Intrapreneurship management : concepts, methods, and software for managing technological innovation in organizations / Rainer Hasenauer, Oliver Yu.

Includes bibliographical references and index.

Table of Contents
About the Authors xi

Preface xiii

Acknowledgments xiv

1 Introduction and Overview 1

1.1 Innovation: A Simple Yet Comprehensive Definition 1

1.2 Special Importance of Intrapreneurship Management 3

1.3 Focus, Approaches, Emphases, Theme, and Major Contributions of the Book 4

1.4 Overview of Book Organization 6

2 The Internal Innovation or Intrapreneurship Process 13

2.1 The Internal Innovation Process as an Interactive System 13

2.2 Major Innovation Participants of Intrapreneurship 15

2.3 A Common Investment Perspective of All Innovation Participants 16

2.4 Specific Applications of the Investment Perspective 18

2.5 Alignment of Individual Investment Perspectives for Innovation Implementation 21

2.6 Generic Challenges to Intrapreneurship Caused by a Lack of Alignment of Investment Perspectives 21

2.7 Major Changes in the Business and Natural Environment and Special Challenges to Intrapreneurship in the 21st Century 23

2.8 Key Elements of Intrapreneurship Management 26

3 Understanding Human Needs and Wants as Driving Forces of Intrapreneurship 31

3.1 Overview of Human Needs and Wants 31

3.2 General Observations of Human Needs and Wants 35

3.3 Major Factors Influencing the Intensity of Needs and Wants 38

3.4 Special Applications to Intrapreneurship 39

3.5 Graphical Representations of Human Needs and Wants: The Maslow Hierarchical Model and a New Perspective 41

3.6 Application to Intrapreneurship Management: An Integrated Value Framework for Both the Individual and the Organization 48

4 A Unified Approach to Innovation Marketing with Applications to Organization Readiness in Intrapreneurship Management 53

4.1 A Broad Definition and a Supply and Demand Perspective of Innovation Marketing 54

4.2 A Unified Approach to Innovation Marketing 55

4.3 Application of the Unified Approach to Innovation Marketing in Intrapreneurship: Organization Readiness Assessment 61

5 Applying the Unified Approach of Innovation Marketing to External Adopter for Market Readiness Assessment 79

5.1 Interaction Between Market Readiness and Technology Readiness 79

5.2 Major Considerations of Marketing to External Adopter 82

5.3 Market Readiness 86

5.4 Development of Market Readiness Indicators 93

6 Innovative Product Development: Creative Problem-Solving and Technology Readiness Assessment 99

6.1 Introduction 99

6.2 Main Barriers to Continued Development of Creativity 100

6.3 Creative Problem-Solving as a Trainable Skill 102

6.4 General Approaches and Tools for Creative Problem-Solving 103

6.5 Team-Based Creative Problem-Solving Approach by the Enneagram (Based on contributions by Matt Schlegel) 107

6.6 Systematic Approach for Creative Problem-Solving as Represented by TRIZ (Based on contributions by D. Daniel Sheu) 113

6.7 Exploring Nescience for Creative Problem-Solving 119

6.8 Artificial Intelligence and Creative Problem-Solving 122

6.9 Innovative Product Development and Technology Readiness Assessment 123

7 Intrapreneurship Readiness Assessment: Methodology 131

7.1 General Methodological Approach for Readiness Assessment 131

7.2 Organization Readiness 134

7.3 Market Readiness 137

7.4 Technology Readiness 143

7.5 Special Application of the Readiness Assessment Process 152

8 Intrapreneurship Readiness Assessment: Software Outline 155

8.1 Overall Structure and Key Functions 155

8.2 User Interface 158

9 Summary and Outlook 173

9.1 Overall Summary 173

9.2 Future Outlook and Potential Research Areas 175

Appendix A Case Studies of Innovative Companies 177

Appendix B Selected Cases for Innovation Project Readiness Assessment 191

Index 207

"The book starts with a simple, yet comprehensive, definition of innovation as an idea implemented with impact. Building on this definition, the book provides an integrated system analysis approach to Intrapreneurship Management by first examining the key elements of the innovation implementation process for an organization and the major participants in the process: Intrapreneur (Internal Idea Generator and Core Team), Internal Supporter, and Adopter. Since each participant is investing its time, money, effort, and other resources to the process to maximize its respective expected perceived value at acceptable expected perceived risk, Modern Portfolio Theory can be applied through this joint investment perspective to identify the innovation that is the combined optimal investment for implementation to achieve significant impact. The book then presents a holistic overview on future changes and major challenges to organizations in the 21st century. It follows with an integrated understanding of human needs and a unified approach to innovation marketing as the basis for Intrapreneurship Management in aligning the values of the major participants in their joint investment for innovation implementation. Following such new and unique perspective, understanding, and approach, the book develops a set of practical tools gleaned from in-depth analysis of successful case studies from a variety of organizations for not only motivating all innovation participants, but also specifically equipping employees with creative thinking skills and cultivating them through effective incentives and organizational culture to transform them into productive Intrapreneurs. All these developments further culminate into a customized and tested software IntrapreneurshipREADINESSnavigator (IRN) ? to assess innovation developments in a 21st century organization. The software itself represents the essence of a dynamic innovation culture by being flexible and agile using fulfillment measures from organizational, technology, and market perspectives to assess the readiness and risks of innovations developed in an organization. The IRN is a member of the READINESSnavigator family of software packages for innovation management that has already been successfully used for the assessment of over 150 innovation projects. Detailed description and access to IRN will be included with the book. The book will also present case studies of technological innovations within a variety of organizations. These organizations include not only several global corporations and a prominent research institute, but also many small to medium companies in semiconductor, artificial intelligence, communication equipment, precision machinery, and environmental technologies"-- Provided by publisher.

About the Authors
RAINER HASENAUER, PhD, is Honorary Professor Marketing and Lecturer in Marketing of High-Tech Innovation and Technology at the Vienna University of Economics and Business, Austria. He is also a co-founder of the HiTec Marketing Research Association in Vienna and the Cross Border HiTec Center, for which he still serves as senior advisor. He has researched and published extensively in high-tech innovation and management, and serves on the advisory boards of numerous tech investment groups and start-up incubators.

OLIVER YU, PhD, is Founder and CEO of a technology consulting firm and Executive-in-Residence at San Jose State University, USA. He has held senior positions at SRI International and Electric Power Research Institute, and served in leadership roles for both the IEEE Technology and Engineering Management Society and the International Society of Innovation Methods.