BUS Formal Report

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Western Governors University *

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C200

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Business

Date

Apr 24, 2024

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docx

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5

Uploaded by DrWaterFish17

1 " WHAT’S YOUR BEST INNOVATION BET ?" Kadian Allen Formal Report Bus 313- Business & Organizational Communication Professor June Jones February 11 th , 2024
2 INTRODUCTION The article entitled “What’s Your Best Innovation Bet?” by Melissa Schilling explains how companies can predict future trends of technology based on the evolutionary process. The invention of technology is a challenging venture because it requires consideration of key trends and dimensions of technology and alignment with the future needs of customers. Since technology is dynamic, innovations ought to be versatile and in tandem with the technological tide, which improves and becomes competitive with time. Inaccurate prediction or lack of prediction is costly because innovations become outdated and exit the market before generating substantial earnings. For example, in the music industry, the evolution of compact disk and music formats changed the use of CD, DVD, and MP3 players. Therefore, the article holds that the understanding of the evolutionary process of technology and the dynamic needs of customers is critical in designing innovations that would become relevant for a considerable time. The article outlined a three-step process of designing and refining innovations to meet future needs of customers : identifying key dimensions, locating your position, and determining your focus. This article was written to help companies understand how the market will respond to any new technologies that are developed. Schilling focuses on working with tech companies and crafting or refining their innovation strategy. The authors give companies insight into where to focus their efforts and money while helping them to predict the moves of their competitors and any threats from any outside factors. This article describes technology as the way inputs are transformed into outputs, or the way products and services are delivered to customers. This report will explain its purpose, the three-step process, and its results.
3 STEP ONE: The first step in the three-step process of designing and refining innovations entails the identification of key dimensions of innovations that drive the progress of technology in a certain field. According to the article, “selecting useful technology to examine depends on industry knowledge and common sense. The knowledge of the industry identifies key dimensions, whereas common sense aids in designing innovations . Schilling states to “consider what the technology originally needs to be fulfilled, and then for each major change in its form and function, think about what fundamental elements were affected." There are many different types of dimensions. Some examples in this article are the cost dimension, technology dimension, comfort dimension, performance dimension, and anticipation of needs dimension. STEP TWO: The second step involves locating your position, which means determining the shape of the dimensions' utility curve. Since products have a utility pattern, which elucidates the trends of their use in the markets, companies ought to locate the position of their innovation in the utility curve. The utility of some products increases exponentially then levels off or increases gradually, then exponentially, and levels off, or remains constant throughout a given period. An example of a utility curve is the top of the curve, portability curve, and parabolic curve. The example that Schilling uses in her article is that cars can go 150mph, but most people do not go over 90mph. In this case, the utility curve for speed flattens out at that point. Some other improvements in dimensions that she uses in this article are fuel efficiency, acceleration, safety, and reliability, and offer more utility to customers.
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