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Technologie- und Innovationsmanagement (Fach) / 1) Necessity of technology and innovation management (Lektion)
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Diese Lektion wurde von DarkerThanCiel erstellt.
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- Was bei Innovationen und Markteintritten von Innovationen beachtet werden muss - Innovations have to be introduced at the right time (not too late, not too early) - Advantages have to be clearly introduced and communicated (3D printer "flopped" because people don't really know what to do with it) - degree of innovation influences acceptance of the innovation - innovations influence available jobs (low-income-jobs are often getting replaced or are no longer necessary because of innovations (mostly because of robots)) (4)
- 10 technologies that will change the world Folie 4 - next-gen exoskeletons (helping disabled people to walk again; enhancing people; making people stronger; more strength, more agility, better endurance)- developments in neuroinformatics (controlling computers with the mind (brain-controlled computers); problems: viruses entering the brain)- hyperloop transportation technologies (fast trains in tubes/pipes in the air; but really expensive to build)- virtual and augmented reality (mostly used in gaming industry until now; will change the way we work with computers; hololens and oculus rift; international companies could use VR for better communication)- genetic manipulation (editing human genes; revolutionizes the health care industry; to cure diseases)- internet of things (IOT; emerging technology; network system in households (every technical system/device is connected); could help solving traffic jams by guiding drivers to use other roads)- 3D printing (transforms manufacturing industry; can be used in health care to create plastic organs)- developments in solar energy (to decrease pollution; cleaner and healthier environment)- robotics and AI (will become more common and smarter)- cashless society (using mobile phones for payments)
- Place of innovation - the place of innovation is really important for the innovation's success because people react differently to an innovation (every country has a main field of technology and people are - depending on the kind of innovation - more open to the innovation) - Germany's main field of technology: transportation (before: engineering) - USA's main field of technology: computer technology 5
- Reasons for technology and innovation management - Innovations = "Lifeblood" of a company - company have to adapt to their environment and evolve constantly-> high competition intensity and high technological dynamics (technologies are quickly changing/evolving)-> products have life cycles - development/trend towards shorter life cycles-> sales volumes (quantity of products that can be sold) are decreasing but research and development and production costs are not decreasing - newly developed products have high failure rates-> 70% of all innovations are in the market place for less than a year-> value destruction of about 10 billion Euros (10 Milliarden Euro) per year - Innovations are becoming more important because of intense competition-> self-cannibalisation is to be preferred over being eaten by others (rather eat yourself before being eaten by others) - Not to innovate is to die.- Companies often commit commitment error (they hold onto a product or the development of a product that isn't profitable/economic (anymore)) 8
- world's most innovative companies 2018 9 Apple (consumer electronics):- "producing the phone of the future - today"- first smart phone (IPhone) Netflix (entertainment):- "rethinking its mobile experience for phone-first, limited-bandwidth countries" Square (financial services)- "tackling big companies' point-of-sale systems and adding full banking services" Tencent (internet value added services):- "honoring content as king" Amazon (electronic commerce):- "becoming a larger-than-life presence"- was introduced with the image of low prices but now this image is false (they changed their strategy but the image stayed)- Innovations: product-suggestion list, reviews, 1-click-buy, Amazon Prime, wishlist, Amazon Fresh- makes more profit in B2B-Business than in B2C-Business (few large sales (blockbusters) and a lot of small sales (rat tail- Competitor: Google (because Amazon is also collecting data/information) Patagonia (clothing):- "inspiring innovation via environmental activism" CVS Health:- "cleaning up the aisles" The Washington Post (media):- "bringing Amazonian ambition to news" Spotify (music):- "locking down label deals, breaking new artists, and being everywhere users want a personalized soundtrack" NBA (sports):- "leading the leagues in technology"
- Example: Rise, fall and resurrection: 40 years of Apple 10, 11 1984: first Mac (first PC to be usable independently from the work place/usable with a mouse); first mover-advantage until Windows released 1988 - Apple OS only compatible with Apple Hardware -> Windows is independant and became more popular 1977: Steve Jobs rejoins Apple and changed a lot (using diversification (no real product category or target group (Zielgruppe), niche-strategy (few products but great quality)); Focus on Design, Style, Simplicity (Blue Ocean Strategy (using "uncontested market space" where there are no competitors)) -> Innovations like the first iPhone, first iPad, first iWatch raise share prices (because share prices are determined by people's expectation and they expect the innovations to be successfull)
- Top 5 future technology inventions | 2019-2050 Cicret Bracelet:- bracelet that projects the phone display onto the forearm, would probably have to be connected to the mobile phone via bluetooth- waterproof, can be activated with a flip of the wrist iWatch:- with a hologram display, can transfer data directly from other devices Wall-format display glass:- can be easily connected to a phone, especially useful at work places Smart Card:- really flat, similar to a small mobile phone Smart Newspaper:- interactive Newspaper with touchscreens and fully foldable
- successful Innovations that have changed our lives 14 PC Mobile Phone:- being available everywhere and always Walkman:- flopped first and only became popluar after commercials with celebrities were used- Japan: Trial&Error-mentality concerning innovations Electronic mail (e-mail) Digital camera Short Message Service (SMS) Global Positioning System (GPS):- basis/foundation for navigation systems MP3 player Smartphone Wheel:- led to further innovations (like gearwheels (Zahnräder)) that wouldn't have been possible without the concept of a wheel
- Frequency of product failures 15 - only 6% of all launched products are successfull, 10% are mediocre and 14% are failures even though they were accepted by the market (not withdrawn) - 70% of all launched products are withdrawn from the market
- failed innovations (that didn't change our lives) and reasons why they failed 16 Visual telephone/videophone:- failed even though Skype/phone-videochats were successful (because a network is required)- network is necessary for the product to be successful (if no one uses it, it is useless and won't be bought; with Skype it's different because people already had a computer and could use Skype for free, so a network was quickly created) Concorde:- too expensive HD DVD:- flopped because instead of HD-DVD Blu-Ray became the standard (BluRay was the better alternative) MiniDisc:(- failed because MP3 became the default?) Betamax- failed because VHS Cassettes became the standard/default Zeppelin:- flopped because it was a niche product and dangerous to use Pager:- flopped because mobile phones were introduced into the market at the same time; because Pagers were more expensive people bought mobile phones instead of Pagers Domestic Robot:- too little use/benefits; was perceived as a toy rather than an actual helpful product
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- Typologies of new product failures 17 A: - "better mousetraps which no one wanted" - 28% of failures- number of potential customers was overestimated despite product's benefits- example: visual telephone B:- "Me-too products which meet a competition barrier"- 24%- customers are loyal to already existing suppliers (brand loyalty)- imitation instead of innovation was used- example: HD-DVD, MiniDisc, Betamax C:- "Products with competitive weaknesses"- 13%- similar to other products; cannot withstand competitive pressure- example: Pager, Betamax D:- "Products with environmental weaknesses"- 7%- product not oriented towards customer benefit- misjudged market (costumers, competition, governmental activities etc)- example: Zeppelin, Domestic Robot, MiniDisc E:- "Products with technical weaknesses"- 13%- technical requirements aren't matched- example: Zeppelin F:- "Collapse of prices"- 13%- product price was too high; competitor's prices were lower- example: Concorde
- 2 Major challenges concerning innovations 1) Omission bias-> new ideas are not pursued because of the fear of failure/the idea not working out-> potential setback (Rückschlag) could put career in danger 2) Loss aversion-> people "play not to lose" instead of "play to win" (they aren't taking any risks because they fear failure)-> pain of losing is perceived as greater (2x greater) than the pleasure of winning Impacts of these challenges:- little learning effects- little creativity- little innovation- little progress How to overcome these challenges?- motivate to dare something; success is likely to compensate for past failures- create an appropriate incentive system that rewards the pursuit of new ideas- internalize that inaction is often more harmful than action; especially in highly dynamic and competitive markets 18