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Defining Innovation Types.


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The Innovation Map: A framework for defining innovation outcomes.

Published in: Business, Technology, Education

Defining Innovation Types.

  1. 1. Innovation?<br />© Marc Sniukas<br />1<br />10.08.2009<br />
  2. 2. © Marc Sniukas<br />2<br />Revolutionary Innovation <br />Management Innovation<br />Service Innovation<br />Experiential Innovation <br />Business Model Innovation<br />Value Innovation<br />Structural Innovation <br />Market Innovation<br />Process Innovation<br />Strategic Innovation<br />Evolutionary Innovation <br />Application Innovation <br />Marketing Innovation <br />User Lead Innovation <br />Product Innovation<br />Technological Innovation <br />Brand Innovation<br />Supply Chain Innovation<br />Disruptive Innovation <br />10.08.2009<br />
  3. 3. What are you talking about?<br />© Marc Sniukas<br />3<br />10.08.2009<br />
  4. 4. Innovation comes in many flavors.<br />© Marc Sniukas<br />4<br />10.08.2009<br />
  5. 5. A map provides orientation.<br />© Marc Sniukas<br />5<br />10.08.2009<br />
  6. 6. The Innovation Map<br />A Framework for Defining Innovation Outcomes<br />6<br />© Marc Sniukas<br />10.08.2009<br />
  7. 7. What‘s the „direction“ of your innovation efforts?<br />Internal Innovation<br />vs<br />External Innovation<br />© Marc Sniukas<br />7<br />10.08.2009<br />
  8. 8. Just how innovative do you want to be?<br />Continuous / Evolutionary Innovation<br />vs<br />Discontinuous / Revolutionary Innovation<br />© Marc Sniukas<br />8<br />10.08.2009<br />
  9. 9. The Innovation Map: 4 prototypal innovation types<br />© Marc Sniukas<br />9<br />Internal<br />Management Innovation<br />Operational Innovation<br />Continuous<br />Discontinuous<br />Product & Service Innovation<br />Strategic Innovation<br />External<br />10.08.2009<br />
  10. 10. What‘s the difference?<br />© Marc Sniukas<br />10<br />10.08.2009<br />
  11. 11. Operational Innovation<br />What is it about?<br />Process innovation: making processes for established offers in established markets more effective or efficient<br />technological innovation in manufacturing<br />Of course concepts like the moving assembly line, TQM, SCM, Six Sigma or Lean Manufacturing were radical innovations at the time they were being invented. If your company implements such concepts today, they might represent a radical innovation for your organization, but the concept as such is not revolutionary. It would rather be the application of best practices.<br />© Marc Sniukas<br />11<br />10.08.2009<br />
  12. 12. Product & Service Innovation<br />What is it about?<br />taking established offers in established markets to the next level<br />making surface modifications that improve customers&apos; experience of established products<br />Product & Service innovations can of course also be radical and disruptive...but than it‘s rather strategic innovation, the difference being that radical product innovations provide an completely new level of value to both the customer and the company producing them.<br />© Marc Sniukas<br />12<br />10.08.2009<br />
  13. 13. Strategic Innovation<br />What is it about?<br />new business models (including a new value chain architecture), or<br />new markets (either by creating new ones or reshaping existing ones), or <br />increased value for both the customer and the company<br />or a combination of these three, and as such it‘s nature is radical. It‘s a departure from a company‘s traditional definition of „how we do business around here“.<br />Strategic Innovation does include concepts like Value Innovation, Blue Ocean Strategy and Disruptive Innovation and Business Model Innovation.<br />For more about the relationship of BMI and Strategic Innovation, see the „Putting it all together“ prezi at<br />For more on strategic innovation, download „Reshaping strategy: The who, what and how of strategic innovation“ at<br />© Marc Sniukas<br />13<br />10.08.2009<br />
  14. 14. Management Innovation<br />What is it about?<br />Management Innovation changes the way managers do what they do, and does so in a way that enhances organizational performance.<br />„Management innovation is anything that substantially alters the way in which the work of management is carried out, or significantly modifies customary organizational forms, and, by doing so, advances organizational goals.“ Gary Hamel<br />The target of innovation efforts are the business processes and not the manufacturing processes. It‘s about „fundamental breakthroughs in how companies organize, coordinate, plan, motivate and allocate resources...“ Gary Hamel<br />For more on management innovation have a look at „The Future of Management“ presentation at<br />© Marc Sniukas<br />14<br />10.08.2009<br />
  15. 15. The Innovation Map<br />© Marc Sniukas<br />15<br />Internal<br />10.08.2009<br />Technological innovation<br />Partner interfaces<br />Internal structures and processes<br />Management Innovation<br />Operational Innovation<br />Processes<br />Networking<br />People Management<br />Continuous<br />Discontinuous<br />Disruptive Innovation<br />Brand<br />Supply Chain<br />Product & Service Innovation<br />Strategic Innovation<br />Customer interfaces and experiences<br />Technological innovation<br />Blue Ocean Strategy<br />New offerings<br />Channels<br />New markets<br />External<br />
  16. 16. How to use the Innovation Map?<br />© Marc Sniukas<br />16<br />10.08.2009<br />
  17. 17. How to use the Innovation Map?<br />Use the map to illustrate the 4 definitions, differences and commonalities of the 4 types. Which ones would you like to target?<br />In your next innovation meeting, put out the map and focus your discussion on the 4 quadrants and what you would like to achieve.<br />Next, draw a cross on a flip chart and map all your innovation projects and initatives on it. Are your initiatives inline with the proclaimed objectives?<br />All of these uses can help to resolve issues and never ending discussions on what should be done or not done and what the desired objectives are.<br />10.08.2009<br />© Marc Sniukas<br />17<br />
  18. 18. Some final thoughts...<br />Of course these 4 types can overlap. Strategic Innovation will have internal implications, just as management innovation can have an impact on how your organization relates to external stakeholders. Product innovation can be ongoing or it can be revolutionary. Nevertheless the initial focus of innovation efforts are primarily internal or external and aiming at continuous or discontinuous innovation to start with.<br />No matter how you‘ll be using the map, it will provide orientation and focus the discussion and your efforts.<br />© Marc Sniukas<br />18<br />10.08.2009<br />
  19. 19. Want more?<br />© Marc Sniukas<br />19<br />10.08.2009<br />
  20. 20.<br />© Marc Sniukas<br />20<br />10.08.2009<br />
  21. 21. This presentation was inspired by...<br />Marc Sniukas „Reshaping Strategy: The Who, What, How of Strategic Innovation.“ Research paper, 2008<br />Gary Hamel, Bill Breen „The Future of Management“, Harvard Business School Press, 2007<br />Michael Mol, Julian Birkinshaw „Gian Steps in Management“, FT Prentice Hall, 2008<br />10.08.2009<br />© Marc Sniukas<br />21<br />
  22. 22. A presentation by Marc Sniukas<br /><br />10.08.2009<br />© Marc Sniukas<br />22<br />