Innoboard: How does a company like Werner & Mertz GmbH hold its own against large corporations such as Procter & Gamble and Beiersdorf?
“Innovation has nothing to do with how many R & D dollars you have. When Apple came up with the Mac, IBM was spending at least 100 times more on R & D. It’s not about money. It’s about the people you have, how you’re led, and how much you get it.“
– Steve Jobs
Innoboard: Mr. Noelle, as Technology Planning Manager at Ford, you are working at the forefront in developing new product features for volume vehicles. Why is systematic innovation management so critical to success?
Innoboard: Dr. Rütsche, companies often just rely on their brand and the reputation of their R & D. Why is targeted research marketing still important?
Dr. Erich Rütsche: Research is a substantial part of the brand for many companies. For us, technological leadership and innovation are a central part of IBM’s identity and marketing helps a lot here to strengthen the brand. Promoting research externaly is also a necessary tool to turn our ideas into reality.
Innoboard: Mr. Frey, you lead the innovation team of the Fire Safety and Security Business Unit for Siemens Building Technologies in Zug (Switzerland). How do safety and innovation go together?
Christian G. Frey: Siemens shares the objective described in the security research program of the German Federal Government to provide innovative solutions for increased levels of public safety of citizens while maintaining the balance between security and personal freedom.
Innoboard: Innovation often fails due to insufficient communication. Why do companies fail when introducing open innovation in the organization? Armin Czeppel: There is a difficult change process backing…
If a competitor introduces a new product to the market earlier on, it may be advantageous, explains Dr. Martin Meggle, Head of Development of the household appliances manufacturer…
Sometimes protecting intellectual property creates barriers to external co-operation. Dr. Arndt Schlosser, Director of R&D Processes at Wacker Chemie AG is particulary keen on the exchange of ideas…
To be successful today, retailers should combine the potential of over-the-counter business and digital technology, recommends Uwe Seidel, CEO of management consultancy Dr. Lademann & Partner.