Case Study:
Case Study:
Developing
Developing
a comprehensive
a comprehensive
Product
Product
Innovation
Innovation
Process
Process
Amalia Suzianti
Amalia Suzianti
The 2nd SEPneT Workshop
Contents
Contents
Introduction and Overview
Introduction and Overview
Innovative Organization Culture and Structure
Innovative Organization Culture and Structure
Product Innovation Process : Stage-Gate
Product Innovation Process : Stage-Gate
Process
Process
Implementation of Stage-Gate Process at
Implementation of Stage-Gate Process at
medium sized IT Company
medium sized IT Company
Conclusion
Conclusion
Introduction and Overview (1)
Introduction and Overview (1)
Innovation one of the keys to bolster profit
Innovation one of the keys to bolster profit
margins and fuel future earnings streams
margins and fuel future earnings streams
Innovation supports the achievement of market
Innovation supports the achievement of market
leader position and ensures this position
leader position and ensures this position
There is a need of a guide line to perform the
There is a need of a guide line to perform the
right tasks in achieving innovative products and
right tasks in achieving innovative products and
processes :
processes :
Innovation Management System
Introduction and Overview (2)
Introduction and Overview (2)
Clarity
Clarity
AG, was founded in
AG, was founded in
December 2000, and
December 2000, and
currently is counting among
currently is counting among
the pioneers of voice portal
the pioneers of voice portal
providers
providers
The
The
M
M
ission is to transform
ission is to transform
the spoken word into a
the spoken word into a
universal and ever-present
universal and ever-present
interface for digital service.
interface for digital service.
V/3 Platform is the
V/3 Platform is the
Clarity
Clarity
core product. It serves as
core product. It serves as
the basis for both individual
the basis for both individual
industry-and
industry-and
function-specific applications as well
specific applications as well
as for individual solutions.
Innovative Culture in an Organization
Innovative Culture in an Organization
Challenge (the Pull)
Challenge (the Pull)
Customer Focus (the Push)
Customer Focus (the Push)
Creativity (the Brain)
Creativity (the Brain)
Communication
Communication
(the Lifeblood)
(the Lifeblood)
Collaboration (the Heart)
Collaboration (the Heart)
Completion (the Muscle)
Completion (the Muscle)
Contemplation (the Ladder)
Contemplation (the Ladder)
Innovative Organizational Structure
CEO
Christoph Pfeiffer
Board of Directors Advisory Board
CFO (Power Promoter) Christoph Pfeiffer CSO Christoph Pfeiffer CTO Marcus Munk
Bad Homburg, Hamburg, Stuttgart, Wien, Zurich Corporate
Communication Mgr. (Process / Know How
Promoter) Gregor Honsel Clarity Services GmbH Bonn Clarity Solutions GmbH Bad Homburg Clarity Ukraine Enterprises Kiev Proveo GmbH Crailsheim best Sella AG Cologne CEO
Board of Directors Advisory Board
CFO
(Power Promoter) CSO CTO
Bad Homburg, Hamburg, Stuttgart, Wien, Zurich
Corporate Communication Mgr. (Process / Know How
Promoter) Clarity Services GmbH Bonn Clarity Solutions GmbH Bad Homburg Clarity Ukraine Enterprises Kiev Proveo GmbH Crailsheim best Sella AG Cologne
Product Innovation Process:
Product Innovation Process:
Stage-Gate Process
Stage-Gate Process
Stage-Gate is a widely employed product development
Stage-Gate is a widely employed product development
process that divides the effort into distinct time-sequenced
process that divides the effort into distinct time-sequenced
stages separated by management decision gates.
stages separated by management decision gates.
It is a blue print for managing the new product generation
It is a blue print for managing the new product generation
process
process
IT Customized
IT Customized
Stage Gate Process
Stage Gate Process
Stage 1
Gate 1 Gate 2 Stage 2 Gate 3 Stage 3 Gate 4 Stage 4 Gate 5 Stage 5
Development Test Decision to Testingand Validation Decision to LaunchingPost Review Launch Launching Customer feedback Shortening development time Field trials Ecommerce test market Financial Analysis Implementing Marketing Plan Voice of Customer Mind Mapping Group Brainstorming Creativity Award Idea
Screen Preliminary SecondScreen InvestigationDetailed to Discovery Stage Idea Screen Detailed Investigation Second Screen Decision Develop Preliminary Idea First Idea Database Define market and technical characteristics Internet competitive analysis Portfolio Management Competitor’s Product roadmap
E-advertising Direct marketing
Target costing
Investigation Discovery
Proposed Tasks in Stage-Gate Process
Proposed Tasks in Stage-Gate Process
Profitability Analysis Profitability Analysis
Post Launching review
Implementing Marketing Launch Plan Implementing Marketing Launch
Plan (Marketing Mix)
Launching
Field trials, e-commerce test market Field trials, e-commerce test
market
Testing and Validation
Customer feedback, shortening development time Customer feedback, shortening
development time
Development
Portfolio Management, Constructing competitor’s products roadmap
Trade show visit
Define marketing planning for selected product:
e-advertising, direct marketing (cooperate with partners), target costing strategy.
Partnering and outsourcing Portfolio Management, Scoring
Models, Economic Models
Detailed Investigation
Collecting Ideas into database
Define market and technical characteristics,
General competitive analysis such as number and size of competitors through the internet
Set up idea database
Market and technical analysis Competitive analysis
Preliminary Investigation
Voice of Customer
Mind Mapping combined with Group Brainstorming Brainstorming, Method 6-3-5,
Mind mapping, Value
Innovation, TRIZ, Check lists
Discovery
Proposed Tasks Possible Tasks
Idea Generation
Idea Generation
Mind Mapping
Brainstorming
Killer Application Mobile Entertaining Simple Convenient ……. Orga nizer ……. …….Voice of Customer
Idea Database
Preliminary Investigation
Preliminary Investigation
•
Collecting Ideas into database
Collecting Ideas into database
Define market characteristics:
Define market characteristics:
•
Market size and ports, user benefits, competitor
Market size and ports, user benefits, competitor
info
info
Define technical characteristics:
Define technical characteristics:
•
Number of dialog states, Perplexity of the
Number of dialog states, Perplexity of the
grammar, customisation
grammar, customisation
Internet competitive analysis
Internet competitive analysis
•
General info and characteristics such as number
General info and characteristics such as number
and size of competitors
Overview of
Detailed Investigation
Detailed Investigation
•
Portfolio Management
Portfolio Management
•
Constructing competitor’s products roadmap
Constructing competitor’s products roadmap
Trade show visit
Trade show visit
Define marketing planning for selected product:
Define marketing planning for selected product:
•
e-Advertising
e-Advertising
•
direct marketing (cooperate with partners),
direct marketing (cooperate with partners),
•
target costing strategy.
target costing strategy.
•
Early follower strategy
Early follower strategy
Partnering and outsourcing
Application Components Portfolio
Application Components Portfolio
1
1
Value (Selling Potential, Competitive Advantage)
P
ro
b
ab
il
it
y
o
f
S
u
cc
es
s
(M
ar
ke
t
at
tr
ac
ti
ve
n
es
s,
T
ec
h
n
ic
al
F
ea
s
ib
il
it
y)
Low
High
H
ig
h
L
o
w
Application Components Portfolio
Application Components Portfolio
2
2
Value to the Company (Market, Benefits)
T
ec
h
n
o
lo
g
y
E
ff
o
rt
L
o
w
H
ig
h
Low
High
Detailed Investigation
• Portfolio Management
• Constructing competitor’s products roadmap
Trade show visit
Define marketing planning for selected product:
• e-Advertising
• direct marketing (cooperate with partners),
• target costing strategy.
• Early follower strategy
Decision to Develop:
Decision to Develop:
Cr
Development, Launching,
Development, Launching,
Post Launch Review
Post Launch Review
•
Customer feedback, shortening development time
Customer feedback, shortening development time
•
Field trials, e-commerce test market
Field trials, e-commerce test market
Implementing Marketing Launch Plan:
Implementing Marketing Launch Plan:
•
Direct Marketing
Direct Marketing
•
E-Advertising
E-Advertising
•
Target Costing
Target Costing
•
Early Follower
Early Follower
Profitability Analysis
Conclusion
Conclusion
Successful Innovation Management
Successful Innovation Management
System requires :
System requires :
clearly defined objectives
clearly defined objectives
innovative culture and structure
innovative culture and structure
a high commitment from all of company’s
a high commitment from all of company’s
components, especially management
components, especially management
good communication flow
good communication flow
a
a
structured
structured
guide line
guide line
which is represented
which is represented
by
References
References
Brockhoff, K. (1996): Technology Management in the Company of the Future, Technology Analysis and Strategic Management, Vol. 8, p.175-189.
Brown, David (1997): Innovation Management Tools : A review of selected methodologies, European Communities, Luxembourg.
Burgelman, Robert A., Maidique, Modesto A., Wheelwright, Steven C. (2001): Strategic Management of Technology, Third Edition, McGraw-Hill, New York.
Cooper, Robert G. (2001a): Winning at New Products - Accelerating the Process from Idea to Launch, Third Edition, Perseus Publishing, Cambridge, Massachusetts.
Cooper, Robert G., Edgett, Scott J., Kleinschmidt, Elko J. (2001b): Portfolio Management for New Products, 2nd Edition, Perseus Publishing, Cambridge, Massachusetts.
Dodgson, Mark (2000): The Management of Technological Innovation - An International and Strategic Approach, Oxford University Press, Oxford.
Ehrlenspiel, Klaus (1995): Integrierte Produktentwicklung - Methoden für Prozessorganisation, Produkterstellung und Konstruktion, Carl Hanser Verlag, München.
Ettlie, John, E. (2000): Managing Technological Innovation, John Wiley and Sons, Inc., New York.
Evans, James R., Lindsay, William M. (1999): The Management and Control of Quality, Fourth Edition , South-Western College Publishing, Cincinnati, Ohio.
Hauschildt, Jürgen (1997): Innovationsmanagement, 2 Auflage, Verlag Vahlen, München. Lembke, Hans H. (2004): Project Management, Project Management Lecture, 2004, p.17-57.
Lowe, Dr.A.J (2004): Quality Function Deployment, URL:http://www.shef.ac.uk/~ibberson/qfd.html, 17.05.2004. Meyer, Joern-Axel (2001): Innovationsmanagement in kleinen und mittleren Unternehmen, Vahlen Verlag, München. Odagiri, Hiroyuki (1992): Growth through competition - Strategic Management and The Economy in Japan, Oxford University Press, New York.
Patterson, Marvin L. (1993): Accelerating Innovation - Improving the Process of Product Development, New York. Pavitt, Keith (1999): Technology, Management and System of Innovation, Edward Elgar Publishing Limited, UK. o.V (2004): Innovation DNA – Framework of Principles , URL: www.thinksmart.com/mission/dna/, 04.05.2004.
