INNOVATION MANAGEMENT
Strategy and Implementation using the Pentathlon Framework
SECOND EDITION
KEITH GOFFIN & RICK MITCHELL
Includes 77 innovation case studies - from the service and manufacturing
sectors and from around the globe
macmillan
Table of Contents
List of Case Studies
Acknowledgements
Preface
About the Authors
Copyright Material •
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KEY ASPECTS OF INNOVATION MANAGEMENT
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Introduction
Innovation Drivers
Technological Advances; Changing Customers and Needs;
Intensified Competition; Changing Business Environment;
Responding to the Environment — Strategic Intent
Characteristics Of Innovation
Definitions of Innovation; Dimensions of Innovation;
Dimensions of Innovation in Services; Degrees of Innovation;
Evaluating Dimensions and Degrees; Innovation
and Continuous Improvement; Phases of Innovation;
Innovation throughout the Organization
Key Research On Innovation
Macro-Level Investigations; Micro-Level Investigations;
Project-Level Investigations; Service Innovation Research
Managing Innovation - The Challenge
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Need for a Framework; The Innovation Pentathlon Framework
The Structure Of This Book
Format of the Chapters
Summary
INNOVATION AND ECONOMICS
Introduction
Economic Measures Of Innovation
Factors Mediating Innovation
Company Size and Innovation; Market Sectors and Innovation;
Education Levels, National Culture and Innovation;
Government Policies and Innovation
Impacts Of Innovation
Innovation and Business Cycles; Innovation
Innovation and Company
Performance;
Product Innovation and Growth
Diffusion Of Innovations
and
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Employment;
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TABLE OF CONTENTS
The Influence of Product Features; The Adoption Life Cycle
Summary^
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CONTRASTING SERVICES WITH MANUFACTURING
Introduction
The Importance Of Services
Service and the Economy; R&D.in Services;
Manufacturers Need Services
Characteristics Of Services
Terminology of Services and Manufacturing; Service Delivery;
The Servicescape; Service Characteristics and Innovation;
Managing Quality in Services
Innovation In Services
The Need.for Innovation; Managing Service Innovation;
New Service Development Processes
Services And Innovation Management
Summary
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4 DEVELOPING AN INNOVATION STRATEGY
Introduction
Innovation Strategy And Stakeholder Satisfaction
Kano's Feature Analysis
<
Technology: The Capability Ceiling
• The Technology CS' Curve; An Alternative Perspective: Dominant
Design; Evolution of Strategy as Technology Matures
Customer Satisfaction: Feature Fatigue
Disruptive Innovation; Responses to a Disruptive Threat
Competition
Value Innovation: Blue Ocean Strategies; Protecting the Value
Open Innovation
Strategic Issues
Linking The Components Of Strategy
Roadmapping; Scenario Planning
The Success Trap
Summary
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5 GENERATING CREATIVE CUSTOMER-FOCUSED^ IDEAS
Introduction
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Creativity
Types of Business Creativity; Individual Creativity; Team Creativity
and Culture; Creativity Techniques for Innovation
Triz
Managing Knowledge
Nature of Knowledge; Capturing Tacit Knowledge;
Promoting Knowledge Transfer
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Ideas And Innovation
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TABLE OF CONTENTS
Identifying Customer Needs - Traditional Approaches; Hidden Needs
Analysis; Empathic Design; Lead Users; Experimentation; Virtual
Communities; Identifying Priorities - Conjoint Analysis; Choosing
the Correct Approach to Market Research
Protecting Ideas
Copyright; Design Right; Trademarks; Patents
Summary
6 SELECTING AND MANAGING AN
INNOVATION PORTFOLIO
Introduction
Principles Of Portfolio Management
The Need for a Process; Elements of a Good Portfolio
Valuing Individual Projects
Types of Project; Financial Valuation Methods; Single-Stage
Projects; Estimating Probabilities in Projects; Multistage
and Network Projects; Comparing the Values of Risky Projects;
Valuing Large and Small Portfolios of Projects; Non-financial
Methods; Choosing a Valuation Method
Choosing And Managing A Portfolio
Ranking Projectsfor Selection; Balance
The Management Process
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People Issues; Selecting the Tools
Summary
7 IMPLEMENTING INNOVATIONS
Introduction
Project Management Techniques
Setting Project Aims and Tradeoffs; Work Breakdown Structure;
The Project Schedule; The Resource; Plan;
Agile Project Management
Managing Project Risks
Collecting Risk Information;
Appraising the Risks: The FMEA Process
Linking Customer Needs To Product Design
Embedding the Features: Quality Function Deployment;
Defining and Delivering Service Products
Managing Stakeholders
Managing An Innovation Department
Phase Gates; Managing Simultaneous Projects;
Managing Collaborations
Summary
8 CREATING AN INNOVATIVE CULTURE
Introduction
Organizational Culture And Innovation
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TABLE OF CONTENTS
Understanding and Assessing Culture; Applying the
Cultural Web; Studies of Innovation Culture
Managing Innovation Teams
Team Structures; Making Project Teams Work
Managing People For Innovation
Recruiting and Job Assignment; Managing Performance;
Development of Employees
Summary
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BOOSTING INNOVATION PERFORMANCE
Introduction
Performance Improvement
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Assessing Current Performance
Performance Measures; The Innovation Audit
Priorities And Linkages
Priority Areas; Considering Linkages
Actions To Boost Performance
Change Management and Innovation; Making a Breakthrough;
The Role of an Innovation Manager
Summary
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10 THE FUTURE OF INNOVATION MANAGEMENT
Introduction: The Innovation Environment
Customers
Implications for Innovation Management
Technology
Implications for Innovation Management
Competition
Implications for Innovation Management
The Business Environment
Open Innovation; The Dangers of Open Innovation;
Implications for Innovation Management
Conclusion
Summary
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Appendix
References and Notes
Index
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