Argumentative

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Creativity, Innovation & Design

Prepared by Dr Gerrit de Waal

INNOVATION TYPOLOGIES

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A Broad Universe of Innovation Types

The categorisation of innovation types used in this presentation was derived from Moore (2005).

Examples of innovations in each category is provided by the presentation author

Reference

Moore, G. A. (2005). Dealing with Darwin: How Great Companies Innovate at Every Phase of Their Evolution. New York: Penguin Publishing Group

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Disruptive Innovation

Application Innovation

Product Innovation

Platform Innovation

Enhancement Innovation

Integration Innovation

Experiential Innovation

Process Innovation

Marketing Innovation

A Broad Universe of Innovation Types

Value Migration Innovation

Line Extension Innovation

Value Engineering Innovation

Harvest & Exit

Renewal Innovation

Organic Renewal

Acquisition Renewal

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Four Innovation Zones

Disruptive Innovation

Application Innovation

Product Innovation

Platform Innovation

Enhancement Innovation

Integration Innovation

Experiential Innovation

Process Innovation

Marketing Innovation

Business Model Innovation

Line Extension Innovation

Value Engineering Innovation

Harvest & Exit

Renewal Innovation

Product Leadership

Zone

Operational Excellence

Zone

Customer Intimacy

Zone Category Renewal

Zone

GROWTH MARKETS

MATURE MARKETS

DECLINING MARKETS

New Customer Focus Existing Customers

Optimising flavour

Demand side

Supply side

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Disruptive Innovation

Application Innovation

Product Innovation

Platform Innovation

Innovation Types for Growth Markets

The Product Leadership Zone

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Product Innovation – From Incremental to Radical Innovations (From Improvements to New to the Firm to New to the World)

Floppy disks CD/DVD Storage card USB stick Smart device

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Service innovation Developing and implementing a newly or significantly improved customer service component or method

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Application Innovation (New Markets) • Application-engineered solution for new markets in Western world

• Existing technology

• New application

• Different industry

• Huge ROI (potentially)

• Potentially disruptive

• Knowledge transfer

(de Waal, 2016)

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Application innovation – another example Virgin Galactic uses Boeing 737 to launch satellites into space

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Technology Platform Innovation (TPI)

A platform is a group of technologies that are used as a base upon which other applications, products, processes or technologies are developed. TPI is developing and applying new scientific knowledge for generating new generation platforms. Example: MSDOS -> Windows