Maniak, R., & Midler, C. (2014). Multiproject lineage management: Bridging project management and design-based innovation strategy. International Journal of Project Management, 32(7), 1146–1156.
Janvier, 2016 Paris Chrysos, ISC Paris
Thanks for watching !