Innovation Management

Lecture 2
Daan Stam (teacher)

Amin yousefi (case 1)

Sandra Langeveld (Moderator)
Program today’s
Q&A session
1. General announcements
2. Module 1: Creativity, idea generation,
idea selection, and idea management
3. Case assignment 1
1. General announcements

• Moderator today: ….
• Student representatives

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Course overview & important dates
Week 1 Week 2-3 Week 4-5 Week 6-7 Week 8-11

Module 1 Module 2 Module 3 Module 4 Module 5

MOOC: Week 1 & 2 MOOC: Week 3 & 4 MOOC: Week 5 & 6 MOOC: Week 7 & 8 Conclusion
Book: Chapter 1 Book: C. 2 & 3 Book: C. 4 & 5 Book: C. 6, 7, 8 Book: C. 9, 10, 11

Lecture 1 Lecture 2 Lecture 3 Lecture 4 Lecture 5

27 October 3 November 17 November 1 December 8 December

Case 1: Case 2: Case 3: Exam:

9 November 23 November 7 December 14 Dec
Program today’s
Q&A session
1. General announcements
2. Module 1: Creativity, idea generation,
idea selection, and idea management
3. Case assignment 1
2.1 Module 1. Idea generation, selection,
management

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2.2 Idea generation

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Breaking cognitive sets and performance
“scripts”
• Divide a pie in 8 equal pieces.
• One problem, you can only cut the pie three times!

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Breaking cognitive sets and performance
“scripts”
• Divide a pie in 8 equal pieces.
• One problem, you can only cut the pie three times!

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Using “wide” categories

• I am the beginning of the end, and the end of time and space. I am
essential to creation, and I surround every place. What am I?

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Using “wide” categories

• I am the beginning of the End, and the end of timE and spacE. I am
essential to crEation, and I surround Every placE. What am I?

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Keeping response options open as long as
possible
• You are a contestant in a game show, and the game show host tells you
there is a prize behind one of the three doors you face. You have to guess
which door to open.

The game show host opens a different door...one that he knows has
nothing behind it and says, "I'll let you change your choice, if you want to."

And the question is, do you change your guess? Or keep your original
choice?

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Keeping response options open as long as
possible
• Many people immediately disregard the idea that changing doors would
matter… Yet if you think about it:

• The chances of having picked a wrong door are twice as big as the
chances of having picked the right door…
• And thus switching doors doubles your chances of winning!

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2.2 Idea generation

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2.2 Idea generation

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2.2 Idea generation
Ways/tools to improve creativity:
• Left-right brain alteration
• SCAMPER
• Design thinking
• TRIZ
• Value proposition framework (“pains” and “gains”)
• Erasmus Value Proposition Framework
• Scenario workshops
• PESTEL framework
• Brainstorms (nominal group technique)
• Systematic Inventive Thinking
• Crowdsourcing
•17 ...
Erasmus Value Proposition Framework

Existing customers
Added value

Existing customers Value New customers

Commodity proposition ‘Blue Ocean’

New customers
‘Disruptive innovation’
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Systematic Inventive Thinking

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2.3 Idea selection
“Innovation is, by definition, characterized by uncertainty;
long-term benefits are not visible and are often difficult
to predict when the selections are made. And no one has
a crystal ball that can answer these questions objectively
at the point of selection.”

Reitzig, 2011: 48

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Innovation funnel

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2.3 Idea selection

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2.3 Idea selection

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2.3 Idea selection

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2.3 Idea selection

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2.3 Idea selection

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Do people like creativity and novelty?

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2.4 Idea management

• Stimulate new ideas

• Support the development of ideas
• Evaluate and select ideas
• HR, R&D, Marketing
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2.4 Idea management

• Different sources:
- Employees, consumers, experts

• Different kinds of information:

- Questionnaires, focus groups, big data
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2.4 Idea management

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2.4 Idea management

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Q&A

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Question handed in:
To what extent does anonymity affect idea management or in other words does it make
a difference if employees submit ideas anonymously or not?

Could you please explain how the research finding (more idea failures lead to
higher idea generation) link to the implications of having fair evaluation and safe
environment for submitting ideas?

Should a company be rejecting ideas to have more low quality ideas or focus
rather on accepting more ideas to have fewer total number of ideas but a higher
% of quality ones? What is the ideal balance? What does finding the correct
balance depend on?
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Program today’s
Q&A session
1. General announcements
2. Module 1: Creativity, idea generation,
idea selection, and idea management
3. Case assignment 1
PlaneSpace:
Liberating
Employee
Innovative Capacity
CASE1-INNOVATION MANAGEMENT
Business Case Studies
-Summaries of real-life business scenarios/fictitious accounts of a business situation or
dilemma
-Business case studies can illustrate business theory and show the application of such
theory
-Case studies enable students to analyse business issues from a variety of perspectives
and apply critical thinking and problem solving skills that they have been developing in
their classes*

………..

*the University of Auckland

Context
Industry:
-the final product is aircraft
-modularisation and outsourcing of work packages
Background
Company:
-A European aerospace Original Equipment Manufacturer (OEM)
-Industry leader
-Maximising shareholder value has becomed a priority
-Overall production and revenue had increased, profits were on the rise
Situation
-introduction of LEAN
a technological innovation emphasising the pace of employee work, setting tight
peoduction and quality standards to reduce costs and increase productivity
Problem
Tha company had been highly innovative …
Most employees had little input into the organisational restructuring, and could only
yeild to the imposed innovations
Survey shows a dissatisfied workforce that collectively felt its contribution maatered
little or not at all

We want PlaneSpace to become an innovative workplace!

Decision Maker
YOU
Q&A

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Overview of important dates
After this lecture: Case assignment 1 online on Canvas

Deadline case assignment 1: Tuesday Nov 9, 23:59 CET.

Lecture 3: Wed, Nov 17.

Announcement moderator: Friday Nov 12, 10:00
Please post questions 24 hrs prior to the lecture on Canvas

Module 3: Disruptive innovation, innovation strategy, and portfolio

management
MOOC: Week 5 & Week 6
Book: Chapters 4 & 5
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Innovation Management
Lecture 2