Innovación Incremental o Innovación Disruptiva ¿En qué se diferencian? ¿Cuándo conviene aplicar una u otra?
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Innovación
La innovación es la mejora de los diferentes aspectos que conforman un negocio, ya sea este de productos o de servicios, para obtener un mayor beneficio. Beneficio económico en el caso de las empresas y beneficio social en el caso de las administraciones, fundaciones y ONGs.
Innovación Incremental
La Innovación Incremental, o también denominada como evolutiva, orgánica o gradual, es la que aplicamos modificando levemente (pivotando) los distintos aspectos de nuestra empresa, buscando la optimización de nuestros servicios o nuestros productos y adecuándolos a las necesidades y los nuevos gustos y tendencias de los consumidores así como buscando su satisfacción. Estas pequeñas acciones no suelen conllevar grandes gastos en inversión o cambios notables en nuestra estructura de costes así como en nuestra logística e infraestructura como tampoco en el modelo de negocio. Ajustamos nuestra propuesta de valor, modificamos las relaciones con el cliente, perfeccionamos los canales de distribución, establecemos nuevas alianzas estratégicas, etc. Pero en líneas generales, seguimos ofreciendo el mismo producto, o el mismo servicio, solo que con pequeños cambios que nos ayudan a obtener un mayor beneficio en el corto y medio plazo.
Innovación Disruptiva
La Innovación Disruptiva, o también denominada como radical, sí que implica un cambio profundo en la empresa tanto en la propuesta de valor como en los diferentes aspectos que componen la logística y la infraestructura de la empresa. En muchos casos requiere incluso de formación para los directivos y trabajadores de la misma por lo que a corto plazo no es rentable ya que suele requerir una fuerte inversión. Lo bueno es que permite adaptarse a las nuevas necesidades, los avances tecnológicos y a los cambios en los gustos del consumidor, ofreciéndoles productos o servicios totalmente novedosos y obteniendo rentabilidades a medio y largo plazo.
Los ejemplos de Innovación Disruptiva están siendo muy numerosos, sobre todo, desde la segunda mitad del siglo pasado hasta la actualidad. Pero han venido ocurriendo desde tiempos inmemoriales como fue el caso, por ejemplo, del cambio de los libros manuscritos a la imprenta. Más recientes han sido el paso de las películas químicas o los discos de vinilo a los soportes digitales, del teléfono analógico al móvil, de la máquina de escribir al ordenador o de la leche de vaca a los preparados de soja.
¿Cuándo conviene aplicar una u otra?
La Innovación Incremental es hoy obligatoria para cualquier empresa, administración, fundación u ONG. Es la única forma de ser competitivo y no desaparecer. Es el camino más seguro para alcanzar el éxito.
La Innovación Disruptiva se hace necesaria cuando aparece un nuevo producto o servicio, totalmente diferente a todo lo anterior, que requiere nuevos procesos y que, normalmente, van acompañados de importantes cambios tecnológicos que revolucionan el mercado.
Mientras que la primera son pequeños cambios que mantienen el concepto inicial, la segunda supone un concepto radicalmente nuevo.
Por todo lo dicho, la innovación disruptiva suele aparecer de la mano de nuevos emprendedores, de startups, de jóvenes que parten de puntos de partida totalmente novedosos buscando resultados distintos. Por el contrario, las compañías con una importante trayectoria y bien consolidadas son contrarias a cambios disruptivos que puedan poner en peligro su posición como marca. Pero una vez que un modelo innovador disruptivo empieza a obtener el beneplácito del consumidor, las grandes corporaciones o aplican el proceso me too (yo también) o, simplemente, compran la startup o contratan al joven emprendedor que tiene el know how.
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