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Proceedings of the 3rd European Conference on Intellectual Capital

Proceedings of the 3rd European Conference on Intellectual Capital

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José María Viedma Marti<br />

Companies if <str<strong>on</strong>g>the</str<strong>on</strong>g>y want to successfully compete in <str<strong>on</strong>g>the</str<strong>on</strong>g> future <str<strong>on</strong>g>the</str<strong>on</strong>g>y need to innovate in a systematic<br />

way. The way to innovate is through projects that have <str<strong>on</strong>g>the</str<strong>on</strong>g> clear objective <str<strong>on</strong>g>of</str<strong>on</strong>g> satisfying customer<br />

emerging needs. Customer needs satisfacti<strong>on</strong> is accomplished through <str<strong>on</strong>g>the</str<strong>on</strong>g> project‘s new products<br />

and services. Never<str<strong>on</strong>g>the</str<strong>on</strong>g>less competitive products and services are not easily achieved; a lot <str<strong>on</strong>g>of</str<strong>on</strong>g> work is<br />

needed in order to gradually establish competitive advantages in <str<strong>on</strong>g>the</str<strong>on</strong>g> different core activities <str<strong>on</strong>g>of</str<strong>on</strong>g> <str<strong>on</strong>g>the</str<strong>on</strong>g><br />

value chain process. Core competencies and core capabilities in <str<strong>on</strong>g>the</str<strong>on</strong>g> core project activities <str<strong>on</strong>g>of</str<strong>on</strong>g> <str<strong>on</strong>g>the</str<strong>on</strong>g><br />

value chain produce new products and services with competitive advantages and high knowledge or<br />

intellectual c<strong>on</strong>tent. In additi<strong>on</strong> <str<strong>on</strong>g>the</str<strong>on</strong>g> company innovati<strong>on</strong> infrastructure or in o<str<strong>on</strong>g>the</str<strong>on</strong>g>r words <str<strong>on</strong>g>the</str<strong>on</strong>g> company<br />

R+D department gives <str<strong>on</strong>g>the</str<strong>on</strong>g> necessary support to <str<strong>on</strong>g>the</str<strong>on</strong>g> whole process.<br />

Finally <str<strong>on</strong>g>the</str<strong>on</strong>g> acquisiti<strong>on</strong>s <str<strong>on</strong>g>of</str<strong>on</strong>g> core capabilities and <str<strong>on</strong>g>the</str<strong>on</strong>g> accomplishment <str<strong>on</strong>g>of</str<strong>on</strong>g> all those competitive<br />

advantages is <strong>on</strong>ly possible by means <str<strong>on</strong>g>of</str<strong>on</strong>g> <str<strong>on</strong>g>the</str<strong>on</strong>g> acti<strong>on</strong>s <str<strong>on</strong>g>of</str<strong>on</strong>g> <str<strong>on</strong>g>the</str<strong>on</strong>g> different project leaders that decide <strong>on</strong> and<br />

carry out objectives and strategies, and who shape business culture with <str<strong>on</strong>g>the</str<strong>on</strong>g>ir ways and methods.<br />

3.2 IICBS Innovati<strong>on</strong> <strong>Intellectual</strong> <strong>Capital</strong> balance-sheets<br />

The processing <str<strong>on</strong>g>of</str<strong>on</strong>g> questi<strong>on</strong>naires corresp<strong>on</strong>ding to each <str<strong>on</strong>g>of</str<strong>on</strong>g> <str<strong>on</strong>g>the</str<strong>on</strong>g> company competitiveness factors<br />

provides us with <str<strong>on</strong>g>the</str<strong>on</strong>g> innovati<strong>on</strong> capabilities results and balance sheets. These results and balance<br />

sheets can be obtained for <str<strong>on</strong>g>the</str<strong>on</strong>g> project as a whole or for each competitiveness factor. Some examples<br />

<str<strong>on</strong>g>of</str<strong>on</strong>g> balances and results are given below: (Figures 13, 14, and 15).<br />

ICBS<br />

M & L. Project Fast new fashi<strong>on</strong> products producti<strong>on</strong><br />

NEW PRODUCTS<br />

NEW PROCESSES<br />

NEW CORE CAPABILITIES<br />

NEW PROFESSIONAL CORE CAPABILITIES<br />

COMPANY INNOVATION INFRASTRUCTURE<br />

FINANCIAL RESULTS<br />

QUICK PRODUCTION CYCLE<br />

DESIGN TEAM<br />

SUPPLY CHAIN<br />

OUTLETS<br />

FASHION CREATIVITY<br />

INFORMATION, TECHNOLOGY, SYSTEMS<br />

Innovati<strong>on</strong> <strong>Intellectual</strong> <strong>Capital</strong> Global Assesssment<br />

COMPETITOR<br />

CONSOLIDATED RESULTS<br />

KSF KEY SUCESS FACTORS<br />

Figure 13: Innovati<strong>on</strong> <strong>Intellectual</strong> <strong>Capital</strong> Global assessment<br />

3.3 Implicati<strong>on</strong>s for managers<br />

C<strong>on</strong>solidated<br />

Reliability<br />

Index<br />

Senior managers effectively integrate <str<strong>on</strong>g>the</str<strong>on</strong>g> ICBS into <str<strong>on</strong>g>the</str<strong>on</strong>g> overall business strategy in a similar way <str<strong>on</strong>g>the</str<strong>on</strong>g>y<br />

integrate o<str<strong>on</strong>g>the</str<strong>on</strong>g>r strategy-focused models. Never<str<strong>on</strong>g>the</str<strong>on</strong>g>less, in <str<strong>on</strong>g>the</str<strong>on</strong>g> particular case <str<strong>on</strong>g>of</str<strong>on</strong>g> <str<strong>on</strong>g>the</str<strong>on</strong>g> ICBS two new<br />

functi<strong>on</strong>s have to be performed: business intelligence and competitive benchmarking.<br />

471<br />

37%

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