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Managing Global Innovation

Managing Global Innovation. Attila Kurucz University of West-Hungary Department of Business Sciences. Emerging Patterns. Market as a challenge f or R&D Push versus Pull orientation Financing of Corporate Research Focusing on Market Needs Technology push ↔ Market pull

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Managing Global Innovation

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  1. Managing Global Innovation Attila Kurucz University of West-Hungary Department of Business Sciences

  2. Emerging Patterns • Market as a challenge for R&D • Push versus Pull orientation • Financing of Corporate Research • Focusing on Market Needs Technology push ↔ Market pull • Instruments and organizations of customer-orientation

  3. Importance of Markets I. It is the single most important factor for increasing R&D effectiveness. On the other hand, aligning R&D activities completely with existing customer demand may have negative effects n the role R&D has to fulfill on a corporate level.

  4. Importance of Markets II. Market-oriented R&D management implies two things at the same time: to face the needs of the existing market and to secure long-term innovativeness including non-existing markets. Fundamental conflict:The meeting of the short-term customer demands and securing long-term innovativeness.

  5. Main groups of problem drivers • Informal Links + Networks • Project + Processes • Hierarchical + Functional • Regional + Legal

  6. Informal Links + Networks • Unable to make use of external networks • Incompatible communication networks • Language difference between R&D and customer

  7. Project + Processes • Obsolete R&D tools • Discover customer needs • Funding • Mismatch between organization and dynamic markets

  8. Hierarchical + Functional • Short-term needs vs. long-term innovation • Technology-Push thinking • Bureaucratic structures • Compartmentalization

  9. Regional + Legal • Distance between customer and R&D • Neglect of new markets

  10. The Instruments of Market-orientation • Lead user concept • Concept testing • Conjoint analysis • Quality function Deployment (QFD) • Technology strategy – product/market strategy integration • Two-channel funding

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