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Doblin - Ten Types of Innovation™



    The Ten Types of Innovation™



    Innovation      Innovation
    Category        Type             Description of type        Business example

    Finance         1                How you make money Dell revolutionized the personal computer business
                    Business                            model by collecting money before the consumer's PC
                    model                               was even assembled and shipped (resulting in net
                                                        positive working capital of seven to eight days).

                    2                How you join forces        Consumer goods company Sara Lee realized that its
                    Networks         with other companies       core competencies were in consumer insight, brand
                    and              for mutual benefit         management, marketing and distribution. Thus it
                    alliances                                   divested itself of a majority of its mfg. operations and
                                                                formed alliances with mfg. and supply chain partners.

    Process         3                How you support the        Starbucks can deliver its profitable store/coffee
                    Enabling         company's core             experience to customers because it offers better-than-
                    process          processes and              market compensation and employment benefits to its
                                     workers                    store workers--usually part time, educated, professional,
                                                                and responsive people.

                    4                How you create and         Wal-Mart continues to grow profitably through core
                    Core             add value to your          process innovations such as real-time inventory
                    processes        offerings                  management systems, aggressive volume/ pricing/
                                                                delivery contracts with merchandise providers, and
                                                                systems that give store managers the ability to identify
                                                                changing buyer behaviors in and respond quickly with
                                                                new pricing and merchandising configurations.


    Offerings       5                How you design your        The VW Beetle (in both its original and its newest form)
                    Product          core offerings             took the market by storm, combining multiple dimensions
                    performance                                 of product performance.

                    6                How you link and/or        Microsoft Office "bundles a variety of specific products
                    Product          provide a platform for     (Word, Excel, PowerPoint, etc.) into a system designed
                    system           multiple products.         to deliver productivity in the workplace.


                    7                How you provide            An international flight on any airlines will get you to your
                    Service          value to customers         intended designation. A flight on Singapore Airlines,
                                     and consumers              however, nearly makes you forget that you are flying at
                                     beyond and around          all, with the most attentive, respectful, and pampering pre-
                                     your products              flight, in-flight and post-services you can imagine.




http://www.doblin.com/ideas/TenTypesOverview.html (1 / 2)2007-03-06 오후 7:54:15
Doblin - Ten Types of Innovation™


    Delivery        8                  How you get your         Legal problems aside, Martha Stewart has developed
                    Channel            offerings to market      such a deep understanding of her customers that she
                                                                knows just where to be (stores, TV shows, magazines,
                                                                online, etc.) to drive huge sales volumes from a relatively
                                                                small set of "home living" educational and product
                                                                offerings.

                    9                  How you                  Absolut conquered the vodka category on the strength of
                    Brand              communicate your         a brilliant "theme and variations" advertising concept,
                                       offerings                strong bottle and packaging design, and a whiff of Nordic
                                                                authenticity.


                    10                 How your customers       Harley Davidson has created a worldwide community of
                    Customer           feel when they           millions of customers, many of whom would describe
                    experience         interact with your       "being a Harley Davidson owner" as a part of how they
                                       company and its          fundamentally see, think, and feel about themselves.
                                       offerings
    Doblin Inc.
    330 N. Wabash Ave., Suite 1300, Chicago IL 60611 USA
    phone 312 443 0800 fax 312 443 0567


    home page        info@doblin.com




http://www.doblin.com/ideas/TenTypesOverview.html (2 / 2)2007-03-06 오후 7:54:16

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Doblin Ten Types Of Innovation™

  • 1. Doblin - Ten Types of Innovation™ The Ten Types of Innovation™ Innovation Innovation Category Type Description of type Business example Finance 1 How you make money Dell revolutionized the personal computer business Business model by collecting money before the consumer's PC model was even assembled and shipped (resulting in net positive working capital of seven to eight days). 2 How you join forces Consumer goods company Sara Lee realized that its Networks with other companies core competencies were in consumer insight, brand and for mutual benefit management, marketing and distribution. Thus it alliances divested itself of a majority of its mfg. operations and formed alliances with mfg. and supply chain partners. Process 3 How you support the Starbucks can deliver its profitable store/coffee Enabling company's core experience to customers because it offers better-than- process processes and market compensation and employment benefits to its workers store workers--usually part time, educated, professional, and responsive people. 4 How you create and Wal-Mart continues to grow profitably through core Core add value to your process innovations such as real-time inventory processes offerings management systems, aggressive volume/ pricing/ delivery contracts with merchandise providers, and systems that give store managers the ability to identify changing buyer behaviors in and respond quickly with new pricing and merchandising configurations. Offerings 5 How you design your The VW Beetle (in both its original and its newest form) Product core offerings took the market by storm, combining multiple dimensions performance of product performance. 6 How you link and/or Microsoft Office "bundles a variety of specific products Product provide a platform for (Word, Excel, PowerPoint, etc.) into a system designed system multiple products. to deliver productivity in the workplace. 7 How you provide An international flight on any airlines will get you to your Service value to customers intended designation. A flight on Singapore Airlines, and consumers however, nearly makes you forget that you are flying at beyond and around all, with the most attentive, respectful, and pampering pre- your products flight, in-flight and post-services you can imagine. http://www.doblin.com/ideas/TenTypesOverview.html (1 / 2)2007-03-06 오후 7:54:15
  • 2. Doblin - Ten Types of Innovation™ Delivery 8 How you get your Legal problems aside, Martha Stewart has developed Channel offerings to market such a deep understanding of her customers that she knows just where to be (stores, TV shows, magazines, online, etc.) to drive huge sales volumes from a relatively small set of "home living" educational and product offerings. 9 How you Absolut conquered the vodka category on the strength of Brand communicate your a brilliant "theme and variations" advertising concept, offerings strong bottle and packaging design, and a whiff of Nordic authenticity. 10 How your customers Harley Davidson has created a worldwide community of Customer feel when they millions of customers, many of whom would describe experience interact with your "being a Harley Davidson owner" as a part of how they company and its fundamentally see, think, and feel about themselves. offerings Doblin Inc. 330 N. Wabash Ave., Suite 1300, Chicago IL 60611 USA phone 312 443 0800 fax 312 443 0567 home page info@doblin.com http://www.doblin.com/ideas/TenTypesOverview.html (2 / 2)2007-03-06 오후 7:54:16