International Foods Group (IFG) is the largest purveyor of food products in the world. IFG’s marketing strategy is currently traditional where the products have been marketed to women and children. With the advent of globalization and the rise of social medial IFG is analyzing new ways and means to tap into the young adult market through innovative means and ideas. This case study analyzes the issues that Josh Novak and his team faces while discussing new ideas with various stakeholders in the organization. Josh is the newly hired manager with a proven track record at Glow-Foods. The case study also discusses the differences in adopting a new idea in a relatively small ...view middle of the document...
We have three major constraints which are People, Process and Tools. We have to adopt different strategies to address those three constraints to be able to push some of our ideas.
1. Innovation Culture: This is the first obstacle Josh and our team have faced. The culture of the organization need to be transformed and the environment to submit, review and implement ideas should be created. Employees in the organization should be looking out for new ways to do their job better or improve the way certain job is handled. Senior management should put required measures in place to ensure the message is cascaded to the grass root level of the organization. This fosters an atmosphere where the senior management becomes willing to hear out interesting ideas and encourage to execute them. Culture should also include the incentives for the ideas that stand out and significantly contribute to the growth.
2. Processes & Tools: Along with the innovation culture, we should be given the required processes and tools to succeed. Good innovation processes share the following characteristics
a. Allow divergence and exploration at the front end : This ensures that the new ideas generated aren’t simply a revamp of some of the old ideas which have been executed before
b. Synthesize the individual ideas into bigger platforms before selecting individual ideas to develop further. This enables the company to avoid ‘‘betting the farm’’ on one idea without first learning about the larger opportunities at hand.
c. Use experiments to test critical assumptions and refine the business model before finalizing it. This helps minimize the risk
a. Adjust evaluation criteria throughout...