Needs Driven Innovation
Approach in Emerging Markets
TCI 2008 Cape Town, South-Africa
Stephan von Malortie
Innovation Management
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Needs Driven Innovation in Emerging Markets
 Opportunity
 Become early mover in Emerging Markets with Unique solutions fitting
local conditions
 Approach
 Grow capability in Needs Driven Innovation Process
 Link with existing cluster initiatives
 Verify and prioritize towards opportunity, risk and aspiration
 Actors
 Local cluster
 National Steering
 International Cooperation
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Needs Driven Innovation Process
 Innovation Definition
 New Solutions Brought to Market with Success
 Needs Driven
 Identify Needs Drivers in Aspirational Target
 Build insight together with Trends and Scenarios
 Set Aspirational Time, Volume and Innovation Level
 Innovation Process
 Sponsor, Project Team, Steering – Triple Helix
 Aim (Solution), Budget and Timing
 Tools
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Innovation Process
Innovation Process
Innovation Project
Management
Market
Insight
International
& Regional
Ideation
Vision
& Strategy
Opportunities
Priorities
Concept Development
National Plan
Implement
Product and Service
Development & Launch
Technology
Applied
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Opportunity
 Utilize Local Market Understanding
 Products that Fit Local Environment
 Design that Attract Consumer
 Link Social and Economic Development
 Become First Mover and Regional Player
 Competitive Position as First Mover
 Attractive base for International Cooperation
 Needs Assessment and Market Insight a Business Opportunity
 Apply Latest Research and Technology
 Skip Traditional Solutions
 Innovate Cost-effective solutions
 Develop Break-Through Inventions
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Innovation Capability
 Cluster Initiative
 Develop Innovation Activities, Processes and Cooperation
- Use International Experience from Needs-Driven Innovation
- Localize Resource for Market Data Access
- Develop a Form to Generate Applicable Insight
- Link to International Research and Technology Databases
- Find a Workable Format for Innovation Process
“There is never One solution or perfect Innovation Process or Culture”
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Activities and Expected Outcome
 African Pilot
 Dual Process (Rwanda 2009-2011)
- Cluster Development
- Building Innovation Process Capability
 Regional Cooperation
- East African sharing knowledge and experience
 Outcome
 National capability to drive and manage innovation
 Successfully implemented innovative products and concepts
 Ranked potential concepts to be introduced in time
 Areas of need for research and solutions that will make some concepts
work
 List of priority actions needed from governance and funding
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