Customer-oriented Value Innovation Practice Model develop by Meet Customer Value Proposition

• Main Authors: Sheng-Yen Chang, 張聖彥
• Other Authors: Chiung-Ju Liang
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/07071678908853580253

碩士 === 國立臺灣科技大學 === 管理研究所 === 99 === Under the current industry and economic conditions, strong intensive development and application of new technologies which are leading to the result –shorten the product life cycles. Those companies succeed in the past, can no longer sit back and enjoy the success in a comfortable environment. Result from the intensive market competition, enterprise nowadays is not just providing products or services, but need to make it better and cheaper than competitors: “they must add on new features, better performance and lower prices on offering all the time.” Enterprises face the challenge; the solution they think is how to keep one step ahead than its competitors.. It seems a simple concept but not easy to do as most of ways have been adopted - reduce costs in every possible area, business process reengineering to be efficiency, contest to develop product differentiation, develop new markets, risk investment strategy for growth and development ... etc. After implementing all the strategies, the competition still be fierce as what you have done, your competitors do it too. Finally, you do not make yourself one step ahead., but back to the starting point. Nevertheless, this challenge has solution; innovation may be the answer. It is not a secret that the innovation can create the differentiation. However, business owners and its employees tend to believe that it is hard to find the talents, innovation is created from a flash of genius, there is no way of innovation, innovation is a R&D matter ... and other prejudice. All these lead them not focus on innovation. Also, some of the enterprise are unable to clarify the distinction between innovation and R & D. The misconception of R & D which is equal to the innovation limits the development of innovation supported with the proper resource. Some of the enterprise does spend resource on innovation activity, but mainly focus on technology innovation. This often results in "leadership of technology demand", but generally customer demands are not met.. It does not comply with the concept of the technology always comes from the essence of human nature. The main purpose of the research is to consolidate the articles published on HBR which has great academic value and practical innovation thinking into the workable elements, plus the author observation in the industry, combine them together as business innovation practice. Through system thinking, supplement the insufficient of the individual, identify problems and the factors of interactive loop, trying to meet with customer value proposition with profitability. In this research, Author also identifies the enterprise major resources and processes of gap as the direction of innovation activity. Author also generates various innovation type for implementation, plus using FAST skills effectively get innovation results. Author observes the impact of organization transformation before and after toward innovation activities. Lastly, based on the actions above to identify the practical innovation method, inference and create Innovation Development Methodology as reference to help enterprise on innovation activities.