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1. Introduction
This work is based on the study of importance of creative and innovative process in organization, Sony Company, a global manufacturer of video, audio and information technology products and so one of the best innovative companies in the world. Sony is constantly working to create exciting new digital worlds of entertainment by innovating new products of customers touch. So role of vision and mission of Sony on innovation process will be assessed. Yet more it discusses change models to support the implementation of innovation. Likewise the key priorities and goals set for organization will be discussed. Finally this study assesses the barriers for managing innovative ideas, and strategy to overcome the barriers to make sure that the innovative change is achieved in the organization.
innovation process is Stage gate model and the innovation process of Sony Corporation is observed with this model here as under:
market and opens up door for sale of the new products from all of its subsidiaries across the world (Sony, 2010).
Leadership in company
Leadership of Sony respects every singles views and ideas of its employee, listen to people as a source of information and it uses the ideas in course of decision making and formulating business strategy and plan. As a result Sony can come up with the products that fits todays lifestyles and reflects each regions local characteristics. Sony has created an exciting environment that unleashes creativity wherein people generate new ideas and execute ideas with process and precision.
learning, as well as access to a variety of programs tailored to local touch as needs and wants, including management skills training, education for engineers and training aimed at enhancing the skills and abilities of individual employees.
depends on nature and idea incorporated in vision that if it is more change or innovation oriented then it is more helpful for introducing improved or new product in the market if vision and leadership is not innovative then there is less support for innovation process. Sony as one of innovative company has a mission statement, make a thing different which has never been done before. This statement itself talks about the creation and innovation and it is inspiring, encouraging for people who are involved in the innovation process. At the same time, innovation is only the way by which Sony can exist in the market and meet its organization goals in long run.
Strengths - Sony Corporation is the second largest producer of consumer electronics in the
world. It is one of the ten most innovative organizations has diversified business operation such as electronics, games, entertainment and financial service as well which all have significantly contributed to stabilize revenue generation. It is renowned worldwide and has a strong corporate brand adding great value to customers. Sonys business is geographically diversified that its products are available in approximately 200 countries and market accounted for 17.9% of the revenue that helps to minimizing adverse business risks (Sony, 2010).
Weaknesses - Even though Sony is one of the largest global companies, it has some
weaknesses such as it has high cost manufacturing base leading to lower margins, it is facing revenue losses in 2009, specially electronic down by 17%, games down 18%, etc. Sony has great market share in US whereas it has revenue dropped by 15.4% in US and revenue fell 15.2% in Japan. Poor proximity or production to customers and substantial retirement benefit commitments are some other weaknesses of Sony 2010 (Annual report, 2010).
Opportunities
It has access to global market, joint venture and strategic acquisitions such as a joint venture project with sharp to produce and sell lager sixed LCD panels and modules and acquisitions as
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the purchase of TFT liquid crystal display business from Convergent Media Systems and Epson Imaging Devices. Potential growth in the electronic market, strong positioning in emerging economies etc are also some other potentialities for Sony.
Threats
Sony has the negative economic conditions in Japan, Europe and The United States that its revenue is dropping down in the regions (Annual report, 2010). Thus Sonys product and geographical diversification and its brand are the major drivers to encourage it for innovation because it has added great value to consumers and the consumers do have a trust towards a company for its quality product worldwide. Furthermore, Sony has access to global market, joint ventures for the new products etc are the market potentialities of Sony all these support its innovation process. Because joint ventures normally reduces high risks and makes innovation financially easy. It thus makes easy access to the market around the world.
innovation are achieved in manufacturing; developing new product, locating new thechnology, marketing; product line extension, software; new application for existing software etc.
Unfreezing: In this stage, Sony has to prepare its people get to the point of understanding that
innovation is necessary, and get ready to move away from the current comfort zone. It involves build up a new way of operating and break d+own the existing status quo. The more people feel that change is necessary the more the urgent it is and the more change leaders are motivated to change.
Change or transition : Change is not an event but rather a process. Transition is journey or
inner movement people make as a reaction to a change. In this stage people are unfrozen and moving towards a new way of being where people start to resolve their uncertainty and begin to work in ways that support the new direction.
Freezing or refreezing : Freezing is about establishing stability once the change has been
made. The new changes are become the new norm and accepted. People are supposed to formulate new relationship and be happy with their routines. In this way this change model helps Sony to manage creativity and innovation process in organization.
Cosumers
Involment of end user as a co designer in innovation process draws on knowledge in a wide range of disciplines such as participatory design, innovation management and organization
theory (SPIRE). The reason for this is innovation finally needs to satisfy consumers wants and needs so that it can be succeful if it cant then the process ultimately fails. Similary organization needs to persuade government, financial banks about the innovation in order to gain support for the project both financially and legally.
Government policies on the other hand play vital role in establishing goals and innovation ideas because organizational activities can not go beyond the boundry of governments legislation. Government policy on environment protection, product speicfication, natural resuorces protection etc are importanat which provide guidline to organization for setting up its vision and selecting its innovation ideas.
Inadequate funding
Innovation process is financially more expensive that many an exellent innovation requires more than seed money to survive. This is why getting start-up funds for innovations is difficult task because funding in innovation means taking money away from established program. Getting the money at right time is also problematic because organizations usually operate in usual annual fundin cycle which will not match the new project.
Risk avoidance - Risk avoidance is usually associated with the nature of leaders and
innovation team that they avoid when a risk arise in the process of innovation which can casuse failure of idea implementation.
Siloing - It is all about creating boundaries, assigning responsibilities and put rules in place
because orgnizations want to protect their own identities, get proper credit, sustain and protect themselves. However innovation by nature tend to go beyond the limitation because it is all about an effort to meet the ever unmet needs as an end restult.
Time commitments - Organization creates deadline of innovation that are to be met by every
departments however if some of them fails to meet then it poses barriers to project implementation which might lead project to failure as well.
Incorrect measures
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Generally organization uses tools such as profits, revenue, market share, NPV, ROC etc to measure feasiblility of project which is indeed not enough to identify various intangible factors associated with organization such as reputaion, knolewdge atrtactiveness to talent, leadership etc. it is thus when organization uses only such measures and ingnors others sides then that finally will be abstacle for innovation (IBM, 2006).
stakeholder to participate in innovation process helps to face the risk of managing funds for innovation process from beginning to end and to solve the need of leadership and knowledge in the process. These are the ways which can be used to overcome the barriers created in the innovation implementation process in an organization. As such if organization develop a culture of risk taking then innovators will not escape from the problems that arise on the different phase of
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implementing ideas. In this ways, innovators will be encouraged to face the challenge which furhter supports the process. Next when organization energizes and inspires its employee then they will be cooperative to each other and create a strong team work environment which helps to solve fulfil the time commitment so that company can meets its target of launching product. A Strategy plan to overcome the barriers to innovation, Sony Corporation can communicate with its relevant stakeholders by adopting open communication strategy so that it creates an environment of conveying information which enables every member of the organization to feel independent to share ideas, feedback and even criticism at all layers. It suggests that all the members hold regularly scheduled meetings, share information relevant to the cooperation without any hesitation and honest in their communication to each other information (Maddux, R. and Wingfield, B. 2003). It includes the processes by which an organization involves its key stakeholders:
Participative decision making - It suggests that company has to involve their members and
their ideas in decision making process that is helpful to overcome underlying risks.
Group think, and building inter- and intra team - By this, organization can keep ongoing
communication among the members and shareholders by building the required inter and intra team within a group in organization. The process helps to reach and understand the ground reality need and problems.
Conclusion
Innovation is an inevitable for organization in order to compete and exist in the market. It is never ending process and always remains challenging for organization. However organizations have no more choice except adopting innovation whether that is of rapid new or improved which is necessary to be in the market ground.
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References
CSR, (2010), Corporate social responsibility report 2010. IBM, (2006), IBM Global business services retrieved Sep 25, 2011, from: http://ibm.com Johnson and Scholes, (2002) Exploring corporate strategty.United kingdom: Prentice hall. Kotter, J. (1996), Leading change. United States America: Hayward business press. Luecke, R. (2004) Managing creativity and innovation. United state: Howard business press. Maddux, R. and Wingfield, B., (2003) Team building (4th ed.).United States: Crisp publication. OECD, (2011), Reviews of regional innovation. OECD Publication. Peter, et al. (2009) Innovation and entrepreneurship. Unites states: Haward business press. Sheila and Blanchard, (2007), Seven step business plan. United States: pelican Publishing. Sony , (2009), Sony corporation Annual Report and Financial Statements 2010
Sony corporation, (2011), Sony corporation Retrieved Sep 29, 2011, from: http://sony.com Sarkar, (2007). Innovation, market archetypes and outcome: an integrated framwork. Heidelberg: verlage press.
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