The document discusses several topics: 1) Prof. Laurence Welford gives a talk on resilience and innovation, noting the importance of health, productivity, and leisure. 2) Apple's digital hub strategy and products like the iPod and iTunes are discussed as examples of innovation, along with growth in Apple's sales and stock price. 3) The development and success of Red Bull energy drink in Austria and expansion to 166 countries is summarized. 4) SRH University's CORE competence-oriented education model is described as aligning with changing needs and focusing on thinking over memorization. Students provide positive feedback on interactive courses like sales management.

1. 8/24/14 Seite 18/24/14 Seite 1

2. 8/24/14 Seite 28/24/14 Seite 2
TEDx HSLU (5 June 2014)
Resilience:
Key to Successful Innovation
Prof. Dr. Laurence Welford
Faculty of Business Administration
SRH University, Heidelberg

3. 8/24/14 Seite 38/24/14 Seite 3

4. 8/24/14 Seite 48/24/14 Seite 4
Societal Productivity
Health
Leisure

5. 8/24/14 Seite 58/24/14 Seite 5
Health

6. 8/24/14 Seite 68/24/14 Seite 6

7. 8/24/14 Seite 78/24/14 Seite 7
1998 20081988 20011994
murine
chimeric
human
humanized
Remicade
Herceptin
Mabthera
Myotarg
CampathHumiraRaptivaZevalin
OrthcloneOKT3
ReoPro
Zenapax
Simulect
BexxarAvastinErbituxXolair
TysabriVectibix
Cimzia
Soliris
Lucentis
Antibody-type
Introduced in 1998,
SYNAGIS was the first
humanized monoclonal antibody
to be approved for
prevention of an infectious disease.
Monoclonal antibodies: the first 20 years

8. 8/24/14 Seite 88/24/14 Seite 8
Health
Productivity

9. 8/24/14 Seite 98/24/14 Seite 9
“... the Mac is to become
the center of
your Digital Lifestyle”
“With appropriate application software,
the Mac can add tremendous value
to these devices
and become a central part of your life
... so you just can’t get on without it”
Apple’s
Digital Hub Strategy (2001)

10. 8/24/14 Seite 108/24/14 Seite 10
iTunes
Store
PodcastsVideo Apps Rentals HDiTunes iTunes iTunes
Store
Sources: Apple Inc. Form 10-K (2002-2010 incl.)
Desktops
Laptops
iPod
Music-rel. Prod + Serv.
iPhone
Software, Peripherals
Annual Sales 2000-09
($ Billion)
The iPod brought Apple computers into the “relevant set”
for a new set of customers: iTunes was a significant factor.

11. 8/24/14 Seite 118/24/14 Seite 11
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 20122000
Stock Price 2000-12
($ per share, adjusted)
$750
$500
$250

$800

$800

$800

$800
$800

$800

$800

$800

$800

$800

$800

$800

$800
Sources: Apple Inc. Form 10-K (2002-2013 incl.)
$42.9
$5.4 $5.7 $6.2 $8.3
$13.9 $19.3 $24.0
$37.5
Desktops
Laptops/Portables
iPod
Music-rel. prod + serv.
iPhone
Software, Peripherals
iPad
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 20122000
$65.2
$108.2
$156.5
$8.0
Annual Sales 2000-12
($ Billion)

12. 8/24/14 Seite 128/24/14 Seite 12
Productivity
Health
Leisure

13. 8/24/14 Seite 138/24/14 Seite 13

14. 8/24/14 Seite 148/24/14 Seite 14
2013
5.4 Billion
cans sold
1987 - 1992
5 Years
on Austrian market
until first expansion
1984 - 1987
3 Years
from contract
until Austrian launch
2 Years
product & packaging
development
200
packaging proposals
3000 Pages
scientific
product documentation
in 1 country in 166 countries

15. 8/24/14 Seite 158/24/14 Seite 15
Inspiring. Different.

16. 8/24/14 Seite 168/24/14 Seite 16

17. 8/24/14 Seite 178/24/14 Seite 17

18. 8/24/14 Seite 188/24/14 Seite 18
Productivity
Health
Societal
Leisure

19. 8/24/14 Seite 198/24/14 Seite 19
Competence
Oriented
Research and
Education

20. 8/24/14 Seite 208/24/14 Seite 20
CORE - “Aligned with the Zeitgeist”
"Employers will want
people who can think,
as well as memorize facts."
Education Section of The Guardian Newspaper (13 Jun 2013)
Our traditional education system trains us
to MEMORIZE FACTS stored in textbooks
and then regurgitate them in an exam
Our traditional education system
trains us to MEMORIZE FACTS
stored in textbooks
and then regurgitate them in an exam ...
But as modern professionals,
we can’t acquire knowledge in this way,
because the knowledge we need isn’t static
- IT’S ALWAYS CHANGING

21. 8/24/14 Seite 218/24/14 Seite 21
“The job that students
and policymakers need done
is the bestowal of the insights and skills
necessary not just to make a living,
but to make the most of life ...”
“In a world where online learning
begins to pre-empt
classroom learning,
mentoring will replace lecturing”
In addition to the economic goals of
providing education (wage-earning advantage) ...
“are the jobs of discovery, memory and mentoring ....”

22. 8/24/14 Seite 228/24/14 Seite 22
The SRH Advantage

23. 8/24/14 Seite 238/24/14 Seite 23
“It’s been a White-Knuckle Ride”

24. 8/24/14 Seite 248/24/14 Seite 24
Challenges
• Students need to become familiar with and
understand
all key aspects of Sales Management
• Students develop ability to “sell ideas”,
even if they will never work as “salespeople”
• Tap into their desire for creativity and problem-solving
• Give students a sense of achievement, on completing
the course - rather than simply "ticking the box"
Vision and Design of the “Sales Management” Course
THE DRIVER: ”What will the students need to know, and need to understand,
and how can we make this relevant, interesting,
and of enduring value to them?”
Practice
+
Coaching
Knowledge

25. 8/24/14 Seite 258/24/14 Seite 25
Only a “General Briefing” was provided:
to resemble “Real Life Scenarios” and to leverage individual creativity

26. 8/24/14 Seite 268/24/14 Seite 26
How do the Students* React to CORE...?
Kern-Reaktionen
Sehr interaktiv, abwechslungsreich.
Face-to-face meetings
Effort to make an
interesting course.
Respectful, and
always tries to help
The Project Work
- Learning by doing
Very detailed and organized
plan of every session
(good to follow)
Professor is clearly
passionate about course material. This
attitude is contagious, motivating
students to
participate in class
Compact design of
the course allows for students
to fully immerse themselves and engage
in the course material
*Verbatim written comments from Students.
Sales Management (Jan-Feb 2014)
Highly interactive and engaging
- taking a boring topic and
making it very creative

27. 8/24/14 Seite 278/24/14 Seite 27

28. 8/24/14 Seite 288/24/14 Seite 28
ProductivitySocietal
Health
Leisure

29. 8/24/14 Seite 298/24/14 Seite 29
PASSION CARE
CREATIVITY
ENERGY
TIME
COURAGE

30. 8/24/14 Seite 308/24/14 Seite 30
Maya Angelou
(04.04.1928 - 28.05.2014)
“All great achievements
require time”

31. 8/24/14 Seite 318/24/14 Seite 31
One Final Thought ...
• Focus on what’s important
• Capture the good things
• Develop from the negatives
• And if things don’t work out,
Take another shot!
INNOVATION is like Photography:

32. 8/24/14 Seite 328/24/14 Seite 32
Danke für Ihre Aufmerksamkeit !
Thank you for your attention !
Prof. Dr. Laurence Welford
Faculty of Business Administration
SRH University, Heidelberg

33. 8/24/14 Seite 338/24/14 Seite 33

34. 8/24/14 Seite 348/24/14 Seite 34
For Further Information / Additional Sources:
• https://www.synagis.com/
• Steve Jobs introduces Original iPod - Apple Special Event (2001).
https://www.youtube.com/watch?v=SYMTy6fchiQ
• http://energydrink-de.redbull.com/unternehmen
• Keller, KL (2008). Red Bull: Building brand equity in non-traditional ways. In: Best Practice
Cases in Branding - Lessons from the World's Strongest Brands. Pearson Prentice Hall.
• http://www.pussanga.com/
• http://www.hochschule-heidelberg.de/de/studium/nach-dem-core-prinzip-studieren/
• https://www.youtube.com/watch?v=JcMUCnDfAXc