Full Value : de l'évaluation au pilotage de la création de valeur des innovations

Innovation based competition pushes companies to make more and more radical innovative strategies. But exploring such breakthrough is a complex and costly process, generating significant uncertainties. Evaluating their potential beforehand is therefore an essential requirement. However, current practices do not take into account properly the strategic value of innovations. This limit generally gives rise, in business plans, to qualitative additions that have little weight compared to the evidence of quantitative results. But while a relevant «ex ante» assessment of the value of innovation is necessary, it is not sufficient on its own. Value is built and negotiated gradually as it adapts and is recognized by those who will produce and use it. Managing this value creation means identifying and implementing action plans capable of successfully completing this trajectory. The research presented here aims at designing and testing an economic evaluation and management method that integrates the strategic dimensions of exploration projects while providing a credible costing in an uncertain environment. It is part of the CRG's research programme on the «Full Value» concept of innovation and the expertise of the consulting firm Vianeo, which specialises in supporting disruptive innovation projects. After a presentation of the theoretical foundations of the method, in terms of critical diagnosis of classical approaches and concepts on which to base new ways of evaluating and managing the value of innovations, we present the methodology and analyses its implementation on the cases tested. Finally, we draw lessons from this research as to the principles, assets and conditions of applicability of the «Full Value» approach in companies.