3M Case Study

3M CASE conduct Q1) Conservative Approach one- triplet Product C at oncepts * Mandate from management * Should not risk impertinently process Dunlop may use revolution against clean method * Need to validate method at least once before basing major strategic decisions on it. * Not enough selective data yet to make such a drastic recommendation * Three concepts appear very promising and are enough of a victor already. Radical Approach New Business Unit Strategy * team was charged with finding breakthroughs Medical-Surgical business needs growth * Team is authorize and should report all relevant tuition. Fits the defiant 3M culture * Fits 3Ms new strategic mission take down though Dunlop does not buy into it. Q2) Incrementalism worked good because it Has allowed for leveraging pre-existing return platforms such as Post-it notes and Scotch snitch tape can reduce development costs while exploiting 3MS pre-existing marketing channels and relationship. . . . Q3) Traditional 3M Development Process * Developers, in recent decades, lack direct contact with customers * Developers are not correctly away accountable for understanding customers needs. Marketing look is outsourced to third parties or thrown over the wall * Traditional methods are analog and tend to support primarily incremental innovations go past User search Process * Puts developers in direct contact with users * Focus on a few individuals (Lead Users and nothingness use experts) with extremely rich need and solution-specific information In make it user look, a considerable amount of season is spent in people networking in order to find the right lead users to work with, as opposed to traditional market investigate methods which only collect information from users who are at the center of the order market Developers learn from users outside traditional business steering * -picked up from a market that is either loosely related or even unrelated to the target market as in the case with the musical composition artist they use in the 3M lead user research classify * Pushes developers toward leading meet with radical new concepts * Can be complement with traditional market research techniques (during validation) * Use traditional market research to check validity of research Lead users vs Leading-edge customersAs opposed to leading edge customers who provide need- related information, lead users provide need & solution information as they have innovated themselves. In traditional methods, marketers only seek to separate the trouble, not necessarily the solution Companies may carry out focus groups and analyze customer complaints to find the issues. Later product developers analyze this research and use their own ideas to find possible solutions for a new product.Conversely, lead user research methods collect data on both the problem and the available solutions from markets that have similar needs. The development team then uses the ideas that were free-ba se in these markets and comes up with a set of possible new product ideas that suit the companys needs based on ideas from the lead users and expertise meeting a real customer need Lead users can be found in target or resembling markets. Lead use experts in a target market are often useful in identifying Q4)Stakeholders Incentives/Motives Methods Senior Management Financial results gift how breakthrough products can affect bottom line. Evidence from other firms. forego senior managers to take credit for new innovation strategy midriff Management Employee ProductivityMotivationProject performance Seminars, pilot studiesSenior management involvementRegular updates of progress ScientistsEngineers Ease or workEmpowermentFlexibilityInteresting work Interaction with previous usersShare excitement and praise efforts. Trust them.