Monday, 19 October 2015

Innovation & Personalization Strategies. What is that?

Firms need to step up their game by reconsidering position and move more towards personalization and innovation strategies when there is is rapid market changes.  at times, the traditional methods can no longer be relevant in the situation.  as for example, the efficiency-related strategies.

Technically, ideas only are not enough.  It needs to be nurtured and being implemented in the organizational context.  Ideas come from the people and they need champions to take them forward.  accordingly, people carry, develop and marshal their ideas in a socio-political process of dialogue and discussions with other people before they gain legitimacy and currency.

According to Van de Van in 1986, there are a number of stages that ideas may go through over time.  The stages namely appreciation, articulation, adoption, institutionalisation and decay.

On the other hand, according to Wolfe in 1994, there are ten (10) common stages in the innovation cycle.  The ten common stages are: idea conception, awareness, matching, appraisal, persuasion, adoption decision, implementation, confirmation, routinisation and infusion.

The political dynamics, interest and power bases can influence the innovation.  however, on certain times, innovation may seem irrational, unpredictable and uncertain and fail to follow rationalized management process.  This may lead to frustrations among managers to manage innovation.


Reference: Jashapara, A. (2011). Chapter 4: Innovation and personalisation strategies. Knowledge Management: An Integrated Approach. Second Edition. Pearson Education Limited. England.

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