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ABSTRACT
Module 1 - Innovation vs. The Innovation Process
One of the major R&D management dilemmas today is how
to create an innovative environment and capability in the
functions responsible that ideate and invent new products.
Facing customer and investor scrutiny, CEOs and their leaders
of R&D often rename the "product development process"
to be the "innovation process." While this is not
necessarily an incorrect action, a name change alone will
change little. Further, it could be argued that naming a process
for one of its multiple purposes waters down long term process
capability while adding further confusion as to what is innovation.
Do we seek an innovative corporate culture? Do we seek an
innovative environment? Do we seek innovative people? Do we
seek an innovation process? Do we seek innovation tools and
techniques? Do we seek an innovative product: always, frequently,
or occasionally? Can you differentiate between these questions?
Further, can you identify and articulate the management approaches
and techniques that are available to you to address these
questions?
Innovation vs. The Innovation Process will specifically address
Advanced Development and Product Development processes to
give Corporate Officers and R&D Managers and Leaders an
improved context in which to lead innovation in their companies
and to drive innovation into their processes. Categories of
innovation tools and the timing for applying them will be
discussed for both Advanced Development and Product Development.
An innovative corporate culture and environment cannot be
mandated, it must be cultivated and seeded at many levels.
GGI's 2004 Product Development Metrics Survey was partially
dedicated to measuring innovation and intellectual property.
We researched the use of, the believed innovative capability
of, and the believed ability to generate IP of 21 product
development tools and techniques that are in use today in
most companies. These tools are considered integral to most
advanced and product development processes.
Our goal with this module is to characterize the inherent
innovation of today's product development processes while
pointing out the places and opportunities to nurture innovation
in the process.
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