This document discusses Novozymes, a $2 billion industrial biotechnology company. It summarizes Novozymes' business areas and operations. It then describes Novozymes' use of internal crowdsourcing and screening teams to generate ideas for new enzyme claims and products in under a year. Research was presented analyzing whether these groups were receptive to market needs articulated in idea posts. While the screening team was responsive, the crowd was indifferent. However, the screening team still selected an excellent idea. The document concludes by discussing implications and lessons learned for using crowdsourcing to accelerate innovation.

1. @frankhatzack
@tillegreen
Frank Hatzack and Christian Brix Tillegreen
Business Innovation
Novozymes
we.CONECT SOCIAL BUSINESS COLLABORATION 2013
BERLIN, Sept. 24th
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2. @frankhatzack
@tillegreen
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3. Industrial Biotechnology Leader
within ENZYMES & MICROORGANISMS
Detergents
Food & Beverage
Animal Health & Nutrition
Biofuels Agriculture
$ 2 bn (2012)
6000 employees
R&D and commercial presence in all major world regions
HQ Bagsværd, DK
NZYB
Novozymes.com
ABOUT NOVOZYMES
@frankhatzack
@tillegreen
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5. @frankhatzack
@tillegreen
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6. @frankhatzack
@tillegreen
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7. @frankhatzack
@tillegreen
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8. LESS THAN 1 YEAR:
FROM ONLINE IDEA TO SOLUTION BEING TESTED IN
CUSTOMER’ PLANTS
@frankhatzack
@tillegreen
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9. SHORT CAMPAIGNS
HIGH FREQUENCY
14
83%
29
62
76%
38
145
75%
222
2011
participants
%active
ideas
=within one area
=cross functional
20132012
76
70%
48
59
95%
26
58
91%
42
20
80%
38
83
84%
118
103
82%
74
143
ongoing
438
75%
319
112
80%
75
45
84%
39
@frankhatzack
@tillegreen
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10. SHORT CAMPAIGNS
HIGH FREQUENCY
14
83%
29
62
76%
38
145
75%
222
2011
participants
%active
ideas
=within one area
=cross functional
20132012
76
70%
48
59
95%
26
58
91%
42
20
80%
38
83
84%
118
103
82%
74
143
ongoing
438
75%
319
112
80%
75
45
84%
39
@frankhatzack
@tillegreen
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11. -like
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12. -like
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13. Statistical method: Fisher’s exact test
Diversity dimensions: seniority, tenure, rank, site
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14. Statistical method: Fisher’s exact test
Diversity dimensions: seniority, tenure, rank, site
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15. New competencies
SCOPE
MOBILIZE
IDEATE
SCREEN
INCUBATE
PITCH
ANCHOR
Pre-exisiting competencies
COMPANY CULTURE
PERMISSIVE TO INNOVATION
@frankhatzack
@tillegreen
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16. New competencies
SCOPE
MOBILIZE
IDEATE
SCREEN
INCUBATE
PITCH
ANCHOR
Pre-exisiting competencies
COMPANY CULTURE
PERMISSIVE TO INNOVATION
@frankhatzack
@tillegreen
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17. RESEARCH QUESTION
Are internal crowds & screen teams receptive to market need articulation?
IMPLICATION – if above is true
then accelleration of an organization’s response to market needs is likely!
CONVENTIONAL
& SLOW
Sales
&
Tech
Service
Marketing R&D Production
Sales &
Tech
Service
Marketing R&D ProductionCROWD
ACCELERATION
Need
Solution
Need
Solution @frankhatzack
@tillegreen
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18. RESEARCH DATASET:
”NEW CLAIMS FOR DETERGENTS”
CLAIM
“Whiter than White!”
EXAMPLE
@frankhatzack
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CAMPAIGN OBJECTIVE THEN:
1. NEW CLAIMS FOR PRODUCT LABELS
2. NEW ENZYMES TO ENABLE CLAIMS
OUR RESEARCH QUESTION NOW:
ARE CROWD & SCREEN TEAM
RECEPTIVE TO MARKET NEEDS AS
ARTICULATED IN POSTED IDEAS?

19. CROWD (113)
Cross-Functional, global, spread in rank
Sales &
Tech Service
Marketing R&D
50%50%
- Cross-functional
- Director & manager level
- Denmark-based
SCREEN TEAM (5)
@frankhatzack
@tillegreen
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20. WAS THE CROWD AND THE SCREEN TEAM
RESPONSIVE TO MARKET NEEDS?
market needs
articulated: 44%
new ideas: 30%
Liked idea from Sales? p=0.012
Liked ideas with
Market articulation? p=0.007
Liked new ideas? p=0.033
Liked cross-functional
ideas? p=0.834
Liked ideas from R&D? p=0.546
-to idea from Sales p=0.308
-to ideas with
Market articulation p=0.444
-to new ideas p=0.388
-to x-functional ideas p=0.326
-to ideas from R&D? p=0.426
Ideas (75) Crowd… Screen Team…
…was indifferent!…was responsive!
@frankhatzack
@tillegreen
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21. PRELIMINARY CONCLUSIONS
Both screen team and crowd must be responsive to market needs in
order to enable accelleration
In case the screen team decides to go against market needs
articulation, the crowd and sponsors (!) need an explanation
There may be highly valid reasons why the screen team did not follow
the crowd…
But the screen team needs to share their deeper insights – at least
partly - in order to sustain crowdsourcing as an innovation accelerator
@frankhatzack
@tillegreen
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22. BY THE WAY: THE SCREEN TEAM PICKED
AN EXCELLENT WINNER IDEA ANYWAYS!
I was new in the company,
and my boss allowed me to
work with the concept,
although it wasn’t exactly in
the department’s scope…
LORENA
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23. AUDIO & VIDEO LINK
+ LIVE CHAT
OPEN SCREENING PROCESS
WAY FORWARD
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24. WHICH IS ALSO MUCH MORE FUN
AS THE FOLLOWING SEQUENCE SHOWS!
14:00
@frankhatzack
@tillegreen
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25. 14:30
@frankhatzack
@tillegreen
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26. 15:30
@frankhatzack
@tillegreen
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27. 16:00
@frankhatzack
@tillegreen
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28. 16:30
Let’s get real!*
@frankhatzack
@tillegreen
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* and focus on ideas we can
execute within one year and
within existing framweworks

29. THANKS
@frankhatzack
@tillegreen