Introduction to Marketing & Innovation - MCT / Dauphine / EMLV

Marketing, IT & Innovation Marcos LIMA, PhD Session 01: Introduction to Innovation Management

Welcome to Marketing, IT & Innovation ,[object Object]

This Week’s Topics (1/2) ,[object Object],[object Object],[object Object],[object Object],[object Object]

This Week’s Topics (2/2) ,[object Object],[object Object],[object Object],[object Object]

Marketing, IT and Innovation ,[object Object],Marketing/ Service Development Tourism Industry Innovation IT Knowledge Management Customer Relationship Management

Scope of This Course ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Search ENVIRONMENT Select STRATEGY Implement PROCESS Capture-Value CULTURE

Lecturer Background & Research Interests ,[object Object],1995 97 99 01 03 05 07 09 Marketing Innovation + Product / Service Development Knowledge Management

Lecturer Background & Research Interests ,[object Object],1995 97 99 01 03 05 07 09 Marketing Innovation + Product / Service Development Knowledge Management Bac +5 Bac +7 Bac +10

My Expectations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Your first group assignment: Discuss Your Expectations ,[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object]

Course Methodology ,[object Object],INTERACTION REFLECTION COLLABORATION Authentic Problem Environment

Course Methodology ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Evaluation ,[object Object],[object Object],[object Object],[object Object]

Main Sources ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

To complement your learning… ,[object Object]

Part 2 Overview of the Innovation Process

Preliminary Quotes ,[object Object],[object Object],The Prince, 1532

Preliminary Quotes ,[object Object],[object Object],KARL MARX Communist Manifesto, 1848

What is Innovation? ,[object Object]

What is Innovation? ,[object Object],a) Nintendo Wii b) Banana Peeler c) Apple’s iPhone d) Self-Service

A Few Definitions ,[object Object],[object Object],[object Object],[object Object]

A Few Questions ,[object Object],[object Object],[object Object],[object Object]

A Visual Definition These two variables explain the critical role of MARKETING in the innovation process

Recommended Reading ,[object Object],[object Object]

Why Innovation Matters ,[object Object],[object Object],[object Object],[object Object],[object Object],BusinessWeek’s Most Innovative Companeis (2006)

Innovative in Different Ways BusinessWeek’s Most Innovative Companeis (2006) Innovative Chief Executive Scientific freedom of employees Use of external tech sources Design Speed of product development Close cooperation w/ suppliers

Innovation’s Economic Relevance ,[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Creative Destruction in Action

Why Innovation Matters ,[object Object]

Types of Innovation ,[object Object],[object Object],[object Object],[object Object]

Types of Innovation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Market Status Quo Technology

Types of Innovation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Types of Innovation ,[object Object],[object Object]

Degrees of Innovation: Products Sustaining Disruptive Doing what we do, but better/different New to the world Rules of the game remain the same Game Changer for Market or Industry Incremental Radical New to the Firm

Degrees of Innovation: Services Sustaining Disruptive Doing what we do, but better/different New to the world Rules of the game remain the same Game Changer for Market or Industry Incremental Radical New to the Firm

Evolution of Innovation Models ,[object Object],1950/60s – Technology Push 1970s – Market Pull Manufacturing Marketing Research & Development Marketing Manufacturing Research & Development

Evolution of Innovation Models ,[object Object]

Evolution of Innovation Models ,[object Object],Marketing Manufacturing Research & Development 1980s

Evolution of Innovation Models ,[object Object],Needs in society and the marketplace Latest in science & technology Advances in society R&D Manufacturing Marketing Idea Commercial Product Market Pull Technology Push ,[object Object]

Evolution of Innovation Models ,[object Object],[object Object],2000s

Innovation as an Integrated Process Source: Tidd & Bessant, 2009

Innovation as an Integrated Process ,[object Object]

Innovation as an Integrated Process Implement PROCESS Value- Capture CULTURE Search int./ext. ENVIRONMENT Select STRATEGY

Recommended Reading ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Good Luck! Marcos Lima [email_address]

Introduction to Marketing & Innovation - MCT / Dauphine / EMLV

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