2019最新创新类型和模式英语

Chapter3TypesandPatternsofInnovationChapter3McGraw-Hill/Irwin©2005TheMcGraw-HillCompanies,Inc.Allrightsreserved.Ericsson’sGambleon3GWireless•Ericsson,foundedasatelegraphrepairshopin1876;byendof2002wasthelargestsupplierofmobiletelecommunicationssystemsintheworld.•Firstgenerationofcellphoneshadbeenanalog.Secondgeneration(2G)wasdigital.Byendof1990s,salesof2Gphoneswerebeginningtodecline.•Telecomleadersbegantosettheirsightson3Gphonesthatwouldutilizebroadbandchannels,enablingvideoconferencingandhigh-speedwebsurfing.•Inlate1990s,Ericssonbeganfocusingon3Gsystems,andputlesseffortondevelopingandpromotingits2Gsystems.•However,transitionto3Gturnedouttobemorecomplexthanexpected,andtherewereworriesthatusersmightnotvaluethemasmuchashoped.HadEricssongambledtoomuch(andtooearly)on3G?Ericsson’sGambleon3GWirelessDiscussionQuestions:1.Is3Garadicalinnovationoranincrementalinnovation?2.Whatfactorsdoyouthinkwillinfluencetherateatwhich3Gtechnologiesareadoptedbyoperatorsandmobilephoneconsumers?3.IsEricssontryingtooffermoretechnologicalcapabilitythanconsumersreallyneed?4.IsEricsson'sfocuson3Gtechnologiesagoodstrategy?Whyorwhynot?Overview•Severaldimensionsareusedtocategorizeinnovations.•Thesedimensionshelpclarifyhowdifferentinnovationsofferdifferentopportunities(andposedifferentdemands)onproducers,users,andregulators.•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改變並不直接影響產品或服務的外表或功能)TypesofInnovation•ProductversusProcessInnovation•Productinnovationsareembodiedintheoutputsofanorganization–itsgoodsorservices.•Processinnovationsareinnovationsinthewayanorganizationconductsitsbusiness,suchasintechniquesofproducingormarketinggoodsorservices.•Productinnovationscanenableprocessinnovationsandviceversa.•Whatisaproductinnovationforoneorganizationmightbeaprocessinnovationforanother•E.g.,UPScreatesanewdistributionservice(productinnovation)thatenablesitscustomerstodistributetheirgoodsmorewidelyormoreeasily(processinnovation)TypesofInnovation•RadicalversusIncrementalInnovation•Theradicalnessofaninnovationisthedegreetowhichitisnewanddifferentfrompreviouslyexistingproductsandprocesses.•Incrementalinnovationsmayinvolveonlyaminorchangefrom(oradjustmentto)existingpractices.•Theradicalnessofaninnovationisrelative;itmaychangeovertimeorwithrespecttodifferentobservers.•E.g.,digitalphotographyamoreradicalinnovationforKodakthanforSony.TypesofInnovation•Competence-EnhancingversusCompetence-DestroyingInnovation•Competence-enhancinginnovationsbuildonthefirm’sexistingknowledgebase•E.g.,Intel’sPentium4builtonthetechnologyforPentiumIII.•Competence-destroyinginnovationsrendersafirm’sexistingcompetenciesobsolete.•E.g.,electroniccalculatorsrenderedKeuffel&Esser’sslideruleexpertiseobsolete.•Whetheraninnovationiscompetenceenhancingorcompetencedestroyingdependsontheperspectiveofaparticularfirm.創新種類•Sustaininginnovations(維持性創新):•Bringabetterproductintoanestablishedmarket•Disruptiveinnovations(破壞性創新):•Low-enddisruption(低階市場的破壞性創新):Addressover-servedcustomerswithalower-costbusinessmodel•New-marketdisruption(創造新市場的破壞性創新):Competeagainstnon-consumption.創新種類性能時間不同性能的考量維持性創新把更好的產品帶到現有市場上低階市場的破壞性創新以更低成本的事業模式，爭取被過度服務的顧客創造新市場的破壞性創新爭取尚未消費者未消費程度公司改進軌跡顧客需求軌跡TypesofInnovation•ArchitecturalversusComponentInnovation•Acomponentinnovation(ormodularinnovation)entailschangestooneormorecomponentsofaproductsystemwithoutsignificantlyaffectingtheoveralldesign.•E.g.,addinggel-filledmaterialtoabicycleseat•Anarchitecturalinnovationentailschangingtheoveralldesignofthesystemorthewaycomponentsinteract.•E.g.,transitionfromhigh-wheelbicycletosafetybicycle.•Mostarchitecturalinnovationsrequirechangesintheunderlyingcomponentsalso.TechnologyS-Curves•Boththerateofatechnology’simprovement,anditsrateofdiffusiontothemarkettypicallyfollowans-shapedcurve.•S-curvesinTechnologicalImprovementTechnologyimprovesslowlyatfirstbecauseitispoorlyunderstood.Thenacceleratesasunderstandingincreases.Thentapersoffasapproacheslimits.TechnologyS-Curves•Technologiesdonotalwaysgettoreachtheirlimits•Maybedisplacedbynew,discontinuoustechnology.•Adiscontinuoustechnologyfulfillsasimilarmarketneedbymeansofanentirelynewknowledgebase.•E.g.,switchfromcarboncopyingtophotocopying,orvinylrecordstocompactdiscs•Technologicaldiscontinuitymayinitiallyhavelowerperformancethanincumbenttechnology.•E.g.,firstautomobilesweremuchslowerthanhorse-drawncarriages.•Firmsmaybereluctanttoadoptnewtechnologybecauseperformanceimprovementisinitiallyslowandcostly,andtheymayhavesignificantinvestmentinincumbenttechnologyTechnologyS-Curves•S-CurvesinTechnologyDiffusion•Adoptionisinitiallyslowbec