Corporate Communications Today, Course Module 4: Innovation Management

Corporate Communications Today Course Module 4: Innovation Management

14.01.2012

Susanne Robra-Bissantz

WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 2

Course Modules

CM 1 Social Media

CM 3 „Marketing“

CM 2 Collaboration

CM 4 Innovation

CM 5 Knowledge

CM 6 Web Society


Collaboration within the company


Information and Communication within the company

Knowledge Management

Innovation Management

Idea Management

•  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.

Organizational Learning


Collaboration approaches: internal – external?

Collaborative creativity


Organizational Learning Complaints: ideas and problems


Project support


Collaborative creativity?

"There's only one way: There will be no discussion (...) design, image, advertising, shop window - I'm doing everything" (FAS from 13.3.2011, p. 54). blog.fashionfreax.net


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)

convergent thinking

divergent thinking

Interest in complexity •  reflexivity •  endurance

Intuition •  spontaneity •  tolerance for risk

Sensibility •  openness •  tolerance for conflict and

frustration

Ego strength •  self-confidence •  nonconformism


Creativity – collaborative?

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

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

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


Collaborative creativity - approaches in idea management systems

heterogeneous teams

weak ties

innovators/objectors

maverick/logician

different experiences

newcomer/older ones

creativity techniques

explain perspective adopt perspective

reunite ideas

reunite experiences turn upside down


Idea platform: example – HYVE IdeaNet


Example Hype - Home

Overview: Idea „portfolio“ idea exploration

Currently running idea campaigns, in which I can participate.

The latest submitted ideas that make me curious.

The most popular ideas that I can evaluate and

discuss.


idea generation

idea evaluation

idea screening

idea networking

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

I can attach pictures and documents.

I can see when my boss looked at my idea

last night.

I can format my idea description

with MS Word-like tools.

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

to my organization.

The system alerted me to similar ideas, so I can come into

contact with the idea originator.


idea generation

idea evaluation

idea screening

idea networking

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

I can attach pictures and documents.

I can see when my boss looked at my idea

last night.

I can format my idea description

with MS Word-like tools.

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

to my organization.

The system alerted me to similar ideas, so I can come into

contact with the idea originator.

Focus:

Support of Phases of the Creativity

prozcess with additive collaboration

and review


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)


Synergetic cooperation!

various roles

change of perspective

reciprocal challenge

Group Flow

multi sociation

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)

rooms/situations


Virtual spaces for collaboration

Activities-Stream Discovery-Stream

Tagging from persons, activities, discoveries, ideas, …

associate with people social tagging


Virtual spaces for collaboration

associate with people social tagging

collaboration

child

helping hands

•  other perspectives •  new ideas •  new links

Activities-Stream Discovery-Stream


Encounter² – to make collaboration visible

Who does what? Who knows whom?

Which topics are hot? Who is working on them?

Interact

What's new? What is interesting?


Collaboration approaches: internal – external?

Collaborative creativity


Organizational Learning Complaints: ideas and problems


Project support


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)


Open Innovation – University of Oregon


Innovation models by Chesbrough

Chesbrough, 2003

Closed Innovation Model

research

company boundaries

ideas existing market

development

ideas

Open Innovation Model

research

company boundaries

existing market

development

new market


Instruments

Idea

Man

agem

ent S

yste

ms

Com

mun

itys

Lead

-Use

r-M

etho

d

Inno

vatio

n m

arke

t pla

ces

Tool

kits

Inno

vatio

n co

mpe

titio

ns


Innovation

Information about need

Information about solution Innovation

Company

traditional

Customer

Information about need

Information about solution Innovation

„open“

Information about solution


Iterative process of problem solving

First (temporary) developments

design

construction (prototypes)

test (feedback)

First( temporary) developments

test (feedback)

design

construction (prototypes)

Producer

Customer

iterations

interface

interface

traditional innovation process

Customer as a product developer / innovator

Thomke/von Hippel, 2002


Open Innovation: Innovation platform


Idea competitions


Evaluation - single customer


Evaluation - Review

Estimate popular opinions Prediction market?


Idea competitions

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


Research project: Gaming as a collaboration mechanism

game points

social points

collect leaderboards

levels exchange

stories

virtual identity

game mechanisms reedemable points

Increase motivation

Increase creativity

Corporate Communications Today Course Module 4: Innovation Management

14.01.2012

Susanne Robra-Bissantz

Date post:	05-Dec-2014
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Corporate Communications Today, Course Module 4: Innovation Management

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