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The University of SouthamptonThe University of Southampton

School of ManagementSchool of Management

ENTR 6037: Innovation andENTR 6037: Innovation and

Technology TransferTechnology Transfer

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Innovation & Technology TransferInnovation & Technology Transfer

Dr John Richardson

Business Link Regional Innovation Manager

Visiting Senior Fellow Southampton University

Contact j.richardson@soton.ac.uk

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Course OutlineCourse Outline Week 1 Innovation & Competitive Advantage

Week 2 Intellectual Property/Capital Week 3 Commercialisation 1

Week 4 Commercialisation 2

Week 5 Innovation Support

Week 6 Dr Stephen Thomas

Week 7 Dr Stephen Thomas Week 8 Group Assignment Presentations

Week 9 Group Assignment Presentations

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Week 1Week 1Aims & TasksAims & Tasks Review Course Plan

Form Groups groups of 3 or 4

Assignment Dates Group Presentations 21/28 April 2010

Individual Assignment - 28 April 2009

Assignments provided in before Week 5

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What is Innovation?What is Innovation?

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CreativityCreativity

a mental process involving thegeneration of new ideas or

concepts, or new associationsbetween existing ideas or

concepts

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InventionInvention

an object, process, or techniquewhich displays an element of

novelty

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If Research is all about turningIf Research is all about turning

Money into Knowledge thenMoney into Knowledge then

Innovation is about turning thatInnovation is about turning that

Knowledge back into money!Knowledge back into money!

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Innovation CycleInnovation Cycle

DISPOSE EXPLOIT

DEVELOPMENT

DESIGN

IDEA

MARKET

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The Creative InstinctThe Creative Instinct

Who is Creative?

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Who is Creative?Who is Creative?

We all are, just inWe all are, just in

different waysdifferent ways

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KirtonKirton AdaptiveAdaptive--InnovationInnovation

Index (KAI)Index (KAI)

10050 150

Full of ideas

Take risks

Intuitive

Different

solutions

Challenge

conventionalthinking

Reframe

Essential in times of change

Do it better

Uses

existing

frameworksEstablished

situationsPractical

Methodical

Safe

Required most of thetime

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Radical CreativityRadical Creativity

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Adaptive CreativityAdaptive Creativity

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Remember,Remember,

We are all creative, just inWe are all creative, just in

different waysdifferent ways

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Disney Creativity StrategyDisney Creativity Strategy

Wise Observer

Separate creative andSeparate creative and

analyticalanalytical

Realist

D

ream

er

Dre

am

er C

ritic

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SAT NAVSAT NAV

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Brain StormingBrain Storming

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Gas-filled umbrella

Decoy ducks & stay dry!

Fetus Walkman

Musical flamethrower

Cheese-flavored cigarette

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Ray Ewry (1873-

1937)

Olympic Games,

London, 1908

World record: 1,98

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Richard Fosbury (1947),

Olympic Games,

Mexico, 1968

World Record: 2,24 m

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Why Innovate?Why Innovate?

1. Creates a Competitive Advantage

Increase the Perceived Added Value

Unique and sustainable?

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Technological LeapTechnological Leap

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Technological TweakTechnological Tweak

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ServiceService

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NoveltyNovelty

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Technology/Knowledge TransferTechnology/Knowledge Transfer

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Why Innovate?Why Innovate?

2. Provides a Window of Opportunity

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Establish a market leadEstablish a market lead

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Establish IP, brand & distributionEstablish IP, brand & distribution

networknetwork

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High marginsHigh margins

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Value Added ServicesValue Added Services

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BenefitBenefit -- IP AssetsIP Assets

Business Assets can be traded, licensed,

exchanged

Tangible

IntangibleKnowledge-based economy

Company Wealth / Valuation

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Design IndexAn index of 61 design-led businesses has outperformed theFTSE 100 by more than 200% over the past decade

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InnovationInnovationNot all Plain SailingNot all Plain Sailing

Absorption / Absorption Rates

Continuous & Discontinuous/Disruptive

Cost/Lessons of failure

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Consumer Absorption RatesConsumer Absorption Rates

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OR Technology Adoption RatesOR Technology Adoption Rates

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Disruptive InnovationDisruptive Innovation

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DisruptionDisruptionThe Music Industry!The Music Industry!

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InnovationInnovationFailure?Failure?

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The Idea Review ToolThe Idea Review Tool

www.business-kit.co.uk

Free and Confidential

Self-learning

Access to support information

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mark.jaques@port.ac.uk Mark Jaques 2007

What is the IDEA review tool

FactSheet/Links

Test Maturity

IDEA

Inventor

Advisor

ActionPlan

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T kT k

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TasksTasks

Reading:

Chapter 1, 3 and 4, Tidd et al

Chapter 1, P. Trott, Innovation Management andNew Product Development

G W kG W k

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Group WorkGroup Work

You are a team of Strategic Innovation

Development Managers. Your job is to review

possible technological inventions, gauge thechance of commercial success and present your

findings to an Investment Board.

Task 1 review the technological invention

Task 2 present the possible competitiveadvantages of the invention.

Task 3 individually, use the Idea Tool

P ibl I tiPossible Inventions

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Possible InventionsPossible Inventions