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How to Innovate? Giant leaps or small steps?
How to Innovate? Giant leaps or small steps?
How to Innovate? Giant leaps or small steps?
How to Innovate? Giant leaps or small steps?
How to Innovate? Giant leaps or small steps?
How to Innovate? Giant leaps or small steps?
How to Innovate? Giant leaps or small steps?
How to Innovate? Giant leaps or small steps?
How to Innovate? Giant leaps or small steps?
How to Innovate? Giant leaps or small steps?
How to Innovate? Giant leaps or small steps?
How to Innovate? Giant leaps or small steps?
How to Innovate? Giant leaps or small steps?
How to Innovate? Giant leaps or small steps?
How to Innovate? Giant leaps or small steps?
How to Innovate? Giant leaps or small steps?
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How to Innovate? Giant leaps or small steps?

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First part of a larger presentation / paper on the topic of incremental vs. radical innovation. The presentation is based on extant research and tries to answer a very simple question: how to …

First part of a larger presentation / paper on the topic of incremental vs. radical innovation. The presentation is based on extant research and tries to answer a very simple question: how to innovate? The presentation is done from a product management point of view.

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  • 1. Small Steps or Giant Leaps?<br />
  • 2. Our goal is to offer an overview of the extant literature …<br /> … while trying to investigate under what conditions a radical or incremental innovation strategy is more suitable.<br />Introduction<br />
  • 3. Garcia, R. &amp; Calantone, R. (2002). <br />A critical look at technological innovation typology and innovativeness terminology: A literature review. <br />Choice of Literature<br />
  • 4. Banbury, C.M., &amp; Mitchell, W. (1995). <br />The effect of introducing important incremental innovations on market share and business survival. <br />Brown, S.L. &amp; Eisenhardt, K.M. (1997). <br />The art of continuous change: Linking complexity theory and time-paced evolution in relentlessly shifting organizations. <br />Choice of Literature<br />
  • 5. Chandy, R.K. &amp; Tellis, G.J. (1998). <br />Organizing for radical product innovation: The overlooked role of willingness to cannibalize. <br />Chandy, R.K. &amp; Tellis, G.J.. (2000). <br />The incumbent&amp;apos;s curse? Incumbency, size, and radical product innovation<br />Veryzer, R.W. (1998). <br />Discontinuous innovation and the new product development process. <br />Choice of Literature<br />
  • 6. Kleinschmidt, E.J., &amp; Cooper, R. G.. (1991). <br />The Impact of Product Innovativeness on Performance. <br />Choice of Literature<br />
  • 7. Punctuated equilibrium model of change: <br /> “long periods of small, incremental change are interrupted by brief periods of discontinuous, radical change” <br />(Brown &amp; Eisenhardt, 1997)<br />dichotomous differentiation between <br /> 1. discontinuous (radical) and <br /> 2. continuous (incremental) innovation<br />(Garcia &amp; Calantone, 2001)<br />Why Incremental vs. Radical?<br />
  • 8. “products that provide new features, benefits, or improvements to the existing technology in the existing market” <br />(Garcia &amp; Calantone, 2001)<br />-&gt; marketing OR technological performance<br /> source of competitive advantage in:<br />mature markets<br />customer focused markets<br />Incremental Innovation<br />
  • 9. “discontinuous innovation refers to radically new products that involve dramatic leaps in terms of customer familiarity and use” <br />(Veryzon, 1998)<br /> Marketing AND technological changes<br />“5-10 times improvement in performance<br />30-50% reduction in costs<br />new-to-the-world performance<br />long-lasting, large and positive effects on a firm’s financial<br />high risk<br />future-market orientation<br />Radical Innovation<br />
  • 10. existing knowledge structures or resources<br />Internal Factors<br />Size??<br />
  • 11. Market stability<br />Technological development of the market<br />Market structures<br />Stable markets = incremental innovation<br />Technologically sophisticated markets = incremental can result in large market shares<br />External Factors<br />
  • 12. radically new vs. really new vs. continuous innovations <br />Kleinschmidt and Cooper (1991)<br />Highly innovative (30.2%) <br />Moderately innovative (47.2%) <br />Low innovativeness (22.6%)<br />U shaped effect<br />A Different Way of Looking at Innovation<br />
  • 13. Veryzer (1998)<br />A Different Way of Looking at Innovation<br />Product Capability<br />Same<br />Enhanced<br />Technological <br />Capability<br />Same<br />Advanced<br />
  • 14. Does it have to be white or black?<br />Dichotomous vs. alternative view?<br />Some Thoughts<br />
  • 15. Thank you for your input!<br />
  • 16. Anderson, P., &amp; Tushman, M.L. (1990). Technological Discontinuities and Dominant Designs: A Cyclical Model of Technological Change<br />Banbury, C.M., &amp; Mitchell, W. (1995). The effect of introducing important incremental innovations on market share and business survival. . <br />Brown, S.L. &amp; Eisenhardt, K.M. (1997). The art of continuous change: Linking complexity theory and time-paced evolution in relentlessly shifting organizations. <br />Chandy, R.K. &amp; Tellis, G.J. (1998). Organizing for radical product innovation: The overlooked role of willingness to cannibalize. <br />Chandy, R.K. &amp; Tellis, G.J.. (2000). The incumbent&amp;apos;s curse? Incumbency, size, and radical product innovation. <br />Ettlie, J.E., Bridges, W.P., &amp; O’Keefe, R.D. (1984). Organization strategy and structural differences for radical versus incremental innovation. <br />Garcia, R. &amp; Calantone, R. (2002). A critical look at technological innovation typology and innovativeness terminology: A literature review. <br />Kessler, E.H., &amp; Chakrabarti, A.K. (1999). Speeding up the pace of new product development. <br />Kleinschmidt, E.J., &amp; Cooper, R. G.. (1991). The Impact of Product Innovativeness on Performance. <br />Veryzer, R.W. (1998). Discontinuous innovation and the new product development process. <br />References<br />

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