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 Tools
!
Using the 4Ps Approach to Explore Innovation Space
!"#$#%&'% 1. Read section 1.5 of the book (and for more detail D. Francis and J. Bessant,
><#0=./#/% ‘Targeting innovation and implications for capability development’, Technovation
25:3 (2005): p. 171-183).

2. Taking a specific case example with which you are familiar, try to map its innovation
activities onto the 4Ps framework.

3. Look back and identify its key areas of concentration. Where are its strengths – and
where (and why) the gaps?

4. What is its present portfolio of innovative activity – again, where is it concentrated,

where are the strengths and where are the gaps?

5. Finally, looking ahead, where could it/should it be concentrating? Where is it

vulnerable and therefore where are there new targets for strategic innovation?

This can be a group or individual exercise and can trigger a lively discussion. It is useful to
ask groups to provide a short, focused feedback presentation highlighting key points, lessons
learned, etc.

A useful variant is to show a simple case study video or to use a brief case drawn from
current press reports or websites and ask the groups to conduct a 4Ps analysis on that,
looking for innovation opportunities. Some examples can be found in the ‘Case studies’
section of this website.

It is also useful to provide them with a simple visual framework to carry out the review and
to focus presentations:

©2005 Joe Tidd, John Bessant, Keith Pavitt

www.wileyeurope.com/college/tidd
1
!