Evaluation of methods linking innovation management to product strategy at the Robert Bosch engine-control-unit development product unit

Abstract

This master thesis was written for the engine-control-unit development product unit (DGS-EC) of the Robert Bosch organization. It is a contribution to the definition of the DGS-EC innovation process. Special focus is dedicated to the question how the department's innovation process can be linked to its strategy. As proposed by the Robert Bosch's central innovation departments the link to the product unit's strategy comprises two focuses: Firstly, the department's strategy must be transformed into a strategic product and technology planning and secondly the developers' innovative creativity must be aligned with the product unit's strategy. For that reason the introduction of search fields is proposed in order to provide a framework for the engineer's ideas. For the master thesis the following approach has been chosen. At the beginning the stages of strategic innovation management are described. Especially the sources of innovation which are classified into ideas which emerge from the top management (top down) and the ideas which emerge from the rest of the organization (bottom up) have been emphasized in that chapter. Subsequently methods are proposed which can be applied during the different stages of strategic innovation management and for product and service planning. For all the methods it was elaborated where the search fields emerge. From the range of the different methods analyzed the most promising ones have been presented to the innovation representatives of the DGS-EC product unit and pros and cons for its application have been discussed. In particular the scenario analysis is considered as a suitable method for the strategic forecast stage. The SWOT analysis combined with the norm strategies and the Ansoff product market growth matrix are the methods selected for strategic planning stage. The quality function deployment in combination with the technology quadrant, the outcome driven innovation method and the gap method are the representatives for product and service development. This master thesis gives insights to which degree the mentioned methods are appropriate for the engine-control-unit development product unit and which barriers for the introduction could emerge.<br />