Integrating the Development of Innovative Concepts into Corporate Strategy.

摘要

Most good innovative ideas come from individuals who become creatively stimulated when they least expect it. The challenge is to convert these good ideas into marketable products. Most scientists contribute greatly to the advancement of technology often without considering that their discoveries may solve a market need. Better communications and understanding of marketing objectives and techniques is needed, since the problem facing most large corporate executives is to convert fragmented developments into total market solutions. Several organizational approaches have evolved in the management of technology designed to address the possibility of maximizing benefits from creative ideas, but two will be discussed in depth in this paper. The first internally directed method is to incorporate innovative ideas into the portfolio structure of strategic business units. The second externally directed method is to form a technology transfer operation which leads to new corporate or external spinoff ventures. Both of these approaches deal with the problems of cost and risk associated with the crucial step of commercialization, but in different ways. The achievements of all participants in technological research will be greatest if individual efforts are clearly and efficiently coordinated. The result will be the satisfaction of the objectives of all parties. The ultimate benefit, however, will be increased productivity and an improved standard of living. Consumers will have access to superior products, and American business will regain its competitive advantage by developing efficient methods of integrating good ideas into commercial and industrial products and services. 6 refs. (ERA citation 13:054009)