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Lecture Best Practice Implementation in the auto industry —— 汽车行业的创新最佳实践

Hamsa Thota, Ph.D. President, Innovation Business Development, Inc. hthota@innovationbd.com or hthota@gmail.com www.innovationbd.com 16 July, 2011 Wuhan, PRC. Lecture Best Practice Implementation in the auto industry —— 汽车行业的创新最佳实践. Sources of Best Practice Knowledge 最佳实践知识来源.

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Lecture Best Practice Implementation in the auto industry —— 汽车行业的创新最佳实践

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  1. Hamsa Thota, Ph.D. President, Innovation Business Development, Inc. hthota@innovationbd.com or hthota@gmail.com www.innovationbd.com 16 July, 2011 Wuhan, PRC Lecture Best Practice Implementation in the auto industry ——汽车行业的创新最佳实践 Innovation Business Development, Inc. P.O. Box 20147, St. Simons Island, GA 31522, USA

  2. Sources of Best Practice Knowledge最佳实践知识来源 • PDMA Research Foundation has knowledge on the best industry innovation practices since 1990. PDMA研究基金会自1990年起评价各行业的创新实践 • You can learn more about key concepts, processes, tools and methods in “Key Concepts in Innovation” to be published by Palgrave Macmillan in August 2011 (Thota-Munir, authors). 将于2011年8月出版的《创新核心概念》，可以使你了解更多有关创新核心概念、流程、工具和方法 Innovation Business Development, Inc. P.O. Box 20147, St. Simons Island, GA 31522, USA

  3. A Key reference guide for Innovation指导创新的权威参考书 Innovation Business Development, Inc. P.O. Box 20147, St. Simons Island, GA 31522, USA

  4. Lecture Outline——演讲纲要 • Best practices knowledge comes from:最佳实践的知识来源 • the PDMA Research Foundation research (since 1990) 基金会的研究 • Insights into implementation of best practices from the PDMA Outstanding Corporate Innovator (OCI) companies (since 1988) 对杰出企业创新奖获得者最佳实践的领悟 • In this workshop I specifically compare what the companies say they do (research) versus what they actually do (OCI company practices). 对企业在创新上的所说（研究）与实际所作（OCI获奖者实践）进行比较 • I illustrate how Thota framework can be applied for systematic implementation of innovation in your company using OCI winner BMW as a case example (Actions 1-5). 以宝马汽车为例，介绍运用Thota 框架，在公司中实施系统创新 • I encourage Wuhan area companies to begin innovation learning journey by filling out PDMA 2011 best practices research survey. 参与2011年PDMA最佳实践研究调查，开启武汉企业的创新之旅 Innovation Business Development, Inc. P.O. Box 20147, St. Simons Island, GA 31522, USA

  5. Tom Hustad • Past Pres., currently a board member • Founder and editor of JPIM • 36 yrs Prof. of mktg. at IU - Innovation mgmt Doug Boike PDMA Since 1990 2005 CPAS Project Director Leading management consultant • George Castellion • Past Pres., JPIM Board, Handbook editor • Inventor, R&D mgr, Mktg. Dir., Consultant • Consultant: Discovering valid B2B opportunities • Steve Markham, President • Past officer & founder of CNPDP • Past director of CIMS • Prof of mgmt innovation & entrepreneurship NC State PDMA Research Foundation Board—PDMA研究基金委员会 • Bob Gill • Past President, VP Conferences • 30 years new bus. Dev. & process improv. • Innovation in real estate & mortgage industry • Steve Uban • PDMA Since 1985, Web site, BOK • Inventor, R&D VP, VP GM • ICS/ Healyruff 40 year old startup • Director, 2011 Best Practice research • Hamsa Thota, Secretary • Past President • 30 years food industry NPD mgmt • Innovation performance mgmt training & consulting

  6. Industry Categories PDMA 2005 study——2005年PDMA研究的产业分类 消费品 Automobiles & components 17 生产资料 消费者服务 工业服务 化学材料 建筑、容器和包装、金属和采矿、纸张和森林产品等材料 医疗保健 技术硬件和设备 软件和服务 Property of PDMA Research Foundation. Do not Copy or Distribute Innovation Business Development, Inc. P.O. Box 20147, St. Simons Island, GA 31522, USA

  7. Bringing Together Best Practices Research & Practice——最佳实践的研究和实践 PDMA BEST PRACTICES 最佳实践 PDMA OCI PRACTICES 杰出企业实践 Well defined PD process 产品开发流程界定明确 Cross-functional teamwork 跨职能团队 Strong VoC input注重倾听顾客的声音 Robust FEI process 稳健的前端创新流程 Strong link to business strategy 与企业发展战略紧密联系 • Use more organizational processes (NPD Process) 运用更多组织流程 • Formal, Cross-functional teams 正式的、跨职能团队 • Understand customer. Use more market research tools 了解顾客，运用更多市场调查工具 • Effective idea management 有效的概念管理 • Senior/middle management involved/support the process 高级/中级管理，参与/支持流程 Innovation Business Development, Inc. P.O. Box 20147, St. Simons Island, GA 31522, USA

  8. Best Practice Thota Framework for InnovationEmbed innovation into the DNA of organization——将创新嵌入组织DNA的Thota框架 • Thota Framework provides a systematic approach to organize innovation governance mechanisms (culture, goals, org. strategy, innovation charter), organizational systems (e.g. recruiting, training and development, performance assessment, research and PD including front end), structures (e.g. collaboration and cross-functional structures), roles (e.g. champions, sponsors, team leaders) and processes (Idea management, NPD, portfolio management) to become a top performer in own industry. Thota框架提供了系统方法，组织创新治理机制(文化、目标、组织战略、创新章程)、组织体系(招聘、培训与开发、绩效评估、研究与产品开发)、组织结构(合作与跨职能结构)、角色(倡导者、组织者、团队领导)和流程(创意管理、新产品开发、组合管理)，使企业成为所在行业的创新领先者 • Thota Framework is also applicable to assess tools, methods and processes to support innovation. Thota框架也可用于对工具、方法和流程的评价 Innovation Business Development, Inc. P.O. Box 20147, St. Simons Island, GA 31522, USA

  9. Thota Framework for Innovation——Thota创新管理框架 • Organizing Principles: 组织原则 • People Innovate (passion, learning, cross-functional teamwork ) 创新由人完成 • Process supports people (to Innovate-structured, flexible process) 流程支持人员创新 • Tools & Methods support processes (appropriate to execute tasks in projects) （在创新实施中）工具和方法支持流程 Innovation Business Development, Inc. P.O. Box 20147, St. Simons Island, GA 31522, USA

  10. Passion for innovation at BMW——宝马的创新激情 • The 7-series redesigned in 2001 touched off a firestorm of criticism 2001年宝马7系的重新设计，引发了宝马的批判风暴 • “BMW has taken risks, and our customers have taken risks in their lives to get to the position where they can afford to buy these cars. Being risk-oriented, you have a better chance of making bigger strides than if you are conservative.” van Hooydonk, DesignworksUSA “宝马承担着各种风险，顾客也以他们的生命冒险，确定他们能买得起的汽车定位。由于是导向风险，你将获得更大进步的机会如果不选择保守” Ref: Designer says BMW's strategy is ahead of its time. By: Kurylko, Diana T., Automotive News, 00051551, 3/29/2004, Vol. 78, Issue 6086 Passion Plus Deep understanding of customers essential for market success 市场成功的本质是激情加上对顾客的深入了解 Innovation Business Development, Inc. P.O. Box 20147, St. Simons Island, GA 31522, USA

  11. Systematic implementation of innovation with intercultural, interdisciplinary teamwork at BMWA 2002 OCI Winner宝马跨文化、跨学科团队的创新实施 • “BMW removed interfaces between functional groups in order to expedite learning through experimentation.” 宝马移除职能团队间的界面，并通过实验过程以加速团队学习 Stefan Thomke (2005), BUSINESS TECHNOLOGY TRENDS AND IMPACTS ADVISORY SERVICE, Volume 6 (3). Source: http://www.scribd.com/doc/29268930/BMW-final Innovation Business Development, Inc. P.O. Box 20147, St. Simons Island, GA 31522, USA

  12. Thota Framework -8 Actions Systematic Implementation of InnovationThota框架-8个行动系统实施创新 Actions 1-3 Actions 4-5 Actions 6-8 Innovation Business Development, Inc. P.O. Box 20147, St. Simons Island, GA 31522, USA

  13. 8 Actions illustrated 8个行动阐述 Reverse fit of Thota Framework for Innovation at BMW宝马公司的创新符合Thota框架 Actions 4-5 Actions 1-3 Actions 6-8 Innovation Business Development, Inc. P.O. Box 20147, St. Simons Island, GA 31522, USA

  14. 8 Actions Systematic Implementation of Innovation8个行动系统实施创新 1. Develop, train and engage management in NPD and innovation 发展、培养和从事新产品开发和创新管理 2. Develop the Best R&D (PD) Project Teams 发展最佳研发项目团队 3. Use strategy to drive innovation 运用战略推进创新 4. Customize innovation process to business and use it consistently 定制企业创新流程并一贯执行 5. Use portfolio management process to implement strategy 运用组合管理方法实现战略 6. Learn when to use what market research tools 了解何时运用何种研究工具 7. Learn when to use what engineering, design & R&D tools了解何时运用哪种工程、设计和研发工具 8. Learn to use what innovation team support tools了解运用哪种创新团队支持工具 Innovation Business Development, Inc. P.O. Box 20147, St. Simons Island, GA 31522, USA

  15. Action 1: Develop, Train, and Engage Management in NPD 行动1：提高、培训并从事新产品开发管理 • BMW utilizes a variety of organizational structures to engage managers in innovation (from ideas to results)宝马采用了各种组织结构，使管理者参与到创新中（从创意到结果） • BMW Research (Munich), Innovation Strategy Board, Innovation Councils, Innovation Field Councils (full time field managers, 8-12 cross functional members from various parts of BMW)宝马研究中心（慕尼黑），创新战略董事会，创新委员会，创新工作委员会（全职，8-12跨职能成员） • BMW gives and receive inputs (from ideas to results) from market sensors (empathic approach) , international procurement, and Palo Alto Center 宝马从市场感知、国际采购和处于美国的帕洛阿尔托中心产生和接收信息的输入 Innovation Business Development, Inc. P.O. Box 20147, St. Simons Island, GA 31522, USA

  16. Making Innovation a Passion at BMW宝马营造创新激情 • BMW engages senior managers in innovation through cross functional team structures (Innovation Councils)宝马通过跨职能团队结构（创新委员会）使高管层参与到创新中 创新委员会 概念车和实验车 能源管理 便利及服务 价值和吸引力 董事和高管来自： —研发 —营销 —生产 —公司事务 —财务 轻量化 驾驶经验 安全性 BMW Group, OCI Award, 2002 Innovation Business Development, Inc. P.O. Box 20147, St. Simons Island, GA 31522, USA

  17. BMW Innovation Management3 Clear and Controlling Objectives宝马创新管理的3个清晰、控制目标 • BMW management establishes clear, and compelling organizational goals 宝马管理层设立了清晰、引人注目的组织目标 独特的销售计划 突破式创新 概念车 Source: PDMA Visions January 2003 Innovation Business Development, Inc. P.O. Box 20147, St. Simons Island, GA 31522, USA

  18. Prioritization of Innovation ProjectsA BMW Management Job创新项目的优先排序：一项宝马公司管理工作 • BMW management (Innovation Council and Corporate Board) make decisions on allocation of resources across three strategic buckets (must innovations, top innovations and breakthrough innovations) 从三个战略类别进行资源分配决策 报告 公司董事会 创新委员会 Source: www.launchinstitute.com/docs/BMWArtikelFrom_Roadmap.pdf Innovation Business Development, Inc. P.O. Box 20147, St. Simons Island, GA 31522, USA

  19. Action 2: Develop the Best R&D (PD) Project Teams 行动2：发展最佳研发项目团队 • BMW Research- best project teams explore new ideas and take risks:宝马研究中心——最佳项目团队探索新的想法和冒险 • Example: Helmet Project created an innovative motorcycle helmet that employs new technology to enhance the BMW riding experience.举例：采用新技术研发出创新型摩托车头盔，增强宝马行驶经验 • Helmet team combined advanced technologies with the product vision by doing market research, designing the prototype, and getting customer response which yielded a helmet with an integrated information display (in18 months). 通过市场调查、原型设计和接受顾客反馈得到该产品的远景规划，与先进技术结合，在18个月内将所得信息集成在头盔上 • BMW Research center allows the opportunity for experimentation, and risking failure to create success. 宝马研发中心允许试验、冒险和失败以获得成功 Innovation Business Development, Inc. P.O. Box 20147, St. Simons Island, GA 31522, USA

  20. Landmark BMW Helmet system 宝马头盔系统的里程碑 the new helmet：新头盔 an earlier prototype：早期的头盔 BMW new helmet system reduces noise (减少噪音)via noise cancelling technology inside the helmet and enable crystal clear voice communications(交流清晰) and music. The helmet creates an ultralight(超轻型), aerodynamic (空气动力)and the quietest helmet on the market. The helmet enables communication via your bluetooth phone, or to listen to music clearly and wirelessly ON ANY MOTORCYCLE. The entire system is inside the helmet so it can be used on any motorcycle. Source:http://www.gizmag.com/go/3246/ Innovation Business Development, Inc. P.O. Box 20147, St. Simons Island, GA 31522, USA

  21. BMW project i: a mobility solution for mega cities 宝马项目i：特大城市中的移动问题 latest-electric-car-will-be-a-bmw-from-the-battery-up Jack Ewing for the New York Times. Friday, July 2, 2010 Source: http://www.euroteknik.com/forum/general-car-discussion/41955-bmw-project-i-update.html Innovation Business Development, Inc. P.O. Box 20147, St. Simons Island, GA 31522, USA

  22. Action 3: Use strategy to guide innovation行动3：运用战略指导创新 Action 3: Use Strategy to Drive Innovation 产品开发核心流程 将创新管理与轿车开发流程相结合 产品组合 战略阶段 早期阶段 准备阶段 产品系列开发 创新管理 系统和零部件开发（独立模型） BMW Group, OCI Award, 2002 Innovation Business Development, Inc. P.O. Box 20147, St. Simons Island, GA 31522, USA

  23. BMW (Sales) Strategy宝马（销售）战略 • In September 2007, BMW CEO Norbert Reithofer announced strategy until 2020 2007年9月宝马首席执行官Norbert Reithofer宣布了至2020年的战略 Innovation Business Development, Inc. P.O. Box 20147, St. Simons Island, GA 31522, USA

  24. Action 4A: Customize Innovation Process行动4A：定制创新进程 Example: BMW Idea Management Process 宝马创意管理流程 VIA: Virtual Information Agency 情报收集机构 CoC: Center of competence 能力中心 IFM: Innovation Field Manager创新领域经理 IFC: Innovation Field Council 创新工作委员会 决定 IFC 情报收集机构 能力中心 创新领域经理 创新工作委员会 实施建议的决策 Source: www.launchinstitute.com/docs/BMWArtikelFrom_Roadmap.pdf Innovation Business Development, Inc. P.O. Box 20147, St. Simons Island, GA 31522, USA

  25. Action 4B: Utilize Front End to create Competitive Advantage行动4B：利用前端资源创造竞争优势 BMW Lifestyle Products：宝马生活产品 BMW uses lifestyle products as a strategic differentiating factor in the automotive industry 宝马将生活产品作为其在汽车行业中战略差异化要素 Source: Dr. Markus Seidel, General Manager of Product Line Management, Merchandising & Lifestyle, BMW Group, PDMA VISIONS JULY 2004 Innovation Business Development, Inc. P.O. Box 20147, St. Simons Island, GA 31522, USA

  26. BMW Popular Items (2011)宝马流行产品 • BMW 1 Series Key Ring宝马1系钥匙环 • BMW Golf Umbrella 高尔夫遮阳雨伞 • BMW Junior BMW Bike 宝马儿童自行车 • BMW Kids‘ Cap 宝马儿童帽 • BMW 5 Series Touring 宝马5系旅行版 • BMW M Casual Shirt 宝马M型休闲装 • BMW Kids‘ Polo Shirt 宝马儿童马球衫 • BMW ClimaLite™ Warm Pullover宝马轻薄型保暖衫 • BMW Vehicle Care Kit 宝马汽车护理组件 Source: http://www.shopbmwusa.com/ Innovation Business Development, Inc. P.O. Box 20147, St. Simons Island, GA 31522, USA

  27. Action 5: Use Portfolio Management as a tool to implement strategy行动5：运用组合管理工具实施战略 • Allocate resources across four strategic buckets driven by business strategy 以公司战略驱动，分配资源于不同战略类别 公司发展战略决定把资源分成4部分 技术发展 新产品 提高&修正 市场/销售要求 Ref: Cooper (2007) Innovation Business Development, Inc. P.O. Box 20147, St. Simons Island, GA 31522, USA

  28. Annual Resource Allocation Review 年度资源分配回顾BMW Innovation Management 宝马创新管理 • BMW management allocates resources across three strategic buckets (1. must innovations, 2. top innovations, 3. breakthrough innovations) annually • 每年宝马管理层在三个战略类别中分配资源 概念车&试验车 资源分配 便利：服务 总清单 创新提案 具体明确 合并，财务限制 优先次序 必备创新，前沿创新、突破创新 基于消费利益决定行动与否 标价列单 成本和人力需求的计划 Source: PDMA Visions January 2003 Innovation Business Development, Inc. P.O. Box 20147, St. Simons Island, GA 31522, USA

  29. Actions 6-8: Learn when to Use what Tools& Methods行动6-8：了解何时运用何种工具&方法 • Action 6: Research tools • Action 7: Engineering, Design and R&D tools • Action 8: Support tools (for innovation teams) • 行动6：研究工具 • 行动7：工程，设计和研发工具 • 行动8：支持工具（用于创新团队） Innovation Business Development, Inc. P.O. Box 20147, St. Simons Island, GA 31522, USA

  30. 思维导图 起始草图 创新发展流程 供货商 许可批准 保密协议 开发合同 技术资源识别 概念开发 汽车产业化 Tools, Methods & Processes in Breakthough Innovation Development at BMW宝马突破式创新发展的工具，方法&流程 案例研究——创新领域的主题 “经验动态”智能驾驶 Source: BMW Group, OCI Award, 2002 Innovation Business Development, Inc. P.O. Box 20147, St. Simons Island, GA 31522, USA

  31. After OCI award: Lessons from iDrive (2004)Prepare customers first……获得杰出创新企业奖后：从2004年iDrive学习首先使顾客准备好…… • Aftermath of iDrive and radical new styling: “智能驾驶” 和全新风格车型推出的余波： • Launching radical styling, and technology in same car is an error. Innovations first needed explaining to public. We should never make big steps in strategic directions without preparing our customers. CEO, CEO Helmut Panke of BMW在同辆轿车中实行全新的风格和技术是错误的。创新首先应向公众阐述清楚。我们在未使顾客准备好前，不应在战略方向做大调整。 • The complexity of the iDrive system has been scaled back in subsequent 5 and 6 Series models, both of which also incorporated a more harmonious execution of design.“智能驾驶”车型系统的复杂性在接下来5系和6系中将被削减，两系列产品中采用了更和谐的操作设计。 Ref: BMW admits strategy stumble Toronto Star (Canada), 03190781, Jun 05, 2004 Innovation Business Development, Inc. P.O. Box 20147, St. Simons Island, GA 31522, USA

  32. BMW SWOT Analysis (2008)宝马SWOT分析（2008） 劣势 优势 在德国绩效较低 周转率较低 不太理解顾客（来源Thota） 牢固的品牌形象 运营多元化 稳固的财务绩效 Weak in understanding customers (Thota) 机遇 挑战 原料价格提升 美国和欧洲经济增长减缓 严格的排放标准 报废汽车技术指令 新兴市场的机遇 混合动力电动汽车的需求增长 混合燃料汽车需求增长 August 2008 Innovation Business Development, Inc. P.O. Box 20147, St. Simons Island, GA 31522, USA

  33. The rest of the BMW story宝马故事的剩余部分 • Innovation like life is a learning process 创新如同生命，是一个始终学习的过程 • Learning goes on even after the OCI award from PDMA 即便从PDMA获得了创新杰出企业奖，学习仍将继续 • People learn; not the machines, processes or tools & methods (People first) 人能学习，而非机器，流程或工具&方法（以人为先） • BMW continues to learn, post OCI award. It needs to continue strengthening understanding of its customers 宝马获奖后仍在学习，它需要加强对顾客的理解能力。 • This brings us back to where we began….with People frame in the Thota Framework Thota框架运用人的架图将我们带回我们开始的地方…… Innovation Business Development, Inc. P.O. Box 20147, St. Simons Island, GA 31522, USA

  34. 8 Actions illustrated (Thota Framework)Systematic Implementation of Innovation at BMW8个行动（Thota框架）阐述宝马创新的系统实施过程 Actions 4-5 Actions 6-8 Actions 1-3 Understand customers Innovation Business Development, Inc. P.O. Box 20147, St. Simons Island, GA 31522, USA

  35. Fill out PDMA 2011 best innovation practices research survey 请填写PDMA2011年最佳创新实践研究的调查问卷 Begin the innovation learning journey with PDMA….. 请随PDMA开始创新学习之旅吧…… • You can assess and improve innovation performance by benchmarking against peers 依托于同伴的标杆作用，你可以评估并提高自己的创新能力 • Your company learns and improves innovation performance through the survey process itself 在填写问卷调查过程中，您的公司亦能学习并提高创新绩效 • You gain influence in your organization 您将增加在您公司的影响力 • Your company receives 2004 PDMA Report free 您的公司将免费收到PDMA2004年的研究报告 • To receive login information, contact steve@pdma.org 想要了解注册及登录信息，可以登入steve@pdma.org Innovation Business Development, Inc. P.O. Box 20147, St. Simons Island, GA 31522, USA

  36. Summary——总结 • We reviewed innovation best practices from PDMA benchmarking and OCI companies 我们从PDMA标杆管理和杰出创新公司入手回顾创新的最佳实践 • Identified 8 actions within Thota framework for systematic implementation of innovation 运用Thota 框架定义创新系统实施的8种行为 • Interpreted actions 1-5 of Thota Framework for implementation of innovation with OCI BMW.运用Thota 框架解读BMW的创新实施 • Encouraged Wuhan companies to begin innovation learning journey with the PDMA 2011 best practices research.通过2011年PDMA最佳实践的研究，鼓励武汉公司开始创新学习之旅 Innovation Business Development, Inc. P.O. Box 20147, St. Simons Island, GA 31522, USA

  37. Q&A —— 问与答 Contact information （联系方式） Hamsa Thota, Ph.D. President, Innovation Business Development, Inc. P.O. Box 20147 St. Simons Island, Ga. 31522, USA Tel: 011-912-638-3206 Website: www.innovationbd.com E-mail: hthota@innovationbd.com or hthota@gmail.com Innovation Business Development, Inc. P.O. Box 20147, St. Simons Island, GA 31522, USA

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