Corporate Communications Today, Course Module 4: Innovation Management

Corporate Communications Today
Course Module 4: Innovation Management
14.01.2012
Susanne Robra-Bissantz

1

Course Modules

CM 1
Social Media

CM 3
„Marketing“

CM 2
Collaboration

CM 4
Innovation

CM 5
Knowledge

CM 6
Web Society

WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite

2

Collaboration within the company


3

Information and Communication within the company

Innova Idea
tion Manag
Organi Knowle
dge
zation

• Information and communication
are the keys to competitive
advantages.
• Ideas are the basis for innovation.
• Ideas need a knowledge base.
• Innovations lead to learning and
to new knowledge.


4

Collaboration approaches: internal – external?
Innovation Management
Knowledge Management

Collaborative creativity
Project support

Organizational Learning

Complaints: ideas and problems


5

Collaborative creativity?

blog.fashionfreax.net

"There's only one
way: There will be no
discussion (...) design,


6

Creativity
Creativity is the contextual potential for meaningful novelty which
unfolds in action, in searching and work of individuals on a problem or a
matching result.
(Sonnenberg 2007, p.72)

Ego strength
• self-confidence
• nonconformism

divergent
thinking
convergent
thinking

Sensibility
• openness
• tolerance for conflict and
frustration

Intuition
• spontaneity
• tolerance for risk
Interest in complexity
• reflexivity
• endurance


7

Creativity – collaborative?
The competition between organizations will take place
increasingly based on creativity.
(e.g. Burnside 1990, Kratzer et al. 2004)

„Divison of labour is inherently counter-creative“
(Andersson 1997)

A heterogeneous group with common visions leads to potentially
higher creative potential.
(Posts combination model: Nijstadt, Paulus 2003, Creative field: Burrow 1999)


8

Collaborative creativity - approaches in idea management systems
innovators/objectors
maverick/logician

newcomer/older ones

heterogeneous teams
different experiences

weak ties

reunite experiences
turn upside down

reunite ideas

creativity techniques
explain perspective
adopt perspective

9

Idea platform: example – HYVE IdeaNet


10

Example Hype - Home

Currently running idea campaigns,
in which I can participate.

Overview:
The latest submitted ideas
that make me curious.

Idea „portfolio“
idea exploration

The most popular
ideas that I can
evaluate and discuss.


11

I can see how far my idea has
come in the selection process.

idea evaluation
I can format my idea
description with MS
Word-like tools.

I can attach
pictures and
documents.

My idea is evaluated
according to standardized
criteria, which are specific to
my organization.

idea screening

idea generation

The system alerted
me to similar ideas,
so I can come into
contact with the idea
originator.

I can see when my boss
looked at my idea last
night.

idea networking


12

I can see how far my idea has
come in the selection process.

idea evaluation
idea generation

I can format my idea
description with MS
Word-like tools.

Focus:
The system alerted
me to similar ideas,
so I can come into
contact with the idea
originator.

Support of Phases of the Creativity

I can attach
pictures and
documents.

prozcess with additive collaboration
My idea is evaluated
according to standardized
criteria, which are specific to
my organization.

and review

idea screening

I can see when my boss
looked at my idea last
night.

idea networking


13

Idea Management Systems

Current creativity techniques and idea
management systems reflect the prevailing
research with an american, individualistic
embossing.
They provide little empirical evidence for the
advantages of real collaborative creativity.
(Hennesey/Amabile 2007)


14

Synergetic cooperation!
As strange as it may seem: None of the
four has come close to the musical and
artistic level of the Beatles as a solo artist.
(Benzinger, 2001, S. 37)

various roles
multi sociation
Group Flow
change of perspective
reciprocal challenge
rooms/situations

15

Virtual spaces for collaboration

Discovery-

Activities-

Tagging

associate with

from persons,
activities,
discoveries,
ideas, …

social tagging


16

Virtual spaces for collaboration

Discovery-

Activities• other perspectives
• new ideas
• new links
collabora
tion

child
hands
helping

associate with

social tagging


17

Encounter² – to make collaboration visible

Who does what?
Who knows whom?
Interact

What's new?
What is interesting?

Which topics are hot?
Who is working on them?


18

Collaboration approaches: internal – external?
Innovation Management
Knowledge Management

Collaborative creativity
Project support

Organizational Learning

Complaints: ideas and problems


19

Innovation and creativity with customers

80% of the innovations which are developed by a
company on her own are not successful. By contrast
80% of the innovations initiated by customers
succeed.
(Robert G. Cooper 2010)


20

Open Innovation – University of Oregon


21

Innovation models by Chesbrough
Closed Innovation Model
company boundaries

Open Innovation Model
company boundaries
new market

ideas

research

existing market

development

ideas

research

existing market

development
Chesbrough, 2003


22

Idea Management Systems

Innovation market places

Communitys

Innovation competitions

Toolkits

Lead-User-Method

Instruments


23

Innovation
Customer

Company

Information
about solution

Innovation

Information
about need

traditional

Information
about need
Information
about solution

Innovation
Information
about solution

„open“

24

Iterative process of problem solving
traditional
innovation process
First (temporary)
developments

Customer as a product
developer / innovator
Producer

First( temporary)
developments
interface
design

design
iterations

construction (prototypes)

construction (prototypes)
interface

test (feedback)

test (feedback)
Customer

Thomke/von
Hippel, 2002


25

Open Innovation: Innovation platform


26

Idea competitions


27

Evaluation - single customer


28

Evaluation - Review

Estimate popular
opinions
Prediction market?


29

Idea competitions

Typical problems:
• Lack of motivation
• Lack of „quality“


30

Research project: Gaming as a collaboration mechanism

game points
virtual identity

social points

Increase
reedemable points

stories

game mechanisms

exchange

levels

collect

Increase

leaderboards


31

Corporate Communications Today
Course Module 4: Innovation Management
14.01.2012
Susanne Robra-Bissantz

32

Corporate Communications Today, Course Module 4: Innovation Management

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