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Technologie und Innovationsmanagement (Subject) / 3.Innovation Strategy (Lesson)
chap.3
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- What is communication space? Prime access to communication flows through control over mass media like radio, TV, print media, heavily visited sites on the web
- What is technical knowledge space Prime access to knowledge generating and diffusing institutions, which act as competence center & diffusion agents (e.g., TÜV, food and drug administration in the U.S.)
- What is cultural space Attracting and activating high potentials and their cooperation through an entrepreneurial achievement-oriented culture
- What is legal space? Exclusive rights for business licenses, exclusive occupation of legal rights like patents, trademarks, or trade-secrets
- What is distribution space? Access to physical distribution (particularly relevant for consumer goods in a highly concentrated retailing industry)
- What customer benefits does the lead on the S-Curve imply? Higher Performance, higher reliability, and/or higher quality of products and/or processes (i.e., Advantages typically shown on s-shaped technology curves) Higher flexibility and individuality (e.g., mass customization of products and/or services) More convenient, easier, and safer use of products and services (e.g., usability of software) More emotionally appealing products and services Pioneers have greater marginal returns of R&D investments due to non-linear s-curve
- Pioneers benefit by leading on the Experience Curve. What is the curves name, what does the led on it imply? What are the x and y axis? Henderson'S "Learning" Curve x: Cumulative production volume, y: Cost/unit Lead on the experience curve implies continuous cost digression effects: Pioneer can "ourprice" followers.
- What is network power? Network externalities may establish the pioneers' product as the industry standard or dominant design Customers develop switching cost as they accumulate experience with the pioneer's product (e.g., Keyboard) Cognitive and emotional anchors for new product categories (e.g Tesa, Tempo)
- Where do the superior resources reside? They reside not within the pioneering firm, rather they exist at the level of customers/users, whose habits and preferences have been shaped to favor the pioneer's product
- What advantages do fast followers have? Free ride on first mover investments (cheap access to knowledge and markets) Resolution of market, technological or regulatory uncertainty Development in technology and/or changes in customer needs Targeting of other market segments Better complementary assets
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- What disadvantages do followers have? Entry barriers Innovator is market and technology leader No image advantages Adjustment to standards required