《创新类型和模式》ppt课件

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1、Chapter3TypesandPatternsofInnovationChapter3McGraw-Hill/Irwin©2005TheMcGraw-HillCompanies,Inc.Allrightsreserved.Ericsson’sGambleon3GWirelessEricsson,foundedasatelegraphrepairshopin1876;byendof2002wasthelargestsupplierofmobiletelecommunicationssystemsintheworld

2、.Firstgenerationofcellphoneshadbeenanalog.Secondgeneration(2G)wasdigital.Byendof1990s,salesof2Gphoneswerebeginningtodecline.Telecomleadersbegantosettheirsightson3Gphonesthatwouldutilizebroadbandchannels,enablingvideoconferencingandhigh-speedwebsurfing.Inlate19

3、90s,Ericssonbeganfocusingon3Gsystems,andputlesseffortondevelopingandpromotingits2Gsystems.However,transitionto3Gturnedouttobemorecomplexthanexpected,andtherewereworriesthatusersmightnotvaluethemasmuchashoped.HadEricssongambledtoomuch(andtooearly)on3G?Ericsson’

4、sGambleon3GWirelessDiscussionQuestions:1.Is3Garadicalinnovationoranincrementalinnovation?2.Whatfactorsdoyouthinkwillinfluencetherateatwhich3Gtechnologiesareadoptedbyoperatorsandmobilephoneconsumers?3.IsEricssontryingtooffermoretechnologicalcapabilitythanconsum

5、ersreallyneed?4.IsEricsson'sfocuson3Gtechnologiesagoodstrategy?Whyorwhynot?OverviewSeveraldimensionsareusedtocategorizeinnovations.Thesedimensionshelpclarifyhowdifferentinnovationsofferdifferentopportunities(andposedifferentdemands)onproducers,users,andregulat

6、ors.Thepathatechnologyfollowsthroughtimeistermeditstechnologytrajectory.Manyconsistentpatternshavebeenobservedintechnologytrajectories,helpingusunderstandhowtechnologiesimproveandarediffused.沒有單一的分類法則來描述不同類型的創新創新種類技術系統創新技術創新(PhilipCD’83)產品創新(Sonywalkman’79~)流程

7、創新(7-11配送創新)服務創新(Fedex’sHub&spoke‘98)管理系統創新架構創新(KFC加盟店‘52)策略創新(台積電晶圓代工‘87)創新的類型依對象：產品創新(針對現有產品或服務的特性或功能來改變或開發新產品)與程序創新(針對產品服務或的製造、行銷、配送進行改變)依幅度：連續性創新(對現有的產品、服務或技術做改變)動態性創新(對現有產品、服務或技術做重大突破改變)非連續性創新(為全新的產品、服務或技術)依層面：技術面創新(對現有產品或服務的功能或生產程序做改變)管理面創新(只對產品或服務的管理過程做

8、改變並不直接影響產品或服務的外表或功能)TypesofInnovationProductversusProcessInnovationProductinnovationsareembodiedintheoutputsofanorganization–itsgoodsorservices.Processinnovationsareinnovationsinth