lecture 2 - innovation - a process of communication between market, science and technology

8/18/2019 Lecture 2 - Innovation - A Process of Communication Between Market, Science and Technology

1/10

15-Mar-

DESIGN AND AESTHETICSOF GOODSLecture 2 – Innovation - a process of communication

between market, science and technology

Examples ofinnovation

Creating a new product

Introduction of a new manufacturing method

Entering a new market (or creating a new market)

Use of new materials

A new organization of the company


2/10

15-Mar-

Innovation -definitions

Innovation

(Latin inovatis = renewal, novelty, change)

several definitions

3 aspects:

Innovation - the result of the creative process as newproducts and techniques, advanced technologies andmethods etc.

Innovation - the process of implementing new features,aspects and principles by replacing existing ones

Innovation - solving of technical problems or improvementin the organization of work in order to increase laborproductivity, technical improvement etc. (DEX, 2009)

Innovation = Idea (invention) + selling

The evolutionof innovation

understanding

latin language -

do something new,or change

Schumpeter (1912) -Successful exploitation

of new ideas

Drucker (1985) -

the change that createsa new dimension of

performance

Porter (1990)

„a new way of doing thingsthat is commercialized”

Kao (2007) -The ability to consciouslycreate the desired future


3/10

15-Mar-

Classificationof innovations

According to the Oslo Manual, there are:

product innovation

process innovation

marketing innovation

organizational innovation

Productinnovation

Product innovation

= Introduction of a good or service that is new or significantlyimproved in terms of their characteristics or intended uses.

This includes significant improvements in technical specifications,components and materials, incorporated software, the userfriendly interface or other functional characteristics.

Product innovations can use new knowledge or technologies, ormay be based on new uses or combinations of existingknowledge and technologies.

The term “product” = both goods and services.


4/10

15-Mar-

Productinnovation -examples

Productinnovation -

examples IDSA –GOLD AWARD 2013

- Launched in 2012 gained nationwide notoriety- The ability to ensure communication when

there are no other sources of energy- Uses one AA standard battery- It took two years to be designed such a phone

that works with only one AA battery- If unused, the battery lasts up to 15 years- Can be kept in the first aid kits and be fully

charged in case of disaster or emergency- 10h talking autonomy- It has a light that can last 24h- Rapid alert button 112 that works without

SIM- It can operate in extreme temperatures- It is independent of any mobile operator and

does not require a monthly fee

http://www.idsa.org

The need: 8 million peopleremained without power afterSandy Hurricane - in November2012. They remained isolatedand could not signal theirpresence.

Spare One


5/10

15-Mar-

Serviceinnovation -examples

Online

payment withcredit card

Phonepayment -contactless

Processinnovation

Process innovation

= Implementation of a new or significantly improved methods of production (for example, new manufacturing processes andtechnology flows) or a new method of delivery.

This includes significant changes in techniques, technological

equipment and / or software.

The result of process innovation should be significant in terms of:the level of production, product quality or diminishing theproduction and distribution costs.


6/10

15-Mar-

Processinnovation -examples

3D Printer

• It can copy anithing in 3D – successive layers technique or the laser in a

block (usually for metal parts)• Technology first used in 1980 for prototypes• It evolved creating functional parts for:

The aviation industry(lighter, thinner and cheaper parts)

Constructionindustry

Hollywood Costumes Food industry

Processinnovation -

examples

3D Printers arereshaping medicine

Bioprinting• Wake Forest University School of

Medicine – US) – transplant of partscreated by 3D technique

• an ear takes between 4-6 hours to bemade in bioink (biodegradable gel +human cells)

• The problem: 90% of patients on thetransplant waiting list need a kidney -which can be built with this technology

• Regenerative Medicine - deposits cellsdirectly on a wound to help it healquicker (project funded by the USArmed Forces)


7/10

15-Mar-

Organizationalinnovation

Organizational innovation

= Aims to implement a new organizational method in the businesspractices of the company, the work place and jobs and thecompany’s external relations.

increasing business performance by reducing administrative ortransaction costs, improving workplace satisfaction (and thuslabor productivity) or reducing supply costs.

Organizationalinnovation -

example

Business segments

Exploration and Production

Gas and Power

Refining and Marketing


8/10

15-Mar-

Marketinginnovation

Marketing innovation

= Implementing a new marketing method involving significantchanges in: product or packaging design, new sales methods,product placement, product promotion or pricing policy.

better fulfilling of customer needs, aiming to open new marketsor new positioning of the company's products on the market,with the purpose of increasing sales.

Marketinginnovation


9/10

15-Mar-

Marketinginnovation

Science-pushvs.

Demand-pull

Generating innovation

‘science-push’ innovation

‘demand-pull’ innovation

.


10/10

15-Mar-

Science push

‘Science-push’ innovation- the 1st generation of the innovation process

Basicknowledge

Design andplanning

Manufacturing

Marketing Sale

The transistor - invented by John Bardeen, WalterBrattain, and William Shockley in 1947 (Bell Labs)for which they received the Nobel Prize is thefundamental building block of modern electronic

devices that revolutionized the field of electronics,and paved the way for smaller and cheaper radios,calculators, and computers, among other things.

Demand pull

‘Demand-pull’ innovation- the 2nd generation of the innovation process

Market needs Development Manufacturing Sale

lecture 2 - innovation - a process of communication between market, science and technology

Documents