Innovation Managment
Francesca Cabiddu
March 23 2015
Using the 4Ps Approach to Explore Innovation Space
Presentation
Using the 4Ps Approach to Explore Innovation Space
Taking the Open Voucher case and try to map its innovation activities on to the 4Ps framework
What is its present portfolio of innovative activity – again, where is it concentrated, where are the strengths and where are the gaps?
Finally, looking ahead, where could it/should it be concentrating? Where is it vulnerable and therefore where are there new targets
for strategic innovation?
OV’s portfolio of innovative activity
Product innovation
Process innovation
Position innovation
Paradigm innovation
Innovation and Knowledge
Innovation is about knowledge
Much of the competitive advantage available through innovation is around being able to harness knowledge in both tacit and explicit form.
Components level vs architecture level
Component innovation
A component innovation is a new product, service, or process that uses new parts, modules, or materials, but relies on the same core technology as existing products, services, or processes
Architecture innovation
An architectural innovation involves the
reconfiguration of the linkages and layout
of components, but relies on the same core
technology as existing products, services,
or processes.
Open Voucher Case
Alexandra Cipakova, Gabriela Ferenczova, Hatice Caliskan, Fabio Muscas, Filippo Figus
Question 1:
Position: - low price to attract a big range of the market (radical)
Product: - low season tourism with an all inclusive package (radical)
Process: - B2C was nothing
Question 2:
Strength: good connections to Sardinian hotel owners
Strategic use of IT resources: online platform to share availabilities by the hotels of the network
Concept was also tried to
Innovation analysis of Open Voucher and the TouristSeasons in Sardinia
Team Work: Riccardo Raccis, Stefano Pala, Michele Sunda, Antonio Onida, Mattia Porta.
4Ps: innovation dimension.Taking the Open Voucher case and try to map its innovation activities on the 4Ps frameworks
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PARADIGM
PRODUCT
POSITION
PROCCES Open Voucher
4Ps: innovation dimension.Taking the Open Voucher case and try to map its innovation activities on the 4Ps frameworks
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5PARADIGM
PRODUCT
POSITION
PROCCESOpen Voucher
Low season
4Ps: innovation dimension.Taking the Open Voucher case and try to map its innovation activities on the 4Ps frameworks
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PRODUCT
POSITION
PROCCES
Open Voucher
Low season
Relationship
4Ps: innovation dimension.Taking the Open Voucher case and try to map its innovation activities on the 4Ps frameworks
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PRODUCT
POSITION
PROCCES
Open Voucher
Low season
Relationship
Software
Beyond the weaknesses
Weaknesses:
-Dependency on onesingle airlinescompany
-Limited of user
experience
Solutions:
- Creating a network with users and suppliers of holidayservice
-Improving software design to facilitate interaction of differentkind of users
Thanks for yur attention!
Team Work: Riccardo Raccis, Stefano Pala, Michele Sunda, Antonio Onida, Mattia Porta.
PRODUCT
POSITION
PROCESS
Changes in the underlying mental and business
models which frame what the organization does:
• service company for holiday offers
• the aim is to extend the holiday season
Changes in the things (products/services)
which an organization offers:
• itinerary personalization
Changes in the context in which the
products/services are introduced:
• low costs and high quality service
Changes in the ways in which the products
or services are created and delivered:
• efficient, automatic and immediate IT
based process
Increm
ental…
radica
lIncrem
ental…
..rad
ical
Incremental..radical Incremental…radical
PARADIGM
Increase convenience for the customers
Satisfies requirements of immedicacy,
simplicity and low cost
Value creation is reduced on the activity to link
different services offers
Everything they offer depends on the business
partners
OPEN VOUCHER CASE
Carlotta Cambarau, Giorgia Cappa, Camilla Giulia Casciu, Lucia Demurtas, AgnieszkaLubkiewicz,
INNOVATION MANAGEMENT
PARADIGM
PRODUCT /SERVICE
PROCESS
POSITION
• OPEN VOUCHER Itinerant Holiday package in Sardinia
• Shift from traditional model to online autonomously booking
• Available at low cost• Target : middle class
• Change perception of “expensive Sardinia”• Low season
4Ps Framework
incremental
SWOT ANALYSIS
Strenghts
• Affiliation with different players (package)• Low prices with good quality service• Low season profit
Weakness
• Dependence from HLX• Tourists concentration in the North
Opportunities
• Market expansion• Promotion of Sardinia and Italy in general• Tourism growth
Threats
• Merger between HLX & TUI = TUIFLY( online decrease)• Strong competitors
SUGGESTIONS FOR THE FUTURE
WARNINGS!!!!
INTERNAL PORTFOLIO