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Innovation and Acceleration through Social Online Collaboration Idea Campaigns
 

Innovation and Acceleration through Social Online Collaboration Idea Campaigns

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  • so whats new here: It is basically the slides about Christian Brix Tillegreen's ongoing research work as part of his Master thesis. He looks into crowd and screen team responsiveness to market needs articulation in idea campaigns. Also, we share for the first time perspective on open idea screening process which include the global internal crowd in the idea selection process
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Innovation and Acceleration through Social Online Collaboration Idea Campaigns Innovation and Acceleration through Social Online Collaboration Idea Campaigns Presentation Transcript

  • @frankhatzack @tillegreen Frank Hatzack and Christian Brix Tillegreen Business Innovation Novozymes we.CONECT SOCIAL BUSINESS COLLABORATION 2013 BERLIN, Sept. 24th F
  • @frankhatzack @tillegreen C F
  • Industrial Biotechnology Leader within ENZYMES & MICROORGANISMS Detergents Food & Beverage Animal Health & Nutrition Biofuels Agriculture $ 2 bn (2012) 6000 employees R&D and commercial presence in all major world regions HQ Bagsværd, DK NZYB Novozymes.com ABOUT NOVOZYMES @frankhatzack @tillegreen C
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  • @frankhatzack @tillegreen F
  • @frankhatzack @tillegreen F
  • @frankhatzack @tillegreen F CF
  • LESS THAN 1 YEAR: FROM ONLINE IDEA TO SOLUTION BEING TESTED IN CUSTOMER’ PLANTS @frankhatzack @tillegreen F
  • SHORT CAMPAIGNS HIGH FREQUENCY 14 83% 29 62 76% 38 145 75% 222 2011 participants %active ideas =within one area =cross functional 20132012 76 70% 48 59 95% 26 58 91% 42 20 80% 38 83 84% 118 103 82% 74 143 ongoing 438 75% 319 112 80% 75 45 84% 39 @frankhatzack @tillegreen F
  • SHORT CAMPAIGNS HIGH FREQUENCY 14 83% 29 62 76% 38 145 75% 222 2011 participants %active ideas =within one area =cross functional 20132012 76 70% 48 59 95% 26 58 91% 42 20 80% 38 83 84% 118 103 82% 74 143 ongoing 438 75% 319 112 80% 75 45 84% 39 @frankhatzack @tillegreen F
  • -like C
  • -like C
  • Statistical method: Fisher’s exact test Diversity dimensions: seniority, tenure, rank, site F
  • Statistical method: Fisher’s exact test Diversity dimensions: seniority, tenure, rank, site F
  • New competencies SCOPE MOBILIZE IDEATE SCREEN INCUBATE PITCH ANCHOR Pre-exisiting competencies COMPANY CULTURE PERMISSIVE TO INNOVATION @frankhatzack @tillegreen F
  • New competencies SCOPE MOBILIZE IDEATE SCREEN INCUBATE PITCH ANCHOR Pre-exisiting competencies COMPANY CULTURE PERMISSIVE TO INNOVATION @frankhatzack @tillegreen F
  • RESEARCH QUESTION Are internal crowds & screen teams receptive to market need articulation? IMPLICATION – if above is true then accelleration of an organization’s response to market needs is likely! CONVENTIONAL & SLOW Sales & Tech Service Marketing R&D Production Sales & Tech Service Marketing R&D ProductionCROWD ACCELERATION Need Solution Need Solution @frankhatzack @tillegreen C
  • RESEARCH DATASET: ”NEW CLAIMS FOR DETERGENTS” CLAIM “Whiter than White!” EXAMPLE @frankhatzack @tillegreen C CAMPAIGN OBJECTIVE THEN: 1. NEW CLAIMS FOR PRODUCT LABELS 2. NEW ENZYMES TO ENABLE CLAIMS OUR RESEARCH QUESTION NOW: ARE CROWD & SCREEN TEAM RECEPTIVE TO MARKET NEEDS AS ARTICULATED IN POSTED IDEAS?
  • CROWD (113) Cross-Functional, global, spread in rank Sales & Tech Service Marketing R&D 50%50% - Cross-functional - Director & manager level - Denmark-based SCREEN TEAM (5) @frankhatzack @tillegreen F
  • WAS THE CROWD AND THE SCREEN TEAM RESPONSIVE TO MARKET NEEDS? market needs articulated: 44% new ideas: 30% Liked idea from Sales? p=0.012 Liked ideas with Market articulation? p=0.007 Liked new ideas? p=0.033 Liked cross-functional ideas? p=0.834 Liked ideas from R&D? p=0.546 -to idea from Sales p=0.308 -to ideas with Market articulation p=0.444 -to new ideas p=0.388 -to x-functional ideas p=0.326 -to ideas from R&D? p=0.426 Ideas (75) Crowd… Screen Team… …was indifferent!…was responsive! @frankhatzack @tillegreen C
  • PRELIMINARY CONCLUSIONS Both screen team and crowd must be responsive to market needs in order to enable accelleration In case the screen team decides to go against market needs articulation, the crowd and sponsors (!) need an explanation There may be highly valid reasons why the screen team did not follow the crowd… But the screen team needs to share their deeper insights – at least partly - in order to sustain crowdsourcing as an innovation accelerator @frankhatzack @tillegreen C
  • BY THE WAY: THE SCREEN TEAM PICKED AN EXCELLENT WINNER IDEA ANYWAYS! I was new in the company, and my boss allowed me to work with the concept, although it wasn’t exactly in the department’s scope… LORENA F
  • AUDIO & VIDEO LINK + LIVE CHAT OPEN SCREENING PROCESS WAY FORWARD F
  • WHICH IS ALSO MUCH MORE FUN AS THE FOLLOWING SEQUENCE SHOWS! 14:00 @frankhatzack @tillegreen C
  • 14:30 @frankhatzack @tillegreen C
  • 15:30 @frankhatzack @tillegreen F
  • 16:00 @frankhatzack @tillegreen C
  • 16:30 Let’s get real!* @frankhatzack @tillegreen F * and focus on ideas we can execute within one year and within existing framweworks
  • THANKS @frankhatzack @tillegreen