创新类型和模式-
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• Ericsson, founded as a telegraph repair shop in 1876; by end of 2019 was the largest supplier of mobile telecommunications systems in the world.
• First generation of cell phones had been analog. Second generation (2G) was digital. By end of 1990s, sales of 2G phones were beginning to decline.
Types of Innovation
• Radical versus Incremental Innovation
• The radicalness of an innovation is the degree to which it is new and different from previously existing products and processes.
• E.g., digital photography a more radical innovation for Kodak than for Sony.
Types of Innovation
• Competence-Enhancing versus CompetenceDestroying Innovation
• Telecom leaders began to set their sights on 3G phones that would utilize broadband channels, enabling videoconferencing and high-speed web surfing.
• The path a technology follows through time is termed its technology trajectory.
• Many consistent patterns have been observed in technology trajectories, helping us understand how technologies improve and are diffused.
Types of Innovation
• Product versus Process Innovation
• Product innovations are embodied in the outputs of an organization – its goods or services.
• Process innovations are innovations in the way an 百度文库rganization conducts its business, such as in techniques of producing or marketing goods or services.
• E.g., UPS creates a new distribution service (product innovation) that enables its customers to distribute their goods more widely or more easily (process innovation)
• Both the rate of a technology’s improvement, and its rate of diffusion to the market typically follow an sshaped curve.
• S-curves in Technological Improvement
Ericsson’s Gamble on 3G Wireless
Discussion Questions:
1. Is 3G a radical innovation or an incremental innovation? 2. What factors do you think will influence the rate at which 3G
創新種類
• Sustaining innovations (維持性創新):
• Bring a better product into an established market
• Disruptive innovations(破壞性創新):
• Low-end disruption(低階市場的破壞性創新): Address overserved customers with a lower-cost business model
• New-market disruption(創造新市場的破壞性創新): Compete against non-consumption.
不 同 性 能 的 考 量
未消費程度
創新種類
維持性創新
把更好的產品帶到現有市場上
性 能
低階市場的破壞性創新
以更低成本的事業模式，爭取被過度服務的顧客
創造新市場的破壞性創新
• E.g., adding gel-filled material to a bicycle seat
• An architectural innovation entails changing the overall design of the system or the way components interact.
Technology improves slowly at first because it is poorly understood.
Then accelerates as understanding increases.
沒有單一的分類法則來描述不同類型的創新
創新種類
• 技術系統創新 • 技術創新 (Philip CD ’83) • 產品創新 (Sony walkman ’79~) • 流程創新 (7-11配送創新) • 服務創新 (Fedex’s Hub & spoke ‘98)
• 管理系統創新 • 架構創新 (KFC 加盟店 ‘52) • 策略創新 (台積電 晶圓代工 ‘87)
• Incremental innovations may involve only a minor change from (or adjustment to) existing practices.
• The radicalness of an innovation is relative; it may change over time or with respect to different observers.
• Competence-enhancing innovations build on the firm’s existing knowledge base
• E.g., Intel’s Pentium 4 built on the technology for Pentium III.
• Competence-destroying innovations renders a firm’s existing competencies obsolete.
• E.g., transition from high-wheel bicycle to safety bicycle.
• Most architectural innovations require changes in the underlying components also.
Technology S-Curves
創新的類型
• 依對象：產品創新(針對現有產品或服務的特性或功能 來改變或開發新產品)與程序創新(針對產品服務或的製 造、行銷、配送進行改變)
• 依幅度：連續性創新(對現有的產品、服務或技術做改 變 )動態性創新(對現有產品、服務或技術做重大突破改 變 )非連續性創新(為全新的產品、服務或技術)
• 依層面：技術面創新(對現有產品或服務的功能或生產 程序做改變 )管理面創新(只對產品或服務的管理過程做 改變並不直接影響產品或服務的外表或功能)
爭取尚未消費者
時間
公司改進軌跡 顧客需求軌跡
Types of Innovation
• Architectural versus Component Innovation
• A component innovation (or modular innovation) entails changes to one or more components of a product system without significantly affecting the overall design.
Overview
• Several dimensions are used to categorize innovations.
• These dimensions help clarify how different innovations offer different opportunities (and pose different demands) on producers, users, and regulators.
创新类型和模式-
Chapter
3
Chapter 3
Types and Patterns of Innovation
McGraw-Hill/Irwin
© 2019 The McGraw-Hill Companies, Inc. All rights reserved.
Ericsson’s Gamble on 3G Wireless
• Product innovations can enable process innovations and vice versa.
• What is a product innovation for one organization might be a process innovation for another
technologies are adopted by operators and mobile phone consumers? 3. Is Ericsson trying to offer more technological capability than consumers really need? 4. Is Ericsson's focus on 3G technologies a good strategy? Why or why not?
• In late 1990s, Ericsson began focusing on 3G systems, and put less effort on developing and promoting its 2G systems.
• However, transition to 3G turned out to be more complex than expected, and there were worries that users might not value them as much as hoped. Had Ericsson gambled too much (and too early) on 3G?
• E.g., electronic calculators rendered Keuffel & Esser’s slide rule expertise obsolete.
• Whether an innovation is competence enhancing or competence destroying depends on the perspective of a particular firm.
• First generation of cell phones had been analog. Second generation (2G) was digital. By end of 1990s, sales of 2G phones were beginning to decline.
Types of Innovation
• Radical versus Incremental Innovation
• The radicalness of an innovation is the degree to which it is new and different from previously existing products and processes.
• E.g., digital photography a more radical innovation for Kodak than for Sony.
Types of Innovation
• Competence-Enhancing versus CompetenceDestroying Innovation
• Telecom leaders began to set their sights on 3G phones that would utilize broadband channels, enabling videoconferencing and high-speed web surfing.
• The path a technology follows through time is termed its technology trajectory.
• Many consistent patterns have been observed in technology trajectories, helping us understand how technologies improve and are diffused.
Types of Innovation
• Product versus Process Innovation
• Product innovations are embodied in the outputs of an organization – its goods or services.
• Process innovations are innovations in the way an 百度文库rganization conducts its business, such as in techniques of producing or marketing goods or services.
• E.g., UPS creates a new distribution service (product innovation) that enables its customers to distribute their goods more widely or more easily (process innovation)
• Both the rate of a technology’s improvement, and its rate of diffusion to the market typically follow an sshaped curve.
• S-curves in Technological Improvement
Ericsson’s Gamble on 3G Wireless
Discussion Questions:
1. Is 3G a radical innovation or an incremental innovation? 2. What factors do you think will influence the rate at which 3G
創新種類
• Sustaining innovations (維持性創新):
• Bring a better product into an established market
• Disruptive innovations(破壞性創新):
• Low-end disruption(低階市場的破壞性創新): Address overserved customers with a lower-cost business model
• New-market disruption(創造新市場的破壞性創新): Compete against non-consumption.
不 同 性 能 的 考 量
未消費程度
創新種類
維持性創新
把更好的產品帶到現有市場上
性 能
低階市場的破壞性創新
以更低成本的事業模式，爭取被過度服務的顧客
創造新市場的破壞性創新
• E.g., adding gel-filled material to a bicycle seat
• An architectural innovation entails changing the overall design of the system or the way components interact.
Technology improves slowly at first because it is poorly understood.
Then accelerates as understanding increases.
沒有單一的分類法則來描述不同類型的創新
創新種類
• 技術系統創新 • 技術創新 (Philip CD ’83) • 產品創新 (Sony walkman ’79~) • 流程創新 (7-11配送創新) • 服務創新 (Fedex’s Hub & spoke ‘98)
• 管理系統創新 • 架構創新 (KFC 加盟店 ‘52) • 策略創新 (台積電 晶圓代工 ‘87)
• Incremental innovations may involve only a minor change from (or adjustment to) existing practices.
• The radicalness of an innovation is relative; it may change over time or with respect to different observers.
• Competence-enhancing innovations build on the firm’s existing knowledge base
• E.g., Intel’s Pentium 4 built on the technology for Pentium III.
• Competence-destroying innovations renders a firm’s existing competencies obsolete.
• E.g., transition from high-wheel bicycle to safety bicycle.
• Most architectural innovations require changes in the underlying components also.
Technology S-Curves
創新的類型
• 依對象：產品創新(針對現有產品或服務的特性或功能 來改變或開發新產品)與程序創新(針對產品服務或的製 造、行銷、配送進行改變)
• 依幅度：連續性創新(對現有的產品、服務或技術做改 變 )動態性創新(對現有產品、服務或技術做重大突破改 變 )非連續性創新(為全新的產品、服務或技術)
• 依層面：技術面創新(對現有產品或服務的功能或生產 程序做改變 )管理面創新(只對產品或服務的管理過程做 改變並不直接影響產品或服務的外表或功能)
爭取尚未消費者
時間
公司改進軌跡 顧客需求軌跡
Types of Innovation
• Architectural versus Component Innovation
• A component innovation (or modular innovation) entails changes to one or more components of a product system without significantly affecting the overall design.
Overview
• Several dimensions are used to categorize innovations.
• These dimensions help clarify how different innovations offer different opportunities (and pose different demands) on producers, users, and regulators.
创新类型和模式-
Chapter
3
Chapter 3
Types and Patterns of Innovation
McGraw-Hill/Irwin
© 2019 The McGraw-Hill Companies, Inc. All rights reserved.
Ericsson’s Gamble on 3G Wireless
• Product innovations can enable process innovations and vice versa.
• What is a product innovation for one organization might be a process innovation for another
technologies are adopted by operators and mobile phone consumers? 3. Is Ericsson trying to offer more technological capability than consumers really need? 4. Is Ericsson's focus on 3G technologies a good strategy? Why or why not?
• In late 1990s, Ericsson began focusing on 3G systems, and put less effort on developing and promoting its 2G systems.
• However, transition to 3G turned out to be more complex than expected, and there were worries that users might not value them as much as hoped. Had Ericsson gambled too much (and too early) on 3G?
• E.g., electronic calculators rendered Keuffel & Esser’s slide rule expertise obsolete.
• Whether an innovation is competence enhancing or competence destroying depends on the perspective of a particular firm.