Marketing & Innovation
Marcos LIMA, PhD
Skema Business School
Session 01:
Part 1
While watching this short clip
attentively…
… write
down:
Which
innovations are
portrayed?
The names of famous innovators you could identify
Then
discuss:
How are these
innovations interconnecte d?
The Spirit of Innovation (source: IEEE)
About me
My Social Media
Contacts
• @limamarcos
• EMLV Lima
• Marcos Lima
Google+
• limamarcos@gm
ail.com Marcos LIMA, PhD
Worked for BOSCH (Germany), SECTI (Brazil); Amadeus (France);
How are these concepts
related?
Do wehave an innovatio
n
strategy?
Knowledge Management,
Innovation and New Products
Targeted Segments Innovation Positioning Business Model Process Marketing Mix Knowledge Management N e w P ro d u ct s & S e rv ic e s Technology Market Results Do we have an
Scope of This Course
Session 1
Introduction to Innovation Management
Sessions 2
The Innovative Organization
& Knowledge Management Culture
Session 3
Mid-term Quiz
Scope of This Course
Sessions 4 +
5
SEARCHING
the
Innovation
Environment
SELECTING
the
My Expectations
DREAM: buy the textbook and
read the chapters
NICE: listen to the podcasts,
surf the internet for
related topics
MUST: read the articles
prepare the case
You should also be…
PARTICIPATIVE
ASSIDUOUS & ON TIME
Your first group assignment:
Discuss Your Expectations
A good course…
should be…
should have…
should NOT be…
Brainstorming
Should:
Concrete
examples, real life stories
Time for discussion Keep a ‘dynamic
speech’ Sharing
Brainstorming
Should NOT:
Only recitingcontent ; too theoretical
Speak in Frenc Let the class be
noisy
Just read the PPTs Be irresponsive
Evaluation
MCQ Evaluation 25 %
Individual quiz
(Mid-term)
Case Study
Presentations 75%
Oral Evaluation Criteria: 75
VISUAL AID
(2 point): Simple, legible, organized logically, important findings stand out
DELIVERY (3 point):
Poised, well-rehearsed, good eye contact, no distracting gestures or mannerisms, not too fast or slow, spoke clearly, stayed within time limit, used appropriate language, did not read speech, did not turn back on audience when using visual aids
PERSUASIVENESS (5 points)
Objective, well structured, clear, realistic, seductive, prioritized and highlighted most relevant information
THOUGHTFULNESS (5 points)
Main Sources
Books
Tidd & Bessant, “Managing Innovation: Integrating
Technological, Market & Organizational Change”, Wiley 2009
Trott, “Innovation
Management & New Product Development”, Prentice Hall, 2008
See syllabus for other sources
Podcasts
Businessweek Innovation Podcasts
Harvard Business Review Ideacast
Articles
Podcast Links for
Voluntary Presenters
Class
# Podcast Title Link
2 Disruptive Innovation http://media.libsyn.com/media/hbsp2/HBR_IdeaCast_Episode_81-Disruptive_Innovation.mp3
3 Five Traits of Innovative Companies http://www.businessweek.com/mediacenter/qt/pod casts/innovation/IOW_Chandy.mp3
4 Building Innovation Radar http://www.businessweek.com/mediacenter/qt/podcasts/innovation/IOTW_MacCormack_061609.mp3
5 Innovation at Procter & Gamble http://traffic.libsyn.com/hbsp2/Harvard_Business_IdeaCast_100__Innovation_at_Procter__Gamble.m p3
6 From Me-Too to New to the World http://www.businessweek.com/mediacenter/qt/pod casts/innovation/innovation_06_03_08.mp3
Learning from each other…
What is a SHARED
SYNTHESIS?
At any moment during the
class…
• The lecturer assigns each pair
of individuals a fragment (usually 1 paragraph) of the text that will be discussed in class.
After reading the fragment, discuss in pairs the main
messages / ideas After 5 minutes of
Part 2
Introduction:
Understanding
Preliminary Quotes
Niccolo MACHIAVELLI
“
There is nothing more
Preliminary Quotes
????
“Constant revolutionizing of production,
uninterrupted disturbance of all social conditions,
everlasting uncertainty… all old established national industries have been
destroyed or are daily
being destroyed. They are dislodged by new
industries … whose
products are consumed not only at home but in every quarter of the globe”.
What is Innovation?
Let
’
s brainstorm!
Something new
It’s a transformation of ideas into
concrete products
It’s an improvement
It changes the habits of people
Could be revolutionary
It could be disruptive (breakthrough)
Let
’
s
What is Innovation?
Video
What is Innovation?
Which of these is NOT an
innovation? Why?
What is Innovation?
Is this an Innovation or an
A Few Definitions
Innovation is…
“the process of turning
opportunity into new ideas and of putting these into widely used
practice” (Tidd & Bessant, 2009)
“the management of all the
activities involved in the process
of idea generation, technology
development, manufacturing and
marketing of a new (or improved) product[/service]” (Trott, 2008)
“not just the conception of a new
idea, nor the invention of a new device, nor the development of a
new market. The process is all these things acting in an
A Few Questions
Is an unsuccessful new
product an innovation?
Is the successful
introduction of an old
product in a new market
an innovation?
Does all innovation involve
new technology?
Xerox created the first
computer with a Graphic
User Interface. Steve Jobs
used it to create the first
Mac.
A Visual Definition
These two variables explain the critical
role of
Text for Discussion
You don’t need a PhD…
1.
Better Planet
2.
Yoghourt
3.
Bike
4.
iPhone
5.
Cartoon
Innovation’s Economic Relevance
Nikolai Kondratieff / Joseph
Schumpeter
“virtually all of the economic
growth that has occurred since the eighteenth century is ultimately
attributable to innovation”
Kondratieff’s 5th Wave…
McKinsey Global Institute Report: Digital Disruption is Coming
Types of Innovation
Incremental
What we
already do,
but better
Radical
Types of Innovation
Product / Service Innovation
Innovate in WHAT we do
Process Innovation
Innovate in HOW we do it
Paradigm / Business Model
Innovation
Innovate in HOW we make money
Position Innovation
Innovate in marketing mix and strategy
Types of Innovation
Tidd
’
s 4Ps
Can you find
at least
Disruptive Innovation
Incremental
What we
already do,
but better
Sustaining
Rules of the
game
remain the
same
Radical
New to the
world
Disruptive
Game Changer
for
Market or
Industry
Offer a much
cheaper
solution to a
widespread
problem
Disruptive Innovation
HBR – The Explainer Video
Disruption at Work
A lecture by Clayton
Christensen (00 – 12:42)
Christensen’s Lecture
Christensen’s Lecture
Christensen’s Lecture
Christensen’s Lecture
Christensen’s Lecture
Christensen’s Lecture
Christensen’s Lecture
Text for Discussion
Say no to innovation-in-general
Fragmented Synthesis
Group Assignments
1. I had just … leaving the discussion
disappointed
2. Yes, all of the panelists … different in
nature
3. Without differentiating … investment
decisions
4. It’s easy to poke fun… what the word
means.
Evolution of Innovation Models
Linear Models
Manufacturing Marketing Research &
Development
Marketing Research & Manufacturing Development
1950/60s – Technology Push
Evolution of Innovation Models
A Case
for
Evolution of Innovation Models
Simultaneous Coupling Model
Marketing
Manufacturing
Research & Development
Needs in society and the marketplace
Latest in science & technology Advances in society
Evolution of Innovation Models
Interactive Model
R&D Manufacturing Marketing
Idea Commercial
Product
Market Pull
Technology Push
Evolution of Innovation Models
Open Innovation Model
Emphasis on Business Model
innovation as driver
Myths about Innovation
Innovation is not
simply…
Having strong R&D
capability
The province of
specialists
Understanding and
meeting customer
needs
Advances in the
technology
The prerogative of
Myths about Innovation
Innovation is not
simply…
Only about
breakthrough
changes
Only internally
generated
Only externally
generated
Achievable by a
Innovation as an Integrated
Process
Implement
PROCESS Value-Capture CULTURE
Search int./ext. ENVIRONMENT
Select
Recommended Reading
TIDD, 2009
Chapters 1,2,3
TROTT, 2008
For next class…
Jan. 28
Podcast: Disruptive
Innovation
• Volunteer?
Article:
Good Luck!
