Samenvatting Lectures

141 Flashcards en notities
3 Studenten
  • Deze samenvatting

  • +380.000 andere samenvattingen

  • Een unieke studietool

  • Een oefentool voor deze samenvatting

  • Studiecoaching met filmpjes

Onthoud sneller, leer beter. Wetenschappelijk bewezen.

PREMIUM samenvattingen zijn gecontroleerd op kwaliteit en speciaal geselecteerd om je leerdoelen nog sneller te kunnen bereiken!

Samenvatting - Lectures

  • 1 lecture 1; introduction

  • innovation in one single word

    1.       Creativity;

    2.       Change;

    3.       Transformational;

    4.       Different; and

    5.       New.

  • drive innovation

    o   Decreasing product life cycles (due to developments in ICT);

    o   Increasing global trade (due to Internet);

    o   Rapid distribution of information and education (due to easy access); and

    o   Reduced cost of entry into markets and industries (Internet reduces boundaries).

  • Innovation (article)
    Multistage process whereby organizations transform ideas into new/improved products, services or processes, in order to advance, compete, and differentiate themselves successfully in their marketplace.
  • types of innovation
    1. product innovation
    2. process innovation (new production/delivery)
    3. marketing innovation (new method)
    4. organizational innovation (new process)   
  • Why is innovation important?
    • to meet customer needs
    • strengthen and expand product portfolio
    • creating tehcnologies, products and solutions that will improve productivity, efficiency and flexibility
    • collective innovation into work
    • finding the best sustainable and commercially viable solutions to market needs
  • Strategic entrepreneurship (article)
    A firm should opt for a balance between opportunity seeking (exploration) and advantage seeking (exploitation)
  • 2 lecture 2; Innovation process

  • Three components of creativity
    Expertise, creative thinking skills, motivation
  • intuition, hunches, hypotheses

    ·         Visioning. Imagining an ideal future, guided by long-term goals;

    ·         Exploring. Questioning assumptions, discover new possibilities;

  • facts, details, data

    ·         Modifying. Refining, improving what has already been done; and

    ·         Experimenting. Combining new ideas and testing them.


  • Alpha-test
    • Technical test, 
    • performed by the manufacturer; 
    • copying user situations as carefully as possible in the laboratory; 
    • test whether the product meets the specifications.
  • key launch decision
    • Market launch (marketing activity)
    • Strategic launch decisions (launch objective, newness of product, timing, choice of target market)
    • Tactical launch decisions (product, distribution, price, communication)
  • Beta-test
    • Market test, 
    • performed by potential customers; 
    • test whether the product functions in real-life situations; 
    • often used for promotion.
  • announcing products

    o   Creating excitement;

    o   Convincing potential buyers to postpone their purchase;

    o   Allowing buyers to get ready for the purchase (e.g. by saving money or making required investments);

    o   Encourage suppliers to develop new components;

    o   Preparing the distribution channels; and

    o   Scaring off the competition.

  • Basic process model (Booz, Allen & hamilton)
    • New product strategy development
    • Idea generations
    • screening and evaluation
    • business analysis 
    • development
    • market testing
    • commercialization
  • Stage-gate model (Cooper)
    • Idea
    • Gate 1 (initial screen)
    • Stage 1 (priliminary investigation)
    • Gate 2
    • Stage 2 (detailed invesitgation build business case)
    • Gate 3 (decision on business case)
    • Stage 3 (development)
    • Gate 4 (post development review)
    • Stage 4 (testing and validation)
    • Gate 5 (pre-commercialization)
    • Stage 5 (full production & market launch)
    • Post implement review
  • strategic launch
    • early in development stage
    • launch objective (expand product range, increase market penetration)
    • newness of the product (new or improved)
    • timing (pioneer or follower)
    • choice of market (mass or nich market)
    • decision depends on newness, experience, competition, resources)
  • tactical launch
    • late in development stage
    • product (branding, depth of product range, packaging)
    • distribution (channel selection, delivery conditions)
    • price (skimming or penetration pricing)
    • communication (budget, instruments, push/pull)
Lees volledige samenvatting
Deze samenvatting. +380.000 andere samenvattingen. Een unieke studietool. Een oefentool voor deze samenvatting. Studiecoaching met filmpjes.

Voorbeelden van vragen in deze samenvatting

innovation in one single word
drive innovation
Three components of creativity
intuition, hunches, hypotheses
Pagina 1 van 26