Subic Bay Colleges, Inc.
City of Olongapo
College of Hospitality and Tourism Management
Module for ENTREPRENEURIAL MIND
Prepared by:
Johann A. Muller, MBA
College Instructor, College of Hospitality and Tourism Management
Week 4 Innovation as Tool of
Entrepreneurship
At the end of this module, you are expected to:
1. The innovation – entrepreneurship framework
2. Innovation dilemma
3. Innovation diffusion
4. What is a first-mover?
5. What is disruptive innovation?
6. Entrepreneurial relationship
7. Social entrepreneurship
The entrepreneurial process is a major hurdle for every new and existing entrepreneur to overcome.
From getting the right idea to eventually building a successful business or not, all steps, actions, and
decisions made by every entrepreneur would have to be highly calculated in the smartest possible way. At
such, steps or a clear flow is involved in any entrepreneurial process.
Entrepreneurship Framework
Innovation involves the conversion of new knowledge into a new product, process or service and the
putting of this new product, process or service into actual use.
INNOVATION DILLEMAS
Technology push is the view that it is the new knowledge created by technologists or scientists that
pushes the innovation process.
Market pull is the view that it is the pull of users in the market that is responsible for innovation.
‘Lead users’ are of particular importance.
Product innovation relates to the final product (or service) to be sold, especially with regard to its
features.
Process innovation relates to the way in which a product is produced and distributed, especially with
regard to improvements in cost or reliability.
Closed’ innovation – the traditional approach to innovation relying on the organization’s own internal
resources – its own laboratories and marketing departments. Innovation is secretive, anxious to protect
intellectual property and avoid competitors free-riding on ideas.”
‘Open’ innovation involves the deliberate import and export of knowledge by an organization in order to
accelerate and enhance its innovation. Exchanging ideas openly is seen as likely to produce better
products more quickly.
The balance between open and closed innovation depends on:
Competitive rivalry – if it is intense closed innovation is better.
‘One-shot’ or continuous innovation - open innovation is best where innovation is continuous.
Tight-linked innovation – closed innovation is best in order to avoid inconsistent elements.
Technological or business-model innovation: A business model describes how an organization
manages incomes and costs through the structural arrangement of its activities. Business model
innovation involves re-organizing all the elements of a business into new combinations. This can
involve innovation in: The product. It may redefine what the product or service is and how it is
produced. The selling. It may change the way in which the organization generates its revenues – its
selling and distribution activities.
Innovation Diffusion
“Diffusion” is the process by which innovations spread amongst users. This can vary with
respect to both speed and extent;
Supply side determinants of diffusion;
o Degree of improvement
o Compatibility
o Complexity
o Experimentation
o Relationship management
Demand side determinants of diffusion;
o Market awareness
o Network effects
o Customer innovativeness
First Mover
First-mover advantage exists where an organization is better off than its competitors as a result
of being first to market with a new product, process, or service. However there are also some
disadvantages.
First-mover advantages;
Experience curve benefits
Pre-emption
Scale of scarce benefits resources
Buyer Reputation switching costs
Late-mover advantages;
Free-riding – imitating
Learning – from the pioneer’s strategies mistakes made but more cheaply by
pioneer
Disruptive
What is a disruptive innovation?
Disruptive innovation creates substantial growth by offering a new performance trajectory that,
even if initially inferior to the performance of existing technologies, has the potential to become markedly
superior.
Disruptive innovation incumbents can follow two policies to help keep them responsive to
potentially disruptive innovations:
Develop a portfolio of real options (limited investments that keep opportunities open
for the future);
Develop new venture units – small, innovative businesses with relative autonomy.
Entrepreneurial Social Relationship
“Entrepreneurial relationships” often involves managing relationships with other
companies:
Corporate venturing – investing externally in new ventures thereby protecting early-
stage ventures from internal bureaucracy and by spreading risk.
Spin-offs (or spin-outs) – the generation of small innovative units from larger
organizations.
Ecosystems – fostering communities of connected suppliers, agents, distributors,
franchisees, technology entrepreneurs and makers of complementary products.
Social entrepreneurship/entrepreneurs are individuals and groups who create independent
organizations to mobilize ideas and resources to address social problems, typically earning revenues but
on a not-for-profit basis.
References and Supplementary Materials
Books and Journals
1. Jorge A. Camposano, CPA, MBA, Ph.D; 2007;Entrepreneurship for Modern Business;
Mandaluyong City; National Bookstore
2. N. A. Orcullo, Jr., Ph. D.; 2000; Contemporary Entrepreneurship; Mandaluyong City;
Academic Publishing Corporation
Online Supplementary Reading Materials
1. Creativity and innovation in entrepreneurship;
https://www.slideshare.net/kunaldrizzy/creativity-and-innovation-in-
entrepreneurship; April 18, 2014
2. Entrepreneurship and Innovation
https://www.slideshare.net/najamussaqib85/entrepreneurship-and-innovation;
December 6, 2009
