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
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Collaboration within the company
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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
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Collaboration approaches: internal – external?
Collaborative creativity
Innovation Management
Organizational Learning Complaints: ideas and problems
Knowledge Management
Project support
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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
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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
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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)
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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
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Idea platform: example – HYVE IdeaNet
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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.
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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.
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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
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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)
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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
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Virtual spaces for collaboration
Activities-Stream Discovery-Stream
Tagging from persons, activities, discoveries, ideas, …
associate with people social tagging
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Virtual spaces for collaboration
associate with people social tagging
collaboration
child
helping hands
• other perspectives • new ideas • new links
Activities-Stream Discovery-Stream
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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?
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Collaboration approaches: internal – external?
Collaborative creativity
Innovation Management
Organizational Learning Complaints: ideas and problems
Knowledge Management
Project support
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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)
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Open Innovation – University of Oregon
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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
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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
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Innovation
Information about need
Information about solution Innovation
Company
traditional
Customer
Information about need
Information about solution Innovation
„open“
Information about solution
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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
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Open Innovation: Innovation platform
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Idea competitions
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Evaluation - single customer
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Evaluation - Review
Estimate popular opinions Prediction market?
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Idea competitions
Typical problems: • Lack of motivation • Lack of „quality“
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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