Innovation management. Учебное пособие
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5. Innovation strategic management
efficiency as time at the moment, and with bigger return from this sale during future period.
Methods of forecasting of innovations.
Search forecasts are the forecasts answering " questions what would be if …?" as chain of the assumptions. Refer extrapolation of tendencies to them: the direction in which development of any phenomenon is made at the same time the main assumption will be that "Wednesday" (situation) doesn't change.
The standard forecast – target prediction as a development tool of innovative policy. They can be:
Measure of comparison of the actual progress in some sphere to the predicted progress;
Basis for decision-making on the questions which don't have a direct bearing on predictions, for example, technical feasibility of this choice. At the same time, are under construction quite difficult "the tree is more whole", "a tree of decisions", "a tree of criteria", "a tree of relative importance", etc.
Forecasting on the basis of the analysis of tendencies. On degree of reliability of forecasts allocate 5 types:
the assumption – existence of possible correlation dependence of any innovation on observed tendencies;
the metaphor – or analogy means identification of common features or similarity at two objects or processes;
quasi-model (almost model, artificial model) – it is possible to check qualitative forecasts or forecasts of the course of any process;
the empirical model – model on experience predicts future by means of the mathematical dependence consistent with empirically found parameters;
analytical model – prediction and an explanation of the sequence of an event by means of the fundamental laws having a wide scope.
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Innovation management
Methods of search of the ideas of innovations. By search, planning and realization of innovations it is impossible to use a highly effective mathematical algorithm. During this work face an array of problems, demanding creative permission: search of the ideas of new production and technologies, development of their concept, the solution of separate technical problems, forecasts for new products, development of the new advertising concept, etc. Search of the ideas for the solution of these problems and tasks isn't systematic. It means that the arising tasks are studied conceptually and methodically not always one after another, one behind one, and intuitively and accidentally.
If innovative problems can't be solved by logical means, on hand there is a number of rules of search, or heuristic methods (heuristics – art to find) which stimulate the course of individual thoughts or group processes of search and help to overcome passive expectation of emergence of a sudden thought. They, however, don't guarantee success of search
For search of the idea of an innovation have the greatest efficiency:
1. Trial and error method: consecutive promotion and consideration of the various ideas of a solution. At the same time every time the unsuccessful idea is rejected, and instead of it new moves forward. There are no rules of search and assessment of the right idea, and there are subjective evaluation criteria where an essential role is played by professionalism and qualification of the developer of a new product.
2.Method of control questions: – advanced trial and error method: on in advance made questionnaire questions are set, each of them is test or a series of tests.
3.Method of games – modeling of processes (economic, technical, etc.) with any number of participants, each of which seeks to maximize some function, submitting to a set of certain rules.
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4.Method of scenarios writing for an innovation – the sequence of episodes ordered in time at the choice of innovative policy, logically connected among themselves: the collective for drawing up scenarios of future development of processes and identification of potential consequences which can arise at the same time is selected; special questions in the form of the table are formed. It is always scripted for the purpose of the analysis of future situation which allows defining competently the purposes and tasks.
5.Brainstorming method – collective generation of the ideas (it is offered in 1955 by American Alex Osborne):
2groups of people – idea men and experts, but no more 6th persons, storm – for 20 min. participate in the solution of an objective;
at generation of the ideas there are no restrictions;
the most important – the ban on criticism (it and weakness of a method).
It assumes the following stages:
1.development of participants group for "brainstorming" on number and structure, the most productive group – 10-15 people;
2.drawing up a problem note by group of the analysis of a problem situation also includes the description of a method and problem situation;
3.generation of the ideas: each of participants has the right to act many times. The criticism of the previous performances and skeptical remarks aren't allowed. Storm duration – not less than 20 minutes and no more than 1 hour depending on activity of participants;
4.development of the list and systematization of the ideas: allocation of signs on which the ideas can be integrated; combination of the ideas;
5.restructuring (destruction) of the systematized ideas: each idea is exposed to comprehensive criticism group of highly qualified specialists (20-25 people)
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6.assessment of critical remarks and drawing up the list of almost realized ideas.
The interfering brainstorming factors: criticism which forces the person to think standard and prevents others to state the nonstandard ideas which, most often, and become a criticism object; officiality and formality; search of "the correct decisions"; explanations and justifications; passivity of the client (customer).
Promotes success in emergence of the ideas: safe and open atmosphere; active imagination and desire to think out something new; development, processing and connection of the stated ideas; search of analogs of the discussed problem; activity of the client.
6.Return storm: participants look for shortcomings of the new idea (product), eliminate them and put forward the new ideas.
A version "brainstorming is "method 635"
6participants have to write down on 3 ideas in 5 minutes. The leaf goes around. Thus, for half an hour everyone will write down in the asset 18 ideas, in total 108. The structure of ideas is accurately defined.
7.Delphi method– (Delphi – the Greek city which was famous for the wise men predictors of the future) the multilevel procedure of individual questioning. Individual survey of experts in the form of questionnaires – questionnaires is conducted. After each tour these questioning are improved, the collective opinion of group is formed, arguments in favor of various judgments come to light and generalized. The received results are told experts with the indication of an arrangement of estimates, those choose options for further processing, can correct estimates, explaining at the same time the reasons of the disagreement with collective judgment. This procedure can repeat 3–4 times. As a result also the consensus concerning a problem is developed.
Features of the Delfi method:
A) anonymity of experts, they are unknown each other, their interaction when filling questionnaires is completely excluded;
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B)possibility of use of results of the previous round of poll;
C)statistical characteristic of group opinion.
Basic concepts and definitions of decision-making theory.
Decision-making is understood as the process of human activity directed to the choice of the best option of actions.
The models describing behavior of people are widely used in a research of operations. A sub-research of operations understands application of mathematical, quantitative methods for justification of decisions in all areas of purposeful human activity.
We will understand the system of the actions united by a uniform plan and directed to achievement of a definite purpose as operation. Operation is always the operated action. The choice of some parameters characterizing a way of its organization depends on us. Any certain choice of the parameters depending on us we will call a decision. Decision-making is beyond a research of operations and is within the competence of the responsible person (or groups of persons), who has been granted the right of the final choice.
The carried-out content - the analysis of scientific approaches to a typologization of innovative strategy of the organizations demonstrates lack of accurate formalization of an algorithm of classification. It is possible to allocate a number of the omissions complicating systematization of innovative strategy:
1)many researchers haven't identified classification signs;
2)some authors use identical strategy with various names, for example, on an equal basis with the term "defensive" concepts "adaptation", "passive" are used, and as term synonyms "offensive" serve concepts "active", "sharp", "creative", etc.;
3)within allocated it is integrated strategic groups additional subgroups of strategy which can be realized not only within group, for example, licensing can be applied in any innovative strategy;
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4) researchers give to different extent of specification of the description of innovative strategy, their distinctive features which aren't allowing accurately about - to watch.
The classifications offered in scientific literature don't reflect all possible innovative strategy. In this regard there is a need of further specification, streamlining and reduction to uniformity of the existing classification approaches in the direction of development of the integral, empirically checked, accurately formalized typology of innovative strategy of the organizations corresponding to current trends of innovative development and convenient for the analysis of their innovative behavior.
Discussion questions:
1.What are the two main objectives of strategy development? Explain.
2.What are the major types of innovative strategy? Examples.
3.How the company strategy is connected with life cycle of an innovation?
4.How can companies forecasting of innovations?
Research topic:
Research one of the selected methods of idea’s search for innovations. How it works? Provide examples.
Practical Exercise:
Characteristics of successful innovating companies. Explain these characteristics on particular example.
•Systematic collection of all impulses that could lead to innovation;
•Creativity of employees;
•Ability to evaluate the possibility of the innovation idea;
•Good team work;
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•Project-based approach and ability to manage projects;
•Cooperation with external experts (universities, research laboratories…);
•Proper rate of risk-taking;
•Employees’ motivation (the employees are willing to improve the product and the operation of the whole company);
•Continued education of employees;
•Ability to finance the innovation activities.
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6. INNOVATION PROJECT MANAGEMENT
Classification of innovation projects. Development of programs and projects. Features of innovation project management. Research and Development of innovation project. High-involvement innovation approach.
Classification of innovative projects. The variety of goals and objectives of innovative development defines many varieties of innovative and scientific and technical projects. Innovative projects differ in terms of scientific and technical significance:
Modernization when the prototype design or the underlying technology does not fundamentally change (the extension of the dimension series and range of products; the installation of more powerful engine that improves the performance of machine, car)
Innovative (improving innovations), when the design of a new product in the form of its elements differs significantly from the previous one (adding new qualities, for example, the introduction of automation or other previously not used in the designs of this type of product, but used in other types of products);
Leading (basic innovations), when the design is based on advanced technical solutions (introduction of pressurized cabins in aircraft, turbojet engines, previously never used);
Pioneer (basic innovations), when there are no pre-existing materials, structures and technologies that perform the same or even new functions (composite materials, the first radios, electronic clocks, personal computers, missiles, nuclear power plants, biotechnology).
The level of significance of the project determines the complexity, duration, composition of the performers, the scale, nature of the progress of the innovation process, which affects the content of the project management.
Types of innovative projects. According to the subject-matter structure and nature of innovation projects are divided into:
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6. Innovation project management
research;
scientifically technical;
related to the modernization and renewal of the production unit;
enterprise system upgrade projects.
By the level of solution innovative projects are divided into:
international;
republican;
regional;
by sector;
individual enterprise.
By the nature of the project objectives are divided into: finalreflect the goals, solutions to the problem as a whole; intermediate.
For the period of implementation innovation projects are divided into: long-term (more than 5 years); medium-term (up to 5 years); short-term (1-2 years).
By type of innovation projects are divided into:
new product;
a new method of production;
new market;
new source of raw materials;
new governance structure.
According to the type of needs innovation projects are divided into to be met, can be oriented to meet existing needs or to create new needs.
By type of innovation, projects can be:
maintenance of a new or improved product;
creation of a new market;
development of a new source of raw materials or semi-finished products;
reorganization of the governance structure.
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From the point of view of scale of the solved tasks innovative projects are divided as follows:
1.The mono-projects that are performed, usually, one organization or even a single division; different setting unambiguous goals innovation (the creation of specific products, technologies) that are carried out in strict time and financial limits, require a coordinator or project Manager;
2.Multi-projects are presented in the form of complex programs that combine dozens of single projects aimed at achieving a complex innovative goal, such as the creation of a scientific and technical complex, the solution of a major technological problem, the conversion of one or a group of enterprises of the military-industrial complex; coordination units are required;
3.Mega-projects are multi-purpose complex programs that combine a number of multi-projects and hundreds of single projects, linked by a single tree of goals; require centralized funding and guidance from the focal point. On the basis of mega-projects, such innovative goals as technical re-equipment of the industry, solving regional and Federal conversion and environmental problems, improving the competitiveness of domestic products and technologies can be achieved.
Thus, the innovative project is a complex system of processes, interrelated and interdependent on resources, timing and stages. Innovative projects can be of different nature and differ in a number of classification features.
Innovation project management is the area of activity in which clear project objectives are determined and achieved while balancing between the scope of work, resources (such as money, labor, materials, energy, space, and others), time, quality, and risk. A key factor in the success of project management is the presence of a clear predetermined plan, minimization of risks and deviations from the plan, and effective
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