Exploitation
Launch and/or implement new ideas and innovations in alignment with a commercialization strategy, and raise awareness and gain acceptance of these so that their utility can be beneficial to the organization and its stakeholders.
Improvement Planning
Practices-Outcomes-Metrics (POM)
Representative POMs are described for Exploitation at each level of maturity.
- 2Basic
- Practice
- Identify relevant stakeholders and promote the benefits of the innovation in a language suitable for the stakeholders.
- Outcome
- There is better, faster diffusion and acceptance of the innovation.
- Metric
- % of successful innovations (i.e. those accepted versus those rejected).
- Practice
- Explain the innovation to Marketing in terms of its functionality.
- Outcome
- The marketing function is better informed and more likely to be successful.
- Metric
- % of innovations where marketing briefs were prepared.
- Practice
- Provide ongoing information on what the innovation does or enables to support the utility and sale of the innovation.
- Outcome
- Support and enthusiasm for the innovation is sustained through its commercial life.
- Metric
- Innovation sales or usage on a regular basis (e.g. weekly, monthly, quarterly).Surveys to identify what motivates people to invest in or use the innovation.
- 3Intermediate
- Practice
- Identify stakeholder fears in relation to the innovation, and provide information to address these.
- Outcome
- There is better, faster diffusion and acceptance of the innovation.
- Metric
- % of successful innovations (i.e. those accepted versus those rejected).
- Practice
- Explain the innovation to Marketing in terms of its functionality and who is likely to use it.
- Outcome
- The marketing function is better informed and more likely to be successful.
- Metric
- % of innovations where marketing briefs were prepared.
- Practice
- Provide ongoing information on the competitive advantages of the innovation to support its utility and/or sale.
- Outcome
- Support and enthusiasm for the innovation is sustained through its commercial life.
- Metric
- Innovation sales or usage on a regular basis (e.g. weekly, monthly, quarterly).Surveys to identify what motivates people to invest in or use the innovation.
- 4Advanced
- Practice
- Develop a comprehensive change management plan to promote the benefits of the innovation to address any stakeholder concerns.
- Outcome
- There is better, faster diffusion and acceptance of the innovation.
- Metric
- % of successful innovations (i.e. those accepted versus those rejected).
- Practice
- Explain the innovation to Marketing in terms of its functionality, who is likely to use it including what geographical regions will be authorized/licensed to use it.
- Outcome
- The marketing function is better informed and more likely to be successful.
- Metric
- % of innovations where marketing briefs were prepared.
- Practice
- Provide ongoing information targeted for specific audiences (e.g. Green — 23% less energy) to support the utility and sale of the innovation.
- Outcome
- Support and enthusiasm for the innovation is sustained through its commercial life.
- Metrics
- Innovation sales or usage on a regular basis (e.g. weekly, monthly, quarterly).
- Surveys to identify what motivates people to invest in or use the innovation.
- 5Optimized
- Practice
- Develop a comprehensive change management plan to promote the benefits of the innovation to address any stakeholder concerns, and to build enthusiasm for the innovation's ongoing utility.
- Outcome
- There is better, faster diffusion and acceptance of the innovation.
- Metric
- % of successful innovations (i.e. those accepted versus those rejected).
- Practice
- Explain the innovation to Marketing in terms of its competitive distinguishing features.
- Outcome
- The marketing function is better informed and more likely to be successful.
- Metric
- % of innovations where marketing briefs were prepared.
- Practice
- Provide ongoing information on why the innovation was developed and what can be achieved with the innovation to support its utility and/or sale.
- Outcome
- Support and enthusiasm for the innovation is sustained through its commercial life.
- Metrics
- Innovation sales or usage on a regular basis (e.g. weekly, monthly, quarterly).
- Surveys to identify what motivates people to invest in or use the innovation.