innovation-management-and-new-p-paul-trott.ppt

Trott, Innovation Management and New Product Development, 5th Edition, © Pearson Education Limited 2013
Slide 1.1
Part 1
Innovation management
Chapter 1
Innovation management:
an introduction

Slide 1.2

Table 1.1 Market leaders in 2011

Slide 1.4
Table 1.3 Nineteenth-century economic development fuelled by technological
innovations

Slide 1.5
Figure 1.1 Overview of the innovation process

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Table 1.4 Twentieth-century technological innovations

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Figure 1.2 The interaction between development activities and design environment

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Table 1.5 A typology of innovations

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Figure 1.3 The popular view of science

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Figure 1.4 Conceptual framework of innovation

Slide 1.11
Figure 1.5 Linear models of innovation

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Figure 1.6 The simultaneous coupling model

Slide 1.13
Figure 1.7 Interactive model of innovation
Source: Adapted from R. Rothwell and W. Zegveld (1985) Reindustrialisation and Technology, Longman, London.

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Table 1.6 The chronological development of models of innovation

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Figure 1.8 Disruptive innovations

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Table 1.7 Explanations for innovative capability

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Table 1.8 Studies of innovation management

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Figure 1.9 The innovation circle with interconnected cycles
Source: Berkhout et al. (2010).

Slide 1.19
Figure 1.10 The rise and fall and rise of Apple

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Figure 1.11 The future handheld device will probably incorporate many separate
devices

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Chapter 2
Economics and
market adoption

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Figure 2.1 The role of the state in innovation

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Figure 2.2 Kondratieff waves of growth and their main features

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Table 2.1 Characteristics of the five waves of growth
Note: EFTA, European Free Trade Association; JIT, just-in-time; TNC, transnational corporation.
Source: Reproduced and adapted from P. Dicken (1998) Global Shift: Transforming the World Economy, Paul Chapman, London (a Sage Publications company); C. Freeman and
L. Soete (1997) The Economics of Industrial Innovation, 3rd edn, Pinter, London (Cengage Learning Services Ltd).

Slide 1.26
Figure 2.3 The EU showing five performance groups, ranging from the highest to
lowest overall performers

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Table 2.2 Four different groups

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Figure 2.4 Three critical dimensions of change-of-technology intensive products

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Figure 2.5 Penetration of consumer electronics, 1978 – 2004

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Figure 2.6 S-curve of cumulative adopters

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Figure 2.7 Adopter categorisation on the basis of innovativeness
Source: Adapted from Moore, G.A. (1991) Crossing the Chasm, Harper Business.

Slide 1.32
Table 2.3 Paradoxes of technological products
Source: Adapted from Mick and Fournier (1998).

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Table 2.4 Busiest container ports

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Table 2.5 Specifications of the three most common types of container

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Table 2.6 Biggest shipping container companies

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Chapter 3
Managing innovation within firms

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Figure 3.1 Managing the tension between the need for creativity and efficiency

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Figure 3.2 Pearson’s uncertainty map
Source: A.W. Pearson (1991) ‘Managing innovation: an uncertainty reduction process’, in Managing Innovation, J. Henry and D. Walker (eds), Sage/OU.

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Figure 3.3 Matrix of complexity of architectural/component knowledge
Source: Architectural Innovation: The Reconfiguration of Existing Product Technologies and the Failure of Established Firms, Administrative Science Quarterly, Vol. 35, No. 1
(Henderson, R. and Clark, K. 1990). Reproduced with permission of Johnson at Cornell University.

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Figure 3.4 A two-dimensional typology of innovation projects

Slide 1.42
Figure 3.5 Innovation stimulus, capacity and performance
Source: D.I. Prajogo and P.K. Ahmed (2006).

Slide 1.43
Figure 3.6 Critical factors for innovation success
Source: van der Panne et al. (2003).

Slide 1.44
Table 3.1 Innovation management measurement areas
Source: Adams et al. (2006).

Slide 1.45
Table 3.2 Summary of the organisational characteristics that facilitate the innovation
process

Slide 1.46
Figure 3.7 Technological linkages among different types of firms
Source: K. Pavitt (1994) Sectoral patterns of technological change: towards a taxonomy and theory, Research Policy, Vol. 13, 343 –73.

Slide 1.47
Table 3.3 Organic versus mechanistic organisational structures
Source: D.P. Slevin and J.G. Covin (1990) Juggling entrepreneurial style and organizational structure: how to get your act together, Sloan Management Review, Winter, 43 – 53.

Slide 1.48
Table 3.4 Key individual roles within the innovation process
Source: Based on E.B. Roberts and A.R. Fushfield (1981) Staffing the innovative technology-based organisation, Sloan Management Review, Spring, 19 – 34.

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Figure 3.8 Paradox of ERP systems and innovation organisational requirements

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Table 3.5 Innovation management tools and methodologies
Source: Hidalgo and Albors (2008) and Coombs et al. (1998).

Table 3.5 Innovation management tools and methodologies (Continued)
Source: Hidalgo and Albors (2008) and Coombs et al. (1998).

Slide 1.52
Chapter 4
Innovation and operations
management

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Table 4.1 Operations inputs and outputs

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Figure 4.1 The operations manager’s role
Source: Adapted from Operations Management, 4th edn (Slack, N. et al., 2004), © Pearson Education Limited.

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Figure 4.2 Design simplification

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Figure 4.3 The design of processes

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Figure 4.4 Innovation gap analysis

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Table 4.2 Gap analysis
Source: Adapted from Operations Management, 5th edn (Slack, N. et al. 2007), © Pearson Education Limited.

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Figure 4.5 The EFQM excellence model

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Figure 4.6 Supply chain management

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Table 4.3 The development of e-commerce and the impact on operations

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Figure 4.7 Innovation as an operations process itself

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Table 4.4 Innovation measures

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Figure 4.8 The design spectrum

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Table 4.5 Book titles published
Source: E.J. Hobsbawm (1990) Industry and Empire, Penguin, London; C. O’Grady, A book’s life, Guardian, 18 August, 9.

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Table 4.6 Harry Potter books

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Chapter 5
Managing intellectual property

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Table 5.1 An overview of the main types of intellectual property

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Figure 5.1 The effect on its market share of a drug coming off-patent

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Table 5.2 Reasons why firms patent
Source: Cohen, W.M. (2002) Patents: Their Effectiveness and Role, Carnegie Mellon University & National Bureau of Economic Research. With permission from Wesley Cohen.

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Table 5.3 Alternative strategies to patenting

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Table 5.4 The scale of the AIDS epidemic in Southern Africa (% of adult population
infected)
Source: UNAIDS (2000). Reproduced by kind permission of UNAIDS, www.UNAIDS.org.

Slide 1.75
Part 2
Turning technology into
business
Chapter 6
Managing organisational
knowledge

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Figure 6.2 Core competencies
Source: Adapted from G. Hamel and C.K. Prahalad (1990) The core competence of the corporation, Harvard Business Review, May/June, 79 – 91.

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Figure 6.3 Core competencies, imitability and profits
Source: A. Afuah (2003) Innovation Management: Strategies, Implementation and Profit, p. 53, Fig. 3.5, Oxford University Press Inc., New York.

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Figure 6.4 Technology life cycles and S-curves

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Figure 6.5 How the whole can be viewed as more than the sum of the parts

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Figure 6.6 Knowledge embedded in relationships

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Figure 6.7 The knowledge base of an organisation

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Table 6.1 Phases of innovation and technology development
Source: Abernathy and Utterback (1978).

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Figure 6.8 Abernathy and Utterback’s three phases of innovation
Source: Utterback (1994).

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Figure 6.9 Tushman and Rosenkopf’s technology cycle
Source: Tushman and Rosenkopf (1992).

Slide 1.87
Table 6.2 Throughout the twentieth century ‘late entrants’ have been surpassing
pioneers

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Table 6.3 Cork production

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Table 6.4 Applications of cork
Source: corkindustry.com, 2006.

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Table 6.5 Modern and traditional wine

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Figure 6.10 Power and influence in the supply chain of wine

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Chapter 7
Strategic alliances and
networks

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Figure 7.1 The tangled web of alliances between car manufacturers
Source: FT.com, 4 May 2010.

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Table 7.1 Assembling the component parts to make an iPhone

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圖7.1 IBM 用以強化企業策略的聯盟關係
7-96

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策略聯盟的形式(續)
 創新網絡(Innovation networks)
7-97

Slide 1.98
策略聯盟的形式
 針對聯盟協同活動的研究提供了許多定
義，共分為六種聯盟形式：
◦ 授權
◦ 供應關係
◦ 合資
◦ 協同作業
◦ 研發聯盟
◦ 產業聚落
◦ 創新網絡
7-98

Slide 1.99
Table 7.2 Reasons for entering a strategic alliance
Source: D.A. Littler (1993) ‘Roles and rewards of collaboration’, in Tidd, J., Besant, J. and Pault, K. (eds) (2001) Managing Innovation, Wiley, Chichester, p. 51; P.S. Chan and D. Heide
(1993) Strategic alliances in technology: key competitive weapon, Advanced Management Journal, Vol. 58, No. 4, 9 –18; A. Harney (2001) Ambitious expansion loses its shine: analysts
change their tune about Sony’s dreams and begin to count the costs of the new mobile phone alliance with Ericsson, Financial Times, 2 October; R. Budden (2003) ‘Sony-Ericsson
seeks success with new phones’, FT.com, 3 March.

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Figure 7.2 The process of forming a strategic alliance

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Table 7.3 Types of trust

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Table 7.4 Main risks identified in the literature
Source: Adapted from Quélin, B. and Duhamel, F. (2003) Bringing together strategic outsourcing and corporate strategy: outsourcing motives and risks, European Management Journal,
Vol. 21, No. 5, 647– 61.

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Figure 7.3 Prisoner’s dilemma

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Figure 7.4 The repeated game

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Table 7.5 DVD performance details

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Table 7.6 Studios supporting HD DVD and Blu-ray

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Table 7.7 Interlinkages and networks between firms

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Chapter 8
Management of research and
development

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Table 8.1 Europe’s R&D expenditure league (2010)
Source: http://iri.jrc.ec.europa.eu/research/scoreboard_2010.htm.

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Table 8.2 R&D expenditure across industry sectors
Source: www.innovation.gov.uk/rd_scoreboard (2010).

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Figure 8.2 Comparison of share price performance of R&D-intensive firms and the
FTSE 100 firms

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Figure 8.3 Classification of areas of research emphasis in industry and university

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Figure 8.4 The strategic role of R&D as viewed by the business
Source: EIRMA (1985) ‘Evaluation of R&D output: working group report, 29’, European Industrial research Management Association, Paris; P.A. Roussel, K.N. Saad and T.S. Erickson
(1991) Third Generation R&D, Harvard Business School Press, Boston, MA.

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Table 8.3 Description of five generations of the R&D process
Source: Nobelius, D. (2004) Towards the sixth generation of R&D management, International Journal of Project Management, Vol. 22, 369 –75.

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Figure 8.5 Strategic pressures on R&D
Source: Adapted from G.R. Mitchell (1988) ‘Options for the strategic management of technology’, UNESCO Technology Management, Interscience Enterprises Ltd, Geneva.

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Figure 8.6 The R&D strategic decision-making process

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Figure 8.7 Classifying the level of research using technology leverage

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Table 8.4 Comparison of R&D expenditure within the European pharmaceutical
industry
Source: www.innovation.gov.uk/projects/rdrscoreboard (2006).

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Table 8.5 The main stages in the development of Viagra
Source: Pfizer.com.

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Table 8.6 Sales of impotence drugs

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Chapter 9
Managing R&D projects

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Figure 9.1 Acquisition of external technology/knowledge matrix

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Figure 9.2 Organising industrial R&D

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Figure 9.3 Technology acquisition: how much control of the technology is required?

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Table 9.1 Organisational characteristics that facilitate the innovation process and the
management of R&D

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Figure 9.4 Managing scientific freedom within an R&D function

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Table 9.2 Research project outcomes

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Figure 9.5 Extended product life cycle

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Figure 9.6 Drop out rates for R&D projects
Source: Adapted from D.L. Babcock (1996) Managing Engineering Technology: An Introduction to Management for Engineers, 2nd edn, Prentice Hall, London.

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Table 9.3 R&D project evaluation criteria
Source: Adapted from Seiler, R.E. (1965) Improving the Effectiveness of Research and Development: Special Report to Management, McGraw-Hill Book Company, New York. © The
McGraw-Hill Companies, Inc.

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Chapter 10
Open innovation and technology
transfer

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Figure 10.1 The economic perspective of technology transfer

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Figure 10.2 Chesbrough’s open innovation approach

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Table 10.1 Contrasting ‘closed innovation’ principles and ‘open innovation’ principles
Source: Chesbrough, H. (2003) Open Innovation: The new imperative for creating and profiting from technology, HBS Press, Boston, MA.

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Figure 10.3 The tangibility of knowledge
Source: Adapted from M. Cooley (1987) Architect or Bee? The Human Price of Technology, Hogarth Press, London. Used by permission of the Random House Group Limited and with
kind permission from Professor M. Cooley.

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Figure 10.4 Conceptual framework of technology transfer and inward technology
transfer

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Table 10.2 4A conceptual framework of technology transfer

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Figure 10.5 A conceptual framework for the development of genuine business
opportunities

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Figure 10.6 Interlinking systems of knowledge-transfer relationships

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Figure 10.7 A simplified cellular technology system

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Table 10.3 Global handset market share
Source: Strategy Analytics.

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Part 3
New product development
Chapter 11
Product and brand strategy

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Figure 11.1 VAG inter-firm product platform development

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Figure 11.2 Platform development creates the architecture for a family of products

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Table 11.1 A comparison of the product specifications of two of P&G’s successful
brands

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Table 11.2 Product strategies
Source: Deschamps, J.P. and Nayak, P.R. (1995) Product Juggernauts: How Companies Mobilize To Generate A Stream of Winners, Harvard Business School Press, Boston, MA.

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Table 11.3 Product performance criteria
Source: Baker, M. and Hart, S. (1989) Product Strategy and Management, Prentice Hall, Harlow.

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Table 11.4 Market introduction of brands

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Figure 11.3 Branding system

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Figure 11.4 Internal and external brand contacts
Source: H. Rubenstein (1996) ‘Brand first management’, Journal of Marketing Management, Vol. 12, 269–80.

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Table 11.5 Top 10 grocery products/years
Source: Nielsen.

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Table 11.6 Project analysis

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Figure 11.5 Competitor map: prevention and therapy of periodontal disease

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Table 11.7 The 16 detailed business model archetypes
Source: Weill, P. et al. (2005).

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Chapter 12
New product development

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Figure 12.1 A variety of perspectives from which to analyse the development of new
products

Figure 12.1 A variety of perspectives from which to analyse the development of new
products

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Figure 12.2 Main inputs into the decision-making process

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Figure 12.3 Ansoff matrix
Source: Adapted from I. Ansoff (1965) Corporate Strategy, Penguin, Harmondsworth; (1968) Toward a Strategy of the Theory of the Firm, McGraw-Hill, New York.

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Figure 12.4 New product development strategies
Source: S.C. Johnson and C. Jones (1957) How to organise for new products, Harvard Business Review, May–June, Vol. 35, 49–62.

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Figure 12.5 A product is multi-dimensional

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Table 12.1 Different examples of ‘newness’
Source: F.A. Johne and P.A. Snelson (1988) The role of marketing specialists in product development, Proceedings of the 21st Annual Conference of the Marketing Education Group,
Huddersfield, Vol. 3, 176–91.

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Table 12.2 A new product has different interpretations of new

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Figure 12.6 The average new product portfolio
Source: Adapted from A. Griffin (1997) PDMA research on new product development practices: updating trends and benchmarking best practices, Journal of Product Innovation
Management, Vol. 14, 429.

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Figure 12.7 Tauber’s growth matrix
Source: Tauber, E.M. (1981) Brand franchise extension: new product benefits from existing brand names, Business Horizons, Vol. 24, No. 2, 36–41.

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Figure 12.8 Saunders and Jobber’s phasing continuity spectrum
Source: Saunders, J. and Jobber, D. (1994) Product replacement: Strategies for simultaneous product deletion and launch, Journal of Product Innovation Management, Vol. 11, No. 5,
433–50.

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Figure 12.9 Commonly presented linear NPD model

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Figure 12.10 Cash flows and new product development

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Table 12.3 The three main streams of research within the NPD literature
Source: S.L. Brown and K.M. Eisenhardt (1995) Product development: past research, present findings and future directions, Academy of Management Review, Vol. 20, No. 2, 343–78.

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Table 12.4 Customer roles in NPD
Source: Adapted from Nambisan, S. (2002) Designing virtual customer environments for new product development: Toward a theory, Academy of Management Review, Vol. 27, No. 3,
395.

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Figure 12.11 Over-the-wall model

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Figure 12.12 Mike Smith’s secret weapon: the salutary tale of ‘How not to design a
swing, or the perils of poor coordination’
Source: C. Lorenz (1990) The Design Dimension, Blackwell Publishing Ltd, Oxford.

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Figure 12.13 An activity-stage model
Source: From New Products Management, 5th edn (Crawford, C.M. 1997), © The McMcGraw-Hill Companies, Inc.

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Figure 12.14 A network model of NPD

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Figure 12.15 innocent’s own form of concept testing

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Table 12.5 Simple evaluation checklist

Slide 1.182
Table 12.6 Smoothies brands (market value and market share)
Source: Mintel Group 2011 Smoothies, UK, 2010, Market share.

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Chapter 13
Packaging and product
development

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Table 13.1 Maintaining brand leadership through packaging developments, while the
product remains unchanged
Source: Nielsen.

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Figure 13.1 The basic principles of packaging
Source: Adapted from B. Stewart (1996) Packaging as an Effective Marketing Tool, Kogan Page, London.

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Table 13.2 FMCG packaging purpose and development considerations

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Table 13.3 A wide variety of packaging systems are used for soft drinks

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Table 13.4 Packaging systems

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Table 13.5 Ten of the most irritating packages
Source: P. Trott (2006) Packaging and new product opportunities, University of Portsmouth Business School, Student Survey.

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Figure 13.2 Drawings for new packaging of oil container

Slide 1.192
Chapter 14
New service innovation

Slide 1.193

Table 14.1 Main outsourcing risks identified in the literature
Source: Adapted from Quélin, B. and Duhamel, F. (2003) Bringing together strategic outsourcing and corporate strategy: outsourcing motives and risks, European Management Journal,
Vol. 21, No. 5, 647–61.

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Table 14.2 Typology of services
Source: Adapted from Johnston, R. and Clark, G. (2005) Service Operations Management, 2nd edn, Prentice Hall, Pearson Education Limited, Harlow.

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Figure 14.1 Four main types of service processes
Source: R. Johnston and G. Clark (2005) Service Operations Management, 2nd edn, Prentice Hall, Harlow. Reproduced with kind permission.

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Table 14.3 A range of new services that also create new business models

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Figure 14.2 Services as a process

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Table 14.4 Typologies for innovations
Source: Ozdemir, S. (2007) An Analysis of Internet Banking Adoption in Turkey: Consumer, Innovation and Service Developer Dimensions, Ph.D thesis, University of Portsmouth.

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Table 14.5 Four dimensions of service innovation by eBay
Source: Adapted from Den Hertog, P. (2002) Knowledge-intensive business services as co-producers of innovation, International Journal of Innovation Management, Vol. 4, No. 4,
491–528.

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Figure 14.3 The service innovation process – a sequential model
Source: Adapted from Scheuing and Johnson, 1989.

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Figure 14.4 The new service development cycle
Source: Adapted from Johnson et al. (2000) ‘A critical evaluation of the new service development process: Integrating service innovation and service design’, in J.A. Fitzsimmons and
M.J. Fitzsimmons (eds) New Service Development: Creating Memorable Experiences, Sage Publications, London.

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Table 14.6 Customers’ input into the new service development process
Source: Adapted from Allam, I. and Perry, C. (2002) A customer-oriented new service development process, Journal of Services Marketing, Vol. 16, No. 6, 515–34.

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Figure 14.5 How eBay works

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Figure 14.6 eBay profits

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Figure 14.7 Ansoff’s growth matrix identifying opportunities for growth for eBay

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Figure 14.8 New opportunities for eBay

Slide 1.208
Chapter 15
Market research and its influence
on new product development

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Figure 15.1 New product concept and prototype testing

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Figure 15.2 The tripartite product concept
Source: Adapted from M.A.J. Saren and N. Tzokas (1994) Proceedings of the Annual Conference of the European Marketing Academy, Maastricht.

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Table 15.1 Products that were initially rejected by consumers but went on to be
successful
Source: A dirty business, Guardian 16/03/1999, copyright Guardian News & Media Ltd 2010.

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Figure 15.3 Gaining new customers of the future
Source: S. Hamel and C.K. Prahalad (1994) Competing for the future, Harvard Business Review, Vol. 72, No. 4, 122–8.

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Figure 15.4 The spectacular growth of Dyson

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Figure 15.5 Basic operating principle of Dyson bagless vacuum cleaner

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Figure 15.6 Cleaning performance of five vacuum cleaners

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Table 15.2 With sales declining Miele and Hoover have attempted to take on Dyson
in the vacuum cleaner market
Source: A dirty business, Guardian, 16 March 1999.

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Figure 15.7 Dyson’s pre-tax profits (2002–06)

Slide 1.219
Chapter 16
Managing the new product
development process

Slide 1.220

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Figure 16.1 The Valley of Death

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Figure 16.2 The NPD process as a series of linked activities

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Figure 16.3 Maintaining an organisation’s knowledge base

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Figure 16.4 Sources of business opportunity

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Figure 16.5 A new product concept

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Figure 16.6 Classification of new product development activities across different
industries

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Figure 16.7 Functional company organisation

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Figure 16.8 Functional company: diversification by product with centralised functions

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Figure 16.9 Matrix structure at Siemens

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Table 16.2 How marketing and R&D perceive each other

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Figure 16.10 Product failures

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Table 16.3 Reasons for new product failure
Source: Cooper, R.G. (1988a) The dimensions of industrial new product success and failure, Journal of Marketing, Vol. 43, No. 3, 93 –103. Crawford, M. and Di Benedetto, A. (2008)
New Products Management, 9th (International) edn, McGrawHill, USA. Urban, G.L., Hauser, J.R. and Dholaka, N. (1987) Essentials of New Product Management, Prentice-Hall,
Englewood Cliffs, NJ.

Slide 1.234
Figure 16.11 3M sales over the past five years
Source: Compiled from data from 3M international web page: www.3m.com.

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