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School H. Horii school H. Horii Create regional innovation : Proposal of projects to attract people visiting the Tokyo Olympic Games Hideyuki Horii, Professor.

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Presentation on theme: "School H. Horii school H. Horii Create regional innovation : Proposal of projects to attract people visiting the Tokyo Olympic Games Hideyuki Horii, Professor."— Presentation transcript:

1 school H. Horii school H. Horii Create regional innovation : Proposal of projects to attract people visiting the Tokyo Olympic Games Hideyuki Horii, Professor i.school, The University of Tokyo 1

2 school H. Horii Goal Propose projects to attract people visiting the Tokyo Olympic Games based on findings from field observation Propose projects to attract people visiting the Tokyo Olympic Games based on findings from field observation Mechanism for novelty Analogical thinking Mechanism for novelty Analogical thinking – Existing cases of regional innovation 2

3 school H. Horii school Mechanisms for Novelty 1.Understanding others 2.Foresight 3.Clarifying concepts 4.Shifting cognitive pattern 5.Shifting value system 6.Finding new combination 7.Analogical thinking 8.New objective from unexpected use 9.Table flipping 3

4 school H. Horii Schedule: Day one 10:00-10:20 Introduction 10:20-10:50 Self introduction: Tokyo’s attractive feature 10:50-12:00 Checking existing regional innovations 12:00-13:00 Lunch 13:00-14:00 Analysis of existing regional innovations 14:00-14:20 Identification of Tokyo’s attractive features 14:20-14:40 Break 14:40-16:30 Idea creation: Regional innovation 16:30-17:00 Reflection and plan of Day two 4

5 school H. Horii Schedule: Day two 10:00-10:30 Sharing ideas 10:30-12:00 Selection and refinement of ideas 12:00-13:00 Lunch 13:00-14:30 Preparation for final presentation 14:30-16:30 Final presentation with skit 16:30-17:00 Reflection 5

6 school H. Horii Schedule: Day one 10:00-10:20 Introduction 10:20-10:50 Self introduction: Tokyo’s attractive feature 10:50-12:00 Checking existing regional innovations 12:00-13:00 Lunch 13:00-14:00 Analysis of existing regional innovations 14:00-14:20 Identification of Tokyo’s attractive features 14:20-14:40 Break 14:40-16:30 Idea creation: Regional innovation 16:30-17:00 Reflection and plan of Day two 6

7 school H. Horii Self-introduction Select the most attractive feature of Tokyo for you : Blue Post-it Select the most attractive feature of Tokyo for you : Blue Post-it Group work: Introduce yourself Group work: Introduce yourself – Explain the most attractive feature – Provide comments with narrow Post-it ・The reason why it is attractive – Keep them: You use them later 7

8 school H. Horii Schedule: Day one 10:00-10:20 Introduction 10:20-10:50 Self introduction: Tokyo’s attractive feature 10:50-12:00 Checking existing regional innovations 12:00-13:00 Lunch 13:00-14:00 Analysis of existing regional innovations 14:00-14:30 Identification of Tokyo’s attractive features 14:30-15:00 Break 15:00-16:30 Idea creation: Regional innovation 16:30-17:00 Reflection and plan of Day two 8

9 No: 1 Title: Irodori 画像(お好きな ように) Overview ・ Kamiyama-Town is a town where depopulation with rapid aging is seriously going on. Their main industries ( orange agriculture) has been facing a difficult situation since the free trade and cold wave. ・ Irodori, started in 1987,is a leaf business which old people living in the town pick fallen leaves and sell them to all around Japan though the agricultural association. ・ The leaves are used as the decoration of Japanese dishes in high- class Japanese restaurants. ・ Using the Internet market research, they identify the needs of leaf market and fulfill it. [Q2] What is the value created? ・ Income (more than 2billion Yen / year.) ・ It has stimulated and motivated the old ladies in the town. [Q1] What is the used resource ? ・ Fallen leaves and flowers in mountainous areas. ・ Old people living in the town [Q3] What is the mechanism of value creation ・ A man who once went out of the town returned with an idea to revitalize the town. ・ The leaves is carefully selected and packed, sent to agricultural cooperative, and then shipped to all around Japan. ・ Cooks come to market and bid for the leaves. ・ A simple but very good match of demand and supply.

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11 school H. Horii Schedule: Day one 10:00-10:20 Introduction 10:20-10:50 Self introduction: Tokyo’s attractive feature 10:50-12:00 Checking existing regional innovations 12:00-13:00 Lunch 13:00-14:00 Analysis of existing regional innovations 14:00-14:20 Identification of Tokyo’s attractive features 14:20-14:40 Break 14:40-16:30 Idea creation: Regional innovation 16:30-17:00 Reflection and plan of Day two 11

12 school H. Horii Similarity Superficial vs Structural Low superficial similarity Low superficial similarity – Book, Web vs Sushi, Restaurant High structural similarity High structural similarity – Tayler-made proposal: Mechanism 12 Amazon Conveyor belt Sushi bar

13 school H. Horii 13 Analysis of mechanism for value creation Categorization with structural similarity

14 school H. Horii 14 Matching unaware local value and demand Business by finding value that local people don’t realize but outside markets highly appreciate 1, 2 Value Creation Mechanism Card Mechanism Card Category name: Mechanism Explanation Case Number

15 school H. Horii 15

16 school H. Horii Schedule: Day one 10:00-10:20 Introduction 10:20-10:50 Self introduction: Tokyo’s attractive feature 10:50-12:00 Checking existing regional innovations 12:00-13:00 Lunch 13:00-14:00 Analysis of existing regional innovations 14:00-14:30 Break 14:30-14:50 Identification of Tokyo’s attractive features 14:50-16:30 Idea creation: Regional innovation 16:30-17:00 Reflection and plan of Day two 16

17 school H. Horii Tokyo’s attractive features Select the most attractive feature of Tokyo to be utilized for projects to attract people visiting the Tokyo Olympic Games Select the most attractive feature of Tokyo to be utilized for projects to attract people visiting the Tokyo Olympic Games – One feature for each member – Use Yellow (large) Post-it (with your name) Look around all the boards from the pre- module Look around all the boards from the pre- module – The feature selected in the self-introduction is one candidate 17

18 school H. Horii Schedule: Day one 10:00-10:20 Introduction 10:20-10:50 Self introduction: Tokyo’s attractive feature 10:50-12:00 Checking existing regional innovations 12:00-13:00 Lunch 13:00-14:00 Analysis of existing regional innovations 14:00-14:20 Identification of Tokyo’s attractive features 14:20-14:40 Break 14:40-16:30 Idea creation: Regional innovation 16:30-17:00 Reflection and plan of Day two 18

19 school H. Horii Idea Creation One member presents the attractive feature that he/she selected One member presents the attractive feature that he/she selected Create ideas of products, services, projects, etc. utilizing the feature and the mechanism of value creation of existing regional innovation Create ideas of products, services, projects, etc. utilizing the feature and the mechanism of value creation of existing regional innovation Write down your idea (title) on Green Post- it and past it near the referred case Write down your idea (title) on Green Post- it and past it near the referred case Give comments with narrow Post-it Give comments with narrow Post-it 19

20 school H. Horii 20 Taylormade direct mail service for department store Taylormade Proposal Horii From hisory information on store visit and purchase, send direct mail with taylormade discount service.

21 school H. Horii 21

22 school H. Horii Positive comments to ideas Evaluation criterion Evaluation criterion – Novelty – Effectiveness: Impact – Feasibility 22 Most families living in cities must want to visit the town for their children.

23 school H. Horii 23

24 school H. Horii Schedule: Day two 10:00-10:30 Sharing ideas 10:30-12:00 Selection and refinement of ideas 12:00-13:00 Lunch 13:00-14:30 Preparation for final presentation 14:30-16:30 Final presentation with skit 16:30-17:00 Reflection 24

25 school H. Horii Schedule: Day one 10:00-10:20 Introduction 10:20-10:50 Self introduction: Tokyo’s attractive feature 10:50-12:00 Checking existing regional innovations 12:00-13:00 Lunch 13:00-14:00 Analysis of existing regional innovations 14:00-14:20 Identification of Tokyo’s attractive features 14:20-14:40 Break 14:40-16:30 Idea creation: Regional innovation 16:30-17:00 Reflection and plan of Day two 25

26 school H. Horii Task for Day two Bring your best idea Bring your best idea Evaluation criterion Evaluation criterion – Novelty – Effectiveness: Impact – Feasibility – Analogy 26

27 school H. Horii Innovation workshop Task: To propose a means Task: To propose a means Means to fulfil a certain end Means: Products, services, business, projects Ends: To attract people visiting Tokyo Means to fulfil a certain end Means: Products, services, business, projects Ends: To attract people visiting Tokyo 27

28 school H. Horii Standard model of information processing Input Info. on ends Analysis of ends Input info. on means Analysis of means Creation of means ideas Refinement of ideas Prototyping Proposal of new ideas 28


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