TEKNOLOJİ VE YENİLİK YÖNETİMİ - Deneme Sınavı - 1

5 stages accepted by MIT Sloan Management Review and developed by Desouza et al. (2014) are used. Desouza et al. examined the studies conducted on the innovation process in their studies and finally defined 5 stages. Accordingly, the innovation process consists of idea generation and mobilization, advocacy and screening, experimentation, commercialization, diffusion, and implementation steps, iteratively.

Historically, innovation was studied as an artifact between the 1950s and 1980s, as technology and organization between the 1980s and 1990s, and as networks embraced electronically from 1995 until today (Clark, 2003: 21).

Historically, innovation was studied as an artifact between the 1950s and 1980s, as technology and organization between the 1980s and 1990s, and as networks embraced electronically from 1995 until today (Clark, 2003: 21).

Idea generation is the creative process or procedure that a firm uses to figure out solutions to any number of difficult challenges. In this process, there are existing ideas that can be a source of innovation. Ideas in the process need not always be completely new. Often, existing ideas or some processes can be changed and renewed.

The advocacy and screening phase allows us to evaluate an idea and understand its potential benefits and problems. It makes it easier for us to make decisions about the potential of the newly created idea. In this process, ideas are transformed from their raw form to their more mature form. Unnecessary parts of the idea can be discarded or improvements can be made in this process.

This stage is a feasibility study. If innovation is a product, its prototype is made. Innovation must be offered as a service or product and have a commercial value. Otherwise, ideas cannot progress. Ideas that have commercial value or can be commercialized are sustainable. Tested ideas are evaluated for suitability in a particular context. The experimentation process is more costly than the first two stages. The prototypes can sometimes be difficult for the firm to create in terms of resources. Also, the first version is always the weakest product. Therefore, the proposed innovation must have a high potential in the long run to pass this stage.

The distinction between product versus process innovations is based on the scope of the innovations.

While a product innovation is forming a new product category or implementing alterations to existing products for the benefit of customers, process innovation is defined as tools, devices, and knowledge in throughput technology that mediate between inputs and outputs (Ar & Baki, 2011).

Organizations that focus on product innovation should concentrate on new product development or improvement of the existing technologies while organizations launching new organizational methods or techniques as process innovation should focus on knowledge and management culture.

When product innovation may include new product offerings or improvements to existing products as an outcome, process innovation involves creating or improving a method, technique, and developments in the processes or systems (Ar & Baki, 2011).

Process innovation is known as new factors (systems, equipment, techniques, and human resources) introduced in an organization to increase product quality, improve methods of production, or reduce production costs (Berchicci, Tucci, C. L. & Zazzara, 2014).

A car manufacturer’s development of a new hybrid electric car is a product innovation.

If an organization introduces a new method, technique, or process to reduce defect rates or increase the quantity of products/services that may be produced in a given time, such an initiative is considered to be a process innovation.

Product innovations target product and service improvement while process innovations mainly target cost improvements, efficiency, and effectiveness.

Radicalness could be considered as the combination of newness and the degree of differentness (Schilling, 2019).

The more the innovation differs from the existing practices, the more it is considered to be radical.

There are some points to be aware of in the commercialization process. The first is that firms tend to overestimate the potential of their products. This overestimation should not be mistaken and the commercialization process should be operated well. This process will prevent unnecessary resource consumption. Another important point is that managers should know the process well and have a plan for every situation. Finally, the next stage should not be initiated before the product is fully ready

It is possible to divide the consumer group into five categories:

Innovators - This group is eager to try new things. New ideas catch their attention. They like to take risks. They want to be a pioneer. When a new product is presented to this group, they will adopt it very easily. This has an important impact on the diffusion of innovation. It is assumed that this group corresponds to 2,5% of the individuals in the society.