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Wai Chamornmarn
12 Innovation Strategy

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Innovation strategy

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Development Of The Innovation Strategy

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Product Innovation
Process Innovation

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Evolutional Power of Innovation

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นวัตกรรมผลิตภัณฑ์ กระบวนการและนวัตกรรมกลยุทธ์ ตลอดวงจรชีวิตอุตสาหกรรม/
Product, Process, and Strategic Innovation over the Life Cycle
TIME
RATEOFINNOVATION
Process
innovation
Strategic
innovation
Product
innovation

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De-Maturity and Re-Maturity Process

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Product architecture

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Daniel E. Whitney, PhD
Senior Research Scientist
Center for Technology, Policy, and
Industrial Development
Daniel Whitney is a Senior Research
Scientist and Senior Lecturer in
Mechanical Engineering and Engineering
Systems at MIT. He works with
engineering, management, and policy
researchers and students in connection
with the Leaders for Global Operations
program, the System Design and
Management Program, the Lean
Advancement Initiative, and the Ford-MIT
Research Alliance.

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Product architecture
Hierarchy of connections between disparate
functions within a system

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Interdependent Architecture
System
Component A Component B
Component C

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Interdependent Architecture
• changing one component requires changes in all other parts of the system,
because the relationships between the parts are not clearly understood
• can be best managed through internal processes

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Modular Architecture
System
Component A Component B
Component C

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Establishing Module and Open Format
Modular Product and Integrated Product

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Modular
or
Integral
Architecture?
Motorola StarTAC
Cellular Phone
Rollerblade
In-Line Skates
Ford
Explorer
Apple
iBook

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Product/market evolution

30. Current System
New System
Fundamental Limit of Capability
Time
Evolution Trends
Target
Taking a jump to a new stage
in the trend(s)
Value
= B-(C+H+I)

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Smaller: The Evolution of the Disposable Nappie
The 1940s – The Floater The 1960s – Pampers!
The 1980s – Super-Absorpent The 2000s – Another 60% smaller!

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From What exists to What’s coming

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Pattern of evolution

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Genrikh Altshuller: the Creator of TRIZ
And Suddenly the Inventor Appeared TRIZ, the Theory of Inventive Problem Solving

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Evolution

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Technology Disruption

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Clayton Christensen World Economic Forum 2013

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Disruptive Technology

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Disruptive Technology

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A Theory of Hybrids
68 Copyright Clayton M. Christensen
5/18/13
Performance
Time
Disruptive Innovations
Time
Peapod: Are there customers that
would love a car that won’t go far, and
won’t go fast?
Competing on cost, design,
reliability, and performance on
the California Freeway
Tesla $100,000
Prius Hybrid

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Open Innovation

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Henry Chesbrough, the Father of Open Innovation, believes that in the future
innovation communities will push the boundaries of Open Innovation

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OPEN INNOVATION
• Closed innovation - requires control
• Open innovation
– companies use external as well as internal ideas and both external and
internal ways to market
– internal ideas can be taken to the market through external channels to
generate additional value
– Chesbrough, H., “Open Innovation”, Harvard Business School Publishing,
Boston MA, 2003

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Chesbrough H.W.: The Era of Open Innovation, MIT Sloan Management Review,
Spring 203, p. 35 - 41

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Innovative organization

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The Learning Laboratory
17-74
Value:
Shared
knowledge
Integrate
internal
knowledge
Value:
Egalitarianism
Own
and solve
problems
Value: Openness
to outside
knowledge
Integrate
external
knowledge Value:
Positive riskExperiment
continuously
Managerial system:
Managerial system:
Managerial system:
Managerial system:
Present
Internal
Future
External Intellectual
Assets

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