Value Innovation at Johnson and Johnson Case Study

Value Innovation at Johnson and Johnson - Case Study Example For a large international corporation this would include the ability to manage across multiple dimensions of the business and having open communication throughout the organization. Without strong communication and the ability of skills and creation to move through the organization the value innovation would fail in Tidd, Bessant, and Pavitt's explanation of value innovation. Davilla, Epstein and Shelton (2006 p 15) examine that value innovation is technological: "research and development (R&D), or new product development" and strategic: "defining the business model." The Davilla, Epstein and Shelton (2006) definition offers a linear explanation, where there are two roads to value innovation. However, unlike Tidd, Bessant, and Pavitt (2005), Davilla, Epstein and Shelton (2006) do not examine the need to mobilize across multiple dimensions. They treat value innovation as a bilateral necessity, where one sector of management would focus on innovation of research and development while another management team focuses on strategic value. As with Tidd, Bessant, and Pavitt (2005), communication between the two divergent management sectors would be vastly important to creating and implementing any value innovation. Without it, technology may take a separate road than strategy. This would create confusion for the organization and for the consumer in deciding whic h ideals are concrete and which are fluid throughout the company. In contrast, O'Brien compares business strategies and defines a value innovation strategy as "Finding new ways of doing business" (O'Brien 2004 p 43). According to O'Brien, value innovation includes "the development of unique products and services, or entry into unique markets or market niches [and] making radical changes to the business processes for producing or distributing products and services that are so different from the way a business has been conducted that they alter the fundamental structure of an industry" (O'Brien 2006 p 42). O'Brien's definition is yet again different, where the focus is on the business as a whole and not as a segmentation of skill sets, technology resources, or strategy. Synthesis and Evaluation Is the assumption that value innovation must rely on technology and strategy to maintain a competitive business presence correct Authors Kim and Mauborgne (1999 p 58) do not believe that value innovation should rely on technology and strategy innovation. In fact, they treat value innovation as a separate concept. Kim and Mauborgne (1999 p 58) focus on the need of consumer value, where the "Value innovation links innovation to what the mass of buyers value." Kim and Mauborgne offer a more encompassing definition of value innovation, stating: "Value innovation also differs from technology innovation [] technology innovation is not a requisite for value innovation; value innovation can occur with or without new technology" (Kim and Mauborgne 1999 p 57). This is further supported by Holme, Mangusson and McKelvey (2007 p 32) who state that "One shortcoming is the narrow focus on