Making Innovation Last: Volume 1: Sustainable Strategies for Long Term Growth

267 Pages·2016·1.313 MB·English

by  Hubert Gatignon, David Gotteland, Christophe Haon (auth.)

Making Innovation Last
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Making Innovation Last:
Volume 1
Sustainable Strategies for
Long Term Growth
Hubert Gatignon
INSEAD, Sorbonne Universités, France
David Gotteland
Grenoble Ecole de Management, France
Christophe Haon
Grenoble Ecole de Management, France
© Hubert Gatignon, David Gotteland and Christophe Haon 2016
Foreword © Thomas S. Robertson 2016
Softcover reprint of the hardcover 1st edition 2016 978-1-137-56096-4
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work in accordance with the Copyright, Designs and Patents Act 1988.
First published 2016 by
PALGRAVE MACMILLAN
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registered in England, company number 785998, of Houndmills,
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ISBN 978-1-349-56541-2 ISBN 978-1-137-56098-8 (eBook)
DOI 10.10~07/978-1-137-56098-8
This book is printed on paper suitable for recycling and made from fully
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A catalogue record for this book is available from the British Library.
Library of Congress Cataloging-in-Publication Data
Gatignon, Hubert, author.
M aking inn ovation last : sustainable strategies for long term growth /
H ubert Gatignon, David Gotteland, Christophe Haon.
volumes cm
1. Technological innovations—Management. 2. New products.
3. Creative ability in business. I. Gotteland, David, 1975– author.
II. Haon, Christophe, 1972– author. III. Title.
HD45.G35 2015
658.4’063—dc23 2015026452
To Erin’s memory – HG
To Gaspard, Firmin, and Emma – DG
To Isabelle, Louis, and Elise – CH
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Contents
List of Tables viii
List of Figures xi
Foreword
Thomas S. Robertson xiii
Preface and Acknowledgments xvi
1 Introduction 1
Part I Understanding Innovations 17
2 Assessing Innovations from the Technology Perspective 19
3 Assessing Innovations from the Market Point of View 53
Part II Organizational Context for Innovations 95
4 Strategic and Market Orientations 97
5 Managing Capabilities 153
6 When to Forge Alliances? 201
Index 249
List of Tables
1.1 Firm innovativeness scale 5
1.2 Innovativeness means 5
1.3 Drivers of new product success 8
2.1 Generational consolidation scale 30
2.2 Generational expansion scale 31
2.3 Architectural innovation scale 35
2.4 Radicalness of innovation scale 37
2.5 Competence-destroying/enhancing scale 38
2.6 New competence acquisition scale 41
2.7 Examples of process innovations 42
2.8 Examples of process innovations by radicalness
and competence-destroying characteristics 43
3.1 Examples of style changes 55
3.2 Examples of product improvement 56
3.3 Examples of product line extensions 57
3.4 Examples of new products for the currently served market 57
3.5 Examples of new products for the established market 59
3.6 Examples of major innovations 59
3.7 Ansoff’s diversification matrix 59
3.8 Measures of new product innovativeness 61
3.9 Innate innovativeness scale 65
3.10 Domain-specific innovativeness scale 66
3.11 Motivated consumer innovativeness scale 67
3.12 The 15 characteristics in Fliegel and Kivlin (1966) 69
viii
List of Tables ix
3.13 Representative items for the measurement of new
product advantage 70
3.14 Multi-item scales of innovation characteristics 76
3.15 Competencies in Technology/Production and Marketing 82
3.16 Selected innovations in automotive industry according
to the transilience map 84
3.17 Air France statement on Pitot probes after the
AF 447 crash 88
4.1 Market orientation scale – behavioral approach 103
4.2 Customer orientation scale 106
4.3 Competitor orientation scale 107
4.4 Questions to assess stakeholder orientation 109
4.5 Proactive market orientation scale 112
4.6 Technology orientation scale 120
4.7 Production orientation scale 121
4.8 Selling orientation scale 122
4.9 Entrepreneurial orientation scale 124
4.10 Strategic orientation dimensions and related items 126
4.11 Market orientation means 136
4.12 Strategic orientation means 137
4.13 Market orientation values 140
4.14 Individual level of market orientation scale 142
5.1 Szulanski’s scale of absorptive capacity 161
5.2 Lane and Lubatkin’s measure of absorptive capacity 162
5.3 Jansen et al.’s measure of absorptive capacity 163
5.4 Lichtenthaler’s measure of absorptive capacity 165
5.5 Zhou and Wu’s measure of technological capability 175
5.6 Vorhies and Morgan’s scale of marketing capabilities 178