course innovation marketing eng.pptx

8/13/2019 Course Innovation Marketing ENG.pptx

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Course Syllabus

DESCRIPTION:

This course provides an experienced-based approach to marketing innovation andits practical application

Topics to be addressed and discussed from an applied point of view include :Innovation Typology, Creativity, Adopter categories, Market Studies

This course is coordinated by Laurent Soldermann & Orsolya Sadik-RozsnyaiPERFORMANCE ASSESSMENT:

Student performance will be assessed on criteria of class participation and the finalinnovation project


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Planning

Project LaunchChoice of Sector

Session 1LSSept. 22/23

Creativity Session :Choice of Persona + New Product/Service Creation

Session 2OSRSep. 29/30

Modification and deepening of the concept,based on InterviewsPreparation Concept Sheet I-P-RW

Session 3LSOct. 20/21

Theoretical Background of Innovation

Creativity Session :Innovation launch campaign preparation

Session 5OSRDc. 01/02

Oral presentationsSession 6

OSRDec. 08/09

Result analysis & concept amendmentSession 5

LSOct. 27/28

Sustainabledevelopmenttrend sheet

Demonstrator/prototype

PresentationPreparation

(final version)

Final consumer test +

Presentation Preparation(1.st version)


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Planning

Project LaunchChoice of Sector

Session 1LSSept. 26

Creativity Session :Choice of Persona + New Product/Secrvice Creation

Session 2OSR-Oct. 3

Modification and deepening of the concept,based on InterviewsPreparation Concept Sheet I-P-RW

Session 3LSOct. 10

Theoretical Background of InnovationCreativity Session :Innovation launch campaign preparation

Session 5OSRW Nov. 28

Oral presentationsSession 6

OSRW Dec. 5

Result analysis & concept amendmentSession 4

LSW Oct. 24

Sustainabledevelopmenttrend sheet

Demonstrator /Prototype

Final consumer test +

Presentation Preparation(1.st version)

PresentationPreparation

(final version)


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Session 2

Creative Thinking


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Program Session 2

The Theoretical basis of the Creative Thinking and CreativityTechniques

20 minutes

Brain Post-itChoice of Persona + New Product/Service Creation

2.5 hours


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Innovation & Creativity

Innovation: Although the term is broadly used, innovation generally refers to the creation of better or more

effective products, processes, technologies, or ideas that are accepted by markets, governments,and society

Creativity: Creativity refers to the phenomenon whereby a person creates something new(a product, a

solution, a work of art, a novel, a joke, etc.) that has some kind of value.

Creativity techniques: Methods that encourage and reinforce creativeactions, whether in the arts or sciences. They focus on a variety of aspects of creativity, including techniques for idea generationand

divergent thinking, methods of re-framing problems and so on. Some techniques require groups of two or more peoplewhile other techniques can be

accomplished alone.

Source : http://en.wikipedia.org


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Creativity Techniques

Collectively, there are several hundred techniquespublished in books by creativitythinking experts

Techniques are like tools in a workshop, with different tools for different parts of thecreative process.

For example,

The Six Universal Questions

What? Where? When? How? Why? Who?

Forced analogy:

In order to generate ideas, the participants should compare the problem withsomething else that has little or nothing in common and gaining new insights as aresult.

You can force a relationship between almost anything, and get new insights : ex.companies and whales

Brainstorming

Generating ideas in a group situation

Etc


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Creative Problem Solving3 steps

Source : http://www.rogerfirestien.com/


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Brainstorming

Brainstorming is a group creativity techniqueby which a grouptries to find a solutionfor a specific problem by gathering a list ofideas spontaneously contributedby its members.

The term was popularized by Alex Faickney Osborn in 1953through the book Applied Imagination (He was frustrated byemployees inability to develop creative ideas individually for ad

campaigns). In the book, Osborn not only proposed the brainstorming method

but also established effective rules for hosting brainstormingsessions.

Source : http://en.wikipedia.org/wiki/Brainstorming


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Brainstorming Process

1.Step : Divergent thinking

Look at your images and generateideas

Generate as many ideas as rapidly aspossible linked to your creativechallenge : real ones, fun ones

Stand around the flip chart, pen inhand

As you think of an idea, write it downon a post-it. Try to write it with asubject and a verb

Write one idea per post-it.

Stick your post-its on the paper board

The Osborn-Parnes creative problem solving technique

2. Step : Convergent thinking

Look at your post-its collectively

begin moving/clustering them intocommon or natural themes

Characterizes each cluster by aword or two

Vote for best ideas by writing acircle (2 votes for each member)

Choose together the bestidea

3 . Step : Concept sheet

Prepare your conceptsheet

Prepare themarketing mix

No matter how daft, how impossible or how silly an idea is, it must be written down !

Laughing is to be encouraged. Criticism is not !


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Persona poster

In marketing and user-centered design, personas arefictional characterscreated to represent thedifferent user types, based on real data andinformation

It is an artifact that consists of a narrative relatingrelates to a desired users daily behavior patterns

and lifestyle, using specific details, not generalities. Personas allow designers to understand the target

demographicbetter than lists of data. Its just likehaving a real userincluded in every step of thedesign process.

This leads to a much more realistic user

understanding. The concept was developed in 1993Angus

Jenkinsonand internationally adopted by OgilvyOnewith clients using the name CustomerPrints as "day-in-the-life archetype descriptions"

Source : rwhitespace.com


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Using Personas & Scenarios in design

In goal-oriented web design, the designer plays through a full set of usage scenariosfor each persona. A scenario is a complete journey from first point of contact withthe system, right through to a goal being achieved

Its also possible to create a disaster scenario of a Persona,a bad day experience,to stimulate creativity based on imaginative guesswork


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Brain Post-it : Step by Step

1. Createyour

Persona 2.Describe a bad dayscenario of your

Persona

3.Generate ideasto create a newinnovative product or service foryour Persona which fits to the

sustainable development trend

5.Choosethe best idea(s)

6.Develop it

4.Bring together linked ideas 2.b Create a video with yourSmartphone (1-2minutes)

1h10

15 min

Not in

class

20 min

10 min

20 min


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Ice Breaker Creativity Exercise:Describe Gabrielle Solis Monday !

Continue the story ! Stay Foolish !

This morning, Gabrielle woke up in a good mood.

She has planned a day of shopping.

But when she was taking his breakfast, someoneknocked at the door


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Session 5Innovation


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Definition

Innovation : a new idea applied successfully in practice

Schumpeter (1934) distinguishes :

The introduction of a new good

The introduction of a new method of production,

The opening of a new market,

The conquest of a new source of supply of raw materials or half-manufacturedgoods

The carrying out of the new organization of any industry


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The most innovative companies

Source : Fast Company.


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Innovation categoriesBy the origin

Supply-pushed innovations

Based on new technological possibilities

Demand-led innovations

Based on social needs and marketrequirements

Internet Key

Arena Powerskin

Organic skin care

Coca-Cola VanillaZero

Customized

Citron DS3

iPhone TouchScreen


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Innovations categoriesby level of novelty

Radical innovations

Revolutionary technological changes

Consumer behavior changes

Incremental innovations

Weak technological evolution

Progressive improvement of the product

Toyota Prius

Hybride

Projet inno

Plan cours

Typologie

OutilsDveloppmnt.

tudes de cas

Dfinition

Stratgie Prix

iPad

Web

Source : Badot O., Cova B. (1992), Le No-Marketing, ESF diteur, Paris

3D TV

Samsung Galaxy S2Smartphone

iPod shuffle


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Innovations categories

Product innovation

Creation and introduction of a good that iseither new, or improved

Service innovation

New or significantly improved serviceconcept that is taken into practice

Sonys European OnlineStore

Amazon Kindle Fire

Samsung NaviBot

Robotic Vacuum Cleaner

delivers quality brands at up to 70% off

retail through online sales events everyday


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Innovations categories

Process Innovation

A change in the way a product or serviceis manufactured, created, or distributed

Online stores

Eco Friendly PackagingProducts

Business model Innovation

A new way to generate profit

Tata Nano($2300) city car

Digital photosLow-costairlines

ITunes store +iPod


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Sources of innovation

Research and Development

(radical innovations)Market surveys

(incremental innovations)

End User*

(user innovations)

*Source : Eric Van Hippel The Sources of Innovation (1988)

Linux : free and open source

software


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Source : Product Conceptualisation with the Lead User Method - Professor Erkko Autio (adapted from a web presentation byProfessor Eric von Hippel, MIT Sloan School of Management)/

http://www.entrepreneur.dk/DTU%20kandidat%202007/Slides/Microsoft%20PowerPoint%20-%20Lead%20User%20method%20brief.pdf

Including customersin the Innovation Process


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Innovation adoption process5 Stages of Rogers

Knowledge

In this stage theindividual is firstexposed to an

innovationbut lacksinformationaboutthe innovation.

During this stage ofthe process theindividual has not

been inspired to

find more

informationaboutthe innovation.

Source : E. Rogers, Diffusion of Innovations, 1962

Decision

In this stage theindividual takes theconcept of theinnovation andweighs the

advantages/disadvan

tagesof using the

innovation and

decides whether toadopt or rejecttheinnovation.

Persuasion

In this stage theindividual isinterested in theinnovation andactively seeks

information/detailabout the innovation.

Implementation

In this stage theindividual

employs the

innovationto avarying degreedepending on thesituation.

During this stagethe individualdetermines the

usefulnessof theinnovation andmay search forfurther informationabout it.

Confirmation

The individualfinalizes theirdecision to

continue usingthe innovation andmay use theinnovation to its

fullest potential.


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Adopter categories

Adopter category : a classification of individuals within a social system on the basis of innovativeness

Innovators

The first individuals to adopt an innovation

Willing to take risks, youngest in age, highest social class, have great financial lucidity,

Very social and have closest contact to scientific sources and interaction with other innovators.

Early Adopters

Have the highest degree of opinion leadershipamong the other adopter categories.

Are younger in age, have a higher social status, have more financial lucidity, advanced education, and are

more socially forward than late adopters.

Realize judicious choice of adoption will help them maintain central communication position



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Adopter categories

Early Majority Individuals in this category adopt an innovation after a varying degree of time. This time of adoption is

significantly longer than the innovators and early adopters. Have above average social status, contact with early adopters, and seldom hold positions of opinion

leadership in a system

Late Majority Individuals in this category will adopt an innovation after the average member of the society. Skeptical about an innovation, have below average social status, very little financial lucidity

Laggards Individuals in this category are the last to adopt an innovation. Aversion to change-agents, advanced in age, focused on traditions, lowest social status, lowest

financial fluidity, oldest of all other adopters



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Innovation Success Stories

Customer value perception Strong communication

Design

Consumer trends

Wow effectcreate emotions (surprised by something wonderful or really great)


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Innovation process

The basic innovation process consists of 4 steps:1.Searchand idea generationGenerate ideas and produce a supply ofopportunities

2. Assess

Evaluation of the many ideas generated

Put ideas through an objective filter in order toascertain which ideas hold the most potential

3. Develop

Refining the ideas from concept to working realityPrepare the ideas with potential through a processthat readies them for implementation

4. ImplementMaking the ideas happen for realPursue opportunities (using familiar projectmanagement tools)

Source :http://www.tranxend.co.za/innovation.html


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Open Innovation

= Integrating external ideas throughout the Innovation Process

Open innovation is a paradigm that assumes that firms can and should useexternal ideasas well as internal ideas, and internal and external paths tomarket, as the firms look to advance their technology

Source : Chesbrough, H.W. (2003). Open Innovation: The new imperative for creating and profiting from technology. Boston:Harvard Business School Press, p. xxiv


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Open Innovation Network

Source : http://www.i-cio.com/__data/assets/image/0017/7082/DAIMLER.jpg

Startups

Universities

Suppliers

Laboratories


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Open Innovation with customers :Lead User Method

Lead user is a term developed by Eric von Hippel in 1986.His definition for lead user is:

Lead users face needsthat will be general in a marketplacebut face themmonths or years before the bulk of that marketplaceencounters them, and

Lead users are positioned to benefit significantly by obtaining a solutiontothose needs.

They are at the leading edge of important market trendsand

Lead users often have to develop the new products and servicesthey need forthemselves - they become user-innovators


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Open InnovationExample of Lead User

In 2011, Apple hired prolific jailbreak hackerNicholas Allegra, aka Comex.

He is well known for his work on theweb based jailbreak tool JailbreakMe.

He was also the first person to publisha jailbreak for the iPad 2

Comexs hacking abilities have been

compared to that of high-level

cybercriminal that attacksgovernment infrastructures.

Being responsible for Apple releasingnew versions of iOS to patch his

exploits, many believed that Comexwas hired by Apple to work onpatching security vulnerabilities fromthe inside.

Source : http://www.iphone-my.com/news/apple-hire-jailbreak-hacker-comex-embarrassment/


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37Source : Professor Erkko Autio (adapted from a web presentation by Professor Eric von Hippel, MIT Sloan School of Management)/



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Open InnovationSources of Innovations


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Open InnovationIBM Innovation Jam

Since 2001, IBM the multinational has been holding innovation jams, wherethousands of employees brainstorm ideas over a period of a few days.

The first jam was an experiment that proved to the company the power of itsIntranet to serve as a single collaborative space for the company.

It was a way of making use of the collective smarts of 350,000 people and usingthis as an asset to improve the way the organization operates.

IBM uses open innovation jams extensively and in 2006 it embarked on its largestever online brainstorming sessionto speed up the launch of new technologiesand develop novel ways of bringing them to market.

Prompted by IBM Chairman and Chief Executive Officer Samuel J. Palmisano thiswas the first jam where IBM involved individuals and research organizations

who were not part of the company.


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42Source : http://sloanreview.mit.edu/files/2008/12/50101-si2-lo6.png


Open Innovation


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Open InnovationVolkswagen Open Innovation Contest

German automaker Volkswagen organizes, every year, an open innovationcontest.

In 2010, it called "App My Ride and Volkswagen invited designers, programmers,

developers and interested users to help develop applications for theInfotainmentsystems of the future.

A jury of experts selected a winner and award prizes, including a placement forstudents within Volkswagen Group Research in Tokyo, Shanghai, California orWolfsburg.

"Our aim is to invite the international developer community to take part in designing afuture system," (VW Group Research Chief Prof. Dr Jrgen Leohold)

Source : http://www.worldcarfans.com/110042625857/vw-announces-open-innovation-contest-app-my-ride#ixzz1XBaMYs7D


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Open InnovationVOLKSWAGEN AQUA

Dense traffic in China has inspired Zhang Yuhan, a Female Chinese design student to create a multi-

function vehicles using the Volkswagen brand in June 2011.

Its a cross between a modern car, a boat, an ultra-cool theme park ride and a spaceship.

The Volkswagen Aqua Concept hovercraft is designed to be an effective mode of transportation forChinese commuters, capable of getting a driver and passenger through and over heavy snowfalls,lakes, rivers and just about any terrain that gets thrown at it

Source : http://www.oamahou.com/design/volkswagen-aqua-by-yuhan-zhang.html?lang=en


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Books


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Brain Post-it session

Creative Challenge : Imagine a creative launch campaign for your innovation

Creative Technique : Forced connections & The Six Universal Questions

Forced connections

Definition

The brainstorm technique known as forced connections is designed to take twounrelated concepts and forge a relationship between them.

Ideal Activity For branding, concept generation, event planning

How To Brainstorm With Forced Connections

pick one topic create a connection between the topic and the creative challenge if a group is still struggling to create a connection between the words theyve

drawn, it can draw a new word record your thoughts on a post it regroup post-its choose the best one

The Six Universal Questions

What? Where? When? How? Why? Who?


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Brain Post-it : Step by Step

1. Display your innovationand Persona

5.Choosethe best idea(s)

4.Bring together linked ideas

2. Pick a topic

3. Generate ideas/words by

associating your innovation

and the topic. Write downyour words on post-its.Rebound on others words!

6.Create your eventscenario by using 6UniversalQuestions


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EVENT SCHEDULE PLANNER

What?

Where ? When ?

Who ?

Why ?

How ?


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Forced Connections Topics


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Baby Toddler Child Adolescent Adult Retired

Red Orange Yellow Green Blue Indigo Violet Black White

Brown Pink

Breakfast Snack Lunch Dinner Supper Snack

Morning Evening Sun Rain Fork Computer

Bottle age Air anger animal answer apple area arm

art atom baby back ball band bank bar bas

bear beauty bell bird block blood blow board

boat body bone book bottom Box boy branch

bread break brother call camp capital

Forced Connections Topics

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