Innovation – part of organisational DNA (1)

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Ilie Dragan Oxford Inovation Organisational DNA

Innovation is seen, more and more, as a key characteristic of today and tomorrow’s business environment. This is a trend driven by multiple forces such as: globalization; increasing power of multinationals all over the world (access to ideas and resources); multiple changes in environment due to increasing power of internet, (communication) which reshapes the entire business world, closing or opening new markets or businesses; re-definition of the company-customer relationship due to access of enormous quantity of information of both parties; and not last economic and financial crisis who pushes all the players to their limits and force them to react. These are characteristics of a new global game, in which classical way of thinking about markets and strategy is less dominant and a new wave of thinking is rising where innovation is perceived as an important, and sometimes, as a central issue in the battle for survival, markets, suppliers and customers. One interesting idea is to  understand how innovative companies should look like, what characteristics should have and, more important, to start designing a tool (framework) to allow, in a very short time and with few resources to diagnose a company’s maturity regarding innovation.

It is of great importance, to identify what we must research and look for in any organization, if we want to tell about that particular company whether it has innovative potential or not. That means that we should understand and detect the minimum elements, their relationship and characteristics an organization should have in order to spur innovation, capture ideas and develop products (markets).

The key question we should answer first is: “How an innovative company should look like?”. Of course it is a very complex question and we should breakdown this question into smaller pieces (questions) in order to decrease the complexity of the question and increase the easiness of the answers. Our question will be transformed into a bunch of questions: What is innovation? What is the value of innovation? What do we need for innovation internally? What do we need for innovation externally? Is innovation a process? What are the sub-processes of this process? How can we determine if this process is efficient and effective? Can we measure it? What is the relationship between innovation and other organization capabilities?

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