Page 73 - Grow from Within Mastering Corporate Entrepreneurship and Innovation

60 grow from within

but it also introduces complexity. If corporate entrepreneurship
is about creating new value by thinking differently about any
aspect of the business system, how many possible dimensions
are there? How do these dimensions relate to one another?
For more than five years now, we have examined this ques-
tion in depth with a selected group of leading companies
through an initiative called the Kellogg Innovation Network
(KIN). The KIN was founded by professors Robert Wolcott and
Mohan Sawhney and is based at the Kellogg School of Man-
agement. It is a forum for dialogue, discovery, and sharing of
leading innovation practices with a group of member firms. We
will describe the process and value of the KIN in greater detail
in Chapter 6, on globalization and open innovation.
Based on interviews of managers who are leading innovation
efforts at these companies, a comprehensive review of the aca-
demic literature, and surveys of a wide range of managers across
functions and sectors, we developed, validated, and applied a
tool called the Innovation Radar. This tool represents business
system innovation along 12 dimensions (see Figure 2-1), relat-
ing all of the directions in which a firm can seek innovative
opportunities. Much like a compass, the Radar consists of four
foundational dimensions that serve as business system anchors:
the customers a business serves, the offerings it creates, the
processes it employs, and the points of presence it uses to take its
offerings to market. Within these anchor dimensions, we embed
eight other related dimensions of the business system to com-
plete the picture.
Each of these innovation dimensions can help describe the
innovative “magnitude” of a company’s current business sys-
tem or the business concepts it has in development: they can
be incremental, substantial, or radical in nature. The magni-
tude of innovation on each of the Radar’s 12 vectors refers to
the magnitude of the value created, rather than how new or