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Why Is Innovation So Important For Firms To Compete in Many Industries?
Why Is Innovation So Important For Firms To Compete in Many Industries?
Why Is Innovation So Important For Firms To Compete in Many Industries?
Increasing globalization has both expanded the potential markets for many firms while
simultaneously exposing them to greater competition; this has resulted in firms putting more
emphasis on innovation as a lever of competitive differentiation. Furthermore, information
technology has enabled such process innovations as CAD/CAM, rapid prototyping, and
flexible manufacturing, enabling firms to produce more product variants faster and cheaper.
This is a double edged sword: it has enabled product lifecycles to shorten (making rapid
innovation more imperative) while simultaneously improving a firm's options for innovation.
Now that we’ve looked at the role of innovation from the society’s perspective, we can take a
closer look at the importance of innovation for organizations and businesses.
Even highly regulated industries, such as taxis and banks aren’t immune to change. Look
what Uber has done to the traditional taxi industry, or how innovation affects financial
services.
In general, innovation can deliver significant benefits and is one of the critical skills for
achieving success in any business.
Innovation increases your chances to react to changes and discover new opportunities. It can
also help foster competitive advantage as it allows you to build better products and services
for your customers.
Maximize ROI
Increased competitive advantage and continuous innovation often has a direct impact on
performance and profitability.
According to Global Innovation 1000, there’s a clear difference in both revenue (11%) and
EBITDA (22%) growth in favor of the more innovative organizations. These numbers show
that innovative companies not only grow faster but are more profitable than the rest.
Although measuring the ROI of innovation might be challenging especially in the beginning
or when talking about disruptive innovations, investing in innovation is often a surer way to
improve your numbers than not innovating at all.
Increased productivity
Economic growth is driven by innovation and technological improvements, which reduce the
costs of production and enable higher output. If we look at this from the perspective of an
organization, different automation solutions decrease manual, repetitive work and release
time for more important, value-creating tasks.
Improved productivity and efficiency makes work more meaningful as less time needs to be
spent on low impact tasks. The more time you’re able to spend on tasks that have a direct
impact on your business, such as improving processes, solving problems or having
conversations with your customers, the more likely you’re able to actually reduce costs,
increase turnover and provide your customers with solutions that truly benefit them.
Why do you think so many innovation projects fail to generate an economic return?
In Innovation projects it’s always a process of finding out a new thing or new outcome. In
that point throughout the project only the costs and expenses are associated with the project.
For example research and development, material cost and etc. As we can see only the
expenses are generated up to the final point of the project where the final outcome appears.
For example if a company runs a project on an innovation project which is about new fairness
cream until final product, the fairness cream only the expenses and costs are associated for
the areas such as research and development, materials for the cream, wages and etc. The
generating of revenue or economic return begins when the fairness cream reach the market
place and when there is the start of sales and marketing process of the company. Therefore to
reach the breakeven point it takes some time after the project. Therefore only project itself
does not generate any economic return as it only generates a final outcome which is a product
or a service. In that point economic return generation is a process which I s always after the
innovation process, that’s the main reason why all the innovation projects fail in economic
return generation. Innovation can also fail when organizations don’t know what their
customer wants and needs are. A lot of new innovations fail because organizations are
unaware of what user problem they are trying to solve, what do their customers want or come
up with products which customers did not want in the first place. For disruptive
breakthroughs, organizations need to understand what their customers are thinking and
feeling, how they interact outside of their business with other companies and their consumer
behavior. Innovation is an inherently risky undertaking. Most innovation projects are
characterized by both technical uncertainty and market uncertainty. In their eagerness to
innovate, firms are at risk of undertaking too many projects, overestimating their potential
returns and underestimating their uncertainty. This is compounded by the fact that many
people mistakenly believe that creativity can only be tapped through an unstructured process,
when in fact innovation is most powerful and has a greater likelihood of success when it is
planned and implemented strategically.