Keynote Katja Hutter

Transcription

Kreativwirtschaftsgespräche
Neue Wege mit dem Kunden zum Ziel
Co-Creation – Design Thinking – Open Innovation
Montag, 6. Juni 2016, 18.30 Uhr, Wien
GET CONNECTEDDIE CHANCE FÜR DIE KREATIVWIRTSCHAFT
Univ.-Prof. Dr. Katja Hutter
Visiting Scholar | Harvard University
Paris Lodron-Universität Salzburg
NASA Tournament Lab | Crowd Tournament Lab
Sozial- und Wirtschaftswissenschaften
1737 Cambridge Street | Cambridge, MA 02138, USA
Marketing
Residenzplatz 9 | A-5010 Salzburg
Scientific Network | Hyve AG
E [email protected]
Schellingstraße 45 | 80799 Munich
I www.uni-salzburg.at/marketing
[email protected]
FB Sozial- und Wirtschaftswissenschaften | Marketing
1
INNOVATIONSBERICHT – KREATIVWIRTSCHAFT ÖSTERREICH
Die österreichische
Kreativwirtschaft hat sich
überdurchschnittlich gut
entwickelt und blickt
INNOVATION
optimistischer in die Zukunft
als die Gesamtwirtschaft.
https://www.kreativwirtschaft.at/kreativwirtschaftspolitik/kreativwirtschaftsberichte/
2
360° INNOVATIONSFÄHIGKEIT
radikal
lokal
offen
kollaborativ
individuell
geschlossen
global
inkrementell
Möslein, K.M. (2009): Innovation als Treiber des Unternehmenserfolgs – Herausforderungen im Zeitalter der Open Innovation, S. 13
3
Die
fortschreitende
Digitalisierung
und Vernetzung
durchdringt
unser Leben,
privat und
beruflich.
4
Innovationsmanagement
Toolbox
1. Ideengenerierung
2. Bewertung / Auswahl
3. Entwicklung / Umsetzung
4. Markteinführung
5
Toolbox
1. Ideengenerierung
4. Markteinführung
6
http://blog.wiwo.de/look-at-it/files/2014/01/Social_Media_2014.jpg
7
TOOLBOX: NETNOGRAPHY

Netnography (Kozinets, 1999, 2002) originated from ethnography (e.g., Arnould and
Wallendorf, 1994).

Netnography uses information publicly available on the Internet to study the
nature and behavior of online consumer groups (e.g., Muniz and Schau, 2005; Nelson,
2005).

The netnography approach describes how to identify and contact online
communities and how to analyze and check the trustworthiness of community
insights.
(Füller/Jawecki/Mühlbacher, 2007)
8
STEPS OF THE NETNOGRAPHYINSIGHTS© METHOD
Determination of goals and
user profile
1
2
Community identification and
selection
4
Software-based data analysis
and interpretation of results
Observation and data gathering
3
Transfer of results into
Ideas and Strategic solutions
5
9
LISTENING TO WHAT CONSUMERS SAY ABOUT DEODORANTS…
Paula
My husband‘s white linen and cotton shirts
have this yellow deodorant stain. I have
tried several ways to remove it, such as
bleaching, soaking in the hot soppy water,
rubbing with biochemical stain-removing
stuff– all failed. I even sent the shirts to a
laundry.
Master
mind
vanilla87
#3. If you just can’t get the stains out with detergent, hydrogen peroxide, or vinegar,
make a paste to scrub in with your old toothbrush. The paste is formed with 1
Tablespoon of Cream of Tartar, 3 crushed aspirins (full-strength, ensure that they’re
white and have no colored coating), and a cup of warm water. Use the old toothbrush
to work the paste into the fabric, and then leave for 20 minutes. Rinse the affected area in
warm water until the paste is removed. This treatment and rinse cycle can be repeated
as necessary. Good luck to you!
How to get deodorant off of black shirts? I
have a nice black tank top, but my deodorant, no
matter what brand I buy, I always manage to get
the white stuff under the arms. It looks bad, so
what’s a quick way to remove it if I’m going out?
Sine7
prevention is the key: If you
want to apply the deodorant
after showering dry your
armpits with a hair blower. 2
minutes and there will be no
stains any more
Anna74
That yellow stain is caused by the
aluminum in the deodorant. You could
try spraying the underarm of your
shirts with scotchguard before
wearing them, or if it is white,
occasionally bleaching them in yur
washing machine. I get the same thing
on the underarm of my white t-shirts. I
just throw them out and buy new ones
when they start yellowing.
doggi
Today I noticed that the areas under
the armpit, and even some areas
around the chest on the underside,
are completely white, as if they were
bleached out… Does anyone have any
clue as to what caused this? Was it just
from sweat? Was it from my
deodorant? Was it some strange
chemical reaction of both? Was it a
poorly dyed shirt?
I also have a husband who has problems
with deodorant stains on his shirts. It is
hard and crusty even after washing the
shirt several times. I have tried several
Gänsemama stain removers, but nothing seems to
help. Any ideas? Would lemon juice or
baking soda work on these stains?
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THOUSANDS OF CONSUMERS DISCUSS DEODORANT STAINS
Deodorant stains are
not all the same.
A highly-discussed topic in online forums and
communities are deodorant stains – but for
consumers deodorant stains are not all the same.
In fact, they distinguish between 8 different
categories and have their own “language“ to label
different stains.
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CONSUMERS‘ „TIPS AND TRICKS“ TO FIGHT DEODORANT STAINS
Blow drying against
deodorant stains?
Don't you hate it when you
notice a deodorant stain
right as you are leaving the
house? Use a baby wipe
and its all gone!
That yellow stain is caused
by the aluminum in the
deodorant. You could try
spraying the underarm of
your shirts with
scotchguard before
wearing them, or if it is
white, occasionally
bleaching them in yur
washing machine.
1 Tablespoon of Cream of Tartar, 3 crushed
aspirins (full-strength, ensure that they’re
white and have no colored coating), and a cup
of warm water. Use the old toothbrush to work
the paste into the fabric
The everyday struggle with deodorant stains
forces consumers to fight back with different
preventive actions or simply exchange their
advices to erase existing stains. For example,
some users blow dry their armpits after using
deodorant in order to prevent stains. Citric acid,
aspirin, buttermilk, vinegar or baking powder are
only some of the sometimes odd methods to
remove stains.
12
HERE IS THE RESULT, THE MOST
SUCCESSFUL PRODUCT IN THE
130 YEARS HISTORY OF THE
COMPANY.
13
TOOLBOX: DESIGN THINKING
“Design thinking is a human-centered approach to innovation that draws from
the designer's toolkit to integrate the needs of people, the possibilities of
technology, and the requirements for business success.” —Tim Brown, president
and CEO.
https://www.ideo.com/about/
14
Toolbox
1. Ideengenerierung
4. Markteinführung
(King/Lakhani, 2013)
15
TOOLBOX: INNOVATIONSWETTBEWERBE
http://www.history.co.uk/biographies/george-stephenson
http://www.charleslindbergh.com/plane/orteig.asp
16
THREADLESS
YOU ARE THREADLESS. YOU MAKE THE IDEAS, YOU PICK WHAT WE SELL, YOU'RE WHY WE EXIST.

about 2,523,313 global community members

1,529 designers have earned $7,120,000

and over 278 000 designs have been submitted

(Threadless, 2013)
17
https://www.threadless.com/
18
https://www.spreadshirt.com/
19
TOOLBOX: CROWD VOTING
ANTIDOTE TO HIPPO-DRIVEN DECISION MAKING
CROWDFUNDING
HIPPO
highestpaid
person’
s
opinion
https://hbr.org/2016/02/the-antidote-to-hippos-crowd-voting
20
http://www.crowdfundinsider.com/2013/11/26030-real-estate-crowdfundingcompany-prodigy-network-partners-announce-acquisition-84-william-street/
21
http://en.prodigynetwork.com/
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Toolbox
1. Ideengenerierung
4. Markteinführung
23
TOOLBOX: LEAD USER
“…many users - from 10 percent to nearly 40
percent - engage in developing or modifying
products”
(Eric von Hippel, Democratizing Innovation, 2005)
http://www.camelbak.com/Sports-Recreation/About-Us/Our-Story.aspx
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NUMEROUS INNOVATIONS HAVE INITIALLY NOT BEEN DEVELOPED BY
MANUFACTURERS.
OFTEN, USERS ARE THE SOURCE OF INNOVATIONS.
25
But how can we find Lead
Users?
26
06.06.2016
26
27
Three Search Strategies
Pyramiding approach
Applied via idea contest
Pyramiding
(Sequential Search)
Personal
Network
Screening
(Filtering)
Signaling
(Self-selection)
Filter
Innovationtas
k
Lead User
Lead User
Lead User
Methods:
• Personal interviews
• Community observation
• Private and professional networks
Methods:
• Screening questionnaire
• Community observation
• Idea contest
Methods:
• Idea contest
• Posts, banner, Pop-ups, emails
Approach:
• Sequential search of candidates
Approach:
• Definition of LeadUser
Characteristics
• Screening according to
criteria catalogue
Approach:
• Communication of innovation
task
• Self-selection of potential
candidates
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Toolbox
1. Ideengenerierung
4. Markteinführung
29
TOOLBOX: MARKENBOTSCHAFTER
KONSUMENTEN KÖNNEN NOCH MEHR ALS „NUR“ FB FANS ZU WERDEN ...
30
TOOLBOX: MARKENBOTSCHAFTER
KONSUMENTEN KÖNNEN NOCH MEHR ALS „NUR“ FB FANS ZU WERDEN ...
31
DIGITALISIERUNG – VERNETZUNG
MOTIVATION TO PARTICIPATE?
32
WHAT MOTIVATES PEOPLE TO PARTICIPATE IN CONTESTS/COMMUNITIES?
Extrinsic
Cash, Job Market Signals,
Community Prestige
Intrinsic
Fun, Enjoyment, Learning,
Autonomy, Task
ProSocial
Community Belonging, Identity
Lakhani et al. (2013)
33
IDEA GENERATOR
ID 2245
21 designs
in-degree 6
out-degree 3
SOCIALIZER
ID 2191
6 DESIGNS
IN-DEGREE 0
OUT-DEGREE 46
MASTER
ID 1921
34 DESIGNS
IN-DEGREE 76
OUT-DEGREE 149
34
CONFLICT NETWORK – VIRAL DIFFUSION
457
1299
2555
399
702
1426
939
843
98
317
2608
231
503
1088
1428
234
1315
1618
1072
1099
486
485
12
815
1642
1459
1195
927
2288674
1129
4
2123
940
29
67
1604
1615
1536
2271
1030
941
59
989
292
453
304
1107
884
1282
2437
438
1084
1380
286
534 839
3
1149
160
364
1264
1971
298
159
1213 34
2663
149
2006
111
38
785
619
800
846
1693
1818
484
624
117
1795
68
579
1606
446
2554
1592
1649
1591
1117
1745
1444
2506
975
107
561
871 1955
570
1839
827
302
153
65
1782
2122
1922
102
352
290
1648
1184
1650
174
16
2225
1214
2016
294
1056
185
655
2263
2661 1985
321
371
1183
2595
768
22
1593
1182 1133
186 1981
2592
Phase I to Phase III: Complete Conflict Communication Network
Blue = neutral comments, red = negative comments addressing conflict, green = calmative efforts of participants, and violet = conflict
management by community management.
35
WHEN DO CROWDS DON‘T WORK?
1 designer wins. 3,499 designers lose.
Moleskine is the real winner here. If
Moleskine redeem themselves by dropping
this dreadful spec work competition I will
continue to buy their products. Otherwise
I’ll boycott. It’s that simple
“Asking their community to submit ‘free’
work – which as any freelancer will tell you
is their means of existence – is such an
immense faux pas that it has shown more
about how little the company understands
who their customers are and what they
want” .
Source: Moleskin Facebook Page
36
WHEN DO CROWDS DONT‘T WORK?
Having users stamp pre-defined flowers on a label and then hailing it as a
crowdsourcing campaign struck copywriter Peter Breuer as, frankly, lame. So he
chose the pen from the tool menu as his weapon of choice and produced a more,
well, unique design:
37
WHEN DO CROWDS DON’T WORK?
Missing Governance
Incentives Mismatch
Task Interdependence
Interdependence
Task
Lakhani et al. 2013
38
THE NEW NORMAL OF INNOVATION MANAGEMENT
radikal
lokal
offen
kollaborativ
individuell
global
geschlossen
inkrementell
Hutter, K.; Füller, J. (2015): The New Normal of Innovation
Management: Towards a Dual-Open and Closed-Innovation Logic.
In: Herstatt, Cornelius; Ehls, Daniel: Open Source Innovation: The
Phenomenon, Participant's Behavior, Business Implications.
London; New York [u.a.]: Routledge, 290-301.
... REVOLUTIONIERT DIE ART WIE INNOVATION IN UNTERNEHMEN UND MÄRKTEN STATTFINDE
39
Kreativwirtschaftsgespräche
Neue Wege mit dem Kunden zum Ziel
Co-Creation – Design Thinking – Open Innovation
Montag, 6. Juni 2016, 18.30 Uhr, Wien
DANKE!
Univ.-Prof. Dr. Katja Hutter
Visiting Scholar | Harvard University
Paris Lodron-Universität Salzburg
NASA Tournament Lab | Crowd Tournament Lab
Sozial- und Wirtschaftswissenschaften
1737 Cambridge Street | Cambridge, MA 02138, USA
Marketing
Residenzplatz 9 | A-5010 Salzburg
Scientific Network | Hyve AG
E [email protected]
Schellingstraße 45 | 80799 Munich
I www.uni-salzburg.at/marketing
[email protected]
40

Keynote Katja Hutter

Transcription

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