Innovation in Turkish SME’s in Textile Industry BALYEMEZ, Figen, Istanbul Commerce University, [email_address]   DEVELI, E...
Innovation <ul><li>Innovation= Theory + Technical Developments + Commercial Applications </li></ul><ul><li>Innovation: Dev...
Innovation <ul><li>Suggested as a management technique or a leadership responsibility.  </li></ul><ul><li>Most managers ar...
Recipe for successful innovation consists: <ul><li>An optimistic and a positive CEO </li></ul><ul><li>A chief innovation o...
Uncertainty of Innovation <ul><li>Uncertainty accompanies innovation, and the degree of risk is that CEOs talk to innovati...
Uncertainty of Innovation <ul><li>Most CEOs deny their reluctance to tackle innovation because it is high-risk and/or high...
<ul><li>Now more than ever innovation should be a company-wide priority, and CEOs should be taking the lead and communicat...
To gain competitive advantage <ul><li>The focus of innovation must be on developing new-to-the world or new-to-the-market ...
How does innovation occur in your organization? “ Bottom-up İnnovation” Idea-fuelled Staff-initiated Entrepreneur-driven M...
In the bottom-up mode <ul><li>The leader must create a supportive environment that encourages local entrepreneurs to pursu...
In the top-down mode <ul><li>Innovation leaders take the initiative, define the objective and mobilize their troops behind...
Customer Loyalty &Innovation <ul><li>The purpose of a firm was to create and keep customer – for “it’s the customer who de...
SMEs  <ul><li>Small and Medium Enterprises determine the 98 % of Turkish economy. These organizations must remain competit...
Innovation Process Current state of technical knowledge Current economic and social environment <ul><li>Idea generation </...
“ Innovation is the specific tool of entrepreneurs” <ul><li>Methodology: </li></ul><ul><li>Our investigation consists of a...
What’s T-Box ? <ul><li>Is a trendy brand created in January, 2003 </li></ul><ul><li>At present 4050 sales point in four co...
T - Box Products  Beach Towel T-shirt for men Lipstick Blouse
About the products; <ul><li>It’s the only   </li></ul><ul><li>sequeezed product. </li></ul><ul><li>product that has money ...
Innovation for T-Box <ul><li>It’s the most important value in competiton.  </li></ul><ul><li>It’s an observable difference...
Priorities of T-box team in innovation <ul><li>To whom it’s new; </li></ul><ul><li>New to the world – new to the market – ...
Priorities of T-box team in innovation <ul><li>What’s new? </li></ul><ul><li>New product, new product qualifications, new ...
Innovation for T-Box <ul><li>In general all new things have competitive advantage.  </li></ul><ul><li>In order to be succe...
CEOs vision for T-Box <ul><li>Considering marketing communication mix T-box does not have yet competitors in the market.  ...
CEOs vision for T-Box <ul><li>T-box innovation is not a typical one but a design with newly developed technologies.  </li>...
Conclusion <ul><li>Generally every innovation creates competitive advantage but you have to support it with the right stra...
Conclusion <ul><li>SME’s in the innovation process have some difficulties like capital,distinct and different management s...
Conclusion <ul><li>CEO’s vision is the most critical point in the innovation process. </li></ul><ul><li>CEO’s have to adap...
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Ildem Glf Innovation Presentation

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Ildem Glf Innovation Presentation

  1. 1. Innovation in Turkish SME’s in Textile Industry BALYEMEZ, Figen, Istanbul Commerce University, [email_address] DEVELI, E. Ildem, Istanbul Commerce University, ideveli @ iticu .edu.tr BAYAZIT SAHİNOGLU, D. Zeynep , Istanbul Commerce University zbayazit @ iticu .edu.tr
  2. 2. Innovation <ul><li>Innovation= Theory + Technical Developments + Commercial Applications </li></ul><ul><li>Innovation: Development of ideas, technology, new or developed product, or product management or marketing management. </li></ul>
  3. 3. Innovation <ul><li>Suggested as a management technique or a leadership responsibility. </li></ul><ul><li>Most managers are unable to recognize innovation. </li></ul><ul><li>Innovation: to have futuristic vision and seeing beyond the present and an ongoing commitment to newness. </li></ul>
  4. 4. Recipe for successful innovation consists: <ul><li>An optimistic and a positive CEO </li></ul><ul><li>A chief innovation officer committed to leading the innovation effort </li></ul><ul><li>A commonly agreed-upon new products strategy </li></ul><ul><li>A balanced new product and technology portfolio </li></ul><ul><li>A consumer – driven development process </li></ul><ul><li>Several dedicated professional teams </li></ul><ul><li>A reward structure for new product participants </li></ul><ul><li>A set of innovation norms and values and </li></ul><ul><li>A measurement system for assessing innovation </li></ul>
  5. 5. Uncertainty of Innovation <ul><li>Uncertainty accompanies innovation, and the degree of risk is that CEOs talk to innovation but do not actually adopt it as a critical component of their culture or make it a top priority. </li></ul>
  6. 6. Uncertainty of Innovation <ul><li>Most CEOs deny their reluctance to tackle innovation because it is high-risk and/or high-cost, but inevitably organizations fail to allocate adequate resources – human and financial – to support innovation. </li></ul>
  7. 7. <ul><li>Now more than ever innovation should be a company-wide priority, and CEOs should be taking the lead and communicating its importance. </li></ul>
  8. 8. To gain competitive advantage <ul><li>The focus of innovation must be on developing new-to-the world or new-to-the-market products that provide consumers with totally new perceived benefits. </li></ul><ul><li>CEOs talk about innovation as the lifeblood of the company and throw occasional resources and R&D dollars into new product development. It is a hot topic in strategic planning meetings. </li></ul>
  9. 9. How does innovation occur in your organization? “ Bottom-up İnnovation” Idea-fuelled Staff-initiated Entrepreneur-driven Mgm’t-supported Vision-fuelled Mgm’t-initiated Ambition-driven Staff-supported “ Top-down innovation” Innovation culture Innovation process Drivers
  10. 10. In the bottom-up mode <ul><li>The leader must create a supportive environment that encourages local entrepreneurs to pursue their dreams and to interact with knowledge holders worldwide. </li></ul><ul><li>A key driver of bottom-up innovation is indeed, an organizational culture that allows information exchange, risk taking, experimentation and learning from failures </li></ul>
  11. 11. In the top-down mode <ul><li>Innovation leaders take the initiative, define the objective and mobilize their troops behind innovative projects. </li></ul><ul><li>A key driver of top-down innovation is high level process management that starts with a vision but also grapples with marketplace realities. </li></ul>
  12. 12. Customer Loyalty &Innovation <ul><li>The purpose of a firm was to create and keep customer – for “it’s the customer who determines what a business is”. </li></ul><ul><li>To be succesful customer needs and wants should be considered </li></ul><ul><li>Simply find out what customers want and give it to them. </li></ul><ul><li>Innovation has the potential to engage peoples” minds and imaginations, thus creating customers. </li></ul><ul><li>Constant innovation is necessary to maintain a competitive advantage. </li></ul>
  13. 13. SMEs <ul><li>Small and Medium Enterprises determine the 98 % of Turkish economy. These organizations must remain competitive both at the macro level and as suppliers of goods and services to larger organizations. </li></ul><ul><li>In maintaining and developing this competitiveness it is not enough for SMEs to solely rely on change methods such as Continuous Improvement or Kaizen. They must revisit assumptions relating to process, people, culture, systems and technology </li></ul>
  14. 14. Innovation Process Current state of technical knowledge Current economic and social environment <ul><li>Idea generation </li></ul><ul><li>Recognition of a need </li></ul><ul><li>Idea formulation </li></ul><ul><li>Problem solving </li></ul><ul><li>Design and evaluate </li></ul><ul><li>Prototype solution </li></ul><ul><li>Implementation and Diffusion </li></ul><ul><li>Commercial development </li></ul><ul><li>Manifacturing and marketing </li></ul>Attitudes and Actions Corporate Entrepreneur Time Added Value Innovation Product Degree of Novelty * Style change * Product improvement * Start-up business * Product line extension * New Product * Major innovation Providing novelty to: * New products and services to customers * New Solutions * New methods of commercialisation * New Processes
  15. 15. “ Innovation is the specific tool of entrepreneurs” <ul><li>Methodology: </li></ul><ul><li>Our investigation consists of a Turkish textile firm which have talent to innovate considering the customer’s interest and expectations. </li></ul><ul><li>Deeply interviewed with CEO’s in textile industry. </li></ul><ul><li>T-Box: that has innovation in product and package. </li></ul>
  16. 16. What’s T-Box ? <ul><li>Is a trendy brand created in January, 2003 </li></ul><ul><li>At present 4050 sales point in four continental. </li></ul><ul><li>Its objectives are: fast buying and fast consumption </li></ul><ul><li>Its trend is squeezed materials into a tiny cube. </li></ul>
  17. 17. T - Box Products Beach Towel T-shirt for men Lipstick Blouse
  18. 18. About the products; <ul><li>It’s the only </li></ul><ul><li>sequeezed product. </li></ul><ul><li>product that has money back in its package. </li></ul><ul><li>textile product that has funny using descriptions. </li></ul><ul><li>Turkish brand that never goes on sale for 12 months. </li></ul><ul><li>product which has concept stores that you cannot touch, try and buy; but the products magneted to billboards as showcase. </li></ul><ul><li>product that has marketing strategy of fast, different, enjoyable and surprising. </li></ul>
  19. 19. Innovation for T-Box <ul><li>It’s the most important value in competiton. </li></ul><ul><li>It’s an observable difference. </li></ul><ul><li>When developing new phases one considers risks and during application one should be flexible to adopt changes and errors. </li></ul>
  20. 20. Priorities of T-box team in innovation <ul><li>To whom it’s new; </li></ul><ul><li>New to the world – new to the market – new to the consumer </li></ul><ul><li>New to the industry </li></ul><ul><li>New to the academic world and new to the firm </li></ul>
  21. 21. Priorities of T-box team in innovation <ul><li>What’s new? </li></ul><ul><li>New product, new product qualifications, new product design, new competition, new changes in consumer wants. </li></ul><ul><li>New technology - new processes. </li></ul>
  22. 22. Innovation for T-Box <ul><li>In general all new things have competitive advantage. </li></ul><ul><li>In order to be successful adopting right strategies supporting right vision is important. </li></ul><ul><li>From day one, T-box is an extra-ordinary brand with its products, sales channels, packages and promotion strategies. </li></ul><ul><li>It is a CONCEPT brand. </li></ul>
  23. 23. CEOs vision for T-Box <ul><li>Considering marketing communication mix T-box does not have yet competitors in the market. </li></ul><ul><li>But; price and variations of product is considered ZARA, MANGO can be classified as a chance for consumers. </li></ul><ul><li>Excluding all T-box consumers are a product of a life style that’s created. </li></ul><ul><li>Targeting this audience qualifies anyone as a competitor. </li></ul>
  24. 24. CEOs vision for T-Box <ul><li>T-box innovation is not a typical one but a design with newly developed technologies. </li></ul><ul><li>It’s a product innovation of taking typical materials to a very top unpredictable level. </li></ul><ul><li>It’s a marketing innovation of communicating with customers at all times. </li></ul><ul><li>It’s a business model innovation of changing existing values of a firm’s supply chain management and applicating “new” in every stage. </li></ul><ul><li>To conclude, Boyner group and T-box is adapting radical, strategic, applicative, process and experience innovations. </li></ul>
  25. 25. Conclusion <ul><li>Generally every innovation creates competitive advantage but you have to support it with the right strategy. </li></ul><ul><li>Nowadays, almost every market has highly intensive competition,in order to gain loyalty you have to learn from the market, your customer needs and be innovative and have the advantage. </li></ul>
  26. 26. Conclusion <ul><li>SME’s in the innovation process have some difficulties like capital,distinct and different management skills,technology. </li></ul><ul><li>In order to cover the agressive market needs SME’s should be innovative. </li></ul><ul><li>So there is a dilemma.In order to solve this dilemma, with limited havings,they have to be more innovative. </li></ul>
  27. 27. Conclusion <ul><li>CEO’s vision is the most critical point in the innovation process. </li></ul><ul><li>CEO’s have to adapt radical,strategic,applicative process and experience innovations. </li></ul><ul><li>CEOs should be taking the lead and communicating innovation’s importance. </li></ul>
  28. 28. Thank you
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