6thClass-Innovation-Sustainability Student Final 10112011

6thClass-Innovation-Sustainability Student Final 10112011 -...

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Unformatted text preview: Innova&on to Market (A) Del Foit October 11, 2011 dfoit@ucsd.edu Agenda •  •  •  •  Review Roxanne Quimby case content/learning HBR ArFcle  ­ Discipline of InnovaFon Your Idea uFlizing frameworks in HBR ArFcle Clean Commerce – Opportunity through Sustainability Lens For Classroom Use Only - Del Foit Pondering “It's not that [entrepreneurs are] brilliant or well ­educated. They work all the Fme. They don't let failure demoralize or destroy them."  ­ ­ Dean Kamen, Segway inventor For Classroom Use Only - Del Foit Roxanne Quimby Nuggets For Classroom Use Only - Del Foit Pondering…… “Arriving at one goal is the starFng point to another."  ­ ­ John Dewey, American philosopher and educator For Classroom Use Only - Del Foit Class Discussion Discipline of InnovaFon For Classroom Use Only - Del Foit What is Innova&on? •  “Carrying out of new combinaFons, such as the introducFon of a new good, the introducFon of a new methods of producFon, the opening of a new market, the opening of a new source of supply, or the reorganizaFon of any industry.”* •  The process by which new products or new methods of producFon are introduced, including all the steps from invenFon to development to pilot producFon to markeFng to producFon. *J. Schumpeter, The Theory of Economic Development, 1934 For Classroom Use Only - Del Foit Evolving Defini&on  ­ the crea(on of something new Inven&on Innova&on •  First occurrence of idea –  Product –  Process •  Maybe intellectually and aestheFcally pleasing •  Single •  First a_empt to carry out into prac&ce •  Actualiza&on/Realiza&on of an invenFon –  –  –  –  Societal benefit/impact CommercializaFon Market entry MoneFzaFon •  Combina&on For Classroom Use Only - Del Foit Example: IBM PC Innova&on Inven&on Product & Process PROCESSOR Invention Invention DOS OPERATING SYSTEM SPREADSHEET…THE KILLER APPLICATION For Classroom Use Only - Del Foit Technological Building Blocks – Example: Pocketable Radio For Classroom Use Only - Del Foit Example: Apple iPod Inven&on •  •  •  •  •  •  Kane Kramer digital audio players IXI. 1979 proto 3.5 minutes of audio playback but not enter commercialized. 1986 demoed 5 prototypes. 1981 UK patent application filed Patent 2115996 issued in 1985 U.S. Patent 4,667,088 in 1987 Hired by Apple Inc. For Classroom Use Only - Del Foit Innova&on Pondering “The best way to have a good idea is to have lots of ideas."  ­ ­ Linus Pauling, American scien&st For Classroom Use Only - Del Foit Pondering “ImaginaFon is more important than knowledge.“  ­ ­ Albert Einstein, German ­born Swiss ­American physicist For Classroom Use Only - Del Foit Unmet Need/Pain  ­> Innova&on  ­> Opportunity(?) EZ Hook •  h_p://www.bbqhooks.com/ezhook.html •  h_p://www.youtube.com/watch?v=x35JNC7zvl4 •  h_p://www.youtube.com/watch?v=PntXHPslG5Q •  h_p://www.celebritygrillshow.com/Celebrity_Grill/E ­ Z_Hook_Review.html For Classroom Use Only - Del Foit Pondering…. “Most good ideas should be ones that surprise us, not ones we're waiFng for."  ­ ­ Paul Graham, venture capitalist, as quoted by TechCrunch For Classroom Use Only - Del Foit “Green” is the New “Black” Key QuesFons: •  What new opportuniFes are being spawned by this seismic ship? •  Can entrepreneurs create and seize the opportuniFes? •  Can a company differenFate itself in this rapidly greening market space? •  What are the risks associated with ignoring the green imperaFve? For Classroom Use Only - Del Foit Clean Commerce Defined . . . •  More than just nontoxic •  Net balance of costs and benefits to: –  shareholders, –  stakeholders, and –  to the planet. •  Not a zero ­sum game – the benefits are shared across sectors For Classroom Use Only - Del Foit Sustainability •  Economic viability –  Revenues and earnings must sustain ongoing business success –  Profits must be reinvested into products and service improvements to drive future growth. •  Sustainability changes the role new ventures play in –  –  –  –  SupporFng communiFes Improving human health ProtecFng ecological systems Truly delivering on the promise of prosperity. For Classroom Use Only - Del Foit Looking Through a Sustainability Lens •  Three strategic facets: 1. Weak Fes 2. Systems thinking 3. Thinking like a molecule •  The lens illuminates new tacFcs: 1. Value ­added networks 2. Radical incrementalism For Classroom Use Only - Del Foit Green Chemistry •  Set of principles: –  embrace the reducFon/eliminaFon of hazardous substances in the: •  design, •  manufacture, and •  applicaFon of chemical products. For Classroom Use Only - Del Foit Green Cleaning – Method Home h_p://www.methodhome.com For Classroom Use Only - Del Foit Cradle to Grave •  Is a concept of sustainability •  ConsFtuent materials (understood as assets, not waste) become inputs for new products or return safely to the earth •  Understand the complete cradle ­to ­cradle life cycle of your products and manufacturing processes For Classroom Use Only - Del Foit E ­Factor Defined •  A metric to measure the raFo of inputs to outputs in any given product •  E ­factor measurement tells you how many weight units of output one gets per weight unit of input •  Sense of process efficiency and inherent costs associated with waste, energy, and other resources’ rates of use For Classroom Use Only - Del Foit Transi&on to Sustainability and Clean Commerce •  Requires new: –  technology –  products –  markets Providing these has historically been, and remains today, the role of the entrepreneur. For Classroom Use Only - Del Foit Pondering “Don't be a spectator, don't let life pass you by."  ­ ­ Lou Holtz, football coach For Classroom Use Only - Del Foit Next Class – October 13th  ­ Prepara&on •  Required Reading –  Jim Poss Case, NVC, pg 138 ­146 •  Assignment –  UFlize case preparaFon quesFons – pg 138 NVC, in preparaFon for class discussion –  UFlize frameworks in Discipline of Innova9on arFcle to determine source(s) of innovaFon that Jim Poss idenFfied in his entrepreneurial endeavor For Classroom Use Only - Del Foit ...
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This note was uploaded on 10/16/2011 for the course MGT 133 taught by Professor Pecore during the Fall '11 term at UCSD.

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