Beruflich Dokumente
Kultur Dokumente
By finding a use for these resources mankind creates economic value from what
previously did not exist. Australia's economic and social development has much
to thank for the creation of global markets for wool and mineral commodities
such as iron ore and copper. These are also examples to show how innovation
does not have to be solely 'high tech'.
Recognising and seeking change is the catalyst that drives the entrepreneur and
it is this drive for change that provides the opportunity for the new and different.
Unexpected success:
In design, Levi Strauss developed a sturdy pant made from denim textile for gold
miners during the 1800's. Unexpectedly Levi Strauss has developed from a work
wear manufacturer to a global fashion brand synonymous with youth culture.
Unexpected failures
Most unexpected failures are neglected. For example the developers of the
revolutionary drug 'Viagra' had originally pursued research to develop a drug
related to heart disease and after failing found the unexpected side effects were
the basis of the drug that has put smiles on the faces of many middle aged
couples around the world and at the same time developed a multi billion dollar
product industry.
Rip Curl, a global leader in surf wear, developed wetsuits designed specifically
for surfers after unexpectedly recognising the application of neoprene by navy
and military divers. After modifying this neoprene product, Rip Curl developed a
global market for surfing wetsuits and in turn contributed to the global
development of surfing participation and the $9Billion global surfing industry.
Incongruities
It is said that necessity is the mother of all invention. Need drives many
successful innovations. It is need that has driven the development of defence
and aviation technologies. Need has driven the development of pesticides and
vaccines. Need has driven the development of universities and business schools.
Such mundane products as the ball point pen, the 'post-it' note and the word
processor have been driven by the needs of consumers.
Retail is an industry that translates to many product and service categories. The
traditional retailer had physical premises selling a product, service or both. The
traditional model was for a wholesaler to supply products to a retailer. Each party
considered that being a wholesaler and retailer was mutually exclusive and
interdependent - you could not be both. Enter two phenomenons of the 70's &
80's, the manufacturer and retailer. Firms such a Just Jeans and Gap started
developing product under their own brand rather than relying solely on
traditional wholesalers such as Levi Strauss. Fast forward years and today both
retail groups sell predominantly their own product and Levi Strauss has become
a retailer in its own right.
Similarly, book retailing has been dramatically affected by the advent of the
internet as a means for selling standardised product on line direct to a consumer
that can access the Amazon online shop front from anywhere in the world.
Amazon, and the Internet, has changed the retailing landscape for good and
developed into a multi billion dollar global marketplace for everything from
books to cosmetics, perfumes and education.
Often changes in society create product and service opportunities. The explosion
in inner city high-density urban apartment development has been supported by
a shift towards the cities.
Food industries have developed new products containing health and well being
properties as a response to societies desire for low fat, low carbohydrate healthy
meals.
Perception and mood arguably drive the global fashion industry whose design
houses seek to capture the essence of how societies feel and view the world. The
changing colours have as much to do with seasons, as they have to do with the
prevailing socio-economic environment. A new fashion brand can develop by
capturing and commercialising a social mood and translating it into a design
aesthetic that is highly relevant, modern and as a result appealing.
In period of recession and war the colours and mood are muted and understated.
When economic prosperity and peace returns the collections become colourful
and extroverted.
Similarly music, film and art expresses much of societies mood and perceptions
at the time.
New technology
New technologies spark new services and products. The development of MP3
technology has driven the development of Apples i-Pod and i-Tunes music
distribution. Wireless technology has spawned the development of the wireless
office space with re-assessment of traditional work place design from fixed work
stations to open plan offices with multiple fluid 'meeting rooms'.
Learning Activity 1.4
Are there more sources than the seven identified by Peter Drucker? Please
comment with examples and explanation.
Does the seven-source framework translate into all product and service contexts
or does it have limitations to how it can be applied. Please comment with
examples and explanation.
What of social innovation? Does innovation have to be tangible and economic for
it to be relevant or recognised? Please comment - using example