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samenvatting innovatie management 1-10
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samenvatting van de hoofdstukken 1-10
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INNOVATION MANAGEMENTInhoud
Innovation management...................................................................................................................................................................... 1
1 Wat is innoveren?......................................................................................................................................................................... 5
1.1 Innoveren, uitvinden en creativiteit...................................................................................................................................... 5
1.2 Waarom wel innoveren?....................................................................................................................................................... 5
1.2.1 Concurreren met china................................................................................................................................................... 6
1.3 Waarom niet innoveren?...................................................................................................................................................... 6
1.3.1 Innoveren is niet nodig................................................................................................................................................... 6
1.3.2 Angst voor veranderingen.............................................................................................................................................. 6
1.3.3 Geen risico’s durven nemen........................................................................................................................................... 6
1.3.4 Geregeerd door de waan van de dag.............................................................................................................................. 6
1.4 Verbeteren en vernieuwen................................................................................................................................................... 6
1.5 De opzet van dit boek........................................................................................................................................................... 7
¨ Samenvatting............................................................................................................................................................................... 7
2 Innoveren: van geluk naar opzet................................................................................................................................................... 8
2.1 Succes is niet te koop............................................................................................................................................................ 8
2.2 Naar een innovatieve organisatie.......................................................................................................................................... 8
2.2.1 Strategie en leiderschap................................................................................................................................................. 8
2.2.2 Cultuur en klimaat.......................................................................................................................................................... 9
2.2.3 Innovatiebeleid.............................................................................................................................................................. 9
2.2.4 Structuur en prestatiemaatstaven.................................................................................................................................. 9
2.2.5 Communicatie en samenwerking................................................................................................................................... 9
2.3 Bepalen waar je staat en gaat............................................................................................................................................... 9
2.4 Succes is te beïnvloeden..................................................................................................................................................... 10
2.4.1 Innoveren en managen................................................................................................................................................ 10
2.5 Hoe kom je aan een idee?................................................................................................................................................... 11
2.6 Hoe selecteer je een idee?.................................................................................................................................................. 11
2.6.1 Beslissing op ideeniveau............................................................................................................................................... 11
2.6.2 Beslissing op portfolioniveau........................................................................................................................................ 11
2.7 Hoe realiseer je een idee?................................................................................................................................................... 11
2.8 Hoe breng je een nieuw product succesvol op de markt?................................................................................................... 12
¨ Samenvatting............................................................................................................................................................................. 13
3 Wat kun je innoveren?................................................................................................................................................................ 14
3.1 De innovatieve ruimte......................................................................................................................................................... 14
3.2 Productinnovaties (wat)...................................................................................................................................................... 14
3.2.1 Goedkopere producten................................................................................................................................................ 14
3.2.2 Verbeterde producten.................................................................................................................................................. 14
3.2.3 Radicaal nieuwe producten.......................................................................................................................................... 14
3.3 Marktinnovaties (wat)......................................................................................................................................................... 14
1
, 3.3.1 Nieuwe doelgroep........................................................................................................................................................ 14
3.3.2 Segmentatie (in subgroepen)....................................................................................................................................... 14
3.3.3 Vergelijkbare doelgroep in ander gebied...................................................................................................................... 14
3.4 Procesinnovaties (hoe)........................................................................................................................................................ 15
3.4.1 Kostenverlaging............................................................................................................................................................ 15
3.4.2 Kwaliteitsverbetering................................................................................................................................................... 15
3.4.3 Hogere reactiesnelheid................................................................................................................................................ 15
3.5 De innovatieradar............................................................................................................................................................... 15
3.6 Bedrijfsmodelinnovaties..................................................................................................................................................... 16
3.7 Sociale innovaties............................................................................................................................................................... 16
3.8 De innovatieruimte in perspectief....................................................................................................................................... 16
3.8.1 De innovatieruimte en de productlevenscyclus............................................................................................................ 16
3.8.2 De onderlinge samenhang tussen innovatiedimensies................................................................................................. 16
3.8.3 De balans tussen vernieuwing en risisco...................................................................................................................... 16
¨ Samenvatting............................................................................................................................................................................. 17
4 Innovatie in soorten en maten.................................................................................................................................................... 18
4.1 Overzicht van innovaties..................................................................................................................................................... 18
4.1.1 Incrementeel vs radicaal.............................................................................................................................................. 18
4.1.2 Autonoom vs systeem.................................................................................................................................................. 18
4.1.3 Marktgedreven vs technologiegedreven...................................................................................................................... 18
4.2 Omvang van de verandering............................................................................................................................................... 18
4.2.1 Incrementele innovaties............................................................................................................................................... 18
4.2.2 Radicale innovaties....................................................................................................................................................... 19
4.3 Autonome vs systeeminnovaties......................................................................................................................................... 19
4.3.1 Autonome innovaties................................................................................................................................................... 19
4.3.2 Ontwikkeling systeeminnovatie.................................................................................................................................... 19
4.4 Mark- vs technologiegedreven innovaties........................................................................................................................... 19
¨ Samenvatting............................................................................................................................................................................. 20
5 De rol van strategie..................................................................................................................................................................... 21
5.1 Missie, organisatiestrategie en innovatiestrategie.............................................................................................................. 21
5.1.1 Missie & visie................................................................................................................................................................ 21
5.1.2 Organisatie- en innovatiestrategie............................................................................................................................... 21
5.2 Waardedisciplines en innoveren......................................................................................................................................... 21
5.3 Swot.................................................................................................................................................................................... 21
5.4 Groeistrategieën en innoveren........................................................................................................................................... 21
5.5 Blue ocean-strategie........................................................................................................................................................... 21
5.6 Klantwaarde en innoveren.................................................................................................................................................. 22
5.6.1 Waargenomen klantwaarde......................................................................................................................................... 22
5.6.2 Economische waarde................................................................................................................................................... 22
5.6.3 Waardecomponenten bij diensten............................................................................................................................... 22
5.7 Toenemend belang diensten............................................................................................................................................... 22
2
, 5.8 Toenemend belang van toegevoegde waarde.................................................................................................................... 22
5.9 Trends in de maatschappij.................................................................................................................................................. 23
¨ Samenvatting............................................................................................................................................................................. 23
6 De rol van klanten....................................................................................................................................................................... 24
6.1 Klanten in het innovatieproces........................................................................................................................................... 24
6.2 Wat wil je leren van klanten?.............................................................................................................................................. 24
6.2.1 Klantbehoeften............................................................................................................................................................. 24
6.2.2 De totale klantervaring (customer journey).................................................................................................................. 24
6.2.3 De klantwaardehiërarchie (minder belangrijk)............................................................................................................. 24
6.2.4 Kansen voor radicale innovaties................................................................................................................................... 25
6.3 Leren als onderdeel van gewoon werk................................................................................................................................ 25
6.4 Leren via klantonderzoek.................................................................................................................................................... 25
6.4.1 Klanten ondervragen.................................................................................................................................................... 25
6.4.2 Klanten observeren...................................................................................................................................................... 25
6.4.3 Ondervragen of observeren?........................................................................................................................................ 25
6.5 Met klanten innoveren: co-creatie...................................................................................................................................... 26
6.6 Klanten zelf laten innoveren............................................................................................................................................... 26
¨ Samenvatting............................................................................................................................................................................. 26
7 De rol van technologie................................................................................................................................................................ 27
7.1 Wat is technologie?............................................................................................................................................................ 27
7.2 De levenscyclus van technologie......................................................................................................................................... 27
7.3 Gebruik van technologie..................................................................................................................................................... 28
7.3.1 Standaarden................................................................................................................................................................. 28
7.3.2 Platforms...................................................................................................................................................................... 28
7.3.3 Belang van beperking................................................................................................................................................... 29
7.4 Technologie in diensten...................................................................................................................................................... 29
7.5 Lessen uit technologische ontwikkeling.............................................................................................................................. 29
7.6 Technologistrategie............................................................................................................................................................ 30
¨ Samenvatting............................................................................................................................................................................. 31
8 De rol van leren.......................................................................................................................................................................... 32
8.1 Leren en innoveren............................................................................................................................................................. 32
8.2 Wat is leren?....................................................................................................................................................................... 32
8.2.1 Kijken naar de werkelijkheid......................................................................................................................................... 32
8.2.2 Verschillende soorten leren.......................................................................................................................................... 32
8.2.3 Analytisch denken en intuïtie....................................................................................................................................... 33
8.3 Expliciete en onbewuste kennis.......................................................................................................................................... 33
8.4 Hoe kun je leren?................................................................................................................................................................ 33
8.5 Leren en afleren.................................................................................................................................................................. 34
8.6 Leren en doen..................................................................................................................................................................... 34
8.7 Lerende organisaties........................................................................................................................................................... 34
8.7.1 Vijf disciplines van een lerende organisatie.................................................................................................................. 34
3
, 8.7.2 Effectief leren in organisaties....................................................................................................................................... 34
¨ Samenvatting............................................................................................................................................................................. 35
9 De rol van creativiteit.................................................................................................................................................................. 36
9.1 Wat is creativiteit?.............................................................................................................................................................. 36
9.2 Fasering van het creatieve proces....................................................................................................................................... 37
9.3 Methoden van creativiteit................................................................................................................................................... 37
9.3.1 Brainstorming............................................................................................................................................................... 38
9.3.2 Wensdenken................................................................................................................................................................ 38
9.3.3 Vooronderstellingen kraken......................................................................................................................................... 38
9.3.4 Lateraal denken............................................................................................................................................................ 38
9.3.5 Parallel denken............................................................................................................................................................. 39
9.3.6 Mindmapping............................................................................................................................................................... 39
9.3.7 Swot-analyse................................................................................................................................................................ 40
9.3.8 Laaghangend fruit........................................................................................................................................................ 40
9.3.9 Innovatiepatronen........................................................................................................................................................ 40
¨ Samenvatting............................................................................................................................................................................. 41
10 Naar een creatieve organisatie............................................................................................................................................... 42
10.1 Creativiteit in organisaties.................................................................................................................................................. 42
10.2 Creatieve medewerkers...................................................................................................................................................... 42
10.3 Kenmerken van creatieve ondernemers............................................................................................................................. 42
10.4 Creativiteit in organisaties bevorderen............................................................................................................................... 43
10.5 Steun voor creatieve ideeën............................................................................................................................................... 43
¨ Samenvatting............................................................................................................................................................................. 44
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