MANUAL CREATIVITY AND BUSINESS INNOVATION

MANUAL CREATIVIDAD, INNOVACIÓN Y EMPRENDIMIENTO

4. TOOLS OF INNOVATION.

Promoting innovation through tools and methods facilitates entrepreneurship and, therefore, the organisation of the development of the whole process. Having or having some of them is crucial to be able to incorporate an exclusive and differentiating perspective to our project. Therefore, we must interact with them and be aware of which would be the most appropriate for the project we carry out. There are many in the market and every year new methods come out that help us and guide us in our innovation. It is necessary to be very connected with them as well as knowing how to handle them, as in many cases these methods make an important difference. A widely used method of innovation is the Dipole Method or Hybrid Method. It is so called because for a given company or industry, there are some elements or attributes that are minimised or even disappear, and there are others that appear or are incorporated from other industries. The most paradigmatic example would be Cirque du Soleil. The traditional circus industry, which still exists today, is a very old activity created by the Englishman Philip Astley in 1768. Traditionally, its strategic segments have been children and the adults who accompanied them. The circus product basically consisted of humour, clowns, acrobats, jugglers and animals and their tamers. In the traditional circus, its sources of income came from ticket sales and concessions or food and drink products sold during the performance. The music is not live, it is recorded and the costumes are discreet. There is no story told, but the performances follow one after the other. Performers were tempted to be "prima donnas" wanting to capture mostly business value. The attributes of the product/service must be coherent with the targets served. In the traditional circus the price is measured-low and there is usually intense sales promotion. There is no philosophy of innovation and internationalisation is very low. For all of the above reasons, it is usually a business with very low profitability rates (economic and financial). Suddenly, in 1984, a Canadian entrepreneur Guy Laliberté decided to reinvent the circus sector. He knew the traditional circus very well because he came from "that world", he was an artist from the traditional circus world. Dipole Method - Blue Ocean Strategy 4.1.

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European Open Business School