Processes and Roles

This chapter begins with the definition of the business process. In this context, the process of strategic innovation management is then explained in detail. The goal of the strategic innovation management is the long-term anchoring of the innovation activity within the enterprise. This includes goal planning and the definition of innovation targets. Other instruments include strategic analysis and forecasting. This requires a corporate and environmental analysis and, subsequently, the strategic formulation of innovation targets. However, strategies do not just need to be formulated. There are also potential alternatives that need to be assessed. According to the strategic planning of innovation management, it is important to find the right process model for operational innovation management. Different approaches such as phase models or stage-based approaches are presented for this purpose. These models are used to turn suitable and promising ideas in a structured manner into an innovation. It must be taken into account that ideas or developments can be stopped at a certain stage, if further information suggests that successful marketing is compromised or not possible. It can thus be recognized at an early stage whether it is worth putting further effort into an idea or better to discontinue the process. After the strategic and operational innovation management has been planned and implemented, the processes have to be “filled with life”. It is necessary to define roles and responsibilities. In this way it is more clearly communicated who does what and who is responsible. In connection with the roles to be filled in innovation management, promoters are often used who are responsible for parts of the process and for driving it forward. Since the entire company is often involved in innovations, not only are the responsibilities of the classic innovation and development department considered, but also the company management (CEO, CFO), as well as all other company functions, i.e., marketing and sales as well as HR management.