2. Innovation on demand ::
New Marketing Paradigm
g g
Using TRIZ
āļŦāļĨāļąāļāļŠāļđāļāļĢāļāļĢāļīāļŦāļēāļĢāļāļļāļĢāļāļīāļāļĄāļŦāļēāļāļąāļāļāļīāļ CEO MBA
āļĄāļŦāļēāļ§āļāļĒāļēāļĨāļĒāļŦāļāļāļēāļĢāļāļēāđāļāļĒ
āļĄāļŦāļēāļ§āļīāļāļĒāļēāļĨāļąāļĒāļŦāļāļāļēāļĢāļïāļēāđāļāļĒ
āļāļąāļāļāļāļāļĻï āļāļąāļāļāļĩāļĢāļ°āļŠāļļāļāļąāļāļï
āđ āļļ
āļāļđïāļāļąāļāļāļēāļĢāđāļāļĢāļāļāļēāļĢ
āļŠāđāļēāļāļąāļāļāļēāļāļāļ§āļąāļāļāļĢāļĢāļĄāđāļŦïāļāļāļēāļāļī
10 āļāļļāļĨāļēāļāļĄ 2552 2
24. New Product Development
Idea generation Creativity TRIZ Ways
Product screening
Design
Concept testing Means
Business & Financial analysis
Product development Business & Ends
d
Test marketing Marketing
Commercialization
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25. Marketing Process
Marketing research Data Insight
Information
Market segmentation
g
Business planning
Strategic Marketing Management
g g g
Execution
Ending with pre and Creativity
post-sales Marketing Action
| Advertising | Selling | Distribution
promotional activities
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26. Marketing is the process of creating, promoting and
presenting a product to meet the wants and needs of
consumers.
Marketing Concept
Customer
Orientation Marketing
k i Customer
C t Organization
O i i
activities satisfaction Success
Organizationâs
performance
Ways
W Means Outputs
O Ends
Ed
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29. āđāļĨāļāļāļĩāđāđāļāļĨāļĩāđāļĒāļāđāļ.....
Agriculture Industrial Information Conceptual
Age Age Age Age
(farmers) (factory (knowledge (creators &
workers) workers) empathizers)
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31. āļŠāļĢïāļēāļāđāļĻāļĢāļĐāļāļāļīāļāđāļāļĒāļïāļ§āļĒāļāļ§āļēāļĄāļāļīāļāļŠāļĢïāļēāļāļŠāļĢāļĢāļï
Thailand C ti Economy
Th il d Creative E
UNCTAD Model
āļāļąāļ§āļāļĒïāļēāļāļŠāļīāļāļïïāļē
Heritage or Cultural Heritage
OTOP āļāļĢāļ°āđāļïāļēāļāļąāļāļāļāļāļ§āļē 1. Cultural sites | Craft
āļāļāļāđāļĄïāļāļĢāļ°āļāļīāļĐāļïāļāļēāļ
āđāļāļĢāļ·āđāļāļāļïïāļāļāļīāļāđāļāļēāļāļąāļ
āļāļ§āļĒāđāļāļēāļ§āļĨāļĒ
āļïāļ§āļĒāđāļāļēāļ§āļąāļĨāļĒï āļāļļïāļāļāļēāļāļāđāļāļē
āļī
āđāļāļĨāđāļāļāļĨāļē 2. Traditional cultural Expression
p
āļĨāļēāļāļāļē Art
3. Visual arts
āļïāļēāļāđāļĢāļ·āļāļāđāļāļĒāđāļāļĢāļēāļ 4. Performing arts
Media
āļāļ°āļĨāļēāļĄāļ°āļāļĢïāļēāļ§ 5. Publishing | Printed media |
āđāļāļēāļ°āļĢāļđ
Broadcast | Music | Film
Functional Creation
āļāļļāļāļāļē āļāļēāļ āđāļĨāļ°āļāļĨïāļāļ āđāļāļĄāļŠïāđāļĄï
āļŠāļēāđāļāđāļāđāļĒ 7. Design
8. New media
9. C ti
9 Creative services
i
10 āļāļļāļĨāļēāļāļĄ 2552 āļŠāđāļēāļāļąāļāļāļēāļāļāļāļ°āļāļĢāļĢāļĄāļāļēāļĢāļāļąāļāļāļēāļāļēāļĢāđāļĻāļĢāļĐāļāļāļīāļāđāļĨāļ°āļŠāļąāļāļāļĄāđāļŦïāļāļāļēāļāļī
31
44. āļāļāļïāļāļ§āļēāļĄāļĢāļđï
In depth experience and long
term focus iin one specific
t f ifi
area.
Multiple discipline and
one or two areas of
in depth expertise.
p p
Howard Garner,
P f
Professor of P h l at
f Psychology t
Harvard University
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45. āļāļāļïāļāļ§āļēāļĄāļĢāļđï
Is too much knowledge a bad thing? (Weisberg, 1999)
Foundation view Tension view
Creativity
y Creativity
y
Knowledge Knowledge
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61. Accelerate innovation with TRIZ
a Catalyst of innovation
Theory of inventive
The th
Th theory of iinventor's problem solving
f t ' bl li
Innovation tool
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62. āļāļ°āđāļĢāļāļ·āļ âTRIZâ ?
ÐĒÐĩÐūŅÐļŅ ŅÐĩŅÐĩÐ―ÐļŅ ÐļзÐūÐąŅÐĩŅаŅÐĩÐŧŅŅКÐļŅ заÐīаŅ
Teoriya Resheniya Izobretatelskikh Zadatch
āļāļ§āļēāļĄāļŦāļĄāļēāļĒāļāļ
āļāļ§āļēāļĄāļŦāļĄāļēāļĒāļāļ·āļ
âTheory of Inventive Problem Solvingâ
y g
āļŦāļĢāļ·āļ
āđāļĢāļēāļāđāļēāļĨāļąāļāļāļđāļāļāļķāļāļ§āļīāļāđāļïāļïāļāļŦāļēāđāļāļāļēāļĢ
āļĩ
āļāļĢāļ°āļāļīāļĐāļïāļāļīāļāļïāļāđāļāļ āļĢāļąāļŠāđāļāļĩāļĒ
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63. New Product Development using
TRIZ t h i contradiction
technique t di ti
Patent circumvention
Cost reduction / Productivity
System/Process improvement
Product improvement
Technical forecasting (
(S-curve)
)
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