Corporate Communications Today, Course Module 4: Innovation Management

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. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 2

CM 6
Web Society

Collaboration within the company


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.


Collaboration approaches: internal – external?
Innovation Management
Knowledge Management

Collaborative creativity
Project support

Organizational Learning

Complaints: ideas and problems


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).


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


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)


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

Idea platform: example – HYVE IdeaNet


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.


Overview:
Idea „portfolio“
idea exploration

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


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


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)


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

Virtual spaces for collaboration
Discovery-Stream

Activities-Stream

Tagging

associate with people

from persons,
activities,
discoveries,
ideas, …
social tagging


Virtual spaces for collaboration
Discovery-Stream

Activities-Stream

•  other perspectives
•  new ideas
•  new links
collabo
ration

child
hands
helping

associate with people

social tagging


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?


Collaboration approaches: internal – external?
Innovation Management
Knowledge Management

Collaborative creativity
Project support

Organizational Learning

Complaints: ideas and problems


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)


Open Innovation – University of Oregon


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



Idea Management Systems

Innovation market places

Communitys

Innovation competitions

Toolkits

Lead-User-Method

Instruments

Innovation
Customer

Company

Information
about solution

Innovation

Information
about need

traditional

Information
about solution

Information
about need
Innovation
Information
about solution

„open“

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


Thomke/von
Hippel, 2002

Open Innovation: Innovation platform


Idea competitions


Evaluation - single customer


Evaluation - Review

Estimate popular
opinions
Prediction market?


Idea competitions

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


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


Corporate Communications Today, Course Module 4: Innovation Management

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