Bibliographic Metadata

Mass innovation - a competitive strategy for high-tech B2B SMEs / Corneliu Catalin Neacsu
AuthorNeacsu, Corneliu Catalin
CensorFranke, Nikolaus
DescriptionVI, 80 Bl. : Ill., graph. Darst.
Institutional NoteWien, Wirtschaftsuniv. u. Techn. Univ., Professional MBA Entrepreneurship & Innovation, Master Thesis, 2014
Document typeMaster Thesis
Keywords (EN)Mass Innovation / Open Innovation / Mass Customization / SME / strategy / customer integration / modular architecture
Keywords (GND)Klein- und Mittelbetrieb / Open Innovation / Mass Customization / Kundenorientierung / Wettbewerbsstrategie
URNurn:nbn:at:at-ubtuw:1-65644 Persistent Identifier (URN)
 The work is publicly available
Mass innovation - a competitive strategy for high-tech B2B SMEs [5.94 mb]
Abstract (English)

Abstract Innovation strongly relates to successful business: growth, competitiveness, uniqueness, higher sales volumes, profitability, and higher market value. In their strive for growth, Small and Medium Enterprises often face serious challenges regarding the adoption of their innovations. While many ideas succeed and gain market share or even create new markets, other very promising innovations never reached the adoption threshold to make it on the mainstream markets. This constitutes a deep chasm that needs to be crossed for the company to fully leverage its technological competence and truly enjoy the fruits of innovation. Furthermore, today's knowledge intensive society, companies- boundaries become blurred and users expect tailored solutions to fit their individual needs. In this context, traditional business models like mass production prove insufficient for long term success, especially when the subject of innovation is High-Tech of a non-consumer type. In the present work a strategic framework is developed as enabler for High-Tech B2B SMEs to successfully cross the chasm to the mainstream market. The concept of Mass Innovation is introduced as synergetic combination of Open Innovation, Mass Customization and Duality oriented organization design. This is intended as empowering and dynamic infrastructure for those companies required to sell innovations rather than products, under the pressure of their customers. The necessary company capabilities are identified, as well as the success factors. The Mass Innovation strategic framework is exemplified on Photon, one company falling under the High-Tech B2B SME category. Photon is coming form the pure customizer side of the exploration-exploitation continuum, and is currently struggling to cross the chasm. A thorough analysis of the company, its capabilities and market is provided, and conclusions are drawn regarding the level of readiness of the organization and offerings for Mass Innovation. Clear suggestions and offered on how to improve the company-s capabilities and therewith performance.

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