Beruflich Dokumente
Kultur Dokumente
Edyta Kostanek
UCL, University of London
Innovation
http://www.nesta.org.uk/publicati
ons/measuring-user-innovation-uk
Types of user innovation (Tidd and Bessant, 2014: 298)
Examples of consumer product innovations
Category Example
Health Products Gatorade
Personal Care Protein-base Shampoo
Feminine Hygiene
Sports Equipment Mountain Bike
Snowboard
Apparel Sports Bra
Food Chocolate Milk
Graham Cracker Crust
Office White-out Liquid
Computer Application Software Electronic Mail
Desk Top Publishing
The World Wide Web
– A Lead User Innovation
“Berners-Lee did not set out to invent a contemporary cultural
phenomenon; rather, he says, “it was something I needed in my
work.”
He wanted to simply to solve a problem that was hindering his
efforts as a consulting software engineer at CERN.
Berners-Lee’s innovation was to apply hypertext to the growing
reality of networked computers.
He expanded the idea he had developed at CERN and made it
available on the Internet in the summer of 1991.
(Technology Review, July 1996, p.34)
History of “AOL Instant Messenger”
http://www.innovation-portal.info/resources/3m-eric-von-hippel/
Open Innovations
Edyta Kostanek
UCL, University of London
The Emerging Innovation Agenda …
R&D creates profit only when we invent, develop and External R&D can create remarkable value; to employ it,
market everything ourselves. we need absorption capacity, often as internal R&D.
If we develop the product ourselves, we will be the first R&D can create profit even if we do not initialize and
on the market. perform it ourselves.
Winner is who gets the innovation to the market first. To develop better business model is more important than
to be the first in the market.
We will win if we develop most of the ideas (an the best We will win if we make best use of internal and external
of them). ideas.
We must have our intellectual property under control so We must be able to profit from others using our
that our competitors can make advantage of it. intellectual property and we must license the intellectual
property if it supports our business model.
Examples
Customers
Independent
Inventors Academia
Innovation
Non-R&D
Suppliers
Employees
Understanding the landscape ..…
Emergent
• Less defined / unstructured problem space
• Exploration, novelty
• Emphasis on ‘unknown connections’ in knowledge-base
Network
Leadership
Centralized Diffused
• Dominant player led • Community led
• More formal structures/linkages • More informal structures/linkages
• Hierarchical • Etherarchical
Innovation
Space
Defined
• Clearly defined/structured problem space
• Exploitation, efficiency
• Emphasis on ‘known connections’ in knowledge-base
The Four Models of
Network-Centric Innovation
Creative Jam
Emergent Bazaar Central
Innovation Space
Orchestra MOD
Station
Defined
Network Leadership
Centralized Diffused
Models of Network-Centric Innovation (1)
Orchestra
§ Focused on exploiting the market opportunities
based on an explicit innovation architecture that
is defined and shaped by a dominant firm
§ Role as the Innovation Integrator
§ Found in markets where a proprietary dominant
design has emerged
§ Emphasize modularity and innovation efficiency
§ Highly organized and coordinated innovation
processes & support infrastructure
§ Predefined script
§ Conductor or lead entity
§ Defined roles based on expertise
§ Hierarchical (formal) relationships
Boeing 787 Design & Development
Models of Network-Centric Innovation (2)
Creative Bazaar
• Focused on seeking out and bringing to
fruition new innovation opportunities that
meet the broad market and innovation
agenda of the dominant firm
• Role as the Innovation Seeker
• Emergence of new types of innovation
intermediaries (e.g. Innovation
Capitalist)
• Found in markets that are diverse in
terms of customer choices (e.g.
consumer products) or technology
application contexts (e.g. enterprise
computing)
Models of Network-Centric Innovation (3)
§ establishing standards
§ Intangible assets account for 80% of a company's value (Source: Forbes, Oct. 2014)
§ Establishes protectable legal interests in the goods/services and the technology used to
produce them
• Patents
• Copyright
others from:
§ Making, using, offering for sale, or selling the invention in the country
§ Importing the invention into the country
§ Utility patents (including business method patents) are the most common types of
patents
§ Inventive step – ‘not obvious to a person skilled in the art’. This is a relative test, as the
assumed level of skill is higher in some fields than others.
§ Industrial application – utility test requires the invention to be capable of being applied to a
machine, product or process.
§ Patentable subject – discoveries and formula cannot be patented, and in Europe neither can
software (the subject of copyright) or new organisms
§ Clear and complete disclosure – note that a patent provides only certain legal property
rights, and in the case of infringement the patent holder needs to take the appropriate legal
action.
Examples of Utility and Design Patents
How Do Companies Protect IP?
Why? Advantages:
• strategic freedom to operate § reduce or eliminate production and
distribution costs and risks
• access to knowledge
§ reach a larger market
• entry to new markets
• establish technological leadership § exploit in other applications
https://www.youtube.co
m/watch?v=lATj57E83LM
Methods for pricing licenses
§ Apple aggressively defends its patents against alleged infringements, including HTC &
Samsung in 2011, seeking to ban sales of competing mobile devices.
§ Nokia won patent dispute regarding touch-screen technology with Apple in 2011, now
receives 2% iPhone revenues, in excess of $30 billion (£19 billion) annually.
§ Oracle launched a case against Google, alleging Android infringes Java patents, claiming
$6.1 billion (£4 billion) in damages.
§ Nortel sold its entire patent portfolio in 2011 for $4.5 billion (£2.8 billion) to a consortium of
firms: Apple, Microsoft, Sony, Ericsson & RIM (BlackBerry).
§ In response, Google acquired Motorola’s mobile telephony patents in 2011 for $12.5 billion
(£7.7 billion), because of the vulnerability of its Android platform.
https://www.youtube.co
m/watch?v=mJ171IktSXU
References