Professional Documents
Culture Documents
Outline
Introduce 3M
Traditional 3M innovation Way and Why want to use new method
Conclusion
Introduce 3M
Background History
Background
Founded in 1902 at Minnesota. Five businessman set out to mine a mineral deposit for grindingwheel abrasive. Deposits proved to be of little value New 3M company focus on sandpaper products.
1910s
New investor were attracted to 3M, such as Lucius Ordway, who moved the 3M company to St. Paul. Early technical and marketing innovations began to produce successes. The company paid its first dividend of 6 cents a share in 1916.
1920s
The worlds first waterproof sandpaper, which reduced airborne dusts during automobile manufacturing was developed. Masking Tape was invented- an innovative step toward diversification and the first of many Pressure-Sensitive Tapes. Technical progress resulted in Cellophane Tape for box sealing and soon hundreds of practical uses were discovered.
1940s
3M was diverted into defense materials for WWII, which was followed by new ventures, such as Reflective Sheeting for highway markings, Filament Adhesive Tape and the start of 3Ms involvement in the graphic arts filed with offset printing plates.
1950s
Thermo-Fax copying process, Fabric Protector, Cleaning Pads and several new electromechanical products ware introduced.
1960s
Dry-Silver microfilm was introduced along with photographic products, carbonless papers, overhead projection systems, and a rapidly growing health care business of medical and dental products.
1970s
1980s
Post-it Note was introduced, which created a whole new category in the marketplace and changed peoples communication and organization behavior forever.
1990s
Sales reached the $15 billion mark. 3M continued to develop an array of innovation products, including immune response modifier pharmaceuticals; brightness enhancement films for electronic display; and flexible circuits used in inkjet printers, cell phones and other electronic devices.
Nowadays
In 2004, sales topped $20 billion for the first time, with innovative new products contributing significantly to growth. Recent innovations include Post-it Super Sticky Note, Transparent Duct Tape, optical films for LCD televisions and a new family of Cleaning Products that give consumers the right scrubbing power for a host of cleaning jobs.
ensure the particular product under development could be efficiently made provided feedback about 3Ms manufacturing capabilities
Allowed for technical employees to take matters in their own hands. Marketing input traditionally came from current customers and sales representatives. Product developer focus on finding new angles or twists on the early trends.
Data from sales representative with daily contact with physicians or registered nurses. Gather some 30 nurses biannually from across the nation in a room to obtain reactions to proposed products. Customer evaluation of currently marketed products. Site visits to observe physicians and nurse at work, with the intent to identify unforeseen needs. Data on risk factors for diseases.
Disadvantage
Hiring out for market research created too many interfaces between development teams and customers Information obtained was not necessarily proprietary
anyone could open up a medical textbook to find key risk factor for diseases.
customers were somewhere blind about their own needs, and thus could not provide clues about SHOULD BE INNOVATED!! developing revolutionary products.
leading-edge customer needs Develop concepts for breakthrough products and services Customer-focused product development process
Definition
Method : An accurately forecasting market opportunity by taping the expertise base of lead users. Lead User
The people whose experience are ahead of the market segment. They may lead in either target or analogous market. They may be involved with just one or more attributes of the problems users met.
Purpose
Advantage:
richer and more reliable information better products and service concepts acceleration of the product and service development process supportive management a cross-disciplinary team of high skilled people a understanding of the principles of Lead User research 4-6 people from marketing and technical department 12-15 hours per week spent on the project project typically takes 5-6 months
Necessary Elements:
Compose:
5-6 weeks Select a specific need-related trends Digest the information from stage 1
Questionnaire Telephone
Seek to informally assess business potential for the product or service being conceptualized. Interview lead user experts for technical knowledge that pertains to concept generation.
Meet with key managers to confirm that needs and concepts fit well with business interests.
Evaluates the concepts in terms of technical feasibility, market appeal, and management priorities.
Surgical drapes What do you know about this market? How important is the skin itself as a source of infection?
easy to apply and remove. veterinary science to medics from MASH. Theater make-up business to veterinary sciences to oceanographers.
How to pool the combined knowledge and talent to develop product concepts?
Hold a workshop
Lack of structure in many corporate meeting Introverted and extroverted participants Artists idea VS. surgeons squash Find ways to marry very creative ideas with technical feasibility. Lie in navigating a sea of facts
Economic line
One size fit all timesaving Low cost material apply anti-microbial substances to skin Hand-held vacuum mode -mop up surface liquids Original laying mode Consistent with current strategy of reactive infection control Open the door to new business opportunities(2 billion)
Conclusion
Evolution or revolution?
Combining technologies from more than one core areas is evolution. Lead users method is a revolution
Think
about challenging the entire business strategy. Think that we gather and use information differently than before Provide emotional support
Pyramid of Experts
Cross-disciplinary networking
Top experts
Top experts
Mid-level experts
Mid-level experts