University of Technology, Jamaica St Andrew, Jamaica October 2012 Management of Innovation and Technology “The 3M Corporation” CASE #2 School of Business Administration BBA P.O. M Peta-Gaye Whyte ID # 0506708 Mr. Shelley WhittleA project submitted in partial fulfillment of the requirements for the Bachelor of BusinessAdministration Degree in Production Operation Management.
IntroductionWith the aid of the web this case will highlight a few points on the exercise given and hassuccessfully aim to clarify what is market pull and technology push factors that were consideredin the development of 3m “Post it”. Discussion of “market pull” versus “technology push”approaches in the field of business innovation research has followed a certain trend. The webbase research undertaken has been concerned in particular with the question of how each of theseapproaches differently influences the subsequent success of the innovation. After contrasting thevarious characteristics of the “technology push” and “market pull” approaches, the market-related characteristics of “technology push” projects are outlined. In addition, organizationalstructural aspects as well as strategic and operative aspects of “technology push” projectmanagement will be highlighted. Key words: “technology push” –mark In fulfilling the task athand, the paper has been organized with the use of various headings, namely; implications formanagement, recommendations and a concluding statement. It proved to be both an effective andefficient technological tool of today.Main ideas/points clearly stated • Technology push is a simple linear that suggests that the innovation process starts with an idea or a discovery; it is sometimes called ‘idea push’. Sometimes this is by a creative individual who has the knowledge and imagination to realise its significance and the practical skills to transform the idea or discovery into an invention. • According to Answers.com, it defines market pull as when a business has a need for a product and technology develops to fill that need.
• While Technology push means technology has been developed and the need must be created.• 3M’s post-it is an invention that was created by 3M research scientist, Dr. Spence Silver, who first developed the technology in 1968 while looking for ways to improve the acrylate adhesives that 3M uses in many of its tapes; but he found something remarkably different.• Art Fry, a colleague of Dr. Silver was daydreaming about a bookmark that would stay put in his church hymnal when he remembered the adhesive that Dr. Silver had invented but didn’t know what to use it with.• Today, the Post-it Brand boasts more than 4,000 unique products, and has become one of the most well-known and beloved brands in the world.• Potential market applications for a “technology push” strategy are essentially unknown, whereas the knowledge about the areas of need in a “market pull” situation can be directly taken as a starting point for these potential applications. (Pfeiffer, 1992). “Technology push” innovation projects generally possess higher market uncertainty. This difference implies that both approaches demand completely different methods to win market information.• A “technology push” situation implies more the use of anticipatory, exploratory market research methods (e.g. scenarios, Delphi-studies, road mapping), whereas a “market pull” allows the use of information from predominately conventional market research concepts (Lender, 1991).
• The Market push factor was evident since this sort of technology was seen based on the fact that 90% of the product success was market driven, “market pull”. • The post-it is described by 3M on occasions as a result of a ‘technology push’ and in other cases as reaction to market needs. After entering the market in the early 1980s, it has been developed further into many different formats, varying in size, shape, colour, and areas of application. 3Ms core competence in sticky tapes led to ‘Post-it’ notes.Main points (examples)“Post-it® Notes ...Little sticky notes that revolutionized messages”. A captioned sloganposted on 3M.com Canada defining the purpose of this innovation. • Since the introduction of Post-it Notes in 1980, the sticky yellow notes have become one of the best known of all 3M products. In a twist to the tradition of innovation, the product had its root as a solution looking for a problem. • Canadian advertisers are using Post-it Notes to deliver their sales messages - with exceptional results. 3M Post-it® Notes are popping up on the front pages of newspapers across Canada. Research indicates that advertising with Post-it® Notes increases product recognition and awareness and as theyre often posted on refrigerators or computer screens, the advertisement has a longer shelf life.
• One year after its introduction, Post-it Notes were named 3Ms outstanding new Product. And today, loyal customers cant imagine how they ever got along without them. Post-it Notes are best sellers worldwide.Implications for Management • Within organisations, management should see the use of sticky notes, for they keep staff up to time with short term duties and memo/reminders that can be easily retrieved. Whether you view these domestic telegrams as signs of dysfunction, the decline of face-to-face communication or merely as nifty argument-savers, there is the plain fact that members of many organisation that are seldom in the same place at the same time. • 3M’s Post-it Brand has rolled out an iPhone and iPad application that gives users daily reminders and serves as a communication tool for their friends and families. The Post-it Pop Notes App provides friends, families and other app users another way they can connect, communicate, share, organize and remind. The app features geo-targeted technology that lets users create and place digital Post-it Notes anywhere. • The post-its can be used as memory experts, in fact, according to New York Times publication Monday, July 2, 2007 “call them retrieval cues”, an assist for absent- mindedness, offered Dan Heath, a business consultant and teacher and a co-author of "Made to Stick,".
• The use of Post-its is very in-expensive and is a product that according to, Schacter, the Post-It, works as a "prospective memory cue or an external memory aid" that can compensate for that failure. New York TimesRecommendations • Post-it can be customized for other company’s products. It is a simple way to deliver advertising impact and promote your company, product, or brand. Imprint your logo and message on Post-it: Notes, Die-Cut Notes, Super Sticky Notes, Angle Note Pads, Notes Cubes, Flags, Flag Pens and Highlighters, Note Dispensers and more. • Organizations can benefit a lot through marketing with these post-its where as they can give them to other organization that the contract business with. This will be seen as a market pull.Conclusion
To conclude, “Technology push” projects possess a very high market uncertainty that results from the uncertainty in potential application fields of the existing technologies, in that of potential market possibilities and customer needs. For technology-intensive companies, this leads to the necessity to develop and implement intelligent mechanisms, processes and methods for the effective reduction of uncertainty. During the conceptualization stage of most products, such as the 3Ms Post its strips; factors such as market pull and technology push are determinant factors in their designs, however, other products may be characterised based on only one factor. These factors are of much importance as they can determine how well the product performs.ReferencesManagement of “technology push” development projects; Prof. Dr. Cornelius Herstatt, August2000 Paper No. 5.Retrived October 8, 2012 fromhttp://wiki.answers.com/Q/What_dose_technology_push_meanhttp://www.tuharburg.de/tim/downloads/arbeitspapiere/Working_Paper_5.pdf3M Canada 1995-2007 Retrieved October 4, 2012 fromhttp://www.3m.com/cms/CA/en/130/rFzeEA/view.html