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Chapter3TypesandPatternsofInnovationChapter3McGraw-Hill/Irwin©2005TheMcGraw-HillCompanies,Inc.Allrightsreserved.Ericsson’sGambleon3GWireless•Ericsson,foundedasatelegraphrepairshopin1876;byendof2002wasthelargestsupplierofmobiletelecommunicationssystemsintheworld.•Firstgenerationofcellphoneshadbeenanalog.Secondgeneration(2G)wasdigital.Byendof1990s,salesof2Gphoneswerebeginningtodecline.•Telecomleadersbegantosettheirsightson3Gphonesthatwouldutilizebroadbandchannels,enablingvideoconferencingandhigh-speedwebsurfing.•Inlate1990s,Ericssonbeganfocusingon3Gsystems,andputlesseffortondevelopingandpromotingits2Gsystems.•However,transitionto3Gturnedouttobemorecomplexthanexpected,andtherewereworriesthatusersmightnotvaluethemasmuchashoped.HadEricssongambledtoomuch(andtooearly)on3G?Ericsson’sGambleon3GWirelessDiscussionQuestions:1.Is3Garadicalinnovationoranincrementalinnovation?2.Whatfactorsdoyouthinkwillinfluencetherateatwhich3Gtechnologiesareadoptedbyoperatorsandmobilephoneconsumers?3.IsEricssontryingtooffermoretechnologicalcapabilitythanconsumersreallyneed?4.IsEricsson'sfocuson3Gtechnologiesagoodstrategy?Whyorwhynot?Overview•Severaldimensionsareusedtocategorizeinnovations.•Thesedimensionshelpclarifyhowdifferentinnovationsofferdifferentopportunities(andposedifferentdemands)onproducers,users,andregulators.•Thepathatechnologyfollowsthroughtimeistermeditstechnologytrajectory.•Manyconsistentpatternshavebeenobservedintechnologytrajectories,helpingusunderstandhowtechnologiesimproveandarediffused.沒有單一的分類法則來描述不同類型的創新創新種類•技術系統創新•技術創新(PhilipCD’83)•產品創新(Sonywalkman’79~)•流程創新(7-11配送創新)•服務創新(Fedex’sHub&spoke‘98)•管理系統創新•架構創新(KFC加盟店‘52)•策略創新(台積電晶圓代工‘87)創新的類型•依對象：產品創新(針對現有產品或服務的特性或功能來改變或開發新產品)與程序創新(針對產品服務或的製造、行銷、配送進行改變)•依幅度：連續性創新(對現有的產品、服務或技術做改變)動態性創新(對現有產品、服務或技術做重大突破改變)非連續性創新(為全新的產品、服務或技術)•依層面：技術面創新(對現有產品或服務的功能或生產程序做改變)管理面創新(只對產品或服務的管理過程做改變並不直接影響產品或服務的外表或功能)TypesofInnovation•ProductversusProcessInnovation•Productinnovationsareembodiedintheoutputsofanorganization–itsgoodsorservices.•Processinnovationsareinnovationsinthewayanorganizationconductsitsbusiness,suchasintechniquesofproducingormarketinggoodsorservices.•Productinnovationscanenableprocessinnovationsandviceversa.•Whatisaproductinnovationforoneorganizationmightbeaprocessinnovationforanother•E.g.,UPScreatesanewdistributionservice(productinnovation)thatenablesitscustomerstodistributetheirgoodsmorewidelyormoreeasily(processinnovation)TypesofInnovation•RadicalversusIncrementalInnovation•Theradicalnessofaninnovationisthedegreetowhichitisnewanddifferentfrompreviouslyexistingproductsandprocesses.•Incrementalinnovationsmayinvolveonlyaminorchangefrom(oradjustmentto)existingpractices.•Theradicalnessofaninnovationisrelative;itmaychangeovertimeorwithrespecttodifferentobservers.•E.g.,digitalphotographyamoreradicalinnovationforKodakthanforSony.TypesofInnovation•Competence-EnhancingversusCompetence-DestroyingInnovation•Competence-enhancinginnovationsbuildonthefirm’sexistingknowledgebase•E.g.,Intel’sPentium4builtonthetechnologyforPentiumIII.•Competence-destroyinginnovationsrendersafirm’sexistingcompetenciesobsolete.•E.g.,electroniccalculatorsrenderedKeuffel&Esser’sslideruleexpertiseobsolete.•Whetheraninnovationiscompetenceenhancingorcompetencedestroyingdependsontheperspectiveofaparticularfirm.創新種類•Sustaininginnovations(維持性創新):•Bringabetterproductintoanestablishedmarket•Disruptiveinnovations(破壞性創新):•Low-enddisruption(低階市場的破壞性創新):Addressover-servedcustomerswithalower-costbusinessmodel•New-marketdisruption(創造新市場的破壞性創新):Competeagainstnon-consumption.創新種類性能時間不同性能的考量維持性創新把更好的產品帶到現有市場上低階市場的破壞性創新以更低成本的事業模式，爭取被過度服務的顧客創造新市場的破壞性創新爭取尚未消費者未消費程度公司改進軌跡顧客需求軌跡TypesofInnovation•ArchitecturalversusComponentInnovation•Acomponentinnovation(ormodularinnovation)entailschangestooneormorecomponentsofaproductsystemwithoutsignificantlyaffectingtheoveralldesign.•E.g.,addinggel-filledmaterialtoabicycleseat•Anarchitecturalinnovationentailschangingtheoveralldesignofthesystemorthewaycomponentsinteract.•E.g.,transitionfromhigh-wheelbicycletosafetybicycle.•Mostarchitecturalinnovationsrequirechangesintheunderlyingcomponentsalso.TechnologyS-Curves•Boththerateofatechnology’simprovement,anditsrateofdiffusiontothemarkettypicallyfollowans-shapedcurve.•S-curvesinTechnologicalImprovementTechnologyimprovesslowlyatfirstbecauseitispoorlyunderstood.Thenacceleratesasunderstandingincreases.Thentapersoffasapproacheslimits.TechnologyS-Curves•Technologiesdonotalwaysgettoreachtheirlimits•Maybedisplacedbynew,discontinuoustechnology.•Adiscontinuoustechnologyfulfillsasimilarmarketneedbymeansofanentirelynewknowledgebase.•E.g.,switchfromcarboncopyingtophotocopying,orvinylrecordstocompactdiscs•Technologicaldiscontinuitymayinitiallyhavelowerperformancethanincumbenttechnology.•E.g.,firstautomobilesweremuchslowerthanhorse-drawncarriages.•Firmsmaybereluctanttoadoptnewtechnologybecauseperformanceimprovementisinitiallyslowandcostly,andtheymayhavesignificantinvestmentinincumbenttechnologyTechnologyS-Curves•S-CurvesinTechnologyDiffusion•Adoptionisinitiallyslowbec