INNOVATION AND NEW PRODUCT STRATEGY
  INNOVATION AND NEW PRODUCT STRATEGY
  • Innovation as a Customer Driven Process
   Innovation as a Customer Driven Process
  • New Product Planning
   New Product Planning
  • Idea Generation
   Idea Generation
  • Screening, Evaluating, and Business Analysis
   Screening, Evaluating, and Business Analysis
  • Product and Process Development
   Product and Process Development
  • Marketing Strategy and Market Testing
   Marketing Strategy and Market Testing
  • Commercialization
   Commercialization
  • Variation in the Generic New Product 
   Variation in the Generic New Product 
   Planning Process
   Planning Process
   INNOVATION FEATURE
   INNOVATION FEATURE
   Managing Google’s Idea Factory
   Managing Google’s Idea Factory
   As director of consumer Web products Marissa Mayer is a 
   champion of innovation.  She favors new product launches that 
   are early and often.
   She joined Google in early 1999 as a programmer when the 
   workforce totaled 20.  By 2007 Google had 5,700 employees 
   with expected sales of $16 billion.
            How Google Innovates
   The search leader has earned a reputation as one of the most 
   innovative companies in the world of technology.  A few of the 
   
   ways Google hatches new ideas:
      FREE (THINKING) TIME
     Google gives all engineers one day a week to develop their 
     own pet projects, no matter how far from the company’s 
     central mission.  If work gets in the way of free days for a 
     few weeks, they accumulate.  Google News came out of this 
     process.
  FINDING CUSTOMER VALUE OPPORTUNITIES
  FINDING CUSTOMER VALUE OPPORTUNITIES
   Customer value analysis
     Objective is to identify needs 
       for:
     1.New products
     2.Improvements to existing 
       products
     3.Improvements in 
       production processes
     4.Improvements in 
       supporting services
     TRANSFORMATIONAL
          Break-through innovation
               Digital photography
     NEW PRODUCT CATEGORY
             Dell               Printers
         
             Nike               Apparel 
                                   Golf clubs
     LINE EXTENSION
                     New color/package/style
     INCREMENTAL IMPROVEMENTS
                            Software updates 
  Characteristics of Successful Innovators
   Characteristics of Successful Innovators
               Creating an 
             Innovative Culture
 Leveragin     STRATEGIC      Selecting 
   g           INITIATIVES    the Right 
 Capabiliti                  Innovation 
   es                         Strategy
    Making Resource   Developing and 
     Commitments       Implementing 
                       Effective New 
                     Product Processes