MKT 401 Marketing Strategy Chapter 3: A Comprehensive Lecture Notes
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Course
MKT401
Institution
Universität Mannheim (UMA)
Book
Marketing Management
Welcome to this comprehensive collection of lecture notes on marketing strategy MKT 401 in UniMannheim! These notes cover a wide range of essential concepts and techniques, including target market segmentation, the marketing mix, SWOT analysis, competitive analysis, customer personas, brand messagi...
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MKT 401 – Lecture Notes
Chapter 3
3. Strategic management of innovations
Strategic management of innovations is the process of planning, organizing, and
controlling the development and implementation of innovative ideas within an
organization. It involves identifying and assessing opportunities for innovation,
developing and executing strategies to realize those opportunities, and monitoring
and adjusting those strategies as needed.
There are several key components to strategic management of innovations:
1. Identifying opportunities for innovation: This involves looking for new ideas and
ways to improve existing products, processes, or business models. It may
involve researching industry trends, gathering customer feedback, and
conducting market analysis to understand the needs and preferences of
customers and stakeholders.
2. Developing and executing innovation strategies: Once opportunities for
innovation have been identified, organizations must develop strategies to
realize those opportunities. This may involve creating a roadmap for the
development and implementation of new ideas, identifying resources and
budgets needed to support the innovation process, and building partnerships
or collaborations to bring new ideas to market.
3. Monitoring and adjusting innovation strategies: As the business environment
changes and new opportunities arise, it is important for organizations to
, continuously monitor and adjust their innovation strategies to ensure they
remain relevant and effective. This may involve reassessing the resources and
budgets allocated to innovation efforts, adjusting the roadmap for innovation,
or revising the overall innovation strategy as needed.
Effective strategic management of innovations requires a clear vision and long-term
plan for innovation, as well as the ability to adapt and respond to changing
circumstances. It also requires strong leadership and a culture that supports and
encourages innovation, as well as the development of the necessary skills and
capabilities within the organization to successfully execute innovative ideas.
3.1 The Innovation Ambition Matrix
The Innovation Ambition Matrix is a tool used to classify and prioritize innovation
projects based on their potential impact and feasibility. It is typically represented as a
grid with four quadrants:
1. High impact, high feasibility: These projects have the potential to significantly
impact the organization and are also relatively easy to implement. These should
be prioritized as they offer the greatest potential return on investment.
2. High impact, low feasibility: These projects have the potential to significantly
impact the organization, but may be more difficult to implement due to various
constraints such as budget, resources, or technical challenges. These projects
may require additional resources or risk-taking to be successful.
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