Read Case Study 7 and respond to question 2. Read Case Study 9 and respond to question 1. Your response should be at least one page long and conform…

And implicitly –

  • □Prepare for transfer and scaling up.
  • □Initiate the building of an Atmosphere Provider network (with shared vision, creativity, cross-functional and discipline perspectives, embracing the required new way of working, etc.).
  • □Pioneer the end-user driven innovation approach.

The programme’s architecture was designed to ensure cross-fertilisation between the development of the broader business theme and the three new business creation projects; emerging insights from creating the new business were captured via foundation documents; general observations derived from the theme development were fed back into NBC projects.

The core of the programme comprised a team of four people: the overall programme manager who had led the TTLF project and three project managers, of whom one had been a TTLF core team member whilst the other two were new to Philips Lighting. Over time, a small support team became involved: a lighting designer, an experienced market researcher, a marketing specialist and several colleagues from Philips Design. The team was small and flexible; additional skills and capacity were brought in on an as-needed basis, which in turn required good communication skills from the project managers and the commitment from senior management to ensure the needed resources were made available to the team when required.

Initiation:

  • □10 July 2003 in the Philips Lighting Senior Management meeting.

Deliverables:

  • □Bring the Atmosphere Provider theme to life.
  • □Show proof points via business potential in the three selected projects.
  • □Investment: EUR 2.85 million from August 2003 to December 2005.

Context of assignment:

  • □Cross-functional with impact on Philips Lighting level beyond a single Business Group, positioned under Global Marketing, unclear ownership on executive level, no standard processes or tools => learn as you go.

Characteristics of assignment:

  • □Innovation for additional profitable growth (out of the box), market-led, pioneering, emphasis on results in the form of content, high risk and high reward, phase 1 of change management.

Core team:

  • □Dorothea Seebode, Gerard Harkin, Benedicte van Houtert, Paul Brulez, followed up by Stefan Verbrugh (from April 2004).

Extended team:

  • □Markus Reisinger, Liesbeth Ploeg (from Dec.04), Ronald Dalderup (from Jan.05).

Mindset:

  • □Focus on results, commitment, dialogue.

By the end of 2005:

  • □In total over 1800 people had been involved globally, across and beyond Philips Lighting.
  • □Three foundation documents were published with over 1000 copies distributed.
  • □Patents: > 50 IDs submitted, > 25 patents filed, > 10 patents in pipeline.

Running head: CASE STUDY 7 AND CASE STUDY 9 CASE STUDY 7 AND CASE STUDY 9Name of subject:Name of student:Name of university:Name of professor:Date: 1 CASE STUDY 7 AND CASE STUDY 9 2 The…

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