disruptive innovation - openthinking
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Disruptive Innovation Overcoming the market with more than just lower pricing
Iyad Mourtada
New-Product Development
Reasons for new product failure
New-Development Process
The systematic search for new-product ideas
Sources of new-product ideas
Internal
External
Idea Generation
Identify good ideas and drop poor ideas
R-W-W Screening Framework:Is it real?Can we win?Is it worth doing?
Idea Screening
• Product idea is an idea for a possible product that the company can see itself offering to the market
• Product concept is a detailed version of the idea stated in meaningful consumer terms
• Product image is the way consumers perceive an actual or potential product
Concept Development and Testing
Marketing strategy statement includes:Description of the target marketValue propositionSales and profit goals
Business analysis involves a review of the sales, costs, and profit projections to find out whether they satisfy the company’s objectives
Marketing Strategy Development
Types of Test Markets
Product Life-Cycle Strategies
Product Life-Cycle Strategies
Fads are temporary periods of unusually high sales driven by consumer enthusiasm and immediate product or brand popularity
Product Life-Cycle Strategies
The Reason for Failure:
• Listen to their customers
• Invest in Technology
• Satisfy their customers' next-generation needs.
How can great Firms Fail? The Reason for Success:
• Listen to their customers
• Invest in Technology
• Satisfy their customers' next-generation needs.
Innovator's Dilemma
Disruptive Innovation
Reinventing Your
Business Model
Reinventing Your Business Model
1.Articulate what makes your existing model successful. For example, what customer problem does it solve? How does it make money for your firm?
2.Watch for signals that your model needs changing, such as tough new competitors on the horizon.
3.Decide whether reinventing your model is worth the effort. The answer’s yes only if the new model changes the industry or market.
Johnson, Christensen, and Kagermann
Understand Your Current Business model
1. Customer value proposition.
Understand Your Current Business model
2. Profit formula.
Revenue – Cost = Profit X Turnover
Understand Your Current Business model
3. Key resources and processes.
Take a good technology and wrapped it in a great business model
Modern Business Approach (MBA 2.0) 50 Innovative Ways to grow your business in the Middle EastSaturday, December 22, 2012 – 9:00 AM – 5:30 PMDubai Knowledge Village, Building 19, Office: 208
Based on the 4 most innovative business models:
Price: AED 2,300 (Early Bird Price: AED 1,590)Email: [email protected] Phone: 055 9852570