Scientific discovery vs customer need

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Innovation Management assessment : ''consumers are key guide and compass when it comes to innovation. their view should always be followed"

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Scientific discovery vs customer need

  1. 1. “scientific discovery” versus “customer need” amsterdam mba, 2014 innovation management ning liu jaejung seo kivanc ozuolmez
  2. 2. consumers are key guide and compass when it comes to innovation. their view should always be followed
  3. 3. linear models of innovation
  4. 4. demand pull 2nd generation innovation management model mid 60s - 70s european origins 1 2 3 4 5 market needs r&d marketing dept. manufacturing sales
  5. 5. “without wants [demand or need] no problems would exist. without knowledge they could not be solved” (Schmookler, 1966: 11-12)
  6. 6. “scientific or technological discovery” vs. “customer or management need”
  7. 7. breakthrough - incremental time (as technological lifecycle) façade (classification)
  8. 8. semiconductor first transistor: Bell Labs, 23 December 1947 first semiconductor chip: Fairchild Semiconductor Corp, 1961
  9. 9. semiconductor first transistor: Bell Labs, 23 December 1947 first semiconductor chip: Fairchild Semiconductor Corp, 1961
  10. 10. Microsoft’s Windows Window 3.0 Window 95 Window 98 Window XP Window Vista Window 8
  11. 11. conclusion
  12. 12. breakthrough vs incremental consumers have no idea to guide a breakthrough innovation, but their view is precious to improve existing products and services.
  13. 13. time early stages of a technology; more push. late stages of a technology, more expectations, demand pull
  14. 14. façade effect of consumer demand is more visible on delivery side. in business model innovations, consumer demand might have less effect.
  15. 15. “If I had asked people what they wanted, they would have said faster horses.” (Henry Ford)
  16. 16. consumers are key guide and compass when it comes to innovation. their view should always be followed 3

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