ะŸะพัั‚ั‹ ั ั‚ัะณะพะผ: MSI

Research Priorities for Innovation

Published date: May 10, 2010 ะฒ 2:00 am

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The Marketing Science Institute announced its research priorities for 2010 to 2012.  The priorities are based on input from member company trustees and academic thought leaders. Topics are selected based on importance to marketers, need for more
research-based knowledge, potential for achieving a more powerful conceptualization of a topic or issue, and the extent to which the topic can benefit from MSIโ€™s capabilities in fostering collaboration between practitioners and academics.

There are eight research priorities, and one of them is focused on innovation:

Innovation Competency

Published date: March 4, 2008 ะฒ 12:12 pm

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Tug_2Jeffrey Phillips outlines a sound approach to the age-old question, who owns innovation?  Where does it sit on the organizational chart:

Thereโ€™s not a wrong way to organize, but there are benefits to developing a central team to ensure consistent methodology, language and culture and the use of consistent tools and frameworks. Eventually, most ideas if adopted will be implemented in a specific business unit or product team, so the central team acts as a facilitator, coach and sponsor, usually without implementing the ideas.

There is support for this view.  IBM asked 765 CEOโ€™s this question in their 2006 Global CEO Survey, and reported the following on the question of who has responsibility for innovation leadership:  the CEO โ€“ 27%, No Owner โ€“ 27%, Functional Managers โ€“ 24%, and Division Managers โ€“ 14%.

The wide range of responses tells me there is no consensus.  But the question still makes me a little nervous.  Why does someone have to โ€œownโ€ innovation?  Do we think about leadership the same way?  Does someone own leadership in a company?  No one asks that question.

I get hopeful when I see that 27% of CEOโ€™s ascribe no owner to innovation.  My sense is that creating an innovation champion or assigning it to one department could shut down others from innovating.  With strong, central ownership of innovation, others might be reluctant to initiate anything that looks like a competing approach.  When I see a company with an innovation champion (think โ€œownerโ€), I expect to find innovation subversives, too.

The question is not who owns innovation, but rather who owns innovation competency development.  I see more companies moving in this direction.  Some place this within a process excellence group while others move it right into a functional department such as marketing or R&D.  Still others have dedicated resources such as GE and Diageo, two members of the MSI Innovation Roundtable.

Build innovation competency and the question of who owns innovation becomes moot.

Innovation Roundtable

Published date: December 26, 2007 ะฒ 7:05 pm

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The Marketing Science Institute has formed a new Innovation Roundtable to explore common issues and challenges in the world of corporate innovation. The roundtable representatives are from Johnson & Johnson, GE, P&G, Diageo, Eastman Kodak, AT&T, Kraft, Merck, Thompson Healthcare, Praxair, Aetna, and General Mills. I had the pleasure of hosting the last meeting held at the Endo-Surgery Institute, J&Jโ€™s world class training facility for minimally invasive surgery. The group plans to meet twice a year.
Topics at this last meeting included:

  • How and why is innovation an important issue for your company?
  • When, how and by whom was this issue identified? Who currently โ€œownsโ€ it (and why)?
  • What steps have been taken to address this issue, with what results? What steps are planned?
  • What internal or external resources have you used (do you plan to use)?

For part of the agenda, the group practiced using the SIT innovation method on a product category from a member company (Kodak). We decided to make innovation a regular habit at our meetings so we can โ€œwalk the talkโ€ not just โ€œtalk the talk.โ€ Our goal is to try out a new innovation method at each meeting.
We are fortunate to have Professor Don Lehmann from Columbia Business School as our academic advisor. Don is a prolific researcher in the innovation space (and many others).
Next meeting will be held in conjunction with MSIโ€™s conference, โ€œInnovation and Co-Creation,โ€ in Seattle June 16-18, 2008.  Check out MSIโ€™s great collection of working papers and publications on innovation.

Get our innovation model that has worked for 1000+ companies.

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