Published on January 17, 2009
Linking Positioning and Innovation www.quadric.dk Copyright © Quadric® 2009
Interaction between researchers and markets has always been chaotic Societal Research benefit Copyright © Quadric® 2009 2
On the most basic level, a company’s positioning strategy provides long-term focus Societal Research Safety benefit Copyright © Quadric® 2009 3
Safety inspires and attracts researchers, just as it attracts customers willing to pay for it Basic research Diverse needs Safety Societal Research benefit Copyright © Quadric® 2009 4
Volvo’s position enables its value chain to translate broad basic research into market value Unexpected Basic research Diverse needs Radar Crash avoidance Sensors Crash detection More “firsts” to Materials Passenger protection market Ergonomics Child protection Unexpected Unexpected Copyright © Quadric® 2009 5
Research partners, suppliers and in-house R&D teams all share a high-level view of the future Basic research Diverse needs Safety Reliability Simplicity Problem solving Copyright © Quadric® 2009 6
Innovation delivers the Operational Evidence behind the positioning of industry leaders Innovate to Innovate to improve safety improve reliability Copyright © Quadric® 2009 Innovate to bring Innovate to solve simplicity to life environmental problems 7
www.quadric.dk Copyright © Quadric® 2009
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Citation: Christensen, Clayton M. "Linking Strategy and Innovation: Materials Technology Corporation." Harvard Business School Case 696-082, January 1996.
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Achieving synergy between strategy and innovation: ... This positioning allows them to constantly ... By linking nuggets of market-