Strategic Innovation_1

Vision: long term view, plan (BOLT: "Stay leader for x years")

Mission: Path to reach objectives, How to get there (BOLT: Extensive training, not every race)

Strategy: More detailed, immediate targets

Brand: BOLT: posing, "the new fast", relaxed, celebrating fast

What? = Type (SPPS)

Where? = Regional, national, global

How? = 8 Dimensions

With whom? = Company, network, alliance, partnership

Simple, strong, clear cohesive

> Differentiating message, emotions, self identity, awareness

(Activities of organization must be aligned with the brand)

Forward Incr. (20GB Stick)

Adv. Forward Incr. (100GB Stick)

Replication (perceived newness, new location)

Redefinition (music phone)

Redirection (baby phone, elderly phone)

Reinitiation (Reebok pump)

Reconstruction/Redirection (Nano car)

Integration (DVD+TV)

Split in characteristics of buyer and product

Buyer: 

industrial, household, distr. channels, geographical location

Product:

size, prize, features, technology, sourcing, performance, services

3 Lifecycles: Product, Technology, Industry

Dominant Design = important, when different technologies fight for same market (EV, hybrid, hydrogen)

Hype cycle = How long does technology take to be established in industry? (Not lifecycle)

Tactic to compete with local innovation leaders in China

Peak innvoators innovating down, e.g. with second brand or low cost competence

Peak innovators (25% of chinese market), local innovators (75% of chinese market)

decision making support, coordination and communication process, goal definition (multidimensional process)