Innovation day 2013 3.4 bart carpentier (the coca-cola company) - innovating mature businesses

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This document discusses how to organize for innovation within mature environments and markets. It notes that Coca-Cola's retail equipment business operates within a mature market and industry. It then provides tips for innovating within mature environments, such as understanding the business context and challenge, generating a wide range of concepts, selecting the best ideas based on business cases, and bringing innovative ideas to life by refining, developing, validating, and implementing them. The overall message is that sustaining innovation is possible even in mature markets and industries through the right organizational approach.

Business Technology

2
Making the difference with sustaining
innovation
CONFIDENTIAL
Bart Carpentier
Retail equipment innovator, the coca-cola company
bcarpentier@coca-cola.com
THEME 3 : HOW TO ORGANIZE FOR INNOVATION – BASED ON CASES

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Mature environments can get stuck

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Mature environments can get stuck
… innovating here requires strength … and method

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Mature market:
14 million retail machines, growing slowly and gently
Mature business:
investing, while simplifying the business, the portfolio and the supply base
Mature technology:
one concept, one production system, one cooling technology
Mature industry:
not more than a few established main suppliers
Is Coca-Cola’s retail equipment business mature?

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Coca-Cola is totally mature
but it manages to innovate itself

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Innovating is real work

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Creating something remarkable
Innovating?
Being original
Triggering passion

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Know your context
Understand your business environment and turn it into opportunities.
Understand the challenge (technical issue / consumer need …)
Explore the brief with the problem owner to clarify direction
Ensure alignment and inspire the team
Innovate for reasons
Reasons at company level or at project level

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Know your context
and challenge it ...!
Set boundaries with the right width

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Defeat some of the managerial forces
Management is risk-adverse, wants predictable business
Quality managers hate avoidable technical risks
Procurement needs supply chain standardization
Operations want simplicity and efficiency
Legal officers prefer avoiding conflicts over IP
Finances hates investing in unpredictable ventures
Successful innovation only happens if enthusiastically supported by the top

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Be bold
Be courageous
Be ambitious

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Generate a wide range of interesting concepts or solutions

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You’ll need lots of ideas!
Get creativity embedded
… not merely tolerated

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The nature of the animal
Creativity likes pressure

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Tools can stimulate creativity
The nature of the animal

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Creativity is vulnerable
The nature of the animal

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The nature of the animal
Creativity asks for discipline

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Companies are innovating
at least for business continuity
and preferably for business growth
Selecting the best ideas: the only filter is the business case
If the business case calculation looks at all parameters:
• fit with the company objectives and strategy
• fit with evolutions and consumer expectations
• technical risk and required investments
• available knowhow and intended roadmap
• the time horizon

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Bring the innovative idea to life
We now have an idea with apparently a promising potential.
Refining the idea
Developing the product
Validating the product and the business case
Detailed engineering and testing
Creating the supply chain and production
Organizing sales and support
x
x

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