Marketing & Innovation
Marcos LIMA, PhD
Skema Business School
Session 03:
Managing the
What is a management system?
What is
What is a management process?
Informational Resources
Human Resources
Internal Environment
External Environment
What is a management system?
What is a System?
INPUT PROCESS OUTPUT
What is a management system?
Management System in Action
PROCESS
Products / Services
OUTPUT INPUT
Market FEEDBACK
Internal Environment
What is an Organization?
What is an Organization?
Simplified McKinsey Model: 3Ps
Fragmented Synthesis
McKinsey’s Interactive Exploration of the 7S
Knowledge Management &
Innovation
The 7 Dimensions of Knowledge Management
Senior Management VISION & STRATEGY
Knowledge Management &
Innovation: D1 – Strategy
Video Case:
Pirates of the Silicon Valley Part 1
Knowledge Management &
Innovation: D1 - Strategy
Senior Management Vision
Focus on core competency
Create a sense of direction and “urgency”
Case in point: Lloyds Bank
Goal: to double the company’s
value every 3 years
Under CEO Brian Pitman, goal
was reached for 15 years !!!
Knowledge Management &
Innovation: D2 - Culture
Organizational Learning
Deep Dive at IDEO
Designing a
KM & Innovation:
D2/D3/D4: Culture / Structure
Video Case:
Pirates of the Silicon Valley Part 2
Knowledge Management &
Innovation: D3 - Structure
Organizational Structure
Flat hierarchies Open spaces
Incentive to “skunk works”
Case in Point: Alcoa
CEO’s workstation measures
3 x 3 m, like any other in the building
No desk is more than
Knowledge Management &
Innovation: D4 - People
HR Policies
Recruit (and retain) talent
Incentivate knowledge sharing
Case in Point: McKinsey
Diversity of sources
Engagement of top managers
in recruitment process
Global knowledge base
Knowledge Management &
Innovation: D4 - People
Video Insight :
Diversity is key to learning
Knowledge Management &
Innovation: D5 - Systems
Information Systems
Data
“structured registries”
Information
“message with meaning and purpose”
Tacit / Implicit Domain Explicit Domain
Knowledge
Knowledge
“mental evaluation”
Knowledge Management &
Innovation: D6- Measures
Measurement Systems
Indicators that capture not only financial performance
but also:
• Customer feedback • Process efficiency • Learning and renewal
Case in Point: Skandia
Multiple indicators,
Knowledge Management &
Innovation: D7 - Networking
Internal / External Learning
Networking with
• Suppliers / Partners • Competitors
• Government / University
Video Case:
Pirates of the Silicon Valley
Part 3: Apple x Xerox (1:01:00)
Conclusions
How are these concepts related?
Knowledge Management,
Innovation and New Products
Targeted Segments Innovation Knowledge Management N e w P ro d u ct s & S e rv ic e s Technology Market Results
A Visual Definition
These two variables explain the critical
role of
MARKETING in the
innovation process: understanding
Strategic Marketing
Physical Process x Value Creation Process
Providing the Value
Choosing the Value
Marketing Planning Process
Market / Product Positioning Segmentation /Targeting Competitive Advantage Product Promotion Price Place/ Distribution Marketing Mix Customer Needs Marketing Environement Marketing Positioning Technological Forces Social Forces Competitive Forces Legal/Political Forces Cultural Forces Economic Forces
Communicating the Value
What is a Business Model
Your Definition?
Alex Osterwalder’s
Definition
A business model
describes the
rationale of how an organization creates, delivers and captures
Types of Innovation
Decision Making in the
Innovation Process
Stage-Gate Decision Process
Preliminary Investigation
Business Opportunities
Product/Process Development
Pilot Testing
What is an Organization?
Knowledge Management &
Innovation
The 7 Dimensions of Knowledge Management
Senior Management VISION & STRATEGY
Innovation Project Proposal
