mis4596: information systems implementation
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MIS4596: Information Systems Implementation. Week 7 - Identification and evaluation of innovative opportunities David Schuff [email protected]. What is an innovation?. A new way of doing something Can be the process or the outcome So a touch screen phones could be an innovation - PowerPoint PPT PresentationTRANSCRIPT
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MIS4596: Information Systems Implementation
Week 7 - Identification and evaluation of innovative opportunities
David [email protected]
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What is an innovation? A new way of doing something Can be the process or the outcome
So a touch screen phones could be an innovation
And so could a process improvement for more quickly fulfilling orders
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Why bother? Defense of business
• Negative differentiation
Significant potential return• Positive differentiation
Opportunities for new entrants may equate to risks for existing companies
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Types of innovation (Christensen) Sustaining
• Evolutionary improves existing product/process in
an expected way• Revolutionary
radical; solves existing problem in a new way
Disruptive• Creates a new and unexpected
market; changes values• Christiansen originally called it
“disruptive technologies” but later changed to “innovation”
source: http://en.wikipedia.org/wiki/Disruptive_technology
Sustaining or disruptive?
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Progression of a disruptive innovation/technology
Perfo
rman
ce
Time
Performance improvement required by mainstream market
Expected trajectory of performance improvement
adapted from: “Catching the Wave,” Christensen (1995)
Current performance of potentially disruptive innovation
New innovations develop until they are in a position to take over the mainstream market.
Initially, though, they may be ignored.
Why?
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Progression of a disruptive innovation/technology
As the new innovation improves, it takes over increasingly sophisticated market segments.
Example: Linux
source: http://en.wikipedia.org/wiki/Disruptive_technology
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Emerging Technologies (Day and Schoemaker)
Science-based innovations that have the potential to create a new industry or transform an existing one
They include• Evolutionary technologies
What Christensen calls “sustaining”• Discontinuous innovations
What Christensen calls “disruptive”
adapted from: “Evaluating the Pitfalls of Emerging Technologies,” Day and Schoemaker (2000)
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Gartner Hype Cycle for New Technologies (2008)
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New entrants and incumbents
Choose a “new technology”
• Who are the new entrants?
• Who are the incumbents?
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The Pitfalls of Emerging Technologies
What are the four pitfalls to which firms fall victim (according to Day and Schoemaker)?
What do they have in common?
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Avoiding the pitfalls What is Day and Schoemaker’s
general advice for avoiding the four pitfalls?
How can each be implemented?
Christensen’s “pitfall” - staying too close to the customer• What does this mean?• Is it consistent with Day and Schoemaker?
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Case discussion VMWare Inc., 2008