Corporate Communications Today
Course Module 4: Innovation Management
14.01.2012
Susanne Robra-Bissantz
Course Modules

CM 5
Knowledge
CM 4
Innovation

CM 2
Collaboration
CM 3
„Marketing“
CM 1
Social Media

WS 2012/13 | Prof. ...
Collaboration within the company

WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 3
Information and Communication within the company

Innovation
Management

Organizational
Learning

Idea
Management

Knowled...
Collaboration approaches: internal – external?
Innovation Management
Knowledge Management

Collaborative creativity
Projec...
Collaborative creativity?

blog.fashionfreax.net

"There's only one way: There will be no
discussion (...) design, image, ...
Creativity
Creativity is the contextual potential for meaningful novelty which
unfolds in action, in searching and work of...
Creativity – collaborative?
The competition between organizations will take place
increasingly based on creativity.
(e.g. ...
Collaborative creativity - approaches in idea management
systems
innovators/objectors
maverick/logician

newcomer/older on...
Idea platform: example – HYVE IdeaNet

WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Sei...
Example Hype - Home

Currently running idea campaigns,
in which I can participate.

The latest submitted ideas
that make m...
I can see how far my idea has
come in the selection process.

idea evaluation
I can format my
idea description
with MS Wor...
I can see how far my idea has
come in the selection process.

idea evaluation
idea generation

I can format my
idea descri...
Idea Management Systems

Current creativity techniques and idea
management systems reflect the prevailing
research with an...
Synergetic cooperation!
As strange as it may seem: None of the
four has come close to the musical and
artistic level of th...
Virtual spaces for collaboration
Discovery-Stream

Activities-Stream

Tagging

associate with people

from persons,
activi...
Virtual spaces for collaboration
Discovery-Stream

Activities-Stream

•  other perspectives
•  new ideas
•  new links
coll...
Encounter² – to make collaboration visible

Who does what?
Who knows whom?
Interact

What's new?
What is interesting?

Whi...
Collaboration approaches: internal – external?
Innovation Management
Knowledge Management

Collaborative creativity
Projec...
Innovation and creativity with customers

80% of the innovations which are developed by a
company on her own are not succe...
Open Innovation – University of Oregon

WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Se...
Innovation models by Chesbrough
Closed Innovation Model
company boundaries

Open Innovation Model
company boundaries
new m...
WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 23

Idea Management Systems

Innovat...
Innovation
Customer

Company

Information
about solution

Innovation

Information
about need

traditional

Information
abo...
Iterative process of problem solving
traditional
innovation process
First (temporary)
developments

Customer as a product
...
Open Innovation: Innovation platform

WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seit...
Idea competitions

WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 27
Evaluation - single customer

WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 28
Evaluation - Review

Estimate popular
opinions
Prediction market?

WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corpora...
Idea competitions

Typical problems:
•  Lack of motivation
•  Lack of „quality“

WS 2012/13 | Prof. Dr. Susanne Robra-Biss...
Research project: Gaming as a collaboration mechanism

game points
virtual identity

social points

Increase motivation
re...
Corporate Communications Today
Course Module 4: Innovation Management
14.01.2012
Susanne Robra-Bissantz
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Corporate Communications Today, Course Module 4: Innovation Management

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Institut für Wirtschaftsinformatik, Abteilung Informationsmanagement (wi2), TU Braunschweig, WS 2012/13

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Corporate Communications Today, Course Module 4: Innovation Management

  1. 1. Corporate Communications Today Course Module 4: Innovation Management 14.01.2012 Susanne Robra-Bissantz
  2. 2. Course Modules CM 5 Knowledge CM 4 Innovation CM 2 Collaboration CM 3 „Marketing“ CM 1 Social Media WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 2 CM 6 Web Society
  3. 3. Collaboration within the company WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 3
  4. 4. Information and Communication within the company Innovation Management Organizational Learning Idea Management Knowledge Management •  Information and communication are the keys to competitive advantages. •  Ideas are the basis for innovation. •  Ideas need a knowledge base. •  Innovations lead to learning and to new knowledge. WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 4
  5. 5. Collaboration approaches: internal – external? Innovation Management Knowledge Management Collaborative creativity Project support Organizational Learning Complaints: ideas and problems WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 5
  6. 6. Collaborative creativity? blog.fashionfreax.net "There's only one way: There will be no discussion (...) design, image, advertising, shop window - I'm doing everything"   (FAS from 13.3.2011, p. 54). WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 6
  7. 7. Creativity Creativity is the contextual potential for meaningful novelty which unfolds in action, in searching and work of individuals on a problem or a matching result. (Sonnenberg 2007, p.72) Ego strength •  self-confidence •  nonconformism divergent thinking convergent thinking Sensibility •  openness •  tolerance for conflict and frustration Intuition •  spontaneity •  tolerance for risk Interest in complexity •  reflexivity •  endurance WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 7
  8. 8. Creativity – collaborative? The competition between organizations will take place increasingly based on creativity. (e.g. Burnside 1990, Kratzer et al. 2004) „Divison of labour is inherently counter-creative“ (Andersson 1997) A heterogeneous group with common visions leads to potentially higher creative potential. (Posts combination model: Nijstadt, Paulus 2003, Creative field: Burrow 1999) WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 8
  9. 9. Collaborative creativity - approaches in idea management systems innovators/objectors maverick/logician newcomer/older ones heterogeneous teams different experiences weak ties reunite experiences turn upside down reunite ideas creativity techniques explain perspective adopt perspective WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 9
  10. 10. Idea platform: example – HYVE IdeaNet WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 10
  11. 11. Example Hype - Home Currently running idea campaigns, in which I can participate. The latest submitted ideas that make me curious. The most popular ideas that I can evaluate and discuss. WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 11 Overview: Idea „portfolio“ idea exploration
  12. 12. I can see how far my idea has come in the selection process. idea evaluation I can format my idea description with MS Word-like tools. I can attach pictures and documents. My idea is evaluated according to standardized criteria, which are specific to my organization. idea screening idea generation The system alerted me to similar ideas, so I can come into contact with the idea originator. I can see when my boss looked at my idea last night. idea networking WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 12
  13. 13. I can see how far my idea has come in the selection process. idea evaluation idea generation I can format my idea description with MS Word-like tools. Focus: The system alerted me to similar ideas, so I can come into contact with the idea originator. Support of Phases of the Creativity I can attach pictures and documents. evaluated prozcess My ideatoadditive collaboration with is standardized according criteria, which are specific to my organization. and review idea screening I can see when my boss looked at my idea last night. idea networking WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 13
  14. 14. Idea Management Systems Current creativity techniques and idea management systems reflect the prevailing research with an american, individualistic embossing. They provide little empirical evidence for the advantages of real collaborative creativity. (Hennesey/Amabile 2007) WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 14
  15. 15. Synergetic cooperation! As strange as it may seem: None of the four has come close to the musical and artistic level of the Beatles as a solo artist. (Benzinger, 2001, S. 37) various roles multi sociation Group Flow change of perspective reciprocal challenge rooms/situations WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 15
  16. 16. Virtual spaces for collaboration Discovery-Stream Activities-Stream Tagging associate with people from persons, activities, discoveries, ideas, … social tagging WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 16
  17. 17. Virtual spaces for collaboration Discovery-Stream Activities-Stream •  other perspectives •  new ideas •  new links collabo ration child hands helping associate with people social tagging WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 17
  18. 18. Encounter² – to make collaboration visible Who does what? Who knows whom? Interact What's new? What is interesting? Which topics are hot? Who is working on them? WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 18
  19. 19. Collaboration approaches: internal – external? Innovation Management Knowledge Management Collaborative creativity Project support Organizational Learning Complaints: ideas and problems WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 19
  20. 20. Innovation and creativity with customers 80% of the innovations which are developed by a company on her own are not successful. By contrast 80% of the innovations initiated by customers succeed. (Robert G. Cooper 2010) WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 20
  21. 21. Open Innovation – University of Oregon WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 21
  22. 22. Innovation models by Chesbrough Closed Innovation Model company boundaries Open Innovation Model company boundaries new market ideas research existing market development existing market ideas research development Chesbrough, 2003 WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 22
  23. 23. WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 23 Idea Management Systems Innovation market places Communitys Innovation competitions Toolkits Lead-User-Method Instruments
  24. 24. Innovation Customer Company Information about solution Innovation Information about need traditional Information about solution Information about need Innovation Information about solution „open“ WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 24
  25. 25. Iterative process of problem solving traditional innovation process First (temporary) developments Customer as a product developer / innovator Producer First( temporary) developments interface design design iterations construction (prototypes) construction (prototypes) interface test (feedback) test (feedback) Customer WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 25 Thomke/von Hippel, 2002
  26. 26. Open Innovation: Innovation platform WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 26
  27. 27. Idea competitions WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 27
  28. 28. Evaluation - single customer WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 28
  29. 29. Evaluation - Review Estimate popular opinions Prediction market? WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 29
  30. 30. Idea competitions Typical problems: •  Lack of motivation •  Lack of „quality“ WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 30
  31. 31. Research project: Gaming as a collaboration mechanism game points virtual identity social points Increase motivation reedemable points stories game mechanisms Increase creativity exchange levels collect leaderboards WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 31
  32. 32. Corporate Communications Today Course Module 4: Innovation Management 14.01.2012 Susanne Robra-Bissantz
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