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- Herausgeber: John Wiley & Sons
- Kategorie: Fachliteratur
- Sprache: Englisch
Innovation and new product development are increasingly perceived as drivers of profits in the food industry. Companies are dedicating a large amount of resources to these areas and it is crucial that individuals understand how to be part of this new strategy.
Food Industry Innovation School focuses on key skills needed to drive new ideas from initial concepts through to successful products on the shelf. The author argues that any individual can learn how to lead innovation within complex organizations utilizing companies? commercial and financial resources. The book focuses on the impact of single individuals on company successes. Case studies from the marketplace provide valuable examples of accomplishments and failures. Product development involves a plethora of activities such as R&D,innovation, engineering, packaging and design, manufacturing,logistics and supply chain management, as well as marketing, sales and finance, and the book addresses all these crucial functions undertaken by food companies and manufacturers of other packaged consumer goods.
The learning principles and examples (based on the author's personal experience) are valid in many fast-moving consumer goods organizations and so the principles, best practices and solutions offered in the 12 chapters are relevant to a wide audience in the food industry and beyond, including those working in household products, retail, the automotive industry, computers and IT, furniture, and even media and publishing.
Read more: http://www.innovationschool.co/Sie lesen das E-Book in den Legimi-Apps auf:
Seitenzahl: 662
Veröffentlichungsjahr: 2015
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Table of Contents
Cover
Title Page
Copyright
Forewords
Acknowledgements
Part 1: Your company and the outside world
Chapter 1: Your world
1.1 Introduction
1.2 The workspace: heaven or hell?
1.3 The outside world: is there someone?
1.4 The main players in your organization: hierarchies, attitudes, and platitudes
1.5 How to generate attention for your work, for your project
1.6 Summary
1.7 Topics for further in-depth discussion; add your own experience
Chapter 2: Projects and partners
2.1 Everything's a project
2.2 The eternal strategy
2.3 The valuation of projects
2.4 Aligning partners and sponsors
2.5 Aligning with the strategy of the company
2.6 What is a project?
2.7 Summary
2.8 Topics for further in-depth discussions; add your own experience
Chapter 3: What makes them tick?
3.1 Why do you need “them” to tick?
3.2 It's a tough world out there: The Dragon's Den
3.3 How to sell in the most promising ways?
3.4 The optimal project mix
3.5 Measuring success: a first glimpse
3.6 Why success stories make them tick
3.7 Summary
3.8 Topics for further in-depth discussion; add your own experience
Chapter 4: Keys to success
4.1 The medium is the message
4.2 Look beyond to the outside
4.3 Taking risks, the right risks
4.4 Building bridges
4.5 Become street-smart and live it
4.6 Summary
4.7 Topics for further in-depth discussions; add your own experience
Part 2: How to drive innovation into the marketplace and into the consumers' homes
Chapter 5: Innovation revisited
5.1 What do you mean by “innovation”?
5.2 Innovation in the food industry
5.3 Creativity: the harbinger of innovation and invention
5.4 How does innovative thinking travel across your company?
5.5 Summary
5.6 Topics for further in-depth discussions; add your own experience
Chapter 6: How to become short-termishly long term
6.1 The importance of sustainability in innovation
6.2 Some term-inology
6.3 Clever perseverance
6.4 The short-term–long-term balance in the food industry
6.5 Summary
6.6 Topics for further in-depth discussions; add your own experience
Chapter 7: Success measured
7.1 Success Metrics 101
7.2 The consumer in the equation
7.3 The success rate: rate the success
7.4 Success and you
7.5 Summary
7.6 Topics for further in-depth discussions; add your own experience
Chapter 8: The value of success stories
8.1 What counts is the well-packaged result
8.2 The role of the success story: storytelling
8.3 How to make your story
8.4 Stories become contagious
8.5 Summary
8.6 Topics for further in-depth discussions; add your own experience
Part 3: Most important key success factors for successful execution of innovation
Chapter 9: Understanding the main driving forces and headwinds
9.1 The corporate power games
9.2 Stumbling blocks on the road to success
9.3 Corporate quirkiness and driving forces
9.4 Surmounting the hurdles
9.5 Summary
9.6 Topics for further in-depth discussions; add your own experience
Chapter 10: It's all about you, stupid!
10.1 Talent and attitude: inseparable siblings
10.2 The common common sense
10.3 Listen well and read minds
10.4 The argumentation game
10.5 Summary
10.6 Topics for further in-depth discussion; add your own experience
Chapter 11: Dreamtime
11.1 Mythology and reality: understand your company
11.2 The fearless visionaries
11.3 Your company's mood state
11.4 It all comes together
11.5 Summary
11.6 Topics for further in-depth discussion; add your experience
Chapter 12: Conclusions, learning, and outlook to other areas
12.1 Conclusions 1.0: from here to there
12.2 Is there someone?
12.3 Innovation and success
12.4 Telling stories
12.5 You and the forces around you
12.6 Conclusion 2.0: the Dreamtime of your company
12.7 A discussion beyond food
Index
Advertisements
End User License Agreement
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Guide
Cover
Table of Contents
Forewords
Part 1: Your company and the outside world
Begin Reading
List of Illustrations
Figure 1.1
Figure 1.2
Figure 2.1
Figure 2.2
Figure 2.3
Figure 2.4
Figure 3.1
Figure 3.2
Figure 3.3
Figure 3.4
Figure 3.5
Figure 4.1
Figure 4.2
Figure 4.3
Figure 4.4
Figure 5.1
Figure 5.2
Figure 5.3
Figure 5.4
Figure 5.5
Figure 6.1
Figure 6.2
Figure 6.3
Figure 6.4
Figure 7.1
Figure 7.2
Figure 7.3
Figure 8.1
Figure 8.2
Figure 8.3
Figure 8.4
Figure 9.1
Figure 9.2
Figure 9.3
Figure 9.4
Figure 10.1
Figure 10.2
Figure 10.3
Figure 10.4
Figure 12.1
Figure 12.2
The Food Industry Innovation School
How to Drive Innovation through Complex Organizations
Helmut Traitler
This edition first published 2015 © 2015 by John Wiley & Sons, Ltd
Registered office: John Wiley & Sons, Ltd, The Atrium, Southern Gate, Chichester, West Sussex, PO19 8SQ, UK
Editorial offices: 9600 Garsington Road, Oxford, OX4 2DQ, UK The Atrium, Southern Gate, Chichester, West Sussex, PO19 8SQ, UK 111 River Street, Hoboken, NJ 07030-5774, USA
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The right of the author to be identified as the author of this work has been asserted in accordance with the UK Copyright, Designs and Patents Act 1988.
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, except as permitted by the UK Copyright, Designs and Patents Act 1988, without the prior permission of the publisher.
Designations used by companies to distinguish their products are often claimed as trademarks. All brand names and product names used in this book are trade names, service marks, trademarks or registered trademarks of their respective owners. The publisher is not associated with any product or vendor mentioned in this book.
Limit of Liability/Disclaimer of Warranty: While the publisher and author(s) have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. It is sold on the understanding that the publisher is not engaged in rendering professional services and neither the publisher nor the author shall be liable for damages arising herefrom. If professional advice or other expert assistance is required, the services of a competent professional should be sought.
Library of Congress Cataloging-in-Publication Data
Traitler, Helmut.
The food industry innovation school : how to drive innovation through complex organizations / Helmut Traitler.
pages cm
Includes index.
ISBN 978-1-118-94768-5 (cloth)
1. Food industry and trade–Management. 2. Organizational effectiveness. 3. Food–Technological innovations. I. Title.
HD9000.5.T735 2015
664.0068′4–dc23
2015004634
A catalogue record for this book is available from the British Library.
Wiley also publishes its books in a variety of electronic formats. Some content that appears in print may not be available in electronic books.
Cover image: think-design-47422100© johavel/istockphoto.com; business-mechanism-concept-47678522© Hilch/istockphoto.com
Forewords
Develop a passion for learning. If you do, you will never cease to grow.
Anthony J. D'Angelo
Our early formal education prepared all of us in the basic skills of reading, writing, and arithmetic, and eventually college education and maybe graduate training taught us the very knowledge we would need to do our jobs. However, what we lacked from our education is the skills needed to build a successful career. Many of those skills simply cannot be taught in our educational systems, but rather are handed down to employees that show promise by constant mentoring from those that have been successful. This book's contents are important for both the newly graduated food scientist and others throughout any stage of their career. The author, a successful innovator with a great sense for business, mentors the reader on how to move ideas into new products that emerge on a retailer's shelf with the increased likelihood of being successful in the marketplace. This book shares the author's experienced perspective for successful new food product development after many years of utilizing his instinct, observing what worked, and more importantly what did not, and then repetitively applying and refining those practices to be successfully innovative. These skills are invaluable for individuals to attain a successful career in not just food companies, but other adjacent industries that rely on innovation for profitability in the markets.
This book is organized as a school course on innovation with sections on how companies are organized and interact with the outside world. Chapters in Part 1 cover your role in a company of any size and how you impact their success and ultimately your own. It also covers what makes companies tick by deeply examining companies' inherent culture and how you need to learn to navigate within those boundaries for ultimate success, but also shares insight on how to push the appropriate limits to get the job done. Part 2 exemplifies the skills needed to understand market and consumer needs both over the short and the long term. Most of us trained as scientists and engineers want to push technology to the market, but true innovators have learned how to interpret the niches that identify what the market and consumers need in the short term and how that translates to long-term growth for our company. Part 3 is a personal message from the author on the key factors for successful delivery on innovation. The chapters in this part are intended to provide insight on how successful people navigate through their company and with each other to provide innovative new products to the market. The final chapter addresses the importance of continuing to learn and modify one's approach as organizations and markets are continually morphing into something different. In some industries these changes are rapid, but many companies experience change that is very subtle and more challenging to recognize.
Sociological change in corporate culture of successful companies has now shifted from the spotlight being on leaders to those being led. The people “in the trenches” that bring success to any company are not exemplified by their academic credentials, but rather they have acquired the necessary street smartness to push ideas throughout their organizations. This book provides detailed insight on how innovators navigate and maximally utilize their companies' commercial and financial resources to deliver new products to the marketplace while satisfying their own innate curiosity. Although some would argue that successful people are clever and rely on instincts, many of us have only realized this potential by having had great teachers and mentors encouraging us to follow that instinct. They were there to teach us the norms needed to operate within our given organizations, and perhaps most importantly, to correct and praise us when we failed. So in closing, maybe we can be taught these skills with books like this, or more likely, we are again learning from a mentor.
William R. Aimutis, Ph.D.
Cargill, Inc.
Minneapolis, Minnesota
October 2014
Innovation is a topic addressed daily and in all media. Furthermore it almost has become a life incentive, especially for professionals fighting for market share of any kind. However, it also appears that there is a panoply of different definitions for innovation. In contrast to the scientific or technical perception, from an economic angle, innovation does not even require inventiveness at its basis. It only should generate some kind of novelty feeling for consumers, triggering a business case perspective and consequently related market penetration. Once being successful in the market, one tends to become generous in judging the initial conditions of an innovative subject concerning its novelty or inventiveness.
For myself, as a chemical engineer by training, real innovation starts with an invention, which has to be systematically treated to provide a business case and finally making its successful way into the market. In the context of this book there is no need to find an over-arching or sophisticated definition for innovation because it addresses directly the track of the “innovation value chain” from its birth as an innovative or even inventive idea through the labyrinth of industrial R&D, marketing, business unit, and production environments, and finally to the market represented by retailers and consumers. The last are more sensitive for food products, which are literally incorporated and affect consumers' nutrition and health status, but also their senses and emotions. Thus it is finally in the hand of the consumer to decide about a novel food product getting innovation status or not, but it is in the hands of the food producers to make the consumer perceive the innovation appropriately.
Accordingly the most radical innovation possible and also desirable from a technological perspective may not necessarily be best suited to obtain consumer acceptance even if marketing does its best. This begs the question, whether in the world of food, radical innovation is really possible or if the consumer's critical observation of a product being “too novel” makes it more suspicious than appreciated, thus consequently restricting innovation of food products to small step incremental levels.
Nevertheless, in order to gain consumers' recognition and longer lasting appreciation for a product, the food industry should preferably fight for radical product innovation, but keeping consumers' attitudes and sensitivities in mind. That's my personal vote, but requires certainly a larger portion of risk-taking and commitment by the food producers. The combination of a convincing novelty sensation and trustfulness based on conservative anchor point attributes may be the appropriate recipe. To find the appropriate balance is expected to be a major innovation contribution of marketing experts in charge.
In a broader view the major challenge is seen in the adjustment of stakeholders and actors along the innovation value chain of a new food product. Harmonizing and bringing together attitudes, views, expectations, and profits make it a complex social system exercise under superimposed industrial hierarchy pattern dynamics determining the final success.
My main expectations from this book are delivery of sound criteria and an initial set of well-tested rules according to which one can go for pattern recognition of innovation success stories. This greatly contributes to confirm the criteria and refining or generalizing the rules along the innovation value chain the author suggests.
Prof. Erich J. Windhab
Institute of Food and Nutrition
ETH Zürich, Switzerland
Zürich, October 2014
Acknowledgements
Let me begin by saying that it was only possible to write a book like this because I have met and worked with so many people over many years and it is impossible to thank them all individually. Yet they all count, because without them, I would not have had the experiences I write about in this book, these pages would remain empty and without meaning. I assume that in similar ways this is your reality too: people around you, throughout your entire life, teach you, shape you, influence you and make you what you have become. The end product of you is not a static one, but clearly a dynamic one.
Writing this book was a great learning experience for me too. I am especially grateful for the fact that the publisher Wiley Blackwell had the courage and trust to let me embark on this project covering an important topic of the food industry. There is ambition and material for a next book, again with the main relevance to the food industry.
I also would like to thank all the managers that I have ever had, and there were quite a few over the years. Within this list I had a “worst boss” as well as a “best boss” and I wouldn't want to miss either one, because both, and all the others in between, taught me so much, many of them without even knowing or realizing.
On a more specific and personal note, I would like to thank my son, Nikolaus Traitler, a very talented and skillful young man who is responsible for drawing the numerous figures in this book and also created the website: www.innovationschool.co
I also would like to thank my colleagues at the Nestlé Research Center in Lausanne, Switzerland, especially Thomas Beck and Reinhard Behringer, who gave and give me the opportunity to interact with great talents, a situation that is probably more inspirational for me than for them.
I also would like to thank the people who had the patience and time to answer some, most, or all the questions that I have asked them to reply to, which, questions and answers, are found at the end of this book: Casey Bierer, Raphael Cohen, Birgit Coleman, Gregory Davis, Mark Marchello, Hans Ulrich Meyer, Dino Moschovis, and Sam Saguy. In anticipation, I am grateful to you, the readers, who hopefully will add many more answers to these or even other questions in relation to the topic of this book. Let me almost finish by saying a big thanks to my wife Thérèse, who not only was patient enough to endure the silent Saturdays when inspiration “came over me,” but who actually contributed to this book through many insightful and practical discussions.
Finally, I would like to thank the empty first page that stood at the beginning of this project, and which let me begin writing on it without putting up too much of a fight.
Part 1
Your company and the outside world
Chapter 1Your world
Matilda said, “Never do anything by halves if you want to get away with it. Be outrageous. Go the whole hog. Make sure everything you do is so completely crazy it's unbelievable…”
Roald Dahl, Matilda
1.1 Introduction
Let me begin with an important comment, namely a comment as to what this book does not intend to be: this is not a book on innovation, how to innovate, or even remotely an attempt to tell the reader how he or she may become an innovator. Apart from my belief that these are topics that can be discussed, but cannot be taught, there are probably many books out that cover such topics.
This book wants to be all about practical hints, personal stories how you may be better prepared to win the end game of how to succeed with one's innovative ideas, one's inventions and creations in the consumer space with regards to products and services. The book will mainly draw upon personal stories, good ones as well as bad ones, based on my personal experience. I shall attempt to add stories from other innovators, not only in the area of food, but shall approach some more “unusual suspects,” trying to find out about their success stories and the recurring elements necessary to become a successful innovator. Again the emphasis is not on “innovator” but “successful innovator.”
However, I should say right in the beginning that I have no intention to write about a number of elements necessary to become a successful innovator, but rather have the ambition, or hope, that the reader will draw his or her own conclusions from the stories I am going to tell throughout the entire book. I should also say that all stories, good or bad, success or failure, positive or negative, boring or exciting, inconclusive or conclusive, indifferent or moving, are all lived, be it lived by myself or by other people who I plan to introduce throughout the book. Their names may have changed, the location may have changed, but the situations will be for real and will hopefully inspire you, the reader, and help you, with guidance of this book, to find your way through to a successful and meaningful conclusion of your own innovation journey. It's not going to be an easy journey, because there are so many elements involved, but I can promise that it will be a worthwhile journey. In the end, it should be an eye opener for you and hopefully help you to better manage and ultimately tell your own success stories.
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
