MKT 337 Chapter Notes - Chapter 4: Idea Factory, Espresso, Takers
Document Summary
Technological success is based upon innovation, which requires imagination and risk taking. Shell has created the idea factory - a technology-forward development platform consisting of four pillars: game changer: this progra(cid:373) (cid:449)orks at the early or (cid:862)blue sky(cid:863) stage of innovation. Applied research, in contrast, attempts to develop new or improved products. Companies attempting to innovate often limit their searches to areas they are already familiar with. This can help incremental progress, but not dramatic breakthrough. Co(cid:373)pa(cid:374)ies are (cid:374)o(cid:449) usi(cid:374)g se(cid:448)eral approa(cid:272)hes su(cid:272)h as hell"s idea fa(cid:272)tory to keep innovation strong. These include : building scenarios: using teams of writers to imagine detailed opportunities and threats in future markets. Google"s (cid:862)20% time(cid:863) poli(cid:272)y gra(cid:374)ts e(cid:373)ployees a day a (cid:449)eek to follo(cid:449) their entrepreneurial passions. The relationship between innovation and employment there is a direct link between innovation and employment: tesla currently has around 14,000 employees, while ford has almost.
