3.1 蒐集資訊的能力

3.1 蒐集資訊的能力

現代研發組織需要不斷創新，才能常保競爭優勢；有意義的創新，終需與環境互動。因此，如何有效監測環境脈動，進而從中發現創新機會；對現代研發組織之企劃與經營部門，責無旁貸。做好資訊蒐集的任務，攸關性的判斷，異常重要；落實環境掃瞄，創新機會就在其中。

Acquired Opportunities of Innovation by Environmental Scanning

•   The Origin of Innovation

–      Innovation is the ability to see change as an opportunity

–      FEI (Front End of Innovation), NPDP (New Product Develop Process)

•   Why Environmental Scanning?

–      An event, happening, of factor in the contemporary environment over which the organization has no direct control, but which influences the organization’s future.

–      Understand the External Force of Change Identify Threats and Opportunities.

•   An Environmental Scanning System

–      Phenomena, Trends, Impacts

–      Scanning, Monitoring, Forecasting, Assessing

–      Identifying Changes & Adapting Accordingly

•   Personal Experience of Practice

–      STEEP Analysis Can't be Done Well Separately

–      Achieving Mission by Open Sources with Systems Thinking

創新是什麼？

關於創新是什麼？以下一些相關說法應該會有啓示：

•   Innovation: the act or process of innovating; something newly introduced, new method, custom, device, etc., change in the way of doing things; renew, alter. (Webster's New World Dictionary, 1982)

•   An innovation in the economic sense is accompanied with the first commercial transaction involving the new product, process, system or device, although the word is used to describe the whole process. (Freeman, C. (1982). The Economics of Industrial Innovation, The MIT Press.)

•    Research and Development is the transformation of money into knowledge. Innovation is the transformation of knowledge into money. (Karol, R. and Nelson, B. (2007). New Product Development for Dummies.)

•   Elements of Innovation Competence:

–      1. Design/embodiment of technology; 2. Production systems/organization; 3. Skills (labor, managerial, technical); 4. Materials/supplier relations; 5. Capital equipment; 6. Knowledge and experience base; 7. Relationship with customer base; 8. Customer applications; 9. Channels of distribution and service; 10. Customer knowledge; 11. Modes of customer communication. (Abernathy, W.J. and Clark, K.B. (1988). "Innovation: Mapping the Winds of Creative Destruction", Readings in the Management of Innovation, Ballinger Publishing Company.)

•   Model of the Process of Innovation:

–  1. Recognition (technical feasibility and potential market demand), 2. Idea formulation (fusion into design concept and evaluation); 3. Problem-Solving (search, experimentation, and calculation; readily available information); 4. Solution (solution through invention; solution through adoption); 5. Development (work out the bugs and scale up); 6. Utilization and Diffusion (implementation and use). (Marquis, D.G. (1988). "The Anatomy of Successful Innovations", Readings in the Management of Innovation, Ballinger Publishing Company.)

•   Definition of Innovation at P&G

–  Innovation is the Matching of “What is Needed” with “What is Possible”

•    What’s need: consumer delight, customer, competition

–  What is Needed = Market Pull

–  What is Possible = Technology Push

•   Different Types of Innovation at P&G

–  Product in innovation

•    Disruptive product innovation – creates new sources of consumption, new categories or new segments

•    Sustaining growth innovation – better meet consumer needs by providing new benefits in existing categories

–  Commercial innovation

•    Driven by an equity building concept or idea without product or packaging change

–  Cost innovation

•    Drive affordability – better and cheaper

–  Business model and business process innovation

•     Game-changing ways to do business or how people work

(Tsai, C.H. (2007) Management of Global R&D Organizations. 2007 Taiwan R&D Seminar II.)

Innovation Drivers

•       Understanding the consumer

–         Better than our competitors

•       Technology

–         The core responsibility of R&D is delivering cost-effective, performance-leading technologies that are the foundations of strong brands

•       Value

–         Keeping our brand’s value equations right for the consumer, the customer and the company

•       Innovation Productivity

–         Continually enhancing the productivity of our R&D organizations, by “innovating how we innovate”

•       Design

–         Embracing design in every aspect of our products to create consumer desired experiences at all touch points

•       Connect + Develop

–         Both internal and external is an essential tool to greatly expand our opportunities and capabilities to find new ideas, technologies, products, and capabilities.

(Tsai, C.H. (2007) Management of Global R&D Organizations. 2007 Taiwan R&D Seminar II.)

Innovation Is More Than Technology

MinuteClinic: New Business Model

–         Diagnosis and prescriptions within 15 minutes at reasonable prices. No appointment necessary. Open 7 days a week. http://www.minuteclinic.com/en/USA/

Starbucks: New Experience

–         The product itself might not be as good as alternatives, but it doesn’t matter. http://www.starbucks.com/

iTunes: New Service

–         Make it simple and easy for people to obtain the music they want when they want it. http://www.apple.com/itunes/store/

Dell: New Distribution

–         Go direct-to-consumer to offer built-to-order products at low prices.  http://www.dell.com/

Two Perspective Innovation : Market Pull & Technology Push