Market-driven Innovation Management

Transcription

1 Summer School 2014 Market-driven Innovation Management 21 th 26 th July, Leipzig

2 The Concept of the Training Course Innovations are important factors for strengthening the competitiveness of any enterprise. Product and service innovations oriented to new or existing markets, as well as the development and implementation of new production processes and organizational structures, are decisive factors in the marketplace. 1 In market-driven innovation processes, the company s attention is focused on the newly discovered unfilled need of the potential customers. Today s possibilities to access information worldwide have changed the role of the customer in the global marketplace. Market-driven innovation management requires a systematic approach that allows for understanding and developing solutions which effectively respond to the fulfillment of the users needs. The customer s voice must be integrated from the beginning in order to identify the clients needs, wishes and the changing customer trends. Hence, the fuzzy nature at the front end of innovation processes requires the application of effective techniques and tools to drive this integration in a consistent way. The objective of the course is to make the participants familiar with the application of the different concepts and tools of innovation management in their organisations. The course is designed for managers and entrepreneurs in the private sector, as well as for business consultants. The course is offered by the Small Enterprise Promotion and Training Program (SEPT) of the University of Leipzig and a specialized consultancy firm, Conoscope GmbH, both from Germany..

3 Identification of opportunities Idea management Development of concepts EARLY STAGE PRODUCT DEVELOPMENT COMMERCIALIZATION 2 Management of the Innovation Process The process of innovation starts with the identification of market opportunities and the development of ideas which respond to a certain demand. The ideas do not always appear within the company, they can also emerge from the definition of needs and desires detected among the customers (voice of customer). This group of needs and desires has to be analyzed and classified by a multi-disciplinary team (led by the innovation management), with the objective of plausibly expressing the costumers needs. The next step is concept development. Here, after having developed some alternatives, an evaluation is conducted in order to determine which concepts fit better with the clients requirements and with their own organization capabilities (technical, financial and competitiveness related). Based on the selected concepts, prototypes are produced and can be evaluated by potential customers (product development). Finally, in the phase of commercializing an innovation, it is very important to introduce or re-launch the new products or services to local or international markets at the right time.

4 Methodology of the Training Course. A fundamental principle of this training course is the exchange between the objective and subjective approaches of the instruction process. The Objective Approach is related to the teaching based on units of knowledge; for instance, the fundamentals of strategic innovation management, projects management, etc. Regarding methodology, classical classroom setting and case-studies discussions will be used. This procedure allows better interaction between students and course facilitators. 3 On the other hand, the Subjective Approach is related to the individual learning efforts of the participants. This offers the participants space to make their own decisions, as well as the required flexibility to develop their capabilities and competences. Here, we especially emphasise the application of innovation management tools in a real project setting.

5 Structure of the Training Course The Market-driven Innovation Management training course is divided into two sections: a seminar phase and an individual project coaching. Through the coaching component, the course offers the participants the possibility to develop an innovation project in their own enterprise or institution by applying the Innovation Management methods and techniques provided in the seminar phase. Module structure Activity Hours Module 1: Management of the fuzzy front-end of innovation 24 Module 2: Project management in the innovation process 12 4 Coaching 12 Total hours 48 The total duration of the seminar phase is 36 hours. Additionally, for developing a detailed description of the innovation idea (Canvas Model), the participants will spend 12 hours on practical application of the newly acquired knowledge.

6 Course Content Day Topics Tools 1 Introduction Types of innovation Challenges of innovation management The innovation process Innovation process models Stage-Gate approach Innovation Model Canvas Innovation Project 2 Strategy and Market Perspective Strategic management of innovation Analysis of company requirements Analysis of market opportunities Integration of customers into the innovation process & learning from competitors Benchmarking Portfolio Analysis Quality Function Deployment Product Clinic Road Mapping 5 3 Ideation Idea generation Idea evaluation Idea development tools Functional model TRIZ Idea scoring 4 Concept Development Concept development for new products/services Product and process models Technical Fact Sheet Service catalog Kano Model & Business Model Canvas Service Blue Printing Failure Mode and Effect Analysis Concept Prototyping Target Costing 5 Innovation Project Planning Project stakeholders, requirements & objectives Concept definition Project feasibility analysis Time, resource and cost planning Risk analysis Context & Stakeholder analysis Work breakdown structure Technical feasibility Milestones setting & Project Timing Plan Project & Product Costing Failure Mode and Effect Analysis 6 Innovation Project Implementation Multidisciplinary team management Change management Design verification & testing Risks & opportunities Project closing Market launch & monitoring Responsibility matrix Communication tools Change management process Prototyping & technical data Project status report

7 Trainers and Coaches Prof. Dr. Utz Dornberger He is the Director of the International SEPT Program of he University of Leipzig. This program focuses especially on the promotion of technology transfer and entrepreneurship in Germany as well as in several other countries around the world. His academic and professional focus is especially on innovation in SMEs, entrepreneurship promotion and internationalization processes. He is also the Co-Founder of Conoscope GmbH, a consulting firm specialized in the fields of innovation management and internationalization. He has international experience in 5 continents and over 35 countries. 6 Daniel Probst, M.A. Innovation imposes uncertainty on any organization and individual. Daniel Probst is innovation consultant at Verwegener & Trefflich ( He is specialized on methods and techniques that support teams to think big, yet to take small risks at a time and learn fast to innovate. Creative thinking, design thinking, prototyping and non-hierarchical cooperation are the foundation of his work as innovation facilitator and teacher. Alfredo Suvelza, MBA Mr. Alfredo Suvelza earned the MBA in Small and Medium Enterprise Development at the SEPT International Program of the University of Leipzig, Germany, where he has been working since His activities include training and coaching projects in the field of innovation management and promotion, areas in which he operates as a private international consultant and coach as well. Besides his background in the private sector as an entrepreneur and manager, he has professional experiences as teacher and working with international cooperation, governmental and non-governmental organizations. Carlos Andrés Palacios Valdés, M.Sc. He is a consultant in technology and innovation management with focus on the early phases of the innovation process (innovation strategy, generation, evaluation and implementation of innovation ideas) as well as definition and management of innovation projects. His professional career has been developed in Latin America in the area of packaging design and development, and since 2004 in Europe, where he works as innovation management consultant at Siemens AG in the Corporate Technology department in Munich, Germany. His projects are based on three sectors: Energy, Industry and Healthcare.

8 Important information Place and Date The training course will take place in Leipzig, Germany, between the 21th and the 26th of July Presence of the participants during the whole phase is mandatory. Please, consider arriving to Leipzig at least one day before the course starts. Language The Market-driven Innovation Management training course will be taught in English. Fees The fee of the Market-driven Innovation Management training course is EUR and must be paid at latest when the participant starts the training. This amount covers the tuition of the training with the contents specified in this document and the certificate. Other expenses such as travel, lodging, alimentation, visa, etc. are not included in the fee. Application procedure Since the training course is intended for managers and entrepreneurs in the private sector, business consultants and advanced students in related areas, scanned copies of the respective documents proving the background of the applicant must be sent until the 1st of June Applicants who need an acceptation letter in order to apply for a German visa should send their documents earlier. The applications must be sent to: peter.sommer@uni-leipzig.de with the topic Application for the Innovation Management Summer School The following documents must be sent via before the deadlines: Comprehensive Curriculum-Vitae Motivation letter Certificate A certificate for the Market-driven Innovation Management Summer School is provided. This certificate will be issued by University of Leipzig and Conoscope GmbH.

9 Important information Your stay at Leipzig Leipzig is one of the most dynamic economies in the region and a beautiful city. With its ancient history, it s not surprising that Leipzig was home and inspiration to prominent figures both from the past such as Goethe and J.S. Bach and the present such as the German Chancellor Angela Merkel, among many other famous personalities. Participants coming from abroad must consider cost for at least 7 days in Leipzig. Comfortable lodging in the nearby of the seminar facilities can be found for 40 to 60 EUR per night. Alimentation costs can be covered with 15 EUR per day. Depending on the location of the lodging, costs of public transportation should be estimated between 4 and 6 EUR per day. Visa Participants coming from outside the European Union and the USA may need to apply for a visa before arriving to Germany. Please, ask the German Embassy or Consulate in your country about the requisites. The SEPT International Program of the Leipzig University will send you a letter of acceptance once your application procedure is completed, which may ease your visa application process. 8

10 Contact Coordinator: Peter Sommer Tel: Director: Prof. Dr. Utz Dornberger Universität Leipzig International SEPT Program Beethovenstr Leipzig Germany Web: