By Joseph Tidd; J R Bessant
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Extra resources for Managing innovation : integrating technological, market and organizational change
One of the problems in managing innovation is the variation in what people understand by the term, often confusing it with invention. In its broadest sense the term comes from the Latin innovare meaning ‘to make something new’. Our view, shared by the following writers, assumes that innovation is a process of turning opportunity into new ideas and of putting these into widely used practice. • ‘Innovation is the successful exploitation of new ideas’ – Innovation Unit (2004) UK Department of Trade and Industry.
Consultation with BOAC, the major customer for the new airliner, was ‘to associate itself closely with the layout of the aircraft and its equipment’ but not to comment on issues like size, range and payload! The budget rapidly escalated, with the construction of new facilities to accommodate such a large plane and, at one stage, the demolition of an entire village in order to extend the runway at Filton, near Bristol. Project control was weak and many unnecessary features were included, for example, the mock-up contained ‘a most magnificent ladies’ powder room’ with wooden aluminium-painted mirrors and even receptacles for the various lotions and powders used by the ‘modern young lady’.
This process needs to take into account competitive differentiation – which choices give us the best chance of standing out from the crowd? – and previous capabilities – can we build on what we already have or is this a step into the unknown? Generating and selecting still leaves us with the huge problem of actually making it happen – committing our scarce resources and energies to doing something different. This is the challenge of implementation – converting ideas into reality. The task is essentially one of managing a growing commitment of resources – time, energy, money and above all mobilizing knowledge of different kinds – against a background of uncertainty.
Managing innovation : integrating technological, market and organizational change by Joseph Tidd; J R Bessant