Success factors in it innovative product companies

Success Factors in IT-Innovative Product Companies: A Conceptual Framework

Second World Summit on the Knowledge Society, WSKS 2009

Chania, Crete, Greece, September 16-18

Enric Serradell-Lopez; Ana Isabel Jimenez-Zarco; Maria Pilar Martínez-Ruiz

Purpose

Explore the role that Information Technologies play in product innovation

process


Introduction

• Organizations today. Some characteristics:– Organizational culture– Intensive use of Information and

Communication Technologies– Establishment of dynamic structures– Core business orientation– Value chain integration


Marketing

• Construction and maintenance of stable relationships with different agents.

• Correct management of market information


Organizational success

• Wei and Morgan (2004): Product innovation– New products


New products characteristics

• Should be competitive

• Offer good value to customers

• Environmentally friendly

• Enhance the strategic position of the company

• Be introduced at the right time(NPD: New Product Development)


Article structure

• Product innovation process analysis

• Customer cooperation

• Organizational learning

• Role of Information and Communication Technologies


New Product innovation process

• Relationship between innovation and intangible assets

• Marketing point of view

• Innovation: radical and incremental

• Success criteria for new products?


Customer cooperation-NPD

• NPD: uncertain process

• How to reduce time dependence?


Benefits of cooperation

• The establishment of workteams made up of experts in different functional fields who adopt flat, highly adaptable structures.

• The supply of economic, human and technological resources to reduce complexity, cost and duration of the process (Littler et al., 1995).

Enric Serradell-Lopez; Ana Isabel Jimenez-Zarco; Maria Pilar Martínez-

Ruiz

Benefits of cooperation

• The improvement of relationships between agents in the environment, internalizing the

project and promoting the development of working relationships

• The transfer of information, experience and new technologies that help to identify, and

resolve quickly and efficiently, any problems that might arise


Ruiz

Organizational learning

• Information as a strategic asset

• Critical challenge

• Market orientation (Slater and Narver)

• O.L. Involves an organizational, cultural and structural change, as well the development of new activities.



• Market orientation suppose implementing learning organization concepts.

• How: changing routines and changing behaviours


Ruiz



Role of TIC


Conclusions1. Importance or client cooperation, market

intelligence and the intensive use of ITs in product innovation

2. The integration of the client in NPD is considered as a strategic asset


Conclusions

3. Market intelligence: Establishment of close relationships with clients .

4. Intensive use of IT’S supports the development of both elements and promotes the creation of synergies

5. IT act a socialising factor


Thank you !!! Muchas gracias !!

Comments, suggestions, questions

Enric Serradell-Lopez

Open University of Catalonia, Barcelona, Spain

E-mail: [email protected]


Education

Success factors in it innovative product companies