Linear Innovation Process

Models
1. Linear Model
Under this model, product or service concept is
frozen at early stage so as to minimize risk.
In this model, innovation process in enterprises
involves series of sequential phases / steps
arranged in such manner that the preceding
phase must be cleared before moving to next /
succeeding phase.
Thus project must through pass a gate with the
permission of a gatekeeper before moving to
next / succeeding phase.

Linear Innovation Process

Models

1. Linear Model Contd .

Criteria for passing through each gate and the person at
each gate (gate keeper) are defined beforehand.
The gatekeeper examines whethere stated objectives for
the preceding phase have been properly met or not &
whether desired development has taken place at the
preceding phase or not?

Linear Innovation Process

Models

Linear model figure:

Linear Innovation Process

Models

Linear model works well only when

Time required to innovate is shorter than rate of change
in environment
Quality, reliability & safety requirements are critical
Safe and suitable for a first time beginner
This model is generally followed for incremental
Innovation. It is linear in the sense that here innovation
process is tightly controlled and directed from the
beginning itself towards set targets / goals and inputs are
controlled to attain desired targets / goals.

Linear Innovation Process

Models

Weakness / Limitations of the linear model are

Low gatekeeper knowledge may lead to poor judgements,
delayed evaluation or rejection of good projects
Slow & serial process as it is step by step approach, thus time
consuming
Concept frozen too early, however customer needs / market
requirements may undergo change subsequently at later stage
Focused on control through gates, not on customer
Long review preparation time
Narrow criteria for evaluation which may be rigid
More focus on attaining target / maturity, less focus on learning

Linear Innovation Process

Models

Common types of linear model are

1.a. Technology push model
1.b. Market pull model

Linear Innovation Process

Models

1.a. Technology Push model

It is the first generation linear model .
Under this model, technology is regarded as key driver of
innovation.
Whenever a new / improved technology emerges, it leads
to innovations of new products, services or processes.
Technology Push innovation involves series of sequential
steps i.e. Fundamental research (Basic science),
Application Research, Design, Engineering,
Manufacturing, Marketing & Sales.

Linear Innovation Process

Models

Contd. Technology Push model

User / Consumer is treated as passive recipient of output
i.e. it is presumed that if a new / improved product or
service, based on new technology, is developed without
getting feedback / consulting consumer / user and it is
offered to consumer / user, he will accept the new product
or service.
Thus the model ignores the consumer needs and market
requirements.

Linear Innovation Process

Models

1.b. Market Pull linear model

This is the second generation linear model.

It includes and integrates user needs in the innovation process.

Here consumer needs / market requirements are regarded as
the key driver of innovation process.
Market Pull innovation involves series of sequential steps i.e:
Assessing consumer needs / market requirements, Concept
/idea generation, Refining idea to atleast meet consumer needs,
Design, Engineering, Manufacturing, Test marketing & Sales.
Some examples are : Market Pull Innovations In Phones,UPS,
Invertors

Flexible Innovation Process

Models

2. Flexible Innovation Process Model

Initially, Innovation was deemed to be linear / directed / palnned
activity.
Now innovation is regarded also as non-linear and ideas /
improvements can emerge from any source and at any stage of
innovation process.
The combination of linear & non linearity approaches have led
to emergence of Third Generation models which reflect
complexity of real innovation process.
These models include Technology Push + Market Pull
combination, R&D + Marketing, Cyclical Model etc.

Flexible Innovation Process

Models

Contd Flexible Innovation Process Model

The models attempt to explain the radical innovation
process in rapidly changing business environment.
In these models, phases are over lapped i.e. development
in more than one phase can continue at the same point of
time.
No design is locked down earlier than absolute necessary
so as not to miss a newly emerging technology or new
opportunity.

Flexible Innovation Process

Models

Flexible Innovation Process Model

Flexible Innovation Process

Models

Contd Flexible Innovation Process Model

According to Cycling Model, innovation is cyclical in the
sense that it is driven by the product improvement cycle.
This cycle often begins with customer needs.; which keep
on changing. Also an enterprises may be working for new
product development simultaneously. Thus there are
cycles of innovation.

Flexible Innovation Process

Models

Contd Flexible Innovation Process Model

The process of technological innovation involves complex
relationships amongst set of key variables like
Inventions, Innovations, Diffusion Paths and Investment
Activity.
The complex relations between these variables form a
non-linear system with its underlying ramifications which
can lead to unexpected & possible chaotic results.
Thus proper interaction & integration between R&D,
Manufacturing, Marketing & Other Corporate Functions
helps in proper management of Innovation process.

Flexible Innovation Process

Models

Contd Flexible Innovation Process Model

Flexible Innovation Process

Models

a. Advantages
Continuous interaction with market
User needs oriented
More chances of acceptance of product etc
Less risk of failure & resultant after-effects
b. Disadvantages
Chaotic in nature
May become directionless