WEEKLY PRESENTATION

COMMUNICATION & BUISNESS

GROUP 1:
REZA
DIMAS
DIDI
RIENDY

Communicating the Business Value

of Inovation
 INTRODUCTION

the NEXT BIG THING

Inovation is : Defined simply as a Communication is : The use of

"new idea, device, or method : symbols to transfer the meaning of
information (Luthans 2006:372)
Innovation affects all aspects of a business, from operational
procedures to strategic goals and
business models.

As companies grow larger, innovation tends to slip down the

priority list. Startups often formulate
various disruptive ideas and constantly look for innovative
ideas, but large firms tend to stabilize and
lose that focus.
 INTRODUCTION

The objective of this article, therefore, is to propose strategies

for organizations to best discuss and encourage innovation
through effective communication of the business value of
innovation.

Employing Desouzas model of intrapreneurship [9,10] we

outline five stages of the innovation process:
(1) idea generation and mobilization,
(2) idea screening and advocacy,
(3) experimentation with ideas,
(4) commercialization of ideas, and
(5) diffusion and implementation of ideas [11]
 IDEA GENERATION AND MOBILIZATION

In philosophy, ideas are usually construed as mental

representational images of some object. Ideas can also
be abstract concepts that do not present as mental images
(Wikipedia)
Coming up with ideas is a crucial component of any
strategic innovation process.
Creating a fertile environment for employees to generate
and share ideas is directly impacted by the types of
communication in use at any organization.
Creating a fertile environment for employees to generate
and share ideas is directly impacted by the types of
communication in use at any organization.
Employees must feel safe discussing new ideas, even if
these ideas challenge the status quo and do not fit with
existing practices
Two key challenges in creating communication channels for idea generation
are:

1.removing hierarchical and operational boundaries to communication, and

2.creating an environment where attempts are encouraged and rewarded when
successful.
Strategy 1 : Creating Dedicated Innovation Teams

Organizations should consider

creating a dedicated team of
employees that are responsible for
idea generation and mobilization
The team can also have a dedicated
communication platform where the
rest of the employees can contribute
ideas.
intranet site
internal social media channel
Ex. DARPA
 Strategy 2: Creating Dedicated Innovation
Participatory Platforms

Organizations need to create regular participatory

platforms that bring employees together to share
and collaboratively generate ideas.
These participatory platforms can be in-person or
virtual.
process of changing the organization
small group meetings for members across the
organization
Altria
 IDEA SCREENING AND ADVOCACY

IDEA
The joint processes SCREENING
of screening and advocacyAND ADVOCACY
involve bubbling up and filtering out of ideas into
separate categories
Screening is the process of identifying which ideas are suitable for development at a particular time.
Advocacy leads to increased communication about potential innovations, as well as encouraging the
refinement of scope and intent of ideas.
Strategy 3: Developing Idea Screening
Processes

Idea screening
processes must be
developed and clearly
communicated
throughout the
organization.
Processes should be
developed to screen
ideas based on their
innovation potential to
achieve business
goals.
Air Products
Strategy 4: Developing Idea Advocacy
Processes

Similar to idea
screening,
organizations should
develop idea
advocacy processes.
One approach can be
creation of groups of
advocates.
Boeing
 EXPERIMENTATION

Experimentation is the hands-on

testing and evaluation of the
potential of innovative ideas.
benefit estimates
involvement of various
stakeholder groups

Thus, it is critical for experimenters

to have strong communication skills
along with good technical
skills and an optimistic, innovative
attitude

eX :
IT program managers at
DaimlerChrysler
SAP operates SAP Co-
Innovation Lab
(COIL)
Strategy 5: Doing Collaborative
Experimentation

Organizations should employ

collaborative experimentation to
improve the chance of success at
innovation. In, stakeholders.
brings new ideas
corrects problems
addresses market
needs
speeds up the innovation
proces
eX : Google, Ikea
Failed collaborative
experimentation will help explain
this better. eX : DuPont
COMMERCIALIZATION OF IDEAS

Commercialization is the
process of transferring ideas
to a different unit within the
organization, or to external
entities such as customers
and business partners.
Communication is a crucial
component of this stage of
the innovation process
Strategy 6: Creating Effective Innovation
Communication

Organizations need to be
innovative in their choice of
communication methods to
disseminate information about
an innovation; i.e., creating
communities of practice to
foster interaction and
discussion to understand and
use the innovation
Ex : HP Labs
Furthermore, speaking the
right language is a key
component of successfully
communicating product or
service ideas to customers and
business partners
 DIFFUSION AND IMPLEMENTATION OF
IDEAS

Diffusion requires
communication with
stakeholders outside the
domain where the idea was
originally developed.
Strategy 7: Employing Strategic Avenues of
Innovation Diffusion

A formalized process for

diffusion of innovation can take
the form of the poster fairs,
conferences, and networking
events described in the idea
generation section above.
This process can also be
institutionalized by bringing the
ideas to the employees,
instead of sending employees
to events
 CONCLUSION

Understanding the communication needs in the five discrete phases of

the innovation process allows executives and organizations to make
rational choices about what types of communication to pursue.

Each of these stages of innovation has its own opportunities and

challenges, but anticipating those challenges and taking steps to
minimize them can significantly increase the success of long-term
innovation in an organization.
A newly hatched idea simply cannot be talked about in the same way
as an idea that has passed through advocacy, screening, and
experimentation, and is currently being mobilized for use in a newly
identified area of the organization.

Innovations have differing levels of maturity, and communication must

reflect those levels.

Furthermore, creating an open and collaborative culture can assist

communication at all levels of the innovation process.
CONCLUSION
CONCLUSION