Value Networks

 and the true nature of collaboration

   

Chapter 3: Mapping Examples and Results

AgResearch - Bringing Innovations to Market

 

 

AgResearch - Bringing Innovations to Market

Accelerating time to market

AgResearch is New Zealand's largest crown research institute bringing scientific discoveries in agriculture and farm products to market. It was taking up to twelve years for new discoveries to be rolled into commercially viable agricultural products.

 

AgResearch scientists were being asked to be more effective in commercialization, but Value Network Analysis (VNA) revealed that roles in scientific research and commercialization activities are dramatically different. The value network mapping helped AgResearch better define the role requirements to commercialize scientific discoveries. Based on this work they were able to assign people more appropriately, recruit new partners for needed roles, and add the talent they needed internally.

 

The team first identified the formal or tangible deliverables that need to happen between roles to bring a new product to market. However, this alone did not provide sufficient insights into how they could dramatically reduce the time to market.
value network map AgResearch discovery from concept to market

Value network map showing only tangible transactions in taking

 a discovery from concept to market.

Ctrl+scroll to see larger.

Going to the next step and defining the intangible interactions held the real key to reducing time to market. It revealed a number of ways that building better relationships through intangibles could accelerate discovery, development, and commercialization activities. Making the intangible interactions visible provided a way to monitor and support these vital relationships over the entire product launch cycle.


For AgResearch not only was time to market reduced but better role definition and resourcing improved employee morale. They recruited new talent for the commercializing roles, which enabled the scientists to focus on the research activity.
value network map AgResearch discovery from concept to market

Value network map showing all transactions including the intangibles, 

shown by dotted blue arrows, that keep the relationships alive.

Ctrl+scroll to see larger.

 

 

  

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