Managing Innovation

Paper Summary:

The paper explains how the quick service eatery, the drive-thru, has too many delays when customers place orders through speakers and microphones. The paper looks at McDonald's plans to increase the efficiency of the business and the ease with which customers can utilize what it has to offer. The paper examines the benefits of the innovative touch panel technology. The paper showcases how this will be done by using both empathic design and value curve innovation to show the new opportunity for McDonald's in regard to this technology.

Outline:
Executive Summary
Empathic Design
Step One: Observation
Step Two: Capturing Data
Step Three: Reflection and Analysis
Step Four: Brainstorm for Solutions
Step 5: Developing Prototypes of Possibility
Touch Panel Technology
Solution: Layout of New Technology
Data Utilization
Design Description of Point-Of-Sales menu
Advantages
Financial Budget
Blue Ocean Strategy
New Value Curve

From the Paper:

"Today, Fast food giants like McDonalds, Burger King (Hungry Jacks), and Wendy's have Drive-thrus where people that are traveling in cars can place their order through a speaker or microphone and collect their order at the delivery window. Some of these businesses have also set up call centres where customers call up to place their orders, which saves the customers a lot of time. However, these customers still have some problems with drive-thrus, most of which involve being misunderstood by the individual taking their order through the microphone/speaker system or waiting in line too long because the individuals in front of them in other cars are trying to straighten out misunderstanding brought on by the microphone/speaker issue and the inability of the individual in the fast food restaurant to hear and understand them clearly."

Sample of Sources Used:

• Andrew J, 2000 'Using simulations in the optimization of fast food service delivery', British Food Journal, Vol. 102 no 5/6.
• Dorothy L & Jeffrey F, 1997 'Spark innovation through empathic design' Harvard business review.
• Kuczmarski, T et. al. 2000, Innovating the Corporation: Creating value of customers and shareholders, NTC Business Books, Chicago. Pp 169-201.
• Mark, B. and Mortensen, W 2001, How creative does our innovation need to be? AIM Agenda, Australian Institute of Management.
• Ronald G. et al 2004 'Measuring customer satisfaction in the fast food industry: a cross-national approach' Journal of services Marketing, Vol. 18 no. 5.

More papers on Managing Innovation:

• Research Paper # 54683 : "Managing Innovation and Creativity"
• Term Paper # 127779 : "Implementing Innovation in Organizations"
• Analytical Essay # 149850 : "Innovation as a Competitive Advantage"

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