MKTG6822chapter6.pdf - Chapter 6 Topics Outside-in process to value innovation Five stages Growth gap Real-Win-Worth-It Screen(R-W-W Dashboard Chapter 6

MKTG6822chapter6.pdf - Chapter 6 Topics Outside-in process...

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Chapter 6 Innovating New Value for Customers Chapter 6 Topics Outside-in process to value innovation Five stages Growth gap Real-Win-Worth-It Screen(R-W-W) Dashboard metrics Processes to Manage Growth Portfolios Set ambitious growth objectives, and support them with resources and vocal top management. Systematically search for growth opportunities along the full spectrum of innovation pathways (i.e. customers, offerings, competitive profile). Overcome the thought to do small i initiatives and shift toward higher risk-adjusted returns. Encourage managers to take calculated risks. Think big…start small…fail cheap…scale fast. Ground the process with deep customer insight. Sophie Vandebroek, former CTO of Xerox If you innovate and it doesn’t end up as something that the customer benefits from, then it’s not innovatio n. Managing Value Innovation as an Outside-In Process Stage I: Select Growth Strategy Stage III: Expand Search for Opportunities (see Table 5-2) Stage IV: Identify and Contain Risks Stage II: Diagnose the Opportunity Portfolio Stage V: Organize and Realize 1 2 3 4 5 6
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Stage I: Select the Growth Strategy Growth strategy’s purpose:
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