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1 june 06 Empreendedorismo Empreendedorismo , Inova , Inova ç ç ão e ão e Transferência de Tecnologia Transferência de Tecnologia Elsa Henriques Empreendedorismo, Inovação e Transferência de Tecnologia 5º ano MEEC june 06 Empreendedorismo Empreendedorismo , Inova , Inova ç ç ão e ão e Transferência de Tecnologia Transferência de Tecnologia Elsa Henriques Empreendedorismo, Inovação e Transferência de Tecnologia Read Chapter ? Innovation & Tech Transfer

Transferência de Tecnologia Empreendedorismo, Inovação e ... · Empreendedorismo, Inovação e Transferência de Tecnologia Read Chapter ? Innovation & Tech Transfer . 2 june 06

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1

june

06

EmpreendedorismoEmpreendedorismo, Inova, Inovaçção e ão e

Transferência de TecnologiaTransferência de TecnologiaE

lsa H

en

riqu

es

Em

pre

en

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oris

mo, In

ovação

e

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rência

de T

ecnolo

gia

an

o M

EE

C

june

06

EmpreendedorismoEmpreendedorismo, Inova, Inovaçção e ão e

Transferência de TecnologiaTransferência de Tecnologia

Els

a H

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riqu

es

Em

pre

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mo, In

ovação

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Re

ad

Ch

ap

ter

?

Inn

ova

tion

& T

ech

Tra

nsfe

r

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� 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

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� 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

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� "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

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� 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

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�� 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

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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

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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?

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�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 ????

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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

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Innovation & Tech Transfer

Innovation cycles

breakthrough

competitive evolution

continuous

improvement

dominant technology

Discuss the evolution of:

� Internet technology� Automotive Vehicles

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Cost focusTechnology focusMarket focus

Innovation & Tech Transfer

Inn

ovati

on

Time

Process innovation

Product/service innovation

Time dynamics of Product&Process Innovation

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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.

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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

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Innovation & Tech Transfer

S – curves

Pager and mobile phone

Ethernet

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Innovation & Tech Transfer

S – curves

Data storage

Computer display

technology

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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

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Innovation & Tech Transfer

Innovation Process –it seems easy…

…but it isn’t…

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Innovation & Tech Transfer

Innovation Process –not so linear

Find theright problem

Understand

the problem

Create market

acceptanceExecute

Invent and validate

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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

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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

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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

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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

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Market acceptance

Innovation & Tech Transfer

Execute

Innovation Process –not so linear

Execute

plan

Build the team

Prototype

Plan

Proposed solution

Test & validate

launch

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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

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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

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Innovation & Tech Transfer

Entrepreneurship and Innovation

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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

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Innovation & Tech Transfer

Technology transfer

� The volume of R&D funding is a strongest

predictor of success if effective technology transfer is present

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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

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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

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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