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Chapter
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1
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Introduction
Why is innovation important? Does it help deliver results?
This chapter identifies the benefits from taking more and
better ideas to market and provides: the context for taking
ideas to market; and an insight into the changing innovation
landscape across industry
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2
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What
is Ideas to Market?
Is invention all that you need, or is there something else
as well? This chapter discusses success and failure and highlights
aspects of the three key capabilities for taking ideas to
market: idea creation idea selection; and idea delivery
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3
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Evolution
of Ideas to Market
Where did this all start and how has that ability of taking
ideas to market developed? This chapter explores the origins
of the topic, the initial impetus, and recent developments
covering: the Industrial Revolution; early twentieth century
issues; putting the basics in place; globalization and acceleration;
focus and integration; emerging issues.
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4
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The
E-Dimension
How has the Internet enabled and restricted how ideas are
exploited? How important has the technology side of the equation
been in creating and delivering value? This chapter reviews
the impact of the Internet on taking ideas to market by: questioning
the real competitive advantage that has been gained; examining
eBay as a phenomenal success story of the first Internet age;
looking at the increasingly difficult issue of satisfying
customer expectations; and providing an example of the use
of Internet technology to enhance innovation.
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5
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The
Global Dimension
What are the impacts of globalization on innovation and idea
exploitation? This chapter addresses some of the issues and
provides insights into some of the implications, including:
delivering new products and services into a global market-place;
organizations in the new global arena; enabling the individual
to operate successfully in a global environment; and how ABB
redefined itself to successfully compete on the world stage.
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6
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The
State of the Art
What is state of the art for innovation right now? This chapter
navigates through the maze of current issues to highlight
the key emerging themes by: providing a contextual understanding
of the evolutionary position of firms; discussing the key
drivers of change; identifying how organizations are responding
to the challenges they encounter; and questioning what is
next.
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7
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In
Practice
Who should be looked at in demonstrating best practice right
now? This chapter answers this by using three different examples
of how companies are succeeding today: 3M's continued ability
to conceive, develop, and launch a series of major innovations;
Skandia's approach to creating an environment where innovation
is the norm; and Zara's fast-track approach to idea delivery
that is outstripping the competition.
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8
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Key
Concepts and Thinkers
Who are the key people and what have they contributed to the
world of innovation? This chapter identifies the major contributors
in three core areas: creativity; process; and strategy.
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9
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Resources
So where can you go for help? Who are useful sources of knowledge
and insight? This chapter identifies 16 organizations and
publications in five areas: US-based organizations; UK-based
organizations; academically-linked groups; consultancy-linked
groups; and international publications.
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10
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Ten
Steps for Taking Ideas to Market
How do you actually improve your capability to successfully
take ideas to market? This final chapter outlines the key
aspects that you need to focus on: define a balanced innovation
strategy; create an open and supportive culture; leverage
all stakeholders to generate ideas; conduct efficient idea
assessment and selection; use a clearly defined but flexible
generic process; provide clear accountability and empower
the team; focus on value generation; always pilot and test;
ensure effective launch management; and don't forget post-launch
learning reviews.
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