ORIGINATORS OF INNOVATION

2 conflicting views Result of combination of external social factors and influences(social deterministic school) Result of unique individual talents(individualistic school)

Technology push
R&D

manufacturing
marketing user

Marketing Pull
Marketing R & D Manufacturing User

How do Technology & Markets affect commercialisation?

Marketing Mix (Four Ps)

Product Price Place Promotion

Technological maturity Market maturity

Strategic Marketing wheter or not to enter a new market and then establishing. Tactical marketing differentiation of existing products and services

Figure 7.3 Relationship between innovation and market performance

2005 Joe Tidd, John Bessant and Keith Pavitt

Figure 7.1 Technological and market maturity determine the marketing process

2005 Joe Tidd, John Bessant and Keith Pavitt

Differentiation
Old technology and old market
Customer needs, product improvement Profit associated with High relative quality Good value Product differentiation/Brand

Interactive Model

ORGANIZATION

STRATEGYContinuous improvement Radical Change breakthrough innovation TOP MANAGEMENT

Lack Of Imagination (High Imaginative power) Lack Of Openness (Autonomy and teamwork) Lack Of Interest (Result orientation)

PEOPLE Leaders(participative, visionary, Transformational, autocratic, Bureaucratic, transactional) risk taking,

 CHANGE AGENTS Knowledgeable and team builder IDEA CHAMPIONS high committed employee in innovation,

technical specialist EMPLOYEES- knowledge and skill

Perceptual Block (prevent true ,relevant picture of outside world) Emotional Block- (fear, anxiety and jealously) Intellectual Block ( poor reasoning and presentation) Self Image Block- (ego, inflexibility and underevaluation)

CLIMATE AND CULTURE STRUCTURE- formal allocation of work roles and administrative

mechanism to control and integrate work activities ,adaptability and flexibility Organic, flat ,small size Vs mechanistic, vertical ,large size

 ORGANIZATIONAL ENVIRONMENT DYNAMICS Interaction with environment- quality and quantity of communication Posture a firm takes in relation to the environment, defender and prospector ENVIRONMENT SOCIO-CULTURE

Attitude Towards New Ideas- traditional and materialistic society Work Ethics- pay dominated and achievement dominated Female Participation-

 POLITICO-LEGAL

economic policies business-govt interaction

Technological

R & D Emphasis Technological Progress

Competition Social Responsibility

ECONOMIC