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خلاصه

با استفاده از ارائه مدیریت نوآوری ما، در جلوی منحنی بمانید و استراتژی های، ساختارهای، فرهنگ و توانایی های جدیدی را به تیم خود معرفی کنید. این بسته شامل تکنیک ها و چارچوب هایی است که می تواند به شما کمک کند تا مفاهیم تغییر بازی را به عملیات واقعی تبدیل کنید.

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برجسته های اسلاید

برای اینکه نوآور باشید، باید بدانید که چه چیز بزرگ بعدی است که مشتری شما می خواهد. از این اسلاید برای به اشتراک گذاری بینش های خود در مورد ذهن مشتری استفاده کنید. از Customer Journey Maps و قیف فروش برای جمع آوری داده ها و ارائه پیش بینی ها استفاده کنید.

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با این اسلاید، نتایج مدل ده نوع نوآوری Doblin را پوشش دهید: مدل سود، شبکه، ساختار، فرآیند، عملکرد محصول، سیستم محصول، خدمات، کانال، برند و در نهایت، مشارکت مشتری.

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"شما نمی توانید چیزی را که اندازه گیری نمی کنید بهبود ببخشید"، بنابراین استراتژی نوآوری شاخص های عملکرد کلیدی را با تیم خود ارتباط بدهید، با استفاده از این اسلاید. توضیح دهید چگونه موفقیت را اندازه گیری و تعریف می کنید تا همه اهداف نوآوری خود را بدست آورید.

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The GIMI (Global Innovation Management Institute) innovation process is a structured approach to generating, developing, and implementing new ideas or solutions. It typically involves five stages:

1. Idea Generation: This is the initial stage where new ideas are generated. This can be done through brainstorming sessions, market research, customer feedback, etc.

2. Idea Screening: In this stage, the generated ideas are evaluated to determine their feasibility and potential for success.

3. Concept Development: The selected ideas are then developed into a concept. This includes defining the idea, its benefits, and how it will meet the customer's needs.

4. Business Analysis: This involves assessing the potential impact of the idea on the business. This includes financial analysis, market analysis, and risk assessment.

5. Implementation: The final stage involves turning the concept into a reality. This includes developing a prototype, testing it, and finally launching it in the market.

Remember, innovation is not just about creating new products or services, but also about improving existing ones and finding new ways to deliver value to customers.

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بررسی کلی

Snapchat، Calm و Tesla چه مشترکی دارند؟ همه آنها در سال 2020 به عنوان شرکت های نوآور ترین در جهان نامیده شدند. که این نشان می دهد نوآوری همیشه به معنی کوچک و چابک نیست. دیگر نمونه هایی از استراتژی نوآوری در عمل توسط غول های شرکتی شامل Intuit، Kimberly-Clark و Whirlpool می باشد. اینجاست که این شرکت ها چگونه از استراتژی نوآوری استفاده می کنند، براساس "Fast Company:"

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The Innovation Management presentation includes various techniques and frameworks to enhance business strategy. These may include innovation strategy models, idea generation and selection techniques, innovation portfolio management, and innovation culture development. The presentation might also discuss case studies of innovative companies like Snapchat, Calm, Tesla, Intuit, Kimberly-Clark, and Whirlpool to illustrate these concepts in action.

The Innovation Management presentation can help in nurturing game-changing concepts into realistic practices by providing strategies, structures, culture, and capabilities. It includes techniques and frameworks that can guide you in transforming innovative ideas into practical applications. It can also provide insights into how successful companies like Snapchat, Calm, Tesla, Intuit, Kimberly-Clark, and Whirlpool have used innovation strategies effectively.

Some examples of successful innovation strategies in action include Snapchat, Calm, and Tesla. These companies were named the most innovative companies in the world in 2020, proving that innovation doesn't always mean small and agile. Other examples include corporate giants like Intuit, Kimberly-Clark, and Whirlpool. These companies have successfully implemented innovation strategies to stay ahead of the curve and introduce new strategies, structures, culture, and capabilities to their teams.

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  • Intuit میزبان چند روز "lean start-ins" است که "intrapreneurs" را از بخش های مختلف شرکت جمع می کند تا آنها را در مورد اعمال آزمایش سریع به توسعه محصولات، خدمات و مدل های کسب و کار جدید آموزش دهد.
  • Kimberly-Clark دارای جلسات یک روزه "expert acceleration" است، در آن "thought leaders" خارجی دانش خود را با تیم های کسب و کار به اشتراک می گذارند تا مدل های ذهنی را شکسته و استراتژی های جدیدی بسازند.
  • Whirlpool از شبکه ای از مربیان نوآوری استفاده می کند، که با ابزارهای نوآوری و راهنمایی برای حمایت از تیم های کسب و کار متمرکز بر چالش بازار "orthodoxies" بارگیری شده است.
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Challenging market 'orthodoxies' supports business innovation by encouraging companies to question established norms and practices in their industry. This can lead to the development of new strategies, products, or services that disrupt the status quo and provide a competitive advantage. For example, a company might challenge the orthodoxy that a product must be sold in a certain way, leading to a new, more effective sales strategy. By questioning and challenging these 'orthodoxies', companies can break free from traditional constraints and foster a culture of innovation.

Rapid experimentation plays a crucial role in the development of new products, services, and business models. It allows companies to test a variety of ideas quickly and efficiently, enabling them to identify the most promising ones and discard those that are not viable. This approach reduces the risk of investing heavily in a single idea that may not work out. It also fosters a culture of innovation and creativity, as employees are encouraged to come up with and test new ideas. Companies like Intuit and Kimberly-Clark use rapid experimentation to educate their teams about developing new strategies and busting old mental models.

Whirlpool's network of innovation mentors is designed to support business teams that are focused on challenging market orthodoxies. These mentors are equipped with innovation tools and guidance to help these teams develop new strategies and approaches.

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کاربرد

"فرمول ثابتی برای موفقیت وجود ندارد، به خصوص در مورد نوآوری. در حالی که سال ها تجربه خدمات مشتری ما شاهد قوی برای وجود رابطه علی بین ویژگی هایی که پاسخ دهندگان به نظرسنجی گزارش دادند و نوآوری های شرکت هایی که ما مطالعه کردیم، آمار توصیف شده در اینجا فقط می تواند همبستگی را ثابت کند،" متخصصان از McKinsey & Company می گویند.بر اساس دانش گسترده خود، با این حال، مشاوران متخصص پیشنهادات زیر را برای استراتژی نوآوری ارائه می دهند:

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The Innovation Management presentation can be practically applied in the field of business strategy in several ways. Firstly, it can provide a framework for nurturing game-changing concepts into reality, which is crucial for strategic planning. Secondly, it can help introduce new strategies, structures, culture, and capabilities to your team, which can enhance the overall business strategy. Lastly, it can provide insights into the correlation between certain attributes and innovation, which can be used to inform strategic decisions.

The Innovation Management presentation contributes to introducing new strategies and structures to a team by providing techniques and frameworks that can help nurture game-changing concepts. It draws on years of client-service experience and extensive knowledge to provide recommendations for innovation strategy. It also helps teams understand the correlation between certain attributes and successful innovation, even though there's no proven formula for success. This can guide teams in developing their own strategies and structures for innovation.

Consultant specialists recommend several strategies for effective innovation. First, they emphasize the importance of fostering a culture of innovation within the organization. This involves encouraging creativity, risk-taking, and open communication. Second, they suggest implementing structures and processes that support innovation, such as dedicated innovation teams or departments, and innovation management systems. Third, they recommend investing in capabilities that drive innovation, such as research and development, technology, and talent. Lastly, they advise companies to stay ahead of the curve by continuously monitoring and adapting to changes in the market and industry.

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  1. تمایل – بر اساس گفته کارشناسان، دیدگاهی دوردست، می تواند یک کاتالیزور جذاب باشد، به شرطی که به اندازه کافی واقع بینانه باشد تا اقدامات امروز را تحریک کند.
  2. انتخاب کنید – چون هیچ کس واقعا نمی تواند دقیقا بگوید که نوآوری های ارزشمند از کجا بیرون می آیند و جستجو در همه جا عملا عملی نیست، مدیران باید در نظر بگیرند که شرایط مرزی برای فضاهای فرصتی که می خواهند بررسی کنند ایجاد کنند.
  3. کشف کنید – "اگر شما به نقطه شیرین مشکلات مشتری برسید و در همان زمان دانش عمیق تری از فناوری های جدیدی که در حال آمدن هستند به دست آورید و مکانیسمی برای چگونگی ترکیب این دو چیز پیدا کنید، پس شما قصد دارید بازگشت خوبی بگیرید،" رئیس هیئت مدیره و مدیر عامل Alcoa، Klaus Kleinfeld، به McKinsey & Co گفت.
  4. تکامل – کارشناسان Amazon را به عنوان مثالی از شرکتی می برند که خود را با پاسخگویی به نیازهای ظهور کننده مشتریان و تامین کنندگان خود به مدل های کسب و کار جدید می ارزاند. "[Amazon] بسیاری از تامین کنندگان خود را در پایگاه مشتریان خود شامل کرده است با ارائه یک محدوده فزاینده ای از خدمات، از میزبانی محاسبات تا مدیریت انبار،" آنها می گویند.
  5. شتاب دهید – شرکت ها اغلب در راه تلاش خود برای نوآوری مانع می شوند. همکاری متقابل عملکردی می تواند در طول فرآیند توسعه، مشارکت کاربر نهایی را تضمین کند، متخصصان McKinsey می گویند.
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Amazon is a prime example of a company that has successfully implemented the Aspire, Choose, Discover, and Evolve frameworks in its operations. In the Aspire stage, Amazon set a far-reaching vision to be the world's most customer-centric company. In the Choose stage, Amazon created boundary conditions by focusing on e-commerce. In the Discover stage, Amazon identified customer struggles and leveraged new technologies to address them, such as introducing the Kindle for digital reading. In the Evolve stage, Amazon extended itself into new business models by addressing the emerging needs of its customers and suppliers, such as offering cloud services through AWS and creating a marketplace for third-party sellers.

The Evolve framework enables companies like Amazon to expand into new business models by addressing the emerging needs of its customers and suppliers. Amazon, for instance, has included many of its suppliers in its customer base by offering them an increasingly wide range of services. This approach allows the company to continuously adapt and grow, venturing into new areas while still maintaining a strong focus on customer satisfaction and supplier relationships.

The Discover framework in Innovation Management is a strategic tool that helps in understanding customer needs and new technologies. It involves identifying the challenges that customers are facing and gaining a deep understanding of emerging technologies. The goal is to find a way to bring these two aspects together to create innovative solutions that provide value to the customer and yield good returns for the business. This approach is about finding the "sweet spot" where customer needs and new technologies intersect, leading to valuable innovations.

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مطالعه موردی

آرامش

برنامه Calm در سال 2019، 60 میلیون بار دانلود شد، بر اساس "Fast Company." موفقیت برنامه Calm بسیار به استراتژی نوآوری آن نسبت داده شده است. به عنوان مثال، وقتی شرکت در سال 2016 متوجه شد که بسیاری از مشتریان به Calm گوش می دهند تا به خواب بروند، آن را با نام "داستان های خواب" راه اندازی کرد. "داستان های خواب" کتابخانه ای از داستان های خواب برای بزرگسالان است و بازیگران Matthew McConaughey و Stephen Fry و خواننده Leona Lewis لذت بردن از روایت داستان ها از Calm را داشتند.

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Other companies can learn from the innovation management of the Calm app by observing and adapting to the needs and behaviors of their customers, just like Calm did when they noticed many customers were using the app to fall asleep. This led to the launch of 'Sleep Stories', a successful feature that further boosted the app's popularity. Companies can also learn to innovate by collaborating with well-known personalities, as Calm did by having celebrities narrate their 'Sleep Stories'. This not only added a unique aspect to their service but also attracted more users due to the celebrity factor.

Some of the notable narrators for the Sleep Stories in the Calm app include actors Matthew McConaughey and Stephen Fry, and singer Leona Lewis.

Sleep Stories is a feature introduced by the Calm app in response to the observation that many customers were using the app to fall asleep. It is essentially a library of bedtime stories designed for adults. Notable personalities such as Matthew McConaughey, Stephen Fry, and Leona Lewis have narrated these stories.

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این نوآوری منجر به موفقیت بسیار زیادی از برنامه شد – در سال 2019، بیش از 180 میلیون بار از 2 میلیون مشترک گوش داده شد. و هزینه سالانه 70 دلار کاربران را ترساند نکرد. در نتیجه، Calm به صنعت جهانی بهداشت و درمان به ارزش 4.2 تریلیون دلار گسترش یافت، با افزودن کلاس های خود بهبود، روتین های کششی و آهنگ های آرامش بخش. "ما می خواهیم تمام جنبه های تناسب اندام ذهنی را پوشش دهیم،" مدیر عامل و مدیر عامل همکار Calm، Michael Acton Smith به "Fast Company" گفت."

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