Dr. des. Martin A. Bader , European Patent Attorney, Dipl.-Ing. BGW AG
16
Competition and Competitive Power How to increase enterprises‘ technologic performance – improvement of the ability for innovation EC-TAIEX (INT Markt 205970) Sofia, Bulgaria, February 20th, 2006 Dr. des. Martin A. Bader, European Patent Attorney, Dipl.-Ing. BGW AG Management Advisory Group St. Gallen - Vienna Thurgauerstrasse 4 CH-9400 Rorschach am Bodensee, Switzerland Phone: +41-71-840 08 31 Fax: +41-71-840 08 32 Email: [email protected] http:// www.bgw-sg.com BGW M anagem entA dvisory G roup St.G allen – Wien BGW M anagem entA dvisory G roup St.G allen – Wien
description
Competition and Competitive Power How to increase enterprises‘ technologic performance – improvement of the ability for innovation EC-TAIEX (INT Markt 205970) Sofia, Bulgaria, February 20th, 2006. Dr. des. Martin A. Bader , European Patent Attorney, Dipl.-Ing. BGW AG - PowerPoint PPT Presentation
Transcript of Dr. des. Martin A. Bader , European Patent Attorney, Dipl.-Ing. BGW AG
Competition and Competitive Power
How to increase enterprises‘ technologic performance – improvement of the ability for innovation
EC-TAIEX (INT Markt 205970)Sofia, Bulgaria, February 20th, 2006
Dr. des. Martin A. Bader, European Patent Attorney, Dipl.-Ing.BGW AGManagement Advisory Group St. Gallen - ViennaThurgauerstrasse 4CH-9400 Rorschach am Bodensee, Switzerland
Phone: +41-71-840 08 31Fax: +41-71-840 08 32Email: [email protected]:// www.bgw-sg.com
BGW Management Advisory GroupSt. Gallen – WienBGW Management Advisory GroupSt. Gallen – Wien
BGW AGMartin Bader
Competition and Competitive PowerSofia, 20.02.2006
page 2
BGW Management Advisory GroupSt. Gallen – WienBGW Management Advisory GroupSt. Gallen – Wien
Is There a Market for Your Products?
BGW AGMartin Bader
Competition and Competitive PowerSofia, 20.02.2006
page 3
BGW Management Advisory GroupSt. Gallen – WienBGW Management Advisory GroupSt. Gallen – Wien
Source: Kienbaum Survey
1,550 eliminated (about 81 %)
193 eliminated (about 52 %)
124 eliminated (about 70 %)
ResultTotal Loss Avg. Perf. Success 24 17 11
1,919
369
176
52
Ideas forInnovation
Basic Project
Products
Still on the Market
Just 0,6 % of all Ideas for Innovation Turn Out to Be Successful on the Market
BGW AGMartin Bader
Competition and Competitive PowerSofia, 20.02.2006
page 4
BGW Management Advisory GroupSt. Gallen – WienBGW Management Advisory GroupSt. Gallen – Wien
Core Challenge of Managing Innovation at BMW
The car manufacturerBMW tries to satisfyfuture customer needseven if the customercurrently does not knowwhat he would be looking for in the future ...
BGW AGMartin Bader
Competition and Competitive PowerSofia, 20.02.2006
page 5
BGW Management Advisory GroupSt. Gallen – WienBGW Management Advisory GroupSt. Gallen – Wien
Customers are Individual Persons, not just Market Segments
extraordinary users expand the bandwidth true individual persons help to expand imagination
Source: IDEO
BGW AGMartin Bader
Competition and Competitive PowerSofia, 20.02.2006
page 6
BGW Management Advisory GroupSt. Gallen – WienBGW Management Advisory GroupSt. Gallen – Wien
„I Don‘t Watch TV“Searching for Interesting Contradictions
Source: IDEO
BGW AGMartin Bader
Competition and Competitive PowerSofia, 20.02.2006
page 7
BGW Management Advisory GroupSt. Gallen – WienBGW Management Advisory GroupSt. Gallen – Wien
Searching for Things and Attributes Which Cause Behaviour
Source: IDEO
BGW AGMartin Bader
Competition and Competitive PowerSofia, 20.02.2006
page 8
BGW Management Advisory GroupSt. Gallen – WienBGW Management Advisory GroupSt. Gallen – Wien
Searching for Surprising Usage and Behaviour
Source: IDEO
BGW AGMartin Bader
Competition and Competitive PowerSofia, 20.02.2006
page 9
BGW Management Advisory GroupSt. Gallen – WienBGW Management Advisory GroupSt. Gallen – Wien
- Breakthrough development- Venture teams with goals- “Free-wheeling”- Mid/long term ROI
- Product development- Highly structured process- Sophisticated controlling- Short term ROI
Bringing New Technologies into Product
ProductDevelopment €
Scanning of new
Technologies
Proto-types
Strategy
People Management Process Management
BGW AGMartin Bader
Competition and Competitive PowerSofia, 20.02.2006
page 10
BGW Management Advisory GroupSt. Gallen – WienBGW Management Advisory GroupSt. Gallen – Wien
TechnologicalTrend Estimation
Lead UserIdentification
ConceptGeneration
ConceptTest
Expert Chats
Customer Surveys by Phone
Lead User Workshop
Test of MarketAcceptance with
Representative Users
Lead User Workshops at Hilti
BGW AGMartin Bader
Competition and Competitive PowerSofia, 20.02.2006
page 11
BGW Management Advisory GroupSt. Gallen – WienBGW Management Advisory GroupSt. Gallen – Wien
Create an atmosphere of trust Know-how travels with heads Change agents against Not-Invented-Here-Syndrome
t
CollaborationSpirit
Enthusiasm CulturalShock
Cultural Assimilation
Stability
positive
negative
Trust as Core of Collaboration
BGW AGMartin Bader
Competition and Competitive PowerSofia, 20.02.2006
page 12
BGW Management Advisory GroupSt. Gallen – WienBGW Management Advisory GroupSt. Gallen – Wien
From Invention to Profit
Renewal, use brand, new products
Scooters innovated by Wim Ouboter, Micro Mobility Systems
2000: 50 Mio. units sold worldwide;price CHF 260,-700 factories in China copied;Ouboter 100.000 units
2001: price CHF 39,-95% of factories stopped production
BGW AGMartin Bader
Competition and Competitive PowerSofia, 20.02.2006
page 13
BGW Management Advisory GroupSt. Gallen – WienBGW Management Advisory GroupSt. Gallen – Wien
Intellectual Property Management Becomes Important: Patent Strategies
Source: Trilateral Statistical Report (2002)
t
Demand in patentsworldwide[in Mio.]
19980
2
4
6
8
10
12
2002
14
16 14.8
6.2
Ø 24% p.a.
BGW AGMartin Bader
Competition and Competitive PowerSofia, 20.02.2006
page 14
BGW Management Advisory GroupSt. Gallen – WienBGW Management Advisory GroupSt. Gallen – Wien
“The challenge over the next 20 years will not be speed or cost or performance;it will be a question of complexity.”
Bill Raduchel, Chief Strategy Officer,Sun Microsystem
BGW AGMartin Bader
Competition and Competitive PowerSofia, 20.02.2006
page 15
BGW Management Advisory GroupSt. Gallen – WienBGW Management Advisory GroupSt. Gallen – Wien
Key Success Factors
1. Customers and suppliers support innovation: create incentives
2. Concentrate on few suppliers3. Early involvement of suppliers4. Open communication of expectations5. Clear exit strategy: who owns what after an exit?6. Only involve key customers, do not diffuse7. Know-how travels with heads: create teams with customers and
suppliers8. Keep defined freedom for quantum leaps but tighten processes9. Proactive management of intellectual property
BGW AGMartin Bader
Competition and Competitive PowerSofia, 20.02.2006
page 16
BGW Management Advisory GroupSt. Gallen – WienBGW Management Advisory GroupSt. Gallen – Wien
Daniel Borel, Chairman & Founder of Logitech, 2004
Never, Ever Give Up !
