Upload
buithuan
View
222
Download
1
Embed Size (px)
Citation preview
1
june
06
EmpreendedorismoEmpreendedorismo, Inova, Inovaçção e ão e
Transferência de TecnologiaTransferência de TecnologiaE
lsa H
en
riqu
es
Em
pre
en
ded
oris
mo, In
ovação
e
Tra
nsfe
rência
de T
ecnolo
gia
5º
an
o M
EE
C
june
06
EmpreendedorismoEmpreendedorismo, Inova, Inovaçção e ão e
Transferência de TecnologiaTransferência de Tecnologia
Els
a H
en
riqu
es
Em
pre
en
ded
oris
mo, In
ovação
e
Tra
nsfe
rência
de T
ecnolo
gia
Re
ad
Ch
ap
ter
?
Inn
ova
tion
& T
ech
Tra
nsfe
r
2
june 06
Em
pre
endedorism
oE
mpre
endedorism
o,
Inova
, In
ovaçção e
ão e
Tra
nsfe
rência
de T
ecnolo
gia
Tra
nsfe
rência
de T
ecnolo
gia
Elsa Henriques
� the process of making improvements by introducing something
new
� the act of introducing something new: something newly introduced
(The American Heritage Dictionary).
� the successful exploitation of new ideas (Department of Trade and
Industry, UK).
� change that creates a new dimension of performance (Hesselbein,
2002)
� a creative idea that is realized (Frans Johansson, 2004)
� the capability of continuously realizing a desired future state (John
Kao, 2005)
� the staging of value and/or the conservation of value (Daniel
Montano 2006.)
Innovation & Tech Transfer
What is Innovation
june 06
Em
pre
endedorism
oE
mpre
endedorism
o,
Inova
, In
ovaçção e
ão e
Tra
nsfe
rência
de T
ecnolo
gia
Tra
nsfe
rência
de T
ecnolo
gia
Elsa Henriques
� In business something new must be substantially different, not an insignificant change.
� In economics the change must increase value, customer value, or producer value.
� Innovations are intended to make someone better off, and the succession of many innovations grows the whole economy.
� While innovation typically adds value, innovation may also have a destructive effect as new developments clear away old organisational forms and practices.
� Innovation typically involves risk.
Innovation & Tech Transfer
What is Innovation
3
june 06
Em
pre
endedorism
oE
mpre
endedorism
o,
Inova
, In
ovaçção e
ão e
Tra
nsfe
rência
de T
ecnolo
gia
Tra
nsfe
rência
de T
ecnolo
gia
Elsa Henriques
� "Innovation . . . is generally understood as the
introduction of a new thing or method . . . Innovation is the embodiment, combination, or synthesis of
knowledge in original, relevant, valued new products,
processes, or services.” (Luecke and Katz, 2003)
� Innovation is the tool of entrepreneurs. Is the way they use change as an opportunity to create wealth and economic value. It is possible to learn and practice innovation. (Drucker, 1984)
Innovation & Tech Transfer
What is Innovation
june 06
Em
pre
endedorism
oE
mpre
endedorism
o,
Inova
, In
ovaçção e
ão e
Tra
nsfe
rência
de T
ecnolo
gia
Tra
nsfe
rência
de T
ecnolo
gia
Elsa Henriques
� A technological innovation integrates
�The technological world
�The business world
� An invention occurs when only the technological world is
involved.
Innovation & Tech Transfer
Innovation ≠ Invention
An innovation is the conversion of an invention into An innovation is the conversion of an invention into
an economic value and is centre on economic an economic value and is centre on economic
decisions.decisions.
An invention is an idea, a concept or a prototype of a new produAn invention is an idea, a concept or a prototype of a new product, ct,
process or system. It is an act of intellectual creativityprocess or system. It is an act of intellectual creativity
4
june 06
Em
pre
endedorism
oE
mpre
endedorism
o,
Inova
, In
ovaçção e
ão e
Tra
nsfe
rência
de T
ecnolo
gia
Tra
nsfe
rência
de T
ecnolo
gia
Elsa Henriques
�� Business ModelBusiness Model innovation involves changing the way business is done in terms of capturing value.
�� MarketingMarketing innovation is the development of new marketing methods with improvement in product design or packaging, product promotion or pricing.
�� ProcessProcess innovation involves the implementation of a new or significantly improved production or delivery method.
�� ProductProduct innovation, involves the introduction of a new good or service that is new or substantially improved. This might include improvements in functional characteristics, technical abilities, ease of use, or any other dimension.
�� ServiceService innovation, is similar to product innovation except that the innovation relates to services rather than to products
�� Supply chainSupply chain innovation where innovations occur in the sourcing of input products from suppliers and the delivery of output products to customers
Innovation & Tech Transfer
Functional types of innovation
june 06
Em
pre
endedorism
oE
mpre
endedorism
o,
Inova
, In
ovaçção e
ão e
Tra
nsfe
rência
de T
ecnolo
gia
Tra
nsfe
rência
de T
ecnolo
gia
Elsa Henriques
Innovation & Tech Transfer
Functional types of innovation
Assembly line –Process InnovationProduct Innovation
Product /Technology Innovation
Business Model Innovation
Marketing Innovation
Technology Innovation
Business
Model Innovation
5
june 06
Em
pre
endedorism
oE
mpre
endedorism
o,
Inova
, In
ovaçção e
ão e
Tra
nsfe
rência
de T
ecnolo
gia
Tra
nsfe
rência
de T
ecnolo
gia
Elsa Henriques
Innovation & Tech Transfer
Innovation Process –the linear model
Basic research
Applied research
Development Diffusion
� All four steps many be necessary, but– One doesn’t necessarily lead to the next– Some countries or companies have part of the chain, without the rest.
E.g.:• Britain better at basic research than commercialisation• Japan better at product development and commercialisation than basic
research
– Is this a problem?
june 06
Em
pre
endedorism
oE
mpre
endedorism
o,
Inova
, In
ovaçção e
ão e
Tra
nsfe
rência
de T
ecnolo
gia
Tra
nsfe
rência
de T
ecnolo
gia
Elsa Henriques
�Radical Innovation or Breakthrough�Solução alternativa (nova) para um problema
�Demands a new way of seeing the whole problem
�Criação de nova(s) tecnologia(s)
�Por vezes torna as tecnologias actuais obsoletas e pode retirar
empresas incumbentes do mercado
�� IncrementalIncremental Innovation�Introdução de melhoramentos nas funcionalidades do
produto/serviço
�Normalmente focada na redução de custos e optimização de
processos
Innovation & Tech Transfer
Conceptual types of innovation
ExemplosExemplos ????
6
june 06
Em
pre
endedorism
oE
mpre
endedorism
o,
Inova
, In
ovaçção e
ão e
Tra
nsfe
rência
de T
ecnolo
gia
Tra
nsfe
rência
de T
ecnolo
gia
Elsa Henriques
Innovation & Tech Transfer
Innovation Drivers: Why companies innovate?
�Excesso de capacidade instalada
� Individualização da oferta
�Aumento da intensidade competitiva
�Redução do ciclo de vida dos produtos
�Aumento da sofistaicação dos clientes
�Aceleracção da evolução tecnológica
�Globalização das economias
�Escassez de recursos
�Desregulamentação dos mercados
technology
market
conjuntural
Driver Source
june 06
Em
pre
endedorism
oE
mpre
endedorism
o,
Inova
, In
ovaçção e
ão e
Tra
nsfe
rência
de T
ecnolo
gia
Tra
nsfe
rência
de T
ecnolo
gia
Elsa Henriques
Innovation & Tech Transfer
Innovation cycles
breakthrough
competitive evolution
continuous
improvement
dominant technology
Discuss the evolution of:
� Internet technology� Automotive Vehicles
7
june 06
Em
pre
endedorism
oE
mpre
endedorism
o,
Inova
, In
ovaçção e
ão e
Tra
nsfe
rência
de T
ecnolo
gia
Tra
nsfe
rência
de T
ecnolo
gia
Elsa Henriques
Cost focusTechnology focusMarket focus
Innovation & Tech Transfer
Inn
ovati
on
Time
Process innovation
Product/service innovation
Time dynamics of Product&Process Innovation
june 06
Em
pre
endedorism
oE
mpre
endedorism
o,
Inova
, In
ovaçção e
ão e
Tra
nsfe
rência
de T
ecnolo
gia
Tra
nsfe
rência
de T
ecnolo
gia
Elsa Henriques
Innovation & Tech Transfer
Perf
orm
an
ce
Time
Performance limit
Life cycle of innovations S - curves
breakthrough
competitive evolution
dominant technology
continuous improvement
breakthrough
ferment
tack-off
maturity
s-curve maps growth of revenue or productivity against time.
8
june 06
Em
pre
endedorism
oE
mpre
endedorism
o,
Inova
, In
ovaçção e
ão e
Tra
nsfe
rência
de T
ecnolo
gia
Tra
nsfe
rência
de T
ecnolo
gia
Elsa Henriques
Innovation & Tech Transfer
S –curves
•Industry “up for
grabs” based on
innovation
•Industry definition•New technologies &
new markets
•Strong instability
•Radical innovation
(pioneers)
•Low cost solution for
dominant design
•Competitiveness based on production,
technology and
distribution
•Focus on optimization
•Structured value
chains.
•Focus on volume,
quality and price
•Large markets•Innovation through
differentiation
•Features explosion of dominant design
•Limited technical progress
•Few opportunities but
disruption still
possible: technology,
business model (cost
advantage).
•Aggressive
competition
•Scale economies
•Maximization of
efficiency in value
chain
•Side advantages –brand, distribution
•Small profit margins
•Strong competition
•Late clients
•Incremental
innovation focused on
services and
processes
optimization
CompetitionOrganizationMarketTechnology
ferment
take-off
maturity
june 06
Em
pre
endedorism
oE
mpre
endedorism
o,
Inova
, In
ovaçção e
ão e
Tra
nsfe
rência
de T
ecnolo
gia
Tra
nsfe
rência
de T
ecnolo
gia
Elsa Henriques
Innovation & Tech Transfer
S – curves
Pager and mobile phone
Ethernet
9
june 06
Em
pre
endedorism
oE
mpre
endedorism
o,
Inova
, In
ovaçção e
ão e
Tra
nsfe
rência
de T
ecnolo
gia
Tra
nsfe
rência
de T
ecnolo
gia
Elsa Henriques
Innovation & Tech Transfer
S – curves
Data storage
Computer display
technology
june 06
Em
pre
endedorism
oE
mpre
endedorism
o,
Inova
, In
ovaçção e
ão e
Tra
nsfe
rência
de T
ecnolo
gia
Tra
nsfe
rência
de T
ecnolo
gia
Elsa Henriques
Innovation & Tech Transfer
Ad
op
tio
n
Time
New adopters evolution
innovato
rs early majority
late
majoritylaggards
early
adopte
rs
The ones eager to try new and risky ideas
The ones seeing potential in innovations
The ones seeing value in technology and can afford it
Wait and see onesThe ones uncertain about technology value
10
june 06
Em
pre
endedorism
oE
mpre
endedorism
o,
Inova
, In
ovaçção e
ão e
Tra
nsfe
rência
de T
ecnolo
gia
Tra
nsfe
rência
de T
ecnolo
gia
Elsa Henriques
Innovation & Tech Transfer
Innovation Process –it seems easy…
…but it isn’t…
june 06
Em
pre
endedorism
oE
mpre
endedorism
o,
Inova
, In
ovaçção e
ão e
Tra
nsfe
rência
de T
ecnolo
gia
Tra
nsfe
rência
de T
ecnolo
gia
Elsa Henriques
Innovation & Tech Transfer
Innovation Process –not so linear
Find theright problem
Understand
the problem
Create market
acceptanceExecute
Invent and validate
11
june 06
Em
pre
endedorism
oE
mpre
endedorism
o,
Inova
, In
ovaçção e
ão e
Tra
nsfe
rência
de T
ecnolo
gia
Tra
nsfe
rência
de T
ecnolo
gia
Elsa Henriques
Innovation & Tech Transfer
Find theright problem
Understand
the problem
Create market acceptance
Execute
Invent &
validate
motivationrelevant?
refine
solution
refine
Launch
Innovation Process –not so linear
june 06
Em
pre
endedorism
oE
mpre
endedorism
o,
Inova
, In
ovaçção e
ão e
Tra
nsfe
rência
de T
ecnolo
gia
Tra
nsfe
rência
de T
ecnolo
gia
Elsa Henriques
Innovation & Tech Transfer
Find the
right problem
motivation relevant?
Innovation Process –not so linear
evaluateUncover problems
PersistenceImmersionGet to the root
Potential for profitsFeasibleAcceptable the market…and by management
� Judgment based on a fundamental understanding of the domain� Ask broad/deep/solid questions� Start from a customer perspective and look for unarticulated needs
� Use other domains as a resource� Reframe the problem
MindsetIntuitionPersistence
12
june 06
Em
pre
endedorism
oE
mpre
endedorism
o,
Inova
, In
ovaçção e
ão e
Tra
nsfe
rência
de T
ecnolo
gia
Tra
nsfe
rência
de T
ecnolo
gia
Elsa Henriques
Innovation & Tech Transfer
Innovation Process –not so linear
Instant Photography was Inspired by Asking the Right "Silly" Question
(while other companies come up with the wrong silly answer).
Edward Land was taking pictures of his family while on a vacation trip in the southwest. His young daughter asked "Why do we have to wait to see the pictures?" and Land thought to himself "good question!", sketched out some
ideas and tried them after he returned to his lab in Boston. The Polaroid Camera and the science of instant photography appeared soon thereafter.
Kodak marketing decided that their customers for cameras and films wouldn't
mind "waiting to see their pictures" as they always had. Kodak didn't get involved in the business of instant photography until too late, when development costs and patent infringement suits cost them billions of dollars and a lost market. Kodak then repeated this pattern by first ignoring customer interest in video cameras and most recently ignoring customer interest in low cost digital cameras
with built in view screens
june 06
Em
pre
endedorism
oE
mpre
endedorism
o,
Inova
, In
ovaçção e
ão e
Tra
nsfe
rência
de T
ecnolo
gia
Tra
nsfe
rência
de T
ecnolo
gia
Elsa Henriques
Innovation & Tech Transfer
Invent &
validate
Innovation Process –not so linear
Creative
problem solving
Get needed inputs
� Draw from analogous domains
� Expand the innovative area� Appropriately understand constraints
� Know enough to evaluate other technologies� Invest in multiple trajectories simultaneously� Iterate and simplify
Path to innovation
Build, test,
evaluate
Simplify
Proposed solution
End of the “fuzzy front end”
Start of the “stage
gate” process
13
june 06
Em
pre
endedorism
oE
mpre
endedorism
o,
Inova
, In
ovaçção e
ão e
Tra
nsfe
rência
de T
ecnolo
gia
Tra
nsfe
rência
de T
ecnolo
gia
Elsa Henriques
Market acceptance
Innovation & Tech Transfer
Execute
Innovation Process –not so linear
Execute
plan
Build the team
Prototype
Plan
Proposed solution
Test & validate
launch
june 06
Em
pre
endedorism
oE
mpre
endedorism
o,
Inova
, In
ovaçção e
ão e
Tra
nsfe
rência
de T
ecnolo
gia
Tra
nsfe
rência
de T
ecnolo
gia
Elsa Henriques
Innovation & Tech Transfer
Techniques for generating innovative ideas
Vary the entry point to a problem� In trying to untangle fishing lines, it is best to
start from the fish, not the rod
Draw analogies� A previous solution to an old problem might
work
Change your perspective� Think like a customer� Bring in persons who have no knowledge about
the process
14
june 06
Em
pre
endedorism
oE
mpre
endedorism
o,
Inova
, In
ovaçção e
ão e
Tra
nsfe
rência
de T
ecnolo
gia
Tra
nsfe
rência
de T
ecnolo
gia
Elsa Henriques
Innovation & Tech Transfer
Techniques for generating innovative ideas
Try inverse brainstorming� What would displease the customer
� What would increase cost
Chain forward as far as possible� If I solve this problem what is the next one
previous solution to an old problem might work
Use attribute brainstorming� How would this process operate if
�Our workers were mobile and flexible�There were no monetary constraints�We had perfect knowledge
june 06
Em
pre
endedorism
oE
mpre
endedorism
o,
Inova
, In
ovaçção e
ão e
Tra
nsfe
rência
de T
ecnolo
gia
Tra
nsfe
rência
de T
ecnolo
gia
Elsa Henriques
Innovation & Tech Transfer
Entrepreneurship and Innovation
15
june 06
Em
pre
endedorism
oE
mpre
endedorism
o,
Inova
, In
ovaçção e
ão e
Tra
nsfe
rência
de T
ecnolo
gia
Tra
nsfe
rência
de T
ecnolo
gia
Elsa Henriques
Innovation & Tech Transfer
Technology transfer
� describes the movements of ideas, tools and
people among research institutions, the
commercial sector and the public
� the managing of intellectual property to make the results of academic research available to the public in the form of commercial products
� process of transfer of en existing technology to a new application or to a new user
june 06
Em
pre
endedorism
oE
mpre
endedorism
o,
Inova
, In
ovaçção e
ão e
Tra
nsfe
rência
de T
ecnolo
gia
Tra
nsfe
rência
de T
ecnolo
gia
Elsa Henriques
Innovation & Tech Transfer
Technology transfer
� The volume of R&D funding is a strongest
predictor of success if effective technology transfer is present
16
june 06
Em
pre
endedorism
oE
mpre
endedorism
o,
Inova
, In
ovaçção e
ão e
Tra
nsfe
rência
de T
ecnolo
gia
Tra
nsfe
rência
de T
ecnolo
gia
Elsa Henriques
Innovation & Tech Transfer
Technology transfer cycle
Funding -Public, Private
Funding -Public, Private
Basic ResearchBasic ResearchPublications and
dissertationsPublications and
dissertations
Potential new
products/servicesPotential new
products/services
Applied
researchApplied
research
Product &service
development
Product &service
development
Concept
validationConcept
validation
Marketable
technologyMarketable
technology
License
Technology to…
Start-ups
License
Technology to…
Start-ups
Jobs Products, Profits,
Taxes
Jobs Products, Profits,
Taxes
IPRIPR
IPRIPR
IPRIPRIPRIPR
june 06
Em
pre
endedorism
oE
mpre
endedorism
o,
Inova
, In
ovaçção e
ão e
Tra
nsfe
rência
de T
ecnolo
gia
Tra
nsfe
rência
de T
ecnolo
gia
Elsa Henriques
Innovation & Tech Transfer
Technology transfer
� Invention
� Protection through IPR mechanisms � Transition of the exploitation rights to a company
or organization (licenses, sell the patent, spin-
offs,…)� Development of new products / services
17
june 06
Em
pre
endedorism
oE
mpre
endedorism
o,
Inova
, In
ovaçção e
ão e
Tra
nsfe
rência
de T
ecnolo
gia
Tra
nsfe
rência
de T
ecnolo
gia
Elsa Henriques
Innovation & Tech Transfer
Contributions for the Entrepreneurship Project Contributions for the Entrepreneurship Project
(Business Plan)(Business Plan)
� Understand the basic principles of innovation
� Understand the complexity and non-linearity of the
innovation process
� Understand the basic principles of technology transfer
� Analyse the IPR and technology transfer mechanisms
inherent to the entrepreneurship project