Stephanie Green Case

Week 4 - Case Study 7

By

Stephen Brite

Devry University

November 24, 2013

Identify the key stages in the development process, starting at the initial brief to the final selection of the three business cases.

Identify the key stages in the development process, starting at the initial brief to the final selection of the three business cases.

In early 2001 the Chief Technology Officer of the Lamps business initiated a set of complementary activities of an exploratory nature in order to catalyse learning opportunities and help shape a platform for a future vision. These activities were:

* □ A vision team in the Central Lighting Development Lab. This involved four employees with an equal male and female representation, two of the people were new to the development lab, the other two were well established and anchored informal leaders. The team's role was to bring outside inspiration into the development organization via lectures, workshops, visits and books. These activities resulted in the start of two 'out of the box' innovation projects in 2002, one of which led to the invention of Ambilight TV.

* □ An exploratory automotive project for car headlights. This involved piloting a combination of the Dialog Decision Process (DDP)1 and a Philips Design innovation process based on socio-cultural insights.

* □ A Philips Lighting 'New Business Creation' (NBC) group. This involved a team of four senior managers and one lateral thinker, whose role was to challenge mainstream business assumptions by asking simple questions. Established as a new organizational unit in a six month period, the NBC group was set up to provide the environment for 'out of the box' business development.

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