65% of global CEOs are concerned about losing the innovation race against disruptive start-ups. The supposed solution: copying their methods. But as corporations are not start-ups, this is a fatal mistake. Most ideas never reach successful implementation, and innovation becomes frustration. So how does a solution look like that enables large firms to systematically leverage their existing strength and thus win the innovation race sustainably? The answer is the 5C process for efficient innovation. This book closes a gap in the practice-oriented innovation literature - and brings the desire for innovation back to established companies.
The road to successful innovation management is long - this book is the shortcut.
Thomas Weiler, VP Innovation Portfolio & Strategic Programs, Deutsche Telekom
An overdue update on traditional R&D processes for the 21st century.
Uwe Wagner, CTO, Schaeffler
Anyone who has ever experienced the methodology described here in practice will hide the book from the competition!
Dr. Carsten Stöcker, World Economic Forum, Global Future Council-Member
Author(s): Lucas Sauberschwarz, Lysander Weiss
Publisher: Springer
Year: 2022
Language: English
Pages: 212
City: Cham
Foreword
That’s a really great idea, but...
Acknowledgements
Guest Commentaries and Case studies
Contents
About the Authors
1: Innovate or Die: Efficient Innovation Instead of Inefficient Start-Up Thinking
1.1 Corporates Yesterday: From Patent Factories to the Innovation Dilemma
Guest Commentary: Uwe Wagner, Chief Technology Officer, Schaeffler
1.2 Corporates Today: Inefficient Start-Up Thinking in Separate Innovation Units
Guest Commentary: Britta Gayko, Managing Partner Commerz Business Consulting, Commerzbank
1.3 Corporates Tomorrow: Efficient Innovation with Customer Fit and Traction
Guest Commentary: Michael Weppler, Executive Vice President of Systems at German Certification Body TÜV Rheinland
1.4 Efficient Innovation: From Theory to Practice
References
2: Efficient Innovation with the 5C Process
2.1 Configuration: Do Not Think Freely
2.1.1 The Destination is the Journey
Excursus: Overview of Possible Innovation Spaces
Markets
Processes
Human Resources and Culture
Customer Experience
Products and Services
Customer Service
Monetisation Models
Sales and Channels
Brands and Marketing
Guest Commentary: Nicolas Biagosch, Managing Director, Digitalhafen, former CEO, Simyo, former Executive Board member, E-Plus
Guest Commentary: Olivier Krüger, Chief Executive Officer, Lufthansa Systems
2.1.2 Better a Step in the Right Direction Than a Leap Into the Unknown
Guest Commentary: Luke Mansfield, Vice President Innovation, PepsiCo Beverages
Case Study: Estée Lauder Companies
Development of a 3-Year Growth Strategy for the Lab Series Brand
Configuration
2.1.3 No Risk, More Fun
Case Study: Telekom Innovation Laboratories
Increase in Customer Satisfaction with Connectivity Solutions
Configuration
2.2 Customisation: No Problem Means No Solution Either
2.2.1 If You Know Where You Are Going, You’ll Get There
Excursus: Overview of Selected Market Research Methods
Focus Groups
Surveys
Ethnography
Censuses
Online Tracking
Lead Users
2.2.2 If You Don’t Ask, You Won’t Get
2.2.3 The Customer Is Not Always King
Case Study: A Container Shipping Company
Differentiation Strategy for Selling Maritime Services to Third Parties
Configuration
Customisation
2.3 Compilation: If You Want to Reap, You Must First Sow
2.3.1 Seek and You Will Find
Excursus
Blue Ocean Strategy
2.3.2 Good Artists Copy, Great Artists Steal
Guest Commentary: Nicolai Andersen, EMEA Lead Innovation and Head of Deloitte Garage, Deloitte
2.3.3 Put Off Until Tomorrow What You Cannot Do Today
Guest Commentary: Dr. Klaus Suwelack, Senior Manager New Business Development and Innovation Management, Janssen Deutschland, Johnson & Johnson
Case Study: Hermes Arzneimittel
Development of Innovative Offers for the Target Group ‘New Senior Citizens’
Configuration
Customisation
Compilation
2.4 Construction: Think Inside the Box
2.4.1 Ideas Are Not Random
Excursus: Overview of Selected Creativity Methods
Brainstorming
Brainwriting
Six Thinking Hats
SCAMPER
Business Model Navigator
2.4.2 No Pain, No Gain
Guest Commentary: Reyk Radojewski, Chief Financial Officer, Beiersdorf South East Asia
2.4.3 Count Your Chickens Before They Hatch
Case Study: FTI Group
New Digital Business Models to Increase Package Tour Revenues
Configuration
Customisation
Compilation
Construction
2.5 Conversion: Where There Is a Way, There Is Also a Will
2.5.1 Everyone On Board
Guest Commentary: Till Bauer, Head of Strategic Projects and Commercial Innovation, MSD Sharp & Dohme (Subsidiary of Merck & Co., Inc.)
2.5.2 The Fast Bird Catches the Worm
2.5.3 All Endings Are Easy
Case Study: Hymer
Product Innovation in the Camper Van Segment
Configuration
Customisation
Compilation
Construction
Conversion
References
3: The Innovation Machine: Efficient Innovation in Corporations
3.1 Organisational Anchoring of Efficient Innovation
Guest Commentary: Klaus Burmeister, Founder and Managing Director, Z_punkt The Foresight Company, Foresightlab and Initiative D2030 (Germany 2030)
Guest Commentary: Jörg Limberg, Vice President Europe Research Solutions Sales and Marketing, Elsevier, Former Vice President and General Manager Software and Solutions, Hewlett Packard
Guest Commentary: Timo Emmert, Head of e-Commerce, MediaMarktSaturn
Guest Commentary: Dr. Hans-Joachim Popp, Chief Information Officer, Dt. Luft- und Raumfahrt (German Aerospace Centre)
3.2 Characteristics of an Efficient Innovation Unit
Guest Commentary: Dave Birss, Author of “A User Guide to the Creative Mind“ and Chief Thinker, RIGHT thinking
3.3 Implementing Efficient Innovation in Corporations
3.3.1 From Incremental Innovation to Efficient Innovation
Guest Commentary: Björn Sprotte, Chief Executive Officer, OSM Maritime Group
3.3.2 From Strategic Innovation to Efficient Innovation
Guest Commentary: Thomas Weiler, Vice President Innovation Portfolio and Strategic Programs, Deutsche Telekom
3.3.3 From Customer-Centric Innovation to Efficient Innovation
Guest Commentary: Stefan Heidrich, General Manager, Maybelline New York/Essie, L’Oréal
3.3.4 Efficient Innovation in Separate Innovation Units
Guest Commentary: Carsten Stöcker, Senior Manager Blockchain and Machine Economy Lighthouse, innogy Innovation Hub, innogy
Guest Commentary: Jun.-Prof. Dr. Dominik Kanbach, Junior Professor in Strategic Entrepreneurship, HHL Leipzig Graduate School of Management
References
Further Bibliography for Excurses
4: The End Is Not Nigh
Further Bibliography for Excurses
Index
