1. DEVELOPING A PRODUCT INNOVATION AND TECHNOLOGY STRATEGY Conrad Bartels Daal

2. Contents  Method  Origin  Purpose  Authors  Dr. Robert G. Cooper  Scott Edgett  Main phases  Process-Delivery Diagram  Example  Select Strategic Arenas  Strategic Bucket method

3. Method - Origin Product Innovation and Technology Strategy Innovation Management Technology Strategy

4. Innovation Management  The path from idea to market goes through three distinct stages (Verloop, 2006):  Generating and conceptualizing ideas  Developing and demonstrating the concepts  Investing to extract the value from the market place

5. Technology Strategy  The core of a company is not the product that it has or the markets it serves, rather what is knows and what it can do (David, 1998). Technology strategy centers on this knowledge and abilities.

6. Method - Purpose  Specifies the goals and objectives of the business’s total product innovation effort  Indicates the role that product innovation will play in helping the business achieve its objectives  Research new market/products that the company can operate profitable in  Allocate and commit resources to new product innovation efforts  Map out major development initiatives for a strategic view of future developments

7. Authors  Two authors  Dr. Robert G. Cooper  Scott Edgett  Method created by:

8. Authors - Dr. Robert G. Cooper Dr. Robert G. Cooper . Dr. Robert G. Cooper is a retired Professor and co-founder of the Product Development Institute and Stage-Gate Inc.  Cooper is an acknowledged global expert, with over 100 articles and six books published in the field of innovation management

9. Authors - Scott Edgett Scott Edgettdrop  Scott Edgett is CEO and co-founder of the Product Development Institute and Stage-Gate Inc.  He is a specialist with over 60 published articles and six books in new product development and portfolio management

10. Main Phases

11. Process-Delivery Diagram 5 main activities Product Innovation and Technology Strategy consists of: Product Innovation Goals, Objectives and Role Product-Market Matrix Strategic Map Strategic Focus List Attack and Entry Strategies Strategic Bucket Map Strategic Product Roadmap Project Portfolio

12. Activity – Select Strategic Arenas

13. Example – Product-Market Matrix Market/ProductData synchronizationCloud computingIntegration of services Mobile usersXXX Home users X Mobile and Home UsersXXX

14. Example – Strategic Map

15. Activity - Strategic Bucket Method

16. Strategic Bucket Map (Cooper & Edgett, 2010).

17. References  Cooper, R. G., & Edgett, S. J. (2010). Developing a product innovation and technology strategy for your business. Research Technology Management, 53 (3), 33-40.  David, F. (1998). Develop Your Technology Strategy. Long Range Planning, 11 (5), 88-95.  Verloop, J. (2006). Insight in Innovation Managing innovation by understanding the Laws of Innovation. The Hague: Elsevier B.V.

18. Questions