Innovation Management Best Paper Award 2013 Presentation

8/10/2019 Innovation Management Best Paper Award 2013 Presentation

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Pollution


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Energy security


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Climate change


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?


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Dis uptiveInno ation


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ManyAttempts

Failed


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Development Germansolar industry

Firms

Employees


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Protection from market mechanisms forsustainable technologies

Lowacceptance

Empowerment

Highcosts

Subsidies

Challenges

Protection

Poorperformance

Learning


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Sustainable technologies

require the right protection


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Why is this relevant?Billion $$$ of losses!


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The role of public and

private protection in

disruptive innovation:The automotive industry

and the emergence of

low-emission vehicles

Jonatan Pinkse

Ren Bohnsack

Ans Kolk

Forthcoming inJournal of Product Innovation Management


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How can large firms make a potentially

disruptive technology such as low-

emission vehicles attractive to

mainstream customers?

Challenge:

LEVs are systemic

LEVs are socially embedded

The paper combines disruptive

innovation & technological transitions

literature

Context


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Public and private protection levers

Development phase

Commercialization phase

Autonomous innovation Separate entities

Develop in structurally separate entities

(Christensen, 1997)

Market leadership

Seek market leadership in well-chosen

niche (Moore, 1991)

Systemic innovation Dynamic boundaries

Establish dynamic boundaries, i.e.

vertically integrate suppliers of new

technologies (Afuah, 2000)

Modularity

Stepwise adjust to new technology

through modular upgradability (Garud &

Kumaraswamy, 1995)

Socially embedded innovation

Incubation

Nurture and learn in niches supported by

governments (Geels, 2002)

Empowerment

Empower innovations with tax incentives

(Smith & Raven, 2012)


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Longitudinal multiple case study

General Motors, Daimler & Toyota

Main sources

Trade Journals (Automotive News & Wards Auto World),

Newspaper (Financial Times), Car Magazine (Autonews)

Search Query for main Sources

From 1997 until 2009

Main LEV technologies: EV, HV, FC

Resulted in 9000+ articles

Semi-structured coding

Research

design


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Utility Comfort Performance

Features of a car

RoadsterMulti-Purpose

City

Air-conNavigation

Leather

AccelerationFuel efficiency

Costs

LEVs: Compromise on all three dimensions

Why do LEVs

need

protection?


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0

50

100

150

200

250

300

350

400

450

90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09

Global Prius Sales

Private

Fast Lane Usage

PNGV

G21

(top

priority)

Lobbying

Prius I

launch

(cross-subsidization)

Honda

Insight

Prius II

Prototypes

GM Hybrid

Lexus Hybrid

Ford Hybrid

ZEV credits for Hybrids

Prius I

in the US

(cross-

subsidization)

Public

Prius III

Protection

Development

Phase Profit-making

Exemption from Congestion Charge in London

ProtectionCommer-

cialization

Phase

Tax incentives in various

countries, e.g. The Netherlands

Tax Incentives

BPEV expansion plan

Public procurement commitment to LEVs (mainly HVs)

Example:

protection

of hybrid

cars


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Main public protection levers:

Regulation, tax incentives, and public-private

partnerships

Impose or stimulate new performance metrics(e.g. fuel economy and vehicle emissions)

Main private protection levers:

Resource allocation, niche occupation and

collaboration-integration

Two most prominent levers:

Regulation imposing large-scale

commercializationof low-emission vehicles

Dumping of products in the market below cost

price

Findings


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Implications


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Paradigm shift necessary:

rigid and realistic

Target demand:Increase fuel taxes

Tax on CO2emissions

Target supply:Keep life cycle in mind: car industry has

6 year life cycle

Clock-speed of industry slow

Historical fuel efficiency improvement:

4% per decadeRigid, realistic targets

Sufficient funds, sustainable technologies

require large amounts of money

For

governments


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Implications for

(automotive)

innovation

managers

Paradigm shift necessary:

least compromise

Minimize compromises

Compensate compromises with

new business models

Stick to your guns

Focus on one technology

Preferably focus on

autonomous innovations


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Last but not least

Collaborate with new entrants

Endorse with celebrities

Consider future disruptive technologies

Implications for

(automotive)

innovation

managers


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Conclusions


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!

1899 France


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1899 - France

Jamais contente

EV - Zero emissions

First vehicle to go over 100 km/h


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Urban areas today


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A possible future?2013The Netherlandscar2go

EV - Zero emissions

Large scale EV car sharing scheme


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Sustainable technologies require

(right) protection

Governments: rigid targets anddemand focused

Businesses: Focus on autonomous

innovations with leastcompromise for consumers, design

new business models, and stick to

your guns

Conclusions


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Thank you very

much for your

attention!

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Innovation Management Best Paper Award 2013 Presentation

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