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- 1. The Consumer in the Innovation Process Innovation, Markets and the Consumer Mark Cavender
- 2. Objective Understand the role of consumers in the current innovation processes: • Co-creation approaches • Lead users • End-users • Customer-centricity
- 3. Agenda Innovation and the Technology Adoption Life Cycle (TALC) Consumer Roles in Innovation Tips and Tricks: Optimizing Consumer Input Across the TALC
- 4. Agenda Innovation and the Technology Adoption Life Cycle (TALC) Consumer Roles in Innovation Tips and Tricks: Optimizing Consumer Input Across the TALC
- 5. Consumers Adopt Technology in Different Ways
- 6. Innovators - Technology Enthusiasts
- 7. Early Adopters - The Visionaries
- 8. Early Majority - Pragmatists
- 9. Late Majority - Conservatives
- 11. Technology Adoption Life Cycle Technology Adoption Life Cycle Indefinitely elastic middle period MarketGrowth Time Main Street Thriving Market Maturing Market Declining Market Fault Line! End of Life Early Market Bowling Alley Tornado
- 12. Philips, Innovation and You http://www.youtube.com/watch?v=xL0T5FU5c1U#t=70
- 13. Four Innovation Zones Disruptive Innovation Application Innovation Product Innovation Platform Innovation Enhancement Innovation Integration Innovation Experiential Innovation Process Innovation Marketing Innovation Business Model Innovation Line Extension Innovation Value Engineering Innovation Harvest & Exit Renewal Innovation Disruptive Innovation Application Innovation Product Innovation Platform Innovation Enhancement Innovation Integration Innovation Experiential Innovation Process Innovation Marketing Innovation Business Model Innovation Line Extension Innovation Value Engineering Innovation Harvest & Exit Renewal InnovationRenewal Innovation Product Leadership Zone Operational Excellence Zone Customer Intimacy Zone Category Renewal Zone
- 14. Return on Innovation How can we get a return on innovation? Differentiation Neutralization Productivity
- 15. Agenda Innovation and the Technology Adoption Life Cycle (TALC) Consumer Roles in Innovation Tips and Tricks: Optimizing Consumer Input Across the TALC
- 16. Innovation Has Changed in the 21st Century From an isolated laboratory To a social and participative approach
- 17. Technology Enables Collaboration From Systems of Record To Systems of Engagement
- 18. Co-Creation A business strategy focusing on customer experience and interactive relationships. Co-creation allows and encourages a more active involvement from the customer to create a value-rich experience ...is the chance for others to complete the work that you started, going well beyond what you envisioned or intended" • Henry Chesbrough
- 20. Co-Creation – Guiding Principles
- 22. Lead Users Early adopters of new methods, products, and technologies. Their needs and choices usually portend the needs and choices of the general market Provide significant opportunities for introduction of innovative products.
- 23. End User Person or organization that actually uses a product, as opposed to the person or organization that authorizes, orders, procures, or pays for it.
- 24. Customer-Centricity Creating a positive consumer experience at the point of sale and post-sale. Differentiate from competitors who do not offer the same experience.
- 25. Technology and Customer Driven Innovation at Intuit http://www.youtube.com/watch?v=3S3RcYQm2jw
- 26. Agenda Innovation and the Technology Adoption Life Cycle (TALC) Consumer Roles in Innovation Tips and Tricks: Optimizing Consumer Input Across the TALC
- 27. Innovation Across the TALC CustomerSatisfaction Time Enablers “Delighters” Price / Performance Bowling Alley Tornado Main StreetEarly Market Initial Release
- 28. Potential Pitfall Beware of how you use input from Bowling Alley customers once they are using your product successfully. They will tell you the “delighters” they want. In the Bowling Alley, you should be focusing on the “enablers” for your next segment(s).
- 30. Steve Jobs on Innovation So you can’t go out and ask people, you know, what’s the next big thing? There’s a great quote by Henry Ford, right? He said, “If I’d asked my customers what they wanted, they would have told me ‘A faster horse.‘ ”
- 31. The Enablers
- 33. Delighters
- 34. Use the TALC to Shape the Consumer’s Role in Innovation Main Street Thriving Market Maturing Market Declining Market Fault Line! End of Life Early Market Bowling Alley Tornado
- 35. In Conclusion The Technology Adoption Life Cycle can serve as a framework for planning innovation initiatives Consumers play many roles in the innovation process Consumer roles vary dramatically as a product category moves through the Technology Adoption Life Cycle
- 38. Lic. Sergio García Profesor Tutor
- 40. Derechos Reservados 2015 Tecnológico de Monterrey Prohibida la reproducción total o parcial de esta obra sin expresa autorización del Tecnológico de Monterrey. Derechos Reservados 2015 Tecnológico de Monterrey Prohibida la reproducción total o parcial de esta obra sin expresa autorización del Tecnológico de Monterrey.