scientific discovery vs customer need
DESCRIPTION
Innovation Management assessment : ''consumers are key guide and compass when it comes to innovation. their view should always be followed"TRANSCRIPT
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“scientific discovery” versus “customer need”amsterdam mba, 2014innovation management
ning liujaejung seokivanc ozuolmez
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consumers are key guide and compass when it comes to
innovation. their view should always be followed
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linear models of innovation
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demand pull2nd generation innovation management model
mid 60s - 70s european origins
1 2 3 4 5
market needs r&d
marketing dept. manufacturing
sales
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“without wants [demand or need] no problems would exist. without knowledge they could
not be solved”(Schmookler, 1966: 11-12)
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“scientific or technological discovery” vs. “customer or management need”
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breakthrough - incrementaltime (as technological lifecycle)
façade (classification)
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semiconductor
first transistor: Bell Labs, 23 December 1947first semiconductor chip: Fairchild Semiconductor Corp, 1961
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semiconductor
first transistor: Bell Labs, 23 December 1947first semiconductor chip: Fairchild Semiconductor Corp, 1961
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Microsoft’s Windows
Window 3.0 Window 95 Window 98
Window XP Window Vista Window 8
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conclusion
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breakthrough vs incrementalconsumers have no idea to guide a breakthrough innovation, but their view is precious to improve existing products and
services.
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timeearly stages of a technology; more push.
late stages of a technology, more expectations, demand pull
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façadeeffect of consumer demand is more visible on delivery side.
in business model innovations, consumer demand might have less effect.
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“If I had asked people what they wanted, they would have said faster
horses.”
(Henry Ford)
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consumers are key guide and compass when it comes to innovation.
their view should always be followed
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