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Innnovation strategies: What is needed to make an innovation reality?

Innnovation strategies: What is needed to make an innovation reality?. Ernst A. Hartmann Director, iit Berlin, 11th IMPACTS International Conference, 5 June 2009. Who we are. VDI/VDE Innovation + Technik GmbH is – since more than 30 years – a service provider to (mainly) public bodies

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Innnovation strategies: What is needed to make an innovation reality?

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  1. Innnovation strategies:What is needed to makean innovation reality? Ernst A. Hartmann Director, iit Berlin, 11th IMPACTS International Conference, 5 June 2009

  2. Who we are ... • VDI/VDE Innovation + Technik GmbHis – since more than 30 years – a service provider to (mainly) public bodies • Innovation agency, R&D programme management agency • Research and consultation services in the domain of innovation and technology policies • The Institute for Innovation and Technology (iit) is the ‘R&D branch’ of VDI/VDE-IT

  3. An old example ... • The Golf Ecomatic was introduced in 1993 • Start-stop system • 4.4 l diesel / 100 km (53.5 mpg) • About 3,000 units sold • Considered as one as the most prominent ‚flops‘ in German car manufacturing history

  4. What was missing? (1) • Regulatory Framework • No ‘Porter / van der Linde effect’ • Coherent product / marketing strategy of manufacturer • Competing Diesel-High-Pressure-Injection model (Golf TDI) • Concern for users‘ habits and expectations • Unusual driving behaviour, unusual semi-automatic gear box cf. Knie, 1994 Beise / Rennings, 2003

  5. What was missing? (2) • Systemic innovation approach • Single product / single technology innovation • Public awareness and acceptance • ‘Sportive’ car vs ‘rational’ car • Awareness and knowledge among professionals • Car salespeople were not prepared to counsel prospective customers appropriately cf. Knie, 1994 Bieker, 2005

  6. Innovation System Source: Kuhlmann/Arnold 2001

  7. technical options sustainable growth organisation health human resources protection of resources functionality economic challenges societal needs costs mobility sustainability innovationinfluencing factors competitiveness comfort quality security performance microtechnology nanotechnology biotechnology physics chemistry biology

  8. innovation processes market-available product / service /process industrial R&D scientific R&D R&D effort market acceptance idea [t] market introduction prod. techn. proto-type laboratory sample saturation growth phases Innovation supporting measures aim at: stimulation, optimisation, acceleration by lowering innovation obstacles

  9. Innovation processesTrends to be Considered from relay race to team play • from technology transfer to technology interchange • from value chains to value nets • from sectors to cross-sectoral innovation fields • from national innovation systems to cluster-oriented transnational systems • from globalisation to glocalisation

  10. Example Electro Mobility: • Automotive OEMs .. • ... and suppliers … • … and vendors … • … and service suppliers (repair & maintenance) • Energy suppliers • City planning authorities • Public transport • Car rental services • Housing services • .... Innovation processestrends to be considered from relay race to team play • from technology transfer to technology interchange • from value chains to value nets • from sectors to cross-sectoral innovation fields • from national innovation systems to cluster-oriented transnational systems • from globalization to glocalization

  11. Innovation processestrends to be considered • Example Electro Mobility: • Multiple products, multiple services • ‘Hybrid product/service innovation’ from relay race to team play • from technology transfer to technology interchange • from value chains to value nets • from sectors to cross-sectoral innovation fields • from national innovation systems to cluster-oriented transnational systems • from globalization to glocalization

  12. Innovation processestrends to be considered from relay race to team play • from technology transfer to technology interchange • from value chains to value nets • from sectors to cross-sectoral innovation fields • from national innovation systems to cluster-oriented transnational systems • from globalization to glocalization • Example Electro Mobility: • Relating global challenges to local structures, cultures and conditions

  13. innovation processesthe aim: stimulation, optimisation, acceleration market-available product / service /process industrial R&D scientific R&D R&D effort market acceptance idea [t] market introduction prod. techn. proto-type laboratory sample saturation growth phases

  14. innovation processes– early stage in science– industrial R&D scientific R&D R&D effort market acceptance     [t] market introduction prod. techn. proto-type laboratory sample saturation growth foresight processes innovation & technology analyses / assessments expert‘s fire-side chat  technology scouting

  15. innovation processes– early stage in science & industry– industrial R&D scientific R&D R&D effort    market acceptance  [t] market introduction prod. techn. proto-type laboratory sample saturation growth  validation of scientific results technology & application roadmapping user-supplier dialogue  PUST public understanding of science & technology

  16. innovation processes– developed stage – industrial R&D scientific R&D R&D effort   market acceptance    [t] market introduction prod. techn. proto-type laboratory sample saturation growth  science & technology communication  PEST public engagement in science and technology  user-customer dialogue  (trans-)sectoral cluster initiatives / networks  web based cluster oriented communication platforms

  17. innovation processes– mature stage – industrial R&D    scientific R&D R&D effort  market acceptance   [t] market introduction prod. techn. proto-type laboratory sample saturation growth  fostering business start up / financing growth / VC-fora  professional education & training  open innovation networks; innovation lab  market analysis; market barriers; entry strategies; publ. procurement  internationalisation strategies; building up the regulatory regime (norms/standards & laws)  production technologies

  18. Electro Mobility: Current Issues in Germany (1) • NationalStrategy Conference Electro Mobility • 25 / 26 November, 2008, Berlin • Kick-off for National Development PlanElectro Mobility • from basic research to market introduction • Germany as lead market for electro mobility

  19. Electro Mobility: Current Issues in Germany (2) • National Development Plan Electro Mobility: Technological Challenges • Energy storage / batteries • Vehicles, drive trains, components • Integration of vehicles into power grids • Vehicles as de-central energy storage devices • This might contribute to solving problems with renewable energies • Systemic innovation approach!

  20. Electro Mobility: Current Issues in Germany (3) • National Development Plan Electro Mobility: Framework conditions • Education and training • Recycling (e.g. batteries, scarce raw materials) • Standardisation (e.g. power plugs) • City planning (e.g. charging stations)

  21. Electro Mobility: Current Issues in Germany (4) • National Development Plan Electro Mobility: Markets • Business cases at the interface of automotive and energy industries (and some others …) • Early stage user integration • Speeding up market penetration (e.g. public procurement)

  22. Thanks for listening … Ernst A. Hartmann Institute for Innovation and Technology Steinplatz 1, 10623 Berlin Germany +49 30 310078 – 321 hartmann@iit-berlin.de

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