lectures Flashcards
consortia
collaborations between universities and firms for innovative solutions
red ocean strategy
competes in existing market and beats the competition. it exploits existing demand and makes the value-cost trade-off. it uses differentation or a low-cost strategy.
blue ocean strategy
creates uncontested market space and makes the competition irrelevant. it creates and captures new demand and breaks the value-cost trade-off. it depends on a differentiation or low-cost strategy.
screening questions
used to assess dimensions of the project decision including (1) role of customer, (2) role of capabilities, and (3) project timing and cost.
conjoint analysis
family of techniques used to estimate the value individuals place on some attribute of choice. it shows the relative value of features of a product or the relative importance of different outcomes of a development project
collective research organisation
organisations formed to facilitate collaboration among a group of firms.
sensing barriers
relate to an organization’s lack of ability to sense threats and opportunities key to survival in a rapidly changing environment.
innovation barriers
linked to innovation capabilities: internal organizational innovation capabilities that are critical to the survival of incumbents in the face of digital disruption.
integration barriers
relate to integration capabilities: “reliable, repeatable communication and coordination activity directed toward the introduction and modification of products, capabilities & business models”
boundary spanners
collect information and resources within and outside the firm. they are the bridge between different groups, departments or organisations facilitating communication and coordination across boundaries. they ensure effective communication.
ambassador activities
represent a team to others and protect from interference.
task coordination activities
coordinate a team’s activities with other groups.
scouting activities
scan for ideas and information thay may be useful to the team.
team administration
managing & coordinating the administrative aspects of the team’s work, eg. scheduling meetings, maintaining project documentation.
decentralised self-coordination
all R&D is conducted by decentralised divisions that coordinate loosely with each other. coordination relies on corporate culture. it is suited for modular innovations.
system integrator as coordinator
most R&D activity is conducted by decentralised divisions, but each coordinates with a central integrator who is responsible for coordination. it builds common understanding and translates knowledge across divisions. it tracks progress and contributions.
core team as system architect
core team takes lead role in R&D activities while also coordinating the R&D activities of decentralised divsions.
centralised venture team
R&D resources are transferred to a centralised venture team, which conducts all R&D activities. it maximises integration and coordination. a powerful senior manager has the authority to allocate resources and define responsibilities.
delayed launch
strategy of launch timing where product is launched when it is fully ready for the market.
competitive response launch
launch timing strategy when a product is launched in response to competitor’s launch
cost-plus pricing
fixed percentage to product cost.
value-based pricing
perceived value for consumer.
dynamic pricing
adjust price based on supply and demand.
psychological pricing
appeal to the customer’s emotions and perceptions.
bundle pricing
bundle products at a discounted price.
original equipment manufacturers
companies that buy products (or components) from other manufacturers and assemble or customize them and sells them under its own brand name.
connectors
have an exceptionally large and diverse circle of acquaintances. they have a knack for remembering names and important dates.
mavens
driven to obtain and disseminate knowledge about one or more of their interests. they will track prices and tend to be consumer activists. they like helping other consumers.
salespersons
naturally talented persuaders. they have the acute ability to send and respond to nonverbal cues.
