Innovation Management assessment : ''consumers are key guide and compass when it comes to innovation. their view should always be followed"

1. “scientific discovery” versus “customer need”
amsterdam mba, 2014
innovation management
ning liu
jaejung seo
kivanc ozuolmez

2. consumers are key guide and compass when
it comes to innovation. their view should
always be followed

3. linear models of innovation

4. demand pull
2nd generation innovation management model
mid 60s - 70s
european origins
1 2 3 4 5
market needs r&d
marketing dept. manufacturing
sales

5. “without wants [demand or need] no
problems would exist. without
knowledge they could not be solved”
(Schmookler, 1966: 11-12)

6. “scientific or technological discovery” vs. “customer or management need”

7. breakthrough - incremental
time (as technological lifecycle)
façade (classification)

9. semiconductor
first transistor: Bell Labs, 23 December 1947
first semiconductor chip: Fairchild Semiconductor Corp, 1961

10. semiconductor
first transistor: Bell Labs, 23 December 1947
first semiconductor chip: Fairchild Semiconductor Corp, 1961

12. Microsoft’s Windows
Window 3.0 Window 95 Window 98
Window XP Window Vista Window 8

13. conclusion

14. breakthrough vs incremental
consumers have no idea to guide a breakthrough innovation, but their view
is precious to improve existing products and services.

15. time
early stages of a technology; more push.
late stages of a technology, more expectations, demand pull

16. façade
effect of consumer demand is more visible on delivery side. in business
model innovations, consumer demand might have less effect.

17. “If I had asked people what they wanted, they
would have said faster horses.”
(Henry Ford)

18. consumers are key guide and compass when it comes to innovation.
their view should always be followed
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