Corporate Communications Today, Course Module 4: Innovation Management

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Information about Corporate Communications Today, Course Module 4: Innovation Management
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Published on January 30, 2014

Author: wi2

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Institut für Wirtschaftsinformatik, Abteilung Informationsmanagement (wi2), TU Braunschweig, WS 2012/13

Corporate Communications Today Course Module 4: Innovation Management 14.01.2012 Susanne Robra-Bissantz

Course Modules CM 5 Knowledge CM 4 Innovation CM 2 Collaboration CM 3 „Marketing“ CM 1 Social Media WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 2 CM 6 Web Society

Collaboration within the company WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 3

Information and Communication within the company Innovation Management Organizational Learning Idea Management Knowledge 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. WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 4

Collaboration approaches: internal – external? Innovation Management Knowledge Management Collaborative creativity Project support Organizational Learning Complaints: ideas and problems WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 5

Collaborative creativity? blog.fashionfreax.net "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). WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 6

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) Ego strength •  self-confidence •  nonconformism divergent thinking convergent thinking Sensibility •  openness •  tolerance for conflict and frustration Intuition •  spontaneity •  tolerance for risk Interest in complexity •  reflexivity •  endurance WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 7

Creativity – collaborative? The competition between organizations will take place increasingly based on creativity. (e.g. Burnside 1990, Kratzer et al. 2004) „Divison of labour is inherently counter-creative“ (Andersson 1997) A heterogeneous group with common visions leads to potentially higher creative potential. (Posts combination model: Nijstadt, Paulus 2003, Creative field: Burrow 1999) WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 8

Collaborative creativity - approaches in idea management systems innovators/objectors maverick/logician newcomer/older ones heterogeneous teams different experiences weak ties reunite experiences turn upside down reunite ideas creativity techniques explain perspective adopt perspective WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 9

Idea platform: example – HYVE IdeaNet WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 10

Example Hype - Home 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. WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 11 Overview: Idea „portfolio“ idea exploration

I can see how far my idea has come in the selection process. idea evaluation I can format my idea description with MS Word-like tools. I can attach pictures and documents. My idea is evaluated according to standardized criteria, which are specific to my organization. idea screening idea generation The system alerted me to similar ideas, so I can come into contact with the idea originator. I can see when my boss looked at my idea last night. idea networking WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 12

I can see how far my idea has come in the selection process. idea evaluation idea generation I can format my idea description with MS Word-like tools. Focus: The system alerted me to similar ideas, so I can come into contact with the idea originator. Support of Phases of the Creativity I can attach pictures and documents. evaluated prozcess My ideatoadditive collaboration with is standardized according criteria, which are specific to my organization. and review idea screening I can see when my boss looked at my idea last night. idea networking WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 13

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) WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 14

Synergetic cooperation! 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) various roles multi sociation Group Flow change of perspective reciprocal challenge rooms/situations WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 15

Virtual spaces for collaboration Discovery-Stream Activities-Stream Tagging associate with people from persons, activities, discoveries, ideas, … social tagging WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 16

Virtual spaces for collaboration Discovery-Stream Activities-Stream •  other perspectives •  new ideas •  new links collabo ration child hands helping associate with people social tagging WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 17

Encounter² – to make collaboration visible Who does what? Who knows whom? Interact What's new? What is interesting? Which topics are hot? Who is working on them? WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 18

Collaboration approaches: internal – external? Innovation Management Knowledge Management Collaborative creativity Project support Organizational Learning Complaints: ideas and problems WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 19

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) WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 20

Open Innovation – University of Oregon WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 21

Innovation models by Chesbrough Closed Innovation Model company boundaries Open Innovation Model company boundaries new market ideas research existing market development existing market ideas research development Chesbrough, 2003 WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 22

WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 23 Idea Management Systems Innovation market places Communitys Innovation competitions Toolkits Lead-User-Method Instruments

Innovation Customer Company Information about solution Innovation Information about need traditional Information about solution Information about need Innovation Information about solution „open“ WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 24

Iterative process of problem solving traditional innovation process First (temporary) developments Customer as a product developer / innovator Producer First( temporary) developments interface design design iterations construction (prototypes) construction (prototypes) interface test (feedback) test (feedback) Customer WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 25 Thomke/von Hippel, 2002

Open Innovation: Innovation platform WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 26

Idea competitions WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 27

Evaluation - single customer WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 28

Evaluation - Review Estimate popular opinions Prediction market? WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 29

Idea competitions Typical problems: •  Lack of motivation •  Lack of „quality“ WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 30

Research project: Gaming as a collaboration mechanism game points virtual identity social points Increase motivation reedemable points stories game mechanisms Increase creativity exchange levels collect leaderboards WS 2012/13 | Prof. Dr. Susanne Robra-Bissantz | Corporate Communications Today| Seite 31

Corporate Communications Today Course Module 4: Innovation Management 14.01.2012 Susanne Robra-Bissantz

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