陈田拆车件市场淘音响:Innovation invisible opponents

                                                  Innovation invisible opponents


With the above;


Companies around the world have found that the good ideas into commercial success is a difficult task. Part of the reason is that we all know, organization and culture are opposed to innovation, especially in the time just an innovative idea. If the company in the early days to protect creative ideas, usually more likely to succeed.

Take the Nestle headquarters in Ruishiweiwo companies. Nestle's Nespresso (Nespresso) has become Europe's leading coffee brand, which a variety of high quality coffee capsules wrapped in aluminum foil, only with Nestle production supporting the use of three types of coffee machines. In this concept come out, and in the first 10 years of this century to become the Swiss company's fastest-growing new business before, executives need to eliminate three invisible enemy.

Nespresso is no longer in office as the target market, and began to promote family before has boomed. Families will look at how this concept was almost no data in this area, all to get the information that the consumer's willingness to pay may be only 25 centimes, and the company required minimum price is 40 centimes. Nespresso team must skillfully explain these data to better persuade the top management. They are convinced that this idea can be successful, so forcing the company to make a more risky decisions than usual. If you look Nestle market research results - this is usually the first enemy of innovation, then this concept will never be developed.

Nespresso facing another enemy is the existing business model. Nespresso system, including a coffee maker and single cup of coffee capsules, does not meet the company's mass-market distribution system. Finally, Nestle CEO Brabeck (Peter Brabeck) had another office started a separate company. So far, this new unit Nestlè Coffee Specialties was able to develop mass-market coffee in the home market segments, and to promote the sale of Nespresso.

Nespresso third enemy is nearly killed the concept of Nestle culture. Thus, the package will reach from the Philip Morris (Philip Morris) hired 33-year-old marketing professionals Yang Nike • Blue (Yannick Lang). His style of doing things is different from the typical manager Nestle, he do everything we can to promote the idea. As an outsider, his ability to get rid of the trap, do not repeat what we have known and done. For example, he did not adopt the idea of ??supermarket sales of coffee capsules, but set up a Nespresso Club. As long as the purchase of Nespresso coffee machine, you can become a club member. Club 24 hours a day to receive orders, and delivery within two days.

Be careful and innovative invisible enemy; they are usually derived from good management practices, such as market research, policy, resource allocation processes, business units and product organizational structure, strategic planning processes. Unless you can find these problems as soon as possible, and find solutions to these problems, or your company will never be able to benefit from the creativity.