TRIZ in B2b-marketing
Editor | On 01, Jan 2010
Message: 1982Posted by: Alexei
Posted on: Wednesday, 16th February 2011
Hi all!
I studding MBA and currently I'm looking for a topic for my master thesis. I'd like to investigate the Product Management issue in b2b -Energy field. I'd like to use the TRIZ methodology. But I still don't know in which direction I should go… Can anybody recommend me an appropriate literature, perhaps you guys have also additional ideas for me – I would appreciate it very much! Thank you Alexei
Message: 1983
Posted by: Pravin
Posted on: Thursday, 17th February 2011
Dear Alexei,
I believe that TRIZ can be applied to Marketing too. Let me know what are the problems you are facing and/or what are the problems you want to solve using TRIZ?You can write to me at krdpravin (AT) gmail.comRegards,Pravin
Message: 1984
Posted by: Ellen Domb
Posted on: Monday, 21st February 2011
Do you want to use TRIZ to create new marketing strategies? If yes, I suggest studying TRIZ, and particularly management applications of TRIZ, and following the full problem-solving method (Ideal Final Result, use of resources, function analysis/modeling, resolving contradictions – both technical and physical, using “effects-benchmarking” to get ideas from other disciplines, etc.) Companies have had many breaththrough experiences applying TRIZ to marketing challenges, but these are generally not published since they are considered company proprietary knowledge.
Use the “archives” section of The TRIZ Journal to find articles on management applications of TRIZ in many areas.
Message: 1999
Posted by: Michael Lyubomirskiy
Posted on: Sunday, 3rd April 2011
as the saying goes, before starting to build a bridge figure out whether it should be across the river, parallel to it or along a diagonal.
If you invest in learning function analysis and trimming you might indeed learn to solve all sorts of interesting business related problems, like finding unfilled market niches, creating new goods and services and so on. Or maybe not – while bits and pieces of this info seems incorporated into existing curricula, it usually comes as an afterthought on advanced level. In general, both the people who originated the methodology and the people who nowadays constitute their main paying customer base were and are engineer nerds, not Schumpeterian “how can I shake up the established industry” entrepreneurs. That's not to say that you cannot learn a lot by reading between the lines, including lots of ideas that your teacher may never have thought of himself, but then the “between the lines” bit is a skill in itself which you may or may not possess.Be that as it may, before you decide on using any particular methodology you need to figure out just what is the final outcome of your work and what is being expected of you. For an exec it might make sense to try find/invent a new market niche for the stuff his company is selling (let's say diesel fuel or whatnot) or find a better and cheaper way of selling it to the old customers. But would that make sense for you in terms of doing the thesis? Or would it make more sense to do gather some statistical data on the industry in question and use it to prove a non-trivial hypothesis about it? TRIZ-type analytical thinking might still come in handy in identifying such a hypothesis to begin with, but the use of it here would be much more indirect. Or perhaps the “MBA thesis” in your university calls for something else entirely?Ultimately it's up to you to figure out what you want to achieve and then seek the optimal way of doing that. Or, if you want more expert help, you need to provide more details about your situation. Incidentally, a big part of being a competent TRIZnik, whether a professional consultant or professional “I use it in my own work” type of guy, is the art of asking the right questions to obtain the info needed to solve the problem. E.g. it's hard to solve a problem by using available resources method if you are not good enough in finding out what those resources are in the first place 🙂