collaborating with right partners

8/7/2019 Collaborating with right partners

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Cases in Marketing:COLLABORATING WITHTHE RIGHT PARTNERS

Submitted by: Sneh Sagrika (B-30)

Srishti Banerjee (B-31)

Deepak John (B-46)

Sobiya R (B-56)


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OUTLINE

Introduction ProductInnovation

Problem Types of collaborators Competitors

Universities


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Importance of ProductInnovation

Shrinking product life cycle

Rapid technological innovation

Quick innovation, effectiveproduction and deliver value more

concretely

- I:\The Innovation Cycle.flv
http://i/The%20Innovation%20Cycle.flvhttp://i/The%20Innovation%20Cycle.flv


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The real question is

You are a Manager thinking ofdoing collaborations. With

whom will you choose tocollaborate given theconstraints on time, moneyand resources ??

ll b i i h


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Collaboration withCompetitors

Slows down innovation process

Offer narrow Knowledge base and loweraccess to it

When the outcome of cooperating isactually better than the one ofsustaining direct rivalry.

Partnering to entering new market orestablishing technology standards


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xamp e- - anonAlliance

Where competitors in mainstreamcooperate to reduce consumer risk

perception of adopting the wrongtechnology, thereby delaying theirpurchase decision.

Eg: Sony, pioneer, hitachi adoptingBlu-Ray tech.


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"Innovations had better be capable

of being started small, requiring at

first little money, few people, andonly a small limited market."

-Peter DruckerWhat matters is not outcome

but impact of knowledge derived

from a collaboration can to a

companys performance.


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COLLABORATION WITHUNIVERSITIES

Global Competition-(Huawei tech inBangladesh)

University laboratoriesconstantly beingrefreshed by the

arrival of clever newresearchers.(HP with100 universities- manyin China)

IPR advanta e HP with


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Critiques

Companies and universities are not naturalpartners

Universities are more complex to manage

than businesses Frequent changes in companies strategies orboardroom harm the relationship and

collaboration Funding done to only highest quality work.(25 multinational companies have

collaboration with MIT)


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COLLABORATION WITHCUSTOMERS

broad knowledgebase ticket toinnovation

low ease of

knowledge access breaks down

communication


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Example -

Customer Collaboration software SocialMiner

1 million Tweets/hour, 34% of online

Americans have used Facebook (Nielsonreport)

Monitoring social Web-Business intelligence


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C ll b ti ith


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Collaboration withSuppliers

Leverage extensive experience & effective

understanding of product development processes;

Enhanced customer-responsiveness;

Focus on internal core competencies;

Diminishing cycle times ; Risk & revenue sharing

Leveraging best-in-class technology;

Access to unique capabilities; Increase time to market;

Narrower focused knowledge base;

Increased sharing of knowledge;

Effective transfer mechanisms in lace.


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Collaboration @ IBM

Intexys Photonics & Varioprint AGPartnered with the IBM Zurich

Research to develop a costcompetitive, optical datatransmission solution to increasethe bandwidth between processor

chips.

Approach for business collaboration &enterprise transformation-JAM

Innovation events


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Collaboration @ GE

GE & Partners announced $200million global open innovation

challenge GE ecomaginationChallenge: Powering the Grid

Value-chain innovation: Advanced

bulk energy storage system withRWE & DLR

Carbon capture and storagesystem designed in collaborationwith StatOil H dro

C ll b ti K l d


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Collaboration-KnowledgeMatrix

Depth of Knowledge base

Access

to

K

nowledge

C ll b ti i f l


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Collaboration is successfulonly if

1.Success of R&D collaborations forproduct innovationknowledgetransfer facility

2.Identify the barriers to collaboration3.Alignment of objectives (knowledge vs.product)

4.Openness, mutual trust, credibility

5.Project time lines / duration be

specific


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Thank You !

collaborating with right partners

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