The Innovation Value Chain Analysis of an Urban ...
Transcript of The Innovation Value Chain Analysis of an Urban ...
The Innovation Value Chain Analysis of an Urban Regeneration Project
Ozorhon, B.
The University of Salford,UK
(email: [email protected])
Abbott, C.
The University of Salford,UK
(email: [email protected])
Aouad, G.
The University of Salford,UK,
(email: [email protected])
Abstract
Construction is widely perceived as being among the less innovative sectors. Measurement and
understanding of the dimensions and elements of construction innovation at the project level is key to
improving the innovation performance of organisations within the construction value chain since
innovation is co-produced and most hidden at the project level. The link between firm level processes
and innovation at the project level should be explored to enable a better understanding of how
different firms contribute to the innovation process by developing/implementing strategies, assigning
resources to create ideas and diffusing them. The Innovation Value Chain (IVC) provides a structured
method of analysing both firm and project level innovation. The major objective of this study is to
analyse a construction project from an IVC perspective by exploring the roles of project stakeholders
in stimulating and implementing innovation. The project analysed is an urban regeneration project in
which the project team have used a wide variety of methods to generate ideas, convert these ideas
into new products and processes and finally diffuse these innovations. The project presents a case of
client-driven innovation where building regulations on sustainability were taken into account in
developing design and planning the construction process. It is a successful example of collaborative
partnership that achieved continuous improvement through a series of technical and organisational
innovations including modern methods of construction and lean production. Based on the IVC
analysis of the project, the paper provides a summary of the key actions that enabled ideas to be
generated, converted into use and diffused more widely and provides recommendations for further
research.
Keywords: client-driven innovation, innovation value chain, partnering, off site manufacturing, lean
construction.
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1. Introduction
Innovation has become a central issue for all industries and countries due to its contribution to
national economic growth, competitiveness, and higher living standards. It is a complex phenomenon
with a wide range of inputs and outputs creating diverse impacts on performance at the company,
sector and national level. There are differing definitions of innovation, but there is an increasing trend
to consider a wider view of innovation that reflects the many ways in which innovation occurs in
practice. In broad terms, it may be defined as the creation and adoption of new knowledge to improve
the value of products, processes, and services.
The construction industry can benefit from the diverse benefits offered by innovation particularly by
adoption of new methods to improve processes and organisational effectiveness. Construction is a
very diverse sector and there is not one single way in which innovation occurs. The organizational
context of construction innovations differs significantly from a great portion of manufacturing
innovations (Slaughter, 1998) since building and construction is partly manufacturing and partly
services industry (Blayse and Manley, 2004). Construction is often categorised as being among the
less innovative sectors. However, as the Hidden Innovation report (NESTA, 2007) has shown, this
perception is perhaps undeserved. Much of the innovation remains hidden, as it is co-developed at the
project level.
As Gann and Salter (2000) stated project-based firms need to manage both project and business
processes since the resources of the firm are embedded at both the project and the firm level; it is the
integration of these two sets of resources that enables the firm to be competitive. In addition, business
processes are ongoing and repetitive, whereas project processes have a tendency to be temporary and
unique (Gann, 1998; Brusoni et al., 1998), therefore firms should integrate the experiences of projects
into their continuous business processes in order to ensure the coherence of the organisation. The
same principle is also valid for the success of innovation both at the project and firm-level.
The link between firm level processes and innovation at the project level should be explored to enable
a better understanding of how different firms contribute to the innovation process by
developing/implementing strategies, assigning resources to create ideas and diffusing them. The
Innovation Value Chain (IVC) investigates innovation in a sequential, three-phase process involving
idea generation, idea development, and the diffusion of ideas (Hansen and Birkinshaw, 2007). This
approach provides a structured method of analysing both firm and project level innovation. The major
objective of this study is to analyse a construction project adopting the IVC view and thereby to
explore the roles of project stakeholders in stimulating and implementing innovation. The case study
focuses on an urban regeneration project that presents a case of client-driven innovation. It is a
successful example of collaborative partnership where the project team have used a wide variety of
methods to generate ideas, convert these ideas into new products and processes and finally diffuse
these innovations. The main technical and organisational innovations achieved in this project include
modern methods of construction and lean production. The paper summarizes the activities, tools, and
methods used to convert ideas into practice and diffuse them along the supply chain and transfer the
experience and knowledge gained to future projects.
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2. Innovation value chain
Innovation can be observed at three different levels namely the sector, business and project level.
Milbergs (2004) proposed a framework to analyse innovation at the national level, where the major
components of innovation are defined as the inputs, implementation (processes/activities), outputs,
and impact, as well as the contextual (institutional) factors that influence the rate and direction of
innovative activity including the macro-economic conditions, public policy, innovation infrastructure,
and national mindset. Several frameworks have been proposed to analyse innovation at the firm level.
Rogers (2003) offers five stages to investigate the innovation process namely, knowledge, persuasion,
decision, implementation and confirmation. Wolfe (1994) suggests ten stages including idea
conception, awareness, matching, appraisal, persuasion, adoption decision, implementation,
confirmation, routinization, and infusion. Tangkar and Arditi (2000) proposed a six-phase labyrinth of
innovation, where the flow of successful innovation comprises need, creation, invention, innovation,
diffusion, and adoption. Hansen and Birkinshaw (2007) presents innovation as a sequential, three-
phase process that involves idea generation, idea development, and the diffusion of developed
concepts that includes six critical tasks namely, internal sourcing, cross-unit sourcing, external
sourcing, selection, development, and companywide spread of the idea. The whole process is referred
as the IVC. The first phase is to generate ideas that can happen inside a unit, across units in a
company, or outside the firm; the second phase is to convert or select ideas for funding and
developing them into products or practices; and the third is to diffuse those products and practices.
The IVC offers a tailored and systematic approach to assessing firm-level innovation performance
(Hansen and Birkinshaw, 2007). It is possible to apply the basis of the IVC framework and investigate
the innovation process at the project level. Roper et al. (2008) model IVC as a recursive process that
has three main links such as „knowledge sourcing‟ to assemble knowledge necessary for innovation,
„knowledge transformation‟ to translate knowledge into physical innovation, and finally „knowledge
exploitation‟ to improve the enterprise performance. Adopting a similar view, this study proposes the
investigation of IVC of different actors in the construction process at the project-level.
3. Research methodology
Analysis of innovation at the project level is often ignored in the literature mostly due to the
difficulties in monitoring different activities carried out by different parties in each stage of the
project. Management of innovation is complicated by the discontinuous nature of project-based
production in which, often, there are broken learning and feedback loops (Barlow, 2000). Gann
(2001) suggests that project-based construction firms often struggle to learn between projects, and
often have weak internal business processes. Measurement of the dimensions and elements of
construction innovation at the project level is key to improving the innovation performance of
companies.
Project-based firms need to manage technological innovation and uncertainty across organisational
boundaries, within networks of interdependent suppliers, customers and regulatory bodies (Gann and
Salter, 2000). However, project-based firms are always innovating; their work is always unique,
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always delivered to bespoke designs, always achieving something new (Keegan and Turner, 2002).
Study by Gann and Salter (2000) points out the need for a better conceptual understanding and new
management practices to link project and business processes. Although some strategies are proposed
in these studies, they do not address how to track innovative activities during the lifecycle of a
construction project.
It is increasingly accepted that construction innovation encompasses a wide range of participants
within a „product system‟ (e.g. Marceau et al., 1999). This broad view incorporates the participants
including governments, building materials suppliers, designers, general contractors, specialist
contractors, the labour workforce, owners, professional associations, private capital providers, end
users of public infrastructure, vendors and distributors, testing services companies, educational
institutions, certification bodies, and others (Blayse and Manley, 2004). The link between firm level
processes and innovation at the project level should be explored to observe how different firms
contribute to innovation process by developing/implementing strategies, assigning resources to create
ideas and diffuse them.
The construction sector is viewed as a system involving clients, contractors, sub-contractors suppliers,
consultants, and designers. Manufacturing firms invest far more in R&D than contractors or
consultants, and are subsequently more likely to develop product and process innovations (Gann,
1997), whereas contractors tend to introduce service and organisational innovations (Carassus, 2004).
Clients can act as a catalyst to foster innovation by exerting pressure on the supply chain partners to
improve overall performance and by helping them to devise strategies to cope with unforeseen
changes (Gann and Salter, 2000), by demanding high standards of work (Barlow, 2000), and by
identifying specific novel requirements for a project (Seaden and Manseau, 2001). The case study
presented in this paper is related to an urban regeneration project that has demonstrated numerous
examples of technical and organisational innovation and achieved continuous improvement through a
collaborative partnership.
4. Case study: An urban regeneration project
4.1 Project information
The Regeneration Project in Cheshire, UK was a unique 10 year partnering regeneration scheme that
has delivered an award winning range of over 500 units of new housing, as part of the vision for a
sustainable future for the area. Since the transfer of new town stock in 1989, the client has been a
landlord of the estate together with an additional Housing Trust. Both Registered Social Landlords
(RSLs) formed this partnership agreement with the local Borough Council, English Partnerships, and
the Housing Corporation. The contractor, the architect, consultants and the structural engineers were
brought into the partnership in late 2001 to undertake the housing regeneration phases.
This project is a successful example of collaborative partnership that embraced „Rethinking
Construction‟ principles (Egan, 1998) and achieved continuous improvement through the application
of lean construction. The Regeneration Partnership is using more than £44m of funding to completely
revitalise this estate that was first built between 1968 and 1972. The master plan proposed a
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comprehensive programme of over 50 individual projects from the redesign of infrastructure and
transport to community facilities and modern mixed tenure housing. To date approximately 800
unpopular deck access units have been demolished with a further 400 scheduled over the coming
years. These have been replaced with approximately 470 new homes, with a further 650 under
construction or planned. The next phase of regeneration includes the redevelopment of the existing
local centre, into a new community hub. The new development will contain a vibrant mix of shops,
homes, community centre and health centre, set around a public square.
4.2 The innovation value chain throughout the project
In a complex systems industry such as construction, firms must rely on the capabilities of other firms
to produce innovations and this is achieved by the cooperation between those concerned with the
development of products, processes and designs (Blayse and Manley, 2004). In this case study, three
steps of the innovation process namely, the idea generation, conversion, and diffusion are investigated
to explore the relationships between project participants in achieving innovation.
a) Idea generation
The project was very notable for its use of a „client-driven innovation‟ approach to idea generation.
Building regulation on social housing had a great impact on the processes and performance of this
regeneration project. The UK Government‟s initiative to create sustainable homes is specified in the
CfSH (DCLG, 2006). This code requires the contractors to use innovative products in their
construction processes and deliver the specified sustainability performance levels. The ideas
generated in order to comply with this code were generated by the collaborative use of partnering, a
serious R&D investment, and engaging with the community.
Partnership
The partnership embraced the „Rethinking Construction‟ principles (Egan, 1998) and best practice
ideas from around the UK construction and development industry. Committed leadership, a focus on
the customer, integrated teams, a quality driven agenda, and commitment to people were identified as
five drivers of change which need to set the agenda for the construction industry. The report showed
radical change in construction processes could deliver real cost savings (up to 30%), eliminate waste
in the delivery process, encourage innovation and learn from experience (Egan, 1998).
The project team ensured that, with the partnering approach in place through the procurement route,
steps were taken to establish trust and drive efficiency starting from the design process till the
execution of MMC. This partnering approach enabled design to be rationalised and input from the
contractor and the timber frame supplier taken into account in the early stages of the design process.
This rationalisation led to the introduction and acceptance of standard house types and detailing.
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R&D
The redevelopment programme was in the process of delivering its fourth phase of new build housing
when it was decided that the team needed to consider new methods. Funding conditions set by the
Housing Corporation promoted the increased use of MMC in social housing particularly off site
manufacturing (OSM) as a key potential method for promoting sustainability within the construction
industry. The client was experienced in terms of MMC and introduced the idea of using closed timber
frames to achieve environmental sustainability. The next stage was to search for the right product and
assess its buildability with the contractor. Considerable time and effort was committed to ensure that
the design was buildable and that modern construction techniques could be used.
In this respect, based on client‟s research dating back to 10 years ago, timber frames were identified to
deliver a number of advantages such as the pace of construction, quality of the units, decreased cost,
enhanced thermal performance, and less impact to environment through lower carbon emissions. The
contractor and the client then formed a partnership with the timber frame supplier and maintained this
partnership for years.
The team had already incorporated MMC into designs, but were now to utilize „Lean Construction‟
methods with the intention of further improving quality, time and costs. New product and process
innovations could only be achieved through product R&D; considerable investment on MMC and lean
construction; and strong commitment and collaborative partnership among the supply chain. Based on
more than 2 years of R&D work, cost, knowledge and familiarity were identified as the main barriers
to the adoption of MMC. The client employed consultants to aid in the development of methods and
procedures to improve site processes. The client determined to work with the contractor to eliminate
the initial cost barriers of MMC in order to reap long term savings and benefits. The funding of
consultancy by the client and the agreement to further invest jointly with the contractor demonstrates
both partners‟ desire and willingness to engage other specialists who could help to drive out waste
through the adoption of lean. These benefits have been brought through from phase to phase,
demonstrating continuous improvement.
Community engagement
One of the most important ingredients of any successful regeneration partnership is the involvement
of the local community. Residents of the area have been heavily involved in the regeneration process
as well as in the development of each individual scheme. Project team members have had the
opportunity to establish positive working relationships with the local community, and better
understand the needs and wants of the residents affected by the redevelopment. The client, architect
and contractor have also worked with local primary schools to involve children in the construction
processes as part of their curriculum. This has begun the process of embedding a sense of place and
ownership in the community‟s children, which has been lacking for so long.
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b) Conversion of ideas into practice
A combination of open and scientific approaches was used to bring ideas into the project. Idea
generation is only useful if the ideas are then put into practice. The key decision in this regard was to
use a procurement approach that enabled early contractor involvement. This ensures that ideas can be
tested for their buildability and building methods can be developed that are appropriate to the design.
The University of Salford set up „Innovation Circles‟ to help businesses and academics work together
in a more meaningful way and to focus individual members in small groups using an action learning
methodology (Lu et al., 2007). The „Innovation Circles‟ created by the contractor provide one method
whereby the supply chain members are formally brought together to help put solutions into practice.
Product innovation is only one component of the IVC in the construction supply chain, the
responsibility of which lies with the suppliers. However, the implementation requires joint effort by
the client, designer, contractor, suppliers, and subcontractors. The project team ensured the successful
implementation of product innovation through a series of organisational innovations. They identified
that potential benefits of MMC could only be achieved through the application of lean principles that
involves supply chain integration and process reengineering. Contractor‟s devotion to learn about lean
principles was appreciated by the client and they shared the cost for lean consultancy to deliver higher
performance.
Modern methods of construction
Timber frame is a tried and tested structural system. It is the most environmentally friendly form of
construction available that conforms to MMC and OSM principles. Building Research Establishment
(BRE) reported that that modern timber frame construction produces near zero carbon emissions
(Reynolds and Enjily, 2005). Timber frame is also renowned for its excellence in energy efficiency
terms. As the structures are assembled from components made to manufacturing tolerances, the better
fit achieved improves air tightness and hence positively effects energy efficiency. The closed timber
frames were used as the structural elements of the superstructure in the project among the many forms
to choose from, including advanced and closed panel, volumetric and hybrid systems.
By using MMC methods, the closed timber framed panelled units went from ground floor slab to
panels in place in just twelve weeks - half the time of a similar traditional build. The wall panels and
floor cassettes were delivered to site with windows and doors already fitted in the factory. The
benefits of MMC were evidenced in many ways; not only was the site accident free, it was dryer and
cleaner for the labour force to work on. There were also benefits for local residents too, with reduced
levels of vehicle movements and noise.
Lean Construction
MMC required tighter, more reliable processes leading to the adoption of lean principles. Lean
construction is “the continuous process of eliminating waste, meeting or exceeding all customer
requirements, focusing on the entire value stream and the pursuit of perfection in the execution of a
constructed project” (Design for Manufacture Competition, 2005). Lean construction may require
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more time in the design and planning phases, but this attention eliminates or minimizes conflicts that
can dramatically change budgets and schedules. Supply chain management is an important support
function for facilitating lean construction. Partnering arrangements with suppliers are based on
effective communication of shared objectives of continuous improvement. Each member of the
construction supply chain should be made aware of its influence on the overall project. In addition,
organisations are required to change their business processes to deliver the expected benefits of lean
construction. Standardisation of the finishing processes brought benefit to the supply chain, reducing
wastage of materials on site as well as wasted operations.
MMC and lean construction involve totally different operations that were threatening for the whole
industry in the beginning. Not only did the contractor have to experience challenges to shift to new
processes but also the subcontractors had to follow at the same pace and they had to adjust the
operations based on the site conditions, which were not always favourable. Construction in this way
was far ahead of normal schedules due to the unexpectedly quick insallations of the timber frames and
the construction team had difficulties in allocating sufficient number of staff to continue with the
finishings. It was initially difficult to control such a tight process and the intensity of the workforce
was a real issue. The major barrier and frustration for the contractor in this phase was due to the
external factors such as the poor services; service disconnections and relocations caused major delays
in the project. Despite attempts to overcome these barriers and several meetings with the services
provider, the situations remained unresolved.
c) Diffusion of innovations
The successful diffusion of new innovations is the third element of the IVC that is achieved through
the client‟s drive to become a learning and sharing organisation. Within the project, the diffusion of
innovation throughout the supply chain is enabled through the trust created by the partnering
approach. This is underpinned by the knowledge management approach. Longer term benefits will
accrue if the supply chain remains together and works on follow on projects.Performance
measurement should also be seen as an enabler for the diffusion of project innovations. The
monitoring regime provides the evidence of the success (or failure) of the various innovations, which
in turn supplies the supporting information needed to justify ongoing use.
Knowledge management and innovation plan
The use of knowledge management approaches is an effective enabler for the diffusion of innovations
within and outside the organisations. In this regard, knowledge management is essential for ensuring
that the full project team are aware of and understand the latest techniques that are to be used on the
project.
The client devoted resources from across the organisation to ensure they understand and are able to
effectively deploy new technologies and techniques as they emerge, ranging from renewable energy
sources through sustainable housing solutions to MMC to create high value low cost solutions for the
clients. They are keen to create a true learning culture with the contractor and mechanisms to enable
more sharing knowledge and best practice.
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Taken together, the project team have used a wide variety of measures to facilitate and support the
generation of new ideas. The contractor employed different schemes to foster innovation within the
organisation and to share its knowledge and experience through the supply chain. Their ultimate
objective is to be able to meet client needs better and be able to adapt to a changing world. The key
actions that will help them innovate both individually and collectively focus on the staff, clients,
suppliers, and lean construction. These included the „Innovator of the Month‟ scheme within their
innovation plan to help all staff become aware of the importance of innovation and have the
opportunity to contribute to generation of ideas. This concept is extended beyond the organisation
through „Innovation Circles‟ that bring together the supply chain in an open approach to sharing ideas
and tackling problems.
4.3 Achievements of the project team
Prior to the introduction of lean construction methodology, the partnership was already achieving a
reduction in waste generated through each phase compared to more traditionally built projects. It was
estimated that the use of MMC was achieving waste reductions in excess of 50%. Noise levels are
also 50% less than a traditional build. Using timber frames, the team achieved higher levels of
environmental sustainability; they enhanced thermal performance (with lower U values), and
decreased the impact to environment through lower carbon emmissions. Other benefits can be listed
as follows:
Metre square costs have reduced by 6.59%.
Total unit cost has reduced by 2.81%.
Timber frame costs have reduced by 16% over the last 4 phases.
Overall reduction in contract weeks per unit completed of 7% against target 10% reduction in
superstructure completion time, translating into an overall contract duration time saving in weeks
per unit of 5.8%.
6% reduction in waste to landfill and 74% increase in waste recycled against 10% targets.
The final product benefits from a higher finished quality due to standard and repeat designs;
established and proven sequence; developed and improved details/materials; familiarization with the
specification; consistent management of workforce teams; reduced operations and trade visits;
consistent supply chain; reduced operations and trade visits; and consistent supply chain.
5. Conclusions
The construction industry is largely project based and fragmented, so the much of the innovation
remains hidden, as it is co-developed at the project level. Besides construction firms, suppliers,
designers, and service organisations play a large part in innovation. In the context of this paper, the
innovation process in a case study was investigated based on IVC approach. Roles and contributions
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of project participants in driving and implementing technical and organisational innovations were
explored in an urban regeneration project. The regeneration project has demonstrated the significance
of collaborative partnership in delivering best practice and achieving innovation. It is a good example
of client-driven innovation where building regulations shaped the way the housing developer,
contractor, and suppliers worked. The objectives set by the clients were met through the
implementation of MMC and lean principles.
There are many lessons that can be learnt from this project as summarised below:
Collaborative partnership between the Authority, client, architect, structural engineer, and
subcontractors was the key success factor but only because it was actively driven.
Building regulations can drive both technological (product and process) and organisational
innovations within the construction supply chain.
Innovation in construction can only be achieved through understanding client requirements and
collaboration throughout the whole project lifecycle.
Benefits of MMC are not short-term, strong commitment from all project participants is essential
to ensure long-term benefits and this was in turn enabled by collaborative partnership.
Exploiting potential efficiency benefits requires organisational innovations such as supply chain
management and business process reengineering.
Sustainable construction can also be affordable by adopting the lean principles and transferring
the project knowledge and key lessons to future projects.
Contractor‟s sole effort to innovate does not guarantee success, support from like-minded people
is crucial.
New methods are jeopardizing for construction industry, devotion to innovate is the key to break
the industry‟s resistance to change.
Qualified labour resource is scarce, sharing knowledge and best practice along the supply chain
can improve the culture and skills of the workforce.
Analysis of the IVC throughout the lifecycle of a construction project helps observe and measure the
underlying drivers and enablers related to the whole process and understand the role of different
actors and improve their capability in facilitating innovation. The case study illustrated a wide range
of innovation from all members of the supply chain in order to meet the requirements of clients and
end users. The IVC view, as a structured method of analysis, in this study was helpful in linking the
firm and project level innovation unlike the previous research on construction innovation. The
benefits of innovation can only be realised by fully understanding the components of the whole
innovation process that is based on knowledge acquisition, transformation, and diffusion. A deep
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understanding of these stages of innovation at the project level adopting a multi-stakeholder approach
can be considered as the main contribution of the study since it can be enriched further by detailed
work to develop context sensitive ways of recognising and measuring innovation. The findings of this
case study and analysis of additional cases are also expected to provide guidance to analyse
innovations in other project-based industries.
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