Διαχείριση καινοτομίας και μάρκετινγκ στις...

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Η Dr. Ursula Georgy στη διάρκεια της ομιλίας της θα αναπτύξει τις δυνατότητες, απαιτήσεις και στρατηγικές διαχείρισης της καινοτομίας και του μάρκετινγκ στις βιβλιοθήκες

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Systematic Innovation Managementas a Marketing Strategy for Libraries

Prof. Dr. Ursula GeorgyCologne University of Applied Sciences

Athen / Thessaloniki 2014

Fachhochschule KlnCologne University of Applied Sciences

Fachhochschule KlnCologne University of Applied SciencesDGI-Tagung 2009 Prof. Dr. Ursula GeorgyContent

Innovation Management an Service Innovation Trend Reports: Gartner (Hype Cycle) and Horizon Report Open Innovation Open Innovation and Knowledge (Management) Open Innovation Survey (2010) Outlook

Fachhochschule KlnCologne University of Applied Sciences

Fachhochschule KlnCologne University of Applied SciencesDGI-Tagung 2009Innovation ManagementandService Innovation

Fachhochschule KlnCologne University of Applied Sciences

Fachhochschule KlnCologne University of Applied SciencesDGI-Tagung 2009 Prof. Dr. Ursula GeorgyIntroduction

Service innovation has become a necessary choice and management technique in service industries. Services now are making up about 70% of the GDP (Gross Domestic Product) in OECD countries.

Libraries are part of the service industry and have to implement new technologies and services to improve satisfaction to their users and customers.

Therefore libraries have to build up and to implement a new kind of innovative culture original, not copied.

Fachhochschule KlnCologne University of Applied Sciences

Fachhochschule KlnCologne University of Applied SciencesDGI-Tagung 2009 Prof. Dr. Ursula GeorgyCustomer Satisfaction and Innovation Management

The product and service sector has to be aimed at the customer needs so that each customer as an individual is satisfied while however the entrepreneurial goals are accomplished simultaneously.

In the context of service innovation this means that new services must custom-fitly be tailored to the customer.

Till now good ideas of one's own, however, are too often realized without analyzing, if the customer needs these services or if the market is ripe to this.

Fachhochschule KlnCologne University of Applied Sciences

Fachhochschule KlnCologne University of Applied SciencesDGI-Tagung 2009Customer Satisfaction and Innovation Management

Customer desires ideally are taken into account in a way as extensive as possible. Putting customer desires into action (service) may seem trivial; but: the customer can formulate wishes and problems but normally not solutions. The challenge for libraries lies in the conversion of customers` desires into corresponding customer requirements and fitting services. Prof. Dr. Ursula Georgy

Fachhochschule KlnCologne University of Applied Sciences

Fachhochschule KlnCologne University of Applied SciencesDGI-Tagung 2009 Prof. Dr. Ursula GeorgyThe Innovation Process

Innovation management must be a systematic process as an executive function to collect, review, evaluate, and manage ideas and to bring them as user-friendly products or services to market.

In the area of libraries systematic innovation is less developed and one gains the impression that libraries dont take strategic action and that innovations are the result by chance. Attempts of innovative thinking will be often killed or nipped in the bud.

Fachhochschule KlnCologne University of Applied Sciences

Fachhochschule KlnCologne University of Applied SciencesDGI-Tagung 2009 Prof. Dr. Ursula GeorgyThe Innovation Process

Komninos, 2005

Fachhochschule KlnCologne University of Applied Sciences

Fachhochschule KlnCologne University of Applied SciencesDGI-Tagung 2009 Prof. Dr. Ursula GeorgyTypes of Innovations

Fachhochschule KlnCologne University of Applied Sciences

Fachhochschule KlnCologne University of Applied SciencesDGI-Tagung 2009Types of Service Innovation

The four dimensions of service innovation: product the service offering process how that offering is created and delivered position the target market segments, the underlying positioning via brand etc. paradigm the underlying mental models about what kind of business we are and the rules of the game: business model innovation

Bessant et al. 2014, S. 5 Prof. Dr. Ursula Georgy

Fachhochschule KlnCologne University of Applied Sciences

Fachhochschule KlnCologne University of Applied SciencesDGI-Tagung 2009 Prof. Dr. Ursula Georgy

Bessant et al. 2014, S. 6The Innovation Space

Fachhochschule KlnCologne University of Applied Sciences

Fachhochschule KlnCologne University of Applied SciencesDGI-Tagung 2009 Prof. Dr. Ursula Georgyhttp://www.apo-tokyo.org/productivity/pmtt_022.jpg

The Service Innovation Framework

Fachhochschule KlnCologne University of Applied Sciences

Fachhochschule KlnCologne University of Applied SciencesDGI-Tagung 2009 Prof. Dr. Ursula Georgyhttp://www.bi.edu/PageFiles/214077/Service%20Innovation%20Triangle%20Booklet.pdf?epslanguage=en

The Service Innovation Triangle

Fachhochschule KlnCologne University of Applied Sciences

Fachhochschule KlnCologne University of Applied SciencesDGI-Tagung 2009 Prof. Dr. Ursula GeorgyDiffusion of Innovationsto Market (Model)

Rogers 1983: Diffusion of Innovations

Fachhochschule KlnCologne University of Applied Sciences

Fachhochschule KlnCologne University of Applied SciencesDGI-Tagung 2009 Prof. Dr. Ursula GeorgyDiffusion of Innovationsto the Market (Model)

Diffusion of Innovations and Market Sharehttp://matthewsonmarketing.files.wordpress.com/2012/11/chap-1-fig-2-everett-rogers-diffusion-innovation-model1.png

Fachhochschule KlnCologne University of Applied Sciences

Fachhochschule KlnCologne University of Applied SciencesDGI-Tagung 2009Trend Reports: Gartner (Hype Cycle)Horizon Report

Fachhochschule KlnCologne University of Applied Sciences

Fachhochschule KlnCologne University of Applied SciencesDGI-Tagung 2009 Prof. Dr. Ursula GeorgyGartner Hype Cycle

Hype Cycles help organizations understand the landscape of technology maturity and markets, and to decide which technology innovations to adopt, postpone or ignore, and when is the time to adopt.

For libraries it seems to be conceivable first to identify where a particular librarian-relevant technology lives along the curve and then to map out where libraries and librarians live and where they tend to live in that life cycle.

Fachhochschule KlnCologne University of Applied Sciences

Fachhochschule KlnCologne University of Applied SciencesDGI-Tagung 2009 Prof. Dr. Ursula GeorgyPhases of Gartner Hype CycleFenn 2010)

Fachhochschule KlnCologne University of Applied Sciences

Fachhochschule KlnCologne University of Applied SciencesDGI-Tagung 2009 Prof. Dr. Ursula GeorgyGartner Hype Cyclehttp://www.virtualtravelog.net/wp/wp-content/gallery/2011-04-hype-cycles/dynamic/Gartner-Hype-Cycle-Phases-nggid03294-ngg0dyn-600x0x100-00f0w010c010r110f110r010t010.png

Fachhochschule KlnCologne University of Applied Sciences

Fachhochschule KlnCologne University of Applied SciencesDGI-Tagung 2009 Prof. Dr. Ursula GeorgyGartner Hype Cycle of Emerging Technologies 2012

Gartner, 2012

Fachhochschule KlnCologne University of Applied Sciences

Fachhochschule KlnCologne University of Applied SciencesDGI-Tagung 2009 Prof. Dr. Ursula GeorgyGartner, 2013

Gartner Hype Cycle of Emerging Technologies 2013

Fachhochschule KlnCologne University of Applied Sciences

Fachhochschule KlnCologne University of Applied SciencesDGI-Tagung 2009 Prof. Dr. Ursula GeorgyGartner Hype Cycle of Emerging Technologies 2014 2013

Gartner, 2014

Fachhochschule KlnCologne University of Applied Sciences

Fachhochschule KlnCologne University of Applied SciencesDGI-Tagung 2009 Prof. Dr. Ursula GeorgyHorizon Report 2014

The New Media Consortium, 2014

Fachhochschule KlnCologne University of Applied Sciences

Fachhochschule KlnCologne University of Applied SciencesDGI-Tagung 2009 Prof. Dr. Ursula GeorgyHorizon Report 2014 Headlines (Extract)

The New Media Consortium, 2014

Fachhochschule KlnCologne University of Applied Sciences

Fachhochschule KlnCologne University of Applied SciencesDGI-Tagung 2009Open Innovation

Fachhochschule KlnCologne University of Applied Sciences

Fachhochschule KlnCologne University of Applied SciencesDGI-Tagung 2009 Prof. Dr. Ursula GeorgyNeed and Solution Information

Customer oriented innovation requires:

Need information Information about market and customer wishes / needs. found out by customer or non-customer interviews.

Solution information Information how customer needs can be implemented efficiently and precise. seldom found out by questionnaires. What have libraries to do?

Fachhochschule KlnCologne University of Applied Sciences

Fachhochschule KlnCologne University of Applied SciencesDGI-Tagung 2009 Prof. Dr. Ursula GeorgyDefinition of Closed Innovation

http://www.nansenneuro.net/images/stories/articles/closed_innovation_en.jpg

Fachhochschule KlnCologne University of Applied Sciences

Fachhochschule KlnCologne University of Applied SciencesDGI-Tagung 2009 Prof. Dr. Ursula GeorgyTechnology Push versus Market Pull

http://www.b4development.com/wp-content/uploads/2011/01/aiPULLvsPush-e1295867991208.jpg

Fachhochschule KlnCologne University of Applied Sciences

Fachhochschule KlnCologne University of Applied SciencesDGI-Tagung 2009 Prof. Dr. Ursula GeorgyDefinition Open Innovation by Chesbrough

Open Innovation is