La innovación ha cobrado una importancia significativa en las corporaciones de hoy, y con frecuencia es vista como un motor importante de crecimiento y éxito en una organización. En este curso introductorio, usted aprenderá sobre el significado, la importancia, el proceso e impacto de la innovación. Aunque la palabra innovación se describe más comúnmente como el proceso de convertir las ideas en productos o servicios que aportan valor al público, la palabra innovación tiene múltiples definiciones, y hablaremos sobre lo que significa en los mundos de negocios, diseño e ingeniería. Aprenderemos sobre un nuevo modelo de innovación llamado Innovación Estratégica Integral, que se puede usar por los individuos y las organizaciones interesadas en generar pensamientos fuera de lo establecido para transformar la forma de pensar de tema de costumbre al pensamiento creativo. Cubriremos en detalle todos los pasos del proceso de innovación. Comenzando con identificar a los problemas que necesitan soluciones innovadoras, investigar y analizar, generar conceptos, seleccionar soluciones prometedoras e implementarlas, hablaremos de una variedad de herramientas que se pueden usar durante cada paso del proceso. Los aprendices dejarán el curso con un entendimiento profundo de lo que es la innovación y cómo pueden utilizar las herramientas y técnicas de innovación en su propio trabajo.
Innovación Disruptiva
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来自 Arizona State University 的课程
Innovar
98 个评分
从本节课中
Módulo: ¿Qué es la Innovación?
Este módulo introduce la estructura del curso y las estrategias para el éxito. Este módulo presenta múltiples definiciones de innovación, cada una ilustrada por ejemplos concretos y explicaciones y enfatizan cinco áreas importantes.
与讲师见面
Prasad BoradkarProfessor
The Design School, Arizona State University
Hello everyone.
Today's presentation is on the topic of disruptive innovation.
Now this is a topic that is quite popular in
studies on innovation, in corporations, in other organizations that are interested in
examining how innovation happens, what it means, what are the types of innovation.
So this phrase, disruptive innovation,
you will come across quite a bit in your studies on innovation.
And this term actually goes back to the term disruptive technologies, and that
was popularized by and written up by the gentleman that you see in this photograph,
professor Clayton Christensen, a business professor at the Harvard Business School.
And there's a definition of innovation, or
an explanation of innovation that Clayton Christensen has talked about before that
we've encountered in this course, in an earlier presentation.
Which is Christensen talking about the fact that
innovation isn't as unpredictable as people think.
So there is a certain process, a certain methodology.
It's not completely a well defined recipe as one might find in a cookbook,
but we're getting there.
So, this definition, this explanation of innovation is something we've seen before.
But then, Clayton Christensen, in a book called Innovator's Dilemma talks about
something that he refers to as the disruptive technologies.
And then, in a follow up book, which is quote was Innovator's Solution,
it changed that disruptive technologies to disruptive innovation,
because he recognized that technologies by themselves may not be disruptive.
It is what we do with them, it's what a company does with them,
it's what business model is created around those technologies,
that make them disruptive or not disruptive.
So he changed the phrase to disruptive technology to disruptive innovations and
then it goes on to describe what it means.
So there's a bit of misunderstanding of this term, the way
Christensen had described it that we need to get into in a little bit more detail.
So he says that disruptive innovations don't necessarily
bring better products to established customers in existing markets.
Right, so there are three things here, better products, established customers and
existing markets.
So that's important to keep in mind.
It's not that, it's something else, so what exactly is it?
Rather what he says is they disrupt that trajectory of better products,
established customers, existing markets.
They disrupt that by introducing products and
services that are actually not as good.
It would seem sort of little contradictory, there are these products,
disruptive technologies when they are first introduced are typically not
as good.
So they're worst than what exists right now, which is interesting.
But what's interesting about them which makes them disruptive is,it has a bunch of
other benefits.
And what are those?
Those benefits are that they're simpler, they're more convenient, and
more importantly, they're less expensive.
So important thing to keep in mind, disruptive innovations are not
necessarily things that are better they actually could be worse, and
they very often are, but they are more convenient and they are less expensive.
Other thing to keep in mind is often, they completely open your market.
So their appeal is to less-demanding consumers.
So if you're a company that's making a product and you have a group of
established customers that you sell to, you have a loyal consumer-based that you
sell to, disruptive technologies typically do not appeal to that group, right?
It appeals to a different group.
So what happens, the way Christensen describes it, is that you have a large
company, maybe a large multinational that has a well-established product
that its selling to a well-established consumer base.
What happens with disruptive technologies is these new technologies come out,
they're typically created by smaller organizations,
smaller company in some cases it could be a start-up.
They introduce this technology, it comes in at a lower price, it's not as good so
the established consumers will not buy that, but there'll be a whole new market
for those technologies that then end up becoming a disruptive innovation, right?
So that's something important to keep in mind.
So in this book, The Innovator's Solution, Christensen describes how this happens.
So if you look at this this graph, if you look at this chart, what you see here is,
this is what established that you have a high quality product that a company is
producing, you have an established consumer base that is very demanding that
requires and looks at, look forward to this high quality product.
But what happens is something comes in from underneath,
he talks about this as coming from underneath.
That is low quality use, maybe medium quality,
it's not as good and that actually creates this disruption.
So, it comes in from underneath and
it often unseats what exists right now overtime, right?
So you have an established company.
It is doing well with the product that is out in the market.
It's more expensive.
It's high quality.
It has lots of features.
Something else comes in from underneath, which is low cost.
More convenient.
Not so good, but eventually, over time, it gets better and better and
better and this then ends up replacing this.
So what happens is the reason is these are technologies that
are referred to as deceptive, or these innovations are referred to as deceptive,
is because they end up replacing this.
So, Clayton Christensen also talks about something called innovator's dilemma.
What is that dilemma?
So if you're a large corporation that is creating this new product or has
an established product you see somebody else coming into the market, something
that is low cost, low quality, but they're starting to have impact to the market.
What do you do?
Do you, as a company, start now producing a low quality product,
thereby losing the consumers that you have, thereby maybe cannibalizing your
own market, or do you continue to focus on the market that you have right now and
not even get into that business.
That's the innovator's dilemma, but it's important for
companies to recognize that sometimes these new technologies,
disruptive innovations come in and they will take over this market over time.
All right,so that is what a disruptive technology or disruptive innovation is.
So, you have to keep in mind that It's not necessarily something that's a brand
new technology or brand new product that completely changes everything
that might be thought of as a breakthrough innovation.
But that may not always be a disruptive innovation.
So that's something important, something for us to keep in mind.
So then Christensen goes on to give an example of the computer industry.
IT talks about, he does quiet a bit of explanation of disk drives that
people are used to using but he talks about how when computing first arrived.
The way to do computing was through, whats your foot was main frame computers and
what you see in this image are main frame computers.
This were massive computers in size they often filled up entire rooms,
they had tapes and
spools and all kinds of technologies that were part of these mainframe computers.
So these were fairly large, fairly expensive,
you only had one of these things in an organization.
A university might have one of these mainframe computers,
a large corporation might have one of these, and
they were really expensive, so that is a mainframe computer.
What happened as new technologies came into the market was something called
a miniframe, a minicomputer.
So these were smaller technologies, they're smaller in size,lower cost.
As you can see in this image,
it's much smaller it doesn't fill up the entire room.
That then was replaced by the personal computer which got even smaller.
These can fit on a desktop, these are desktop computers.
And now what we have today is laptops, which get even smaller and the smartphone.
So, what we have seen is a series of technologies.
This sect of technologies that have changed the market over time, right?
It starts off as really large, very expensive,
a smaller, more convenient thing comes into the market, typically not as good.
But as you know today, our smartphones over time have become so powerful
in terms of their computing quality and their computing power that they can do
just the kinds of stuff that mainframe computers were doing several decades ago.
So these are some examples of deceptive innovations that Christensen talks about.
Some other examples,
the whole world of printed knowledge that is encyclopedic in nature.
For example, Encyclopedia Britannica
which was the gold standard in encyclopedic information.
Several volumes of big books, rather expensive very often it's only University
libraries that could afford to have them or wealthy individuals.
That was replaced by something called Wikipedia
which is something that people in today's generation completely access all the time.
They may not even know about the presence of things like Encyclopedia Britannica.
So what happens in this case is Wikipedia which is something that's created
by a group of individuals that offer a free service.
They upload information that they know, it's vetted by people across the world and
this free service disrupted the encyclopedias that were printed and
out there in the world.
So, this is another example of something that's low quality, right?
So we do not know for sure that this information on Wikipedia is correct.
It's low cost, it's entirely free, can't argue with that.
And it comes in from the bottom of the market, and
it completely takes over the established organizations.
This is another example of disruptive innovation.
A third example, x-rays are what could be referred to as radiography.
Radiography is something that continues to happen, but
it's being replaced slowly by things like the ultrasound.
The ultrasound machine, which is a lower cost, you don't get as good of resolution,
you may not be able to see all that you can in an x-ray, but over time this is
slowly disrupting radiography by these ultrasound images by sonography.
So a few things to keep in mind.
Disruptive innovation is not breakthrough innovation right?
So breakthrough innovations could be something that could be a new technology
that transforms the market.
Might be the same consumers same overall product category,
but a better way to do it.
Disruptive innovation is not that,
disruptive innovation is something that comes in with a worse product,
lower quality, lower cost, and new market, new consumer.
So those are some of the things to keep in mind.
Very often, there's confusion about this that deceptive innovation might be seen as
breakthrough innovation but keep in mind that they're not the same thing.
That's a primary difference that Clayton Christensen talks about.
So what you learned today is an understanding of one form of innovation
which is deceptive innovation.
Which is different from breakthrough innovation, but essentially something that
has been really popularized by Christensen in his book, The Innovator's Dilemma.
Thank you.
