Strength and Weaknesses of Innovation Implementation
Strength and Weaknesses of
Silvana Marques dos Santos Pereira - FGV
Jeovan de Carvalho - UFMS
Luiz Carlos Di Sério - FGV
POMS 25th CONFERENCE
• Observations that innovations initiated with a certain strength
and by the time of launching it had lost the innovative
characteristic, a mimetic solution
• Observing literature on innovation, very little tapped on
aspects of the innovation's host: the organization
• Innovation discourse very open in a fashion way – looks good
to be innovative, but action not corresponding
• Understand innovation process within organizations
• Comprehend the connection / disconnection between the
initial intent and the final result – the translation process into
• Case study to observe what happened during implementation
• What are the factors present in the Innovation
process that generated the loss of strength of
the innovation it self?
Scope of the Innovation
Focus on this
The Process Dynamics
CREATION DEVELOPMENT IMPEMENTATION
Creation period in
• multiple skills,
• searching for
• Team Leader replaced by start up expert
• Creation replaced by management
• Risk avoidance
• Financial viability,
• Entering in the production process
The source of effectiveness in the different
stages are totally different paradigms
• The process by which innovation is internalized in companies
may be COMPLEX and PARADOXICAL:
– Organizations need to COMPETE and to do so they
innovate in many aspects.
– Organizations INTERNAL DYNAMICS, may impose
restrictions on implementation of the innovation: change
may bring a new language, a new habit or a new set of
values and underlying beliefs.
The Internal Mecanism
Values and organizational
rules start creating a way of
doing things that, over time,
leads to STABILITY.The stability is related to a
customary way that deals
On a day-to-day basis
Repetition of this process ensures that the group constitutes its
own ETHOS, standards, beliefs and rules of conduct
Stability and Survival in a
• Search for stability in organizational routines
– Fear of FAILURE of the innovation
– Difficulty to OVERCOME STABILITY
– RISK avoidance
• Tendency to seek innovation - a modern
compulsion in the search for answers in a
increasingly complex world.
The Survival in a Complex
• Establishes a continuous effort to decodify the elements of
innovation into established codes minimizing the impact and
adjusting the innovation to fit into already known codes.
• The greater the impact, the greater the repercussion it will
have on the environment and the greater will be the reaction
and adaptation mechanisms.
Reactions to Innovation
is outside the
and habit of
Case Study Methodology
• A startup company in the IT sector
• Boosted by investments from a multinational group in the sector.
• Type of development: between radical and disruptive
• Individual and group interviews , using a semi-structured script.
• The interviewees were the following groups:
– The new product/service development team
– Professionals from the purchasing organization who interfaced with the
– The company’s management.
• The interviews were recorded, transcribed and subsequently analyzed.
• A startup Team that developed a breakthrough idea on IT
• Looking for invertor, they end up being bought by a large IT corporation that have
a business on IT solutions in a more conservative manner
• The paradigm differences led to the hiring of a experienced professional on
startups to be the head of the project
• Started analysis of potential profitability
• Product being developed, there were instabilities on the process
• Low tolerance and decisions that could harm the project – short term financial
• No understanding of time required for development
• The Corporate Management had two nature of discourses:
1. Publicly praised the new product, thus seeking to portray an image of
modernity and innovation;
2. Privately, the discourse at the organization – ironic, contemptuous,
• The Project Team was anxious by the pressure for results/loosing face on the
success of initial intention - stress
• In this context the idea is decodified for the production and commercial processes,
using the organization’s structure:
– Conflicts become more obvious
– Areas wanted to fit the project into routine and procedures
– Establish standards for repetition and production
Analysis of the Results
• First phase: creation
– is fluid and creative, having a multi-skilled team that has no discipline or
– they look for partners and struggle to survive.
– “Angels” may appear in this phase.
• Second phase: development
– continuous struggle for investment for business is viable.
– Search to control product quality, operation standards, to be repeated.
– Various product versions and ‘debugs’ are made to prepare it for the first
– People with professional profile, discipline and specialization are boarding in
Typology - Interface
Why do they
To share the
Partner up to a
To earn money
doesn't’t go in
it to loose,
Table 1 – The Dynamics between Dreamers, Investors, Parrot
• This work allowed some important points for reflection:
– Innovation seems to be important and necessary for the growth and
competitive capacity of modern organizations;
– Innovating is a growth path, but requires organization ability to deal with what
– The strength or weakness here highlighted refers to the adaptation role of the
“dreamers” into the standards of the organization
– This path through which the innovation process goes through, might weaken
the innovation itself
ISRAEL and its Context
– The factors that are present in the context that
enables innovation to appear with strength, as in
Israel, Silicon Valley etc.
– The ingredients that constitute this “ecology”.
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