Drawing a blueprint for innovation
When we
talk of innovative organizations, many of us actually have in mind a
specific act or decision, rather than the organizational characteristics
that elicited and nurtured it
The
long-running Selected Paper Series features notable work by University
of Chicago faculty. This essay is an edited excerpt; the original was
presented as a speech at an Executive Programme Club luncheon on 29
October 1964, and reprinted as Selected Paper No. 14 under the title The Innovative Organization.
We all belong to many organizations, formal and informal. Almost
everyone who works for a living is a member of a formal organization. If
my belief is correct, most people either belong to an innovative
organization or would like to. But when we talk about innovative
organizations, many of us actually have in mind a specific innovative
act or decision, rather than the organizational characteristics that
elicited and nurtured that act or decision.
If this is a fair
representation of your approach to the question, “What is an innovative
organization like?” you are no worse off than (fellow Booth faculty
member) Tom Whisler and I were about a year ago when we asked ourselves
the same question. We found we had no satisfactory answers; nor could we
find any by searching through the literature. We then decided to put
the question to the most eminent among our colleagues, and organized a
conference of some 20 of the leading social scientists in the country
for the sole purpose of getting an answer or answers.
Types of organizational innovation
We
can start by defining an innovative organization, very simply, as that
which is first among a set of organizations to do something that none of
the set has done before. Whisler sharpened this definition by pointing
out that innovation can be contrasted with invention by the infinitives
“to use” and “to conceive”. The first one to use an idea is an
innovator, and she may or may not be the inventor—the one who conceived
it.
Innovation also can be contrasted with adaptation. Adaptive
behaviour implies a response to environmental stimuli that is successful
in terms of organizational survival. An innovation need not be
adaptive, but when it is adaptive it is more than just a response to a
stimulus. It is also an anticipation of the stimulus, and a response to
it before it appears in the environment. Such an innovation might be
Eastman’s patenting a manufacturing process for colour film just as a
competitor develops a radical new camera that can use only this kind of
film.
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Accepting these thoughts on innovation, we can specify the kinds of innovation that can occur in an industrial organization.
First,
we can have product innovation: development of completely new products,
or changes in existing ones, or combinations of existing products into
new ones.
Next, we can have what I term “process innovation”:
innovation anywhere in the organization that changes the method by which
the product is produced. This includes change in the form of
administration, or in the relative size of the administrative
component—changes that can affect the process of production as much as
the introduction of new and more efficient machinery.
Third, we
can have marketing innovation: innovation in packaging, distribution, or
the measurement and prediction of demand. Any changes made in the
organization as a result of changes in the requirements of consumers are
marketing innovations—as are changes in consumer behaviour and
attitudes brought about by the organization. Changing a housewife’s
belief that she’s “cheating her husband” because she uses a cake mix to a
belief that she is helping him if she does use one because that makes
her a more efficient homemaker is a marketing innovation—as much of a
marketing innovation as the pop-top can.
With this frame of
reference, we can examine the issues our social scientists thought
important, and see how they might affect product, process, or marketing
innovations.
The issues they explored fall under three general
headings: a concern with the organization’s personnel, with its
structure and with its external environment. Let us go into the
personnel area first.
Inside the organization: Personnel
In
discussing the personnel of an innovative organization, the social
scientists considered such matters as personal and job security,
educational processes and decision-making criteria, among others. They
agreed that psychological and job security are both necessary for
creativity. Only someone who is personally secure can deviate from the
group solution and suggest the novel approach; just as some modicum of
job security is necessary before he can afford to propose a deviant
solution that might be upsetting to various elements of the
organization.
Security as a general stimulus to creativity
clearly can be associated with all three categories of organizational
innovation. The same can be said about diversity of educational
backgrounds in personnel: if the members of a decision-making group in
an organization were all exposed to the same educational discipline,
they would tend to consider the same sorts of alternatives as possible
solutions.
Almost all decisions in the product and marketing areas could be based on abstract criteria
Perhaps
related to the individual’s education, but more probably a personality
factor, is the kind of decision-making criteria she employs. One of our
social scientists thought it crucial to innovation whether an individual
uses abstract or concrete decision-making criteria. The scientist
asserted that there is a tendency to decide in favour of the alternative
that can be supported by objective, countable, quantifiable attributes.
Alternatives supported by abstract criteria dealing with the
unverifiable and the future tend to be disregarded. If, as he argued,
there is a general preference for the concrete over the abstract, then
surely that preference will bias decisions against innovation.
Here,
perhaps we can make a useful distinction. Almost all decisions in the
product and marketing areas could be based on abstract criteria, while
some of the decisions in the process area can only be based on concrete
criteria (i.e., what kind of punch press to use). Thus, increasing the
use of abstract decision-making criteria will lead to greater product
and marketing innovation relative to process innovation.
The organization: Structure
The
personnel-oriented issues generally focused on conditions that both
stimulate personal creativity and inhibit, through group action, the
adoption of conformist alternatives. In a like manner, the issues
involving organizational structure focused on how differing structures
evoke innovation, and how they facilitate the adoption of change.
One
such issue is the degree to which organizational functions are
differentiated. It has been demonstrated, at least among scientists,
that persons whose tasks are highly specialized are less innovative than
those who perform in, and are responsible for, a number of task areas.
It would seem to follow that an organization that demands as little
specialization as possible maximizes the probability of innovation.
A
closely related idea is that rates of executive succession are
correlated with innovation. The hypothesis here is that a deliberate
increase in executive turnover will increase innovation. It is based on
the idea that new executives infuse new ideas into existing group
structures. The difficulty with this notion is that the technique used
to increase the flow of ideas also decreases job security and perhaps
personal security as well—factors that, at the individual level, are
linked to less innovative behaviour.
Scarcity versus slack
Organizational
slack—unused and uncommitted resources—can exist at the administrative
and technological levels, or simply in the form of money and facilities.
The question of whether innovation was a function of a lack of slack or
of an abundance of it was difficult to resolve. As many case studies
could be produced in support of the necessity-is-the-mother-of-invention
view as could be produced favouring the argument that for the most part
only successful firms can afford to innovate.
The argument of
slack versus necessity as a spur to innovation was resolved by a
political scientist. He equated the politics of scarcity with repressive
law, with law indistinguishable from custom, with redistribution of
existing resources, and with suppression, as techniques of conflict
resolution. The politics of abundance he equated with restitutive law,
with variability between law and custom, and with the resolution of
conflict by increasing the resources of competing groups.
“Abundance,”
he said, “permits social choice to replace central decision-making,” so
that “scarcity is associated with centralization, abundance with
decentralization.”
Extrapolating from these statements, we find
that firms near failure, if they innovate administratively, would tend
to centralize and cut costs by firing people, dropping unprofitable
lines, etc. These changes almost always occur in the area I call process
innovation. They are introduced into the organization from the top
down.
A successful firm, perhaps decentralized, permits decision-
making at hierarchic levels below the top so that innovations can be
introduced at many levels, including those in close contact with the
environment. This increases the probability of marketing innovations as
well as product and process innovations.
Outside the organization: Environment
In
what kind of environment is an innovative organization most likely to
flourish? The most obvious location is one where a pool of innovative
people may be found, some of whom the organization can employ. For the
constant stimulation of new ideas, there should be other organizations
nearby that encourage innovation and employ innovators. Such conditions
are met in areas that include universities and large numbers of
independent research and development laboratories; in these areas there
is likely to be considerable interchange of ideas among innovative
people.
Information may be more rapidly metabolized if the
organization is located near others that have the same or similar
personnel requirements. This increases individual job mobility, and the
individuals bring new ideas with them as they change from one
organization to another. However, this has possible drawbacks.
Creativity and innovation have been related to conflict, the resolution
of which often requires innovation. Locating an organization near others
similar in nature reduces the probability that conflicting ideas will
penetrate the organization; and this, in fact, is what frequently
happens.
Thus it appears that the organization must be located
near similar ones to increase worker mobility, and near dissimilar ones
to induce conflict and its subsequent resolution. The environment that
provides both, as well as access to large numbers of innovative
individuals, is that of an urban complex.
The innovative bureaucracy
What,
then, would an innovative organization look like? Every variable we
examined so far seemed to apply equally well to product, process, or
marketing innovations, except one: decision-making criteria. Here we
found that decision-making based on abstract criteria would stimulate
greater innovation in the product and marketing areas compared with the
process area. The reason is that decisions about actual production of a
product generally involve concrete phenomena. If we classify all
organizational decisions into two kinds—those based only on concrete
criteria and those based possibly on abstract ones—we find that at the
same time we have separated decisions made under certainty from those
made under uncertainty.
Almost all the marketing and
product-oriented decisions fall into the uncertain category, as do the
personnel, financial, legal, and (some) administrative decisions from
the process area. Only actual production decisions are made under
certainty.
A semi-bureaucratic organization
Organize
all the functions that develop from decisions under certainty into a
monocratic bureaucracy and all the others into one almost-structureless
unit without hierarchy.
The monocratic bureaucracy should be
highly centralized so that product innovations or innovations in the
process of production—innovations that arise in the structureless
unit—can be installed quickly and efficiently. As a rule, the
centralized bureaucracy will be concerned only with the actual process
of manufacture. This is an arrangement with which we are familiar, but
what about the other unit?
The structureless unit should be the
organizational superior to the top of the already-established monocratic
bureaucracy. Within this unit, teams are assembled around problems,
with each executive a member of three or four different problem teams.
No one heads more than one problem team at a time, but when head of a
team she has responsibility for the final decision. The head also rates
each team member for search and innovativeness, and for effective use of
abstract criteria. All members in the unit receive bonus payments
according to their ratings. Problem teams are dissolved as soon as a
decision is reached. New teams and heads are assembled as problems
arise. Everyone in the unit simultaneously is head of one team and a
member of some others.
The ‘farm system’
By
eliminating status we increase personal security, but job security is a
more difficult matter. Perhaps the answer is for the organization to buy
another organization and maintain it in a more traditional fashion.
Then the latter organization could be used to guarantee jobs for anyone
who wishes to be moved—or who should be moved—out of the statusless
unit. The innovative organization would then maintain the manufacturing
version of a bush league system, and positions in the “farm”
organization could be guaranteed for everyone in the statusless unit.
This would not be detrimental to the farm organization, for certainly
everyone selected for the innovative unit already would have
demonstrated competence more than sufficient for success in the farm
organization. As a further benefit, those in the farm organization who
exhibit unusual ability and the desire to participate in the work of the
innovative organization could be moved up to it.
Executive exchange programme
To
infuse new ideas into the organization, rather than require an
artificially high turnover rate, the organization could establish an
exchange programme with other organizations in similar activities, as
well as with those in very different ones. Each person in the
structureless unit would get leave, to be spent working in one of the
cooperating organizations, which would send someone as a replacement. In
this way the first unit would get the benefit of the visitor’s
experience, and when the original member returned he would bring fresh
ideas from his contacts in the second.
The exchange plan achieves
the same things as enforced rates of executive turnover, and does so
while maintaining stability in the system. In addition, it artificially
solves the environmental problem of locating near and interacting with
both similar and non-similar organizations.
Perhaps the remaining
issue to be dealt with in the present context concerns the necessity for
such an organization. Remember that the Weberian bureaucracy is still
the most efficient form of organization for dealing with a stable
environment. It is up to each organization to determine the
characteristics of its present and future environment. Each organization
must determine how much of a return it can expect from reliability, and
also the rate at which reliability leads to obsolescence.
The resolution of these questions requires, of course, an innovative approach!