Technology Innovation Presentation Psychology@LSE技术创新表现心理学@ LSE.pptVIP

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2017-03-08 发布于上海
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Technology Innovation Presentation Psychology@LSE技术创新表现心理学@ LSE.ppt

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Technology Innovation Presentation Psychology@LSE技术创新表现心理学@ LSE

Commercialisation of Innovation Define Innovation Likely to be completely new product or service Could also be a small improvement in existing products or services Might be an improvement in internal processes too Today is likely to have a strong technological component, e.g. software, electronics Probably for existing market, but may also create new / niche Importance of Innovation Increases opportunity market separation Good for the economy as a whole (as companies trade on a global basis) Usually leads to cost reductions – better margins Should give consumers greater satisfaction and wider choice Reduces dependency on old products / services and technological processes. What are the stages of Innovation? Creative idea, spark of genius! The four P’s Successful Innovation needs Purpose Must give the creator either a “build” and/or “deliver” opportunity Should generate revenues within a year (from Stage 0) Investment (through Proof of Concept) must within budget Revenues for first year should be “known” with set margins Revenues/margin projections and the RD plans for first three years should be well documented Need to take account (amortise) of the the process costs of Innovation over the life of the product Should pre-build features into the product – but not always release all of these in first version Understand the customer segmentation of the target markets from the outset. What about Promotion? The need to influence consumer behaviour Creating the “MUST HAVE” factor Separation from the competition Making the Innovation seem worthwhile / valuable Built-in adaptive qualities to stay ahead. And the Process? Keeping the Pipeline fresh Measure number of new ideas generated per period (internal and external) Monitor quality of the ideas generated (should get harder to make decisions) Where are the ideas coming from in the organisation and externally Is the Process keeping abreast of the Pipeline? Commercialisation of Innovation – Summary for Aim to create a sma