Chap 1: Innovation – what is it and why it matters?
The two main ideas of this chapter are:
The Importance of Innovation:
Innovation is an indispensable driver of success for organizations. It is intrinsically linked to growth and the
creation of a competitive advantage. Organizations that prioritize innovation tend to outperform their
competitors. This connection between innovation and success is not merely anecdotal; it's backed by
research and evidence. Innovative organizations mobilize knowledge and technological skills to adapt to
changing market conditions and identify opportunities. They don't view challenges as obstacles but as
entrepreneurial opportunities. Such a mindset positions them to take risks and pioneer new ideas, setting the
stage for growth.
Innovation is not confined to high-technology companies. It encompasses a broad spectrum of activities,
including product, process, and market innovation. The ability to consistently innovate across these
dimensions is associated with financial success. It's important to note that spending more money on
innovation does not necessarily lead to better financial performance. Instead, the key lies in how well
organizations implement their innovative ideas. Bright ideas, when effectively executed, can lead to the
creation of valuable new services and the efficient delivery of existing ones. This becomes especially crucial
in times when there is pressure on budgets and resources.
Entrepreneurship is at the core of innovation. Entrepreneurs are risk-takers who blend structure with passion,
planning with vision, tools with wisdom, strategy with execution, and judgment with the willingness to take
risks. Their ability to identify opportunities and turn problems into solutions is what propels innovation.
The Different Dimensions of Innovation:
Innovation is a multi-faceted concept that goes beyond simply introducing new products. It encompasses
various types of hidden innovation, such as organizational and business model innovations. These less
visible forms of innovation are crucial to success and growth. The scope for innovation extends to four
dimensions: product, process, position, and paradigm innovation.
Product innovation involves changes in the products or services an organization offers. Process innovation
focuses on changing the way these products or services are created and delivered. Position innovation relates
to changes in the context in which products or services are introduced. Paradigm innovation addresses
changes in the underlying mental models that shape an organization's activities.
Innovation is not just about creating something entirely new; it can also involve repositioning existing
products or processes in different contexts. This reframing of how something is perceived can create new
opportunities and drive innovation. In some cases, it's about changing the underlying business models, a
concept known as "business model innovation." This can be triggered by various factors, including new
technologies, evolving market expectations, changes in legal regulations, or shifts in environmental
conditions.
Innovation opportunities are not static; they evolve over time. Different phases of innovation are
characterized by varying degrees of uncertainty and the focus on different aspects. Successful innovation
management requires an understanding of these phases and the ability to adapt to changing conditions. This
is particularly critical in times of discontinuity when the rules of the game change. New entrants often have
an advantage in such scenarios because they don't have to unlearn old practices.
Reference:
Tidd J. and Bessant J. 7th edition. Managing Innovation – Integrating technological, market and organizational
change.