Scientific discovery vs customer need
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Scientific discovery vs customer need

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Innovation Management assessment : ''consumers are key guide and compass when it comes to innovation. their view should always be followed"

Innovation Management assessment : ''consumers are key guide and compass when it comes to innovation. their view should always be followed"

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Scientific discovery vs customer need Scientific discovery vs customer need Presentation Transcript

  • “scientific discovery” versus “customer need” amsterdam mba, 2014 innovation management ning liu jaejung seo kivanc ozuolmez
  • consumers are key guide and compass when it comes to innovation. their view should always be followed
  • linear models of innovation
  • demand pull 2nd generation innovation management model mid 60s - 70s european origins 1 2 3 4 5 market needs r&d marketing dept. manufacturing sales
  • “without wants [demand or need] no problems would exist. without knowledge they could not be solved” (Schmookler, 1966: 11-12)
  • “scientific or technological discovery” vs. “customer or management need”
  • breakthrough - incremental time (as technological lifecycle) façade (classification)
  • semiconductor first transistor: Bell Labs, 23 December 1947 first semiconductor chip: Fairchild Semiconductor Corp, 1961
  • semiconductor first transistor: Bell Labs, 23 December 1947 first semiconductor chip: Fairchild Semiconductor Corp, 1961
  • Microsoft’s Windows Window 3.0 Window 95 Window 98 Window XP Window Vista Window 8
  • conclusion
  • breakthrough vs incremental consumers have no idea to guide a breakthrough innovation, but their view is precious to improve existing products and services.
  • time early stages of a technology; more push. late stages of a technology, more expectations, demand pull
  • façade effect of consumer demand is more visible on delivery side. in business model innovations, consumer demand might have less effect.
  • “If I had asked people what they wanted, they would have said faster horses.” (Henry Ford)
  • consumers are key guide and compass when it comes to innovation. their view should always be followed 3