Innovación de Productos y Servicios

Tutoría 1
Mauricio Sabogal Salamanca

Mauricio Sabogal Salamanca

msabogals@universidadean.edu.co
Temas Técnicos

• Sobre los grupos

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Preguntas Orientadoras

• ¿Qué es innovación?
• ¿Qué es globalización?
• ¿Qué es innovación tecnológica?
• ¿Cuál es la diferencia entre innovación radical e incremental y
cómo influye en la diferenciación?
• ¿Qué importancia tiene la innovación tecnológica, radical e
incremental para la globalización?

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Definiciones de Globalización (UNESCO)
• The acceptance of a set of economic rules for the entire world designed to maximise profits and productivity by universalising
markets and production, and to obtain the support of the state with a view to making the national economy more productive
and competitive; technological innovation and organisational change centred on flexibilisation and adaptability; the expansion
of a specific form of social organisation based on information as the main source of productivity and power; the reduction of
the welfare state, privatisation of social services, flexibilisation of labour relations and weaker trade unions; de facto transfer
to trans-national organisations of the control of national economic policy instruments, such as monetary policy, interest rates
and fiscal policy; the dissemination of common cultural values, but also the re-emergence of nationalism, cultural conflict and
social movements."
• R. Urzua, 20001
• "Globalisation can be thought of as a process (or set of processes) which embodies a transformation of the spatial
organisation of social relations and transactions."
• David Held et al. 1999
• "Globalisation refers to all those processes by which the peoples of the world are incorporated into a single world society,
global society."
• Martin Albrow, 1990
• "Globalisation can [...] be defined as the intensification of worldwide social relations which link distant localities in such a way
that local happenings are shaped by events occurring many miles away and vice versa."
• Anthony Giddens, 1990
• "The characteristics of the globalisation trend include the internationalising of production, the new international division of
labour, new migratory movements from South to North, the new competitive environment that accelerates these processes,
and the internationalising of the state [...] making states into agencies of the globalizing world."
• Robert Cox, 1994

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Qué es Innovación (FORBES)
• Words: Original, unexpected, fresh, never been thought of before, never been
seen before, creative, new, useful
• Reactions: “Isn’t that clever?”, “What a great idea!”, and “Why didn’t anyone
ever think of doing it before?”
• Descriptions: Challenging conventional notions of how things have been done
before, and bringing ideas from one industry to another, or from one
geographic region to another
• Strategic Criteria such as:
• Creating meaningful points of difference for products and services vs. current
alternatives
• Fulfilling unmet consumer needs, by offering new ways to accomplish goals, or
make lives or jobs easier, better, happier, more exciting, satisfying, or more
productive
• Enabling brands to compete in incremental new markets or category segments
• Delighting/engaging/capturing imaginations of consumers to increase loyalty
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OVAs

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Silicon Valley

Sobre el fracaso
Sobre la colaboración en conjunto, compartir ideas,
ecosistema de emprendimiento y tierra fertil
Las relaciones entre personas
Diferentes backgrounds
La sostenibilidad
Xerox PARC
El lado oscuro: las mujeres, la cultura de trabajo, la
economía colaborativa
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Innovación Disruptiva

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Regrained (regrained.com)

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Just (https://www.ju.st/en-us)

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Urban Garden
• Franklin commercialize
herbal tees and spices
harvested by rural low
resources / vulnerable
families in rural Bogotá
(Usme district).
• Affiliation, training in best • Hard to find a distribution channel
agricultural practices, • More successful as souvenir in companies or events
purchase with fair trade • Defining the brand and packaging
and additional income
criteria • Consumer in Bogotá not necessarily pays more for sustainability? Export oriented? Should
Franklin teach Bogotanian consumers?
• Packaging, brand identity, product variety
 Biblioseo
• Ivan teach their students of
the “creativity library” how to
become entrepreneurs
• He created a methodology to
approach and work with
children and teens from
vulnerable communities
(Ciudad Bolivar)
• Children define what inspire
them and create a project,
then they work in groups to
make it works
• Sources of revenue:
• workshops with the
methodology for companies
• Speeches by the members
• Guided tours in the locality
• Projects / business ideas of
the children eventually
become self sustainable
• (Children managed)Projects include: • Challenges:
• Sentido Guabal: Marmalades produced with local harvested • New building for the
strawberries NGO
• Love Sport: sports agency that coordinate mountain bike events in • Export their model to
the rural area of Ciudad Bolívar (revenue), as well as trains future other locations (they
soccer stars of the district have proved it works in
• Perritos con Dueño: Non profit that vaccinate, feed and sterilize other location in Bogotá)
street dogs, profiting from “adopt a dog” campaigns • Marketing for the non-
• Mi papel: non profit that plant trees in eroded areas of the rural profit and for the
Ciudad Bolívar, profiting from inviting companies to live a projects
experience of plant a tree • Children grow and as
they become
• Tras las huellas del peregrino: a group of five young members
entrepreneurs,
decided they wanted to go to Spain and cross the famous Santiago
de Compostela path, 800 Km, they collected the money, bring a film replacement and new
team and produced a documentary to show that money is not a real entrants is needed
limitation
Innovar o Desaparecer

• Progreso, internacionalización, desmasificación

• Etapas del ciclo de vida
• Curvas S y discontinuidad
• Atacantes y defensores: first mover advantage?

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Innovación e I+D
• Definiciones de innovación

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Innovación e I+D
• Tipos de Innovación
• Investigación básica, aplicada, desarrollo tecnológico
• Invención – científico, innovación – empresario (Schumpeter)
• https://www.ait.ac.at/en/research-topics/innovation-systems-
digitalisation/projects/university-spin-offs/ (Vienna University)

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Gracias !

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