The innovation magic box of the most successful en

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The innovation magic box of successful enterprises

realizes the innovation vitality of small companies with the scale of large companies, which is exactly what successful enterprises such as GE and Samsung strive to pursue

technological innovation is the engine and booster of the company. However, most companies only know what innovation is when they see it: Sony started the era of portable music with Walkman; The hub system pioneered by FedEx has completely changed the parcel express industry; Household products such as fluorinated toothpaste invented by P & G have become an indispensable part of contemporary life. The real puzzle is: how can a dynamic company turn cold technology into real business value

innovation is a system engineering

mark M. little was in charge of the power generation department under GE Energy Department before taking the post of president of GE Global R & D center, responsible for product profitability and potential growth. At that time, he was more concerned about customers - delivering products to customers on time and understanding their future needs. Now his work has enabled him to truly grasp the root cause of the company's ability to stand at the forefront of innovation in the next decade from an overall perspective - to choose the right technology orientation, predict future technology needs, and think about how to inject new technological vitality into future Ge

in his view, the secret of GE's vitality lies in: opening up to good ideas from all over the world, accelerating the introduction and industrialization of high-end technologies, and turning them into their own potential projects. "First of all, we should let our R & D personnel continuously communicate with the outside world in their fields of concern, including the best research institutions, and know the latest information of technology; second, we should have insight into the needs of the market, and we should understand the needs of the market no matter in any corner of the world," mark M. little told Chinese entrepreneur. GE's R & D team often invites outside well-known experts to make speeches, There are regular processes and methods to connect R & D personnel with the outside world for discussion and research, so as to promote these ideas to form business concepts

"we have seed funds to invest in a group to conduct short-term research and development to see if these new ideas can become a reality, or to do a preliminary preparatory work. If this idea is better, we will further invest to make it a bigger topic. We will promote these good ideas from bottom to top, so that they can become good ideas and products of Ge in the future." Mark M. little said

like General Electric, Siemens advocates future technology research. Dr. Xu Yading, President of Siemens China Research Institute, once served as president and CEO of the Siemens technology transformation center in Berkeley, California. This technology transformation center is an interdisciplinary "business research development" organization full of vitality and flexibility. Through close cooperation with universities, start-ups and individual entrepreneurs, it is committed to the service of technology to business transformation

"the most important thing about technological innovation is the combination of industry, University and research in China. In our industry, we also need to be completely closely integrated with products, business opportunities and markets." Xu never shut three or five people in one room and made them think of a new technological innovation. "We must stimulate their imagination." He said

in order to find out what the future looks like and what it means to Siemens, the personnel of Siemens' R & D department developed a tool called window of the future, which is a teaching tool to help R & D personnel look forward to the technological development in the next 10 to 15 and 20 years. Accordingly, a solution using polymer thrust washers to replace metal needle roller bearings is also needed, Let employees understand what kind of technology is needed in economic development in order to meet the future

facing the "future market"

regardless of whether they agree with "technology determinism", more companies focus on technological innovation in the next 5-10 years

Yin zhonglong, President of Samsung Electronics, once said that the future is not predicted, but created. Successful technology companies must respond to the growing power of consumer "choice". For this reason, he explained Samsung's development strategy of "unlimited choice, unlimited life": the product line should be rich, from core components to complete products; Provide any configuration that users may need; All products should be compatible and interoperable - in this way, we can meet the unlimited needs of users' fashion life

in the view of industry insiders, there would not be so many dazzling Samsung, LCD TVs, camcorders, Blu ray DVDs, etc. today without the R & D innovation of Samsung Semiconductor, which always takes the lead and often changes samples

"nowadays, Samsung memory is used in Apple iPod, Sony PSP, Samsung D600 and other products loved by young people all over the world. By 2010, semiconductor flash memory will be able to store 168 hours of life information a week, so that people can enjoy a more creative life." According to Huang Changgui, the head of Samsung Semiconductor, the semiconductor market will become increasingly differentiated in the future, and there will be a turning point in the global semiconductor market from PC to digital consumer electronics

Huang Changgui pointed out that if an enterprise is only satisfied with its achievements in a certain product but stagnates in the research and development of new technologies, it is bound to be quickly eliminated by the market. In 2002, he put forward the theory that "semiconductor integration will increase at a double rate in one year, and it is digital mobile technology and digital home appliances that dominate this growth, rather than computers". This theory is in sharp contrast to the theory of Intel co-founder Gordon Moore that "semiconductor integration will double every 18 months, and it is the computer-based information industry that dominates this growth", It is recognized as "Huang's law" by the semiconductor industry

"Huang's law" is behind Samsung Semiconductor's never-ending technological innovation path. In 2005, Qian He, director of the Institute of microelectronics of the Chinese Academy of Sciences, was recruited to Hangzhou, leading Samsung's second largest semiconductor R & D center in the future. At present, the R & D center hidden in Hangzhou high tech Zone has grown to a scale of more than 100 people

"Samsung is building a sound local completion business system for research, production and sales of conductors with two samples per plate. Another goal of the semiconductor R & D center is to reserve a large number of technical talents to provide a source of technological innovation for the headquarters," said zhaochengkun, deputy general manager of Samsung Semiconductor China R & D center

technology activates brand

any company that insists on innovation will not be smooth sailing. In terms of the connection between technology and market, if handled improperly, the effect may be counterproductive

Sony Ericsson once faced such confusion. Just five years before the establishment of this joint venture, the brand of Walkman has begun to decline. Shu can, R & D director of Sony Ericsson mobile communication products (China) Co., Ltd., this cool super boy has even abandoned it in his childhood. But now, he is excited about reshaping the Walkman brand with Sony Ericsson music. Sony Ericsson is pursuing the goal of making thousands of teenagers infatuated with the iPod

people have always been skeptical about using an aging Walkman brand for music, a new thing, but Gunilla, President of Sony Ericsson China, said, "Whether music lovers and fans, or ordinary consumers, I believe that many people will not feel strange to the word walkman. When the music market begins to take shape, using a brand that represents the quality of music will quickly cultivate consumers' trust and recognition."

Gunilla even cited the example of her 14-year-old daughter snubbing the iPod and becoming interested in her walkman. "The combination of large capacity and high-quality music players enables us to find new user groups. Walkman music is actually a very cool product, representing a future design concept."

of course, this is also due to Sony Ericsson's more scalable development and Application on this platform and its rapid expansion of the product line, in addition to using the original music technology of Walkman. At the beginning of the market, it established a threshold of differentiation for itself in the way of Walkman music standard. "Since the establishment of the company, we have reflected our differences by providing customers with different values, experiences, designs, product functions and other aspects." Gunilla said

Sony Ericsson set up a new creative center in China last year. Unlike many companies that only aim at the Chinese market, this center undertakes the function of providing information for the world. The earliest designer of the creative center is a master of color research. They began by analyzing the color characteristics of Oriental people

Sony Ericsson's innovative design mainly follows three main principles: first, take users as the center, and the products developed should be comfortable to use; Second, we hope that the designed products can arouse the emotional resonance of users and make users feel pleasing to the eye, which is called "the sixth sense"; Third, we must have a sense of advance, and we must be half a step ahead of users at any time

Shu can said that technological innovation and the integration of brand and market have never stopped at Sony Ericsson. Obviously, this is also the natural law that many innovative companies rely on to survive and grow in the cruel market. (end)

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