AN AGILE MODEL OF IMPLEMENTING THE TOTAL INNOVATION MANAGEMENT CYCLE: A CASE STUDY ON GLOBAL BUS & COACH MANUFACTURING COMPANY IN TURKEY

Complex business ecosystems and customer-based industries aiming to pursue technological developments with the expansion of more market uncertainty have been surrounded by external & internal challenges during the agile product innovation progress. This study aims to scrutinize effective methods of manufacturing innovative products that resulted in long-term benefits through the total innovation management (TIM) cycle being used by the X Company (part of the global bus & coach manufacturers located in the USA, Europe, and Turkey) under the competitive market environment. This study was conducted through a case study perspective supported by the “Methodological Triangulation Method,” which enables researchers and business executives to observe existing is-sues utilizing qualitative, quantitative, and interpretive approaches for enhancing the TIM cycle with agility. X Company has expanded its product portfolio with an innovative product family called the “XBUS,” which integrated both the digitalization and electricity driveline technology by practicing the TIM cycle. The XBUS product increased company sales by 6.39% in the total amount of sales. X Company increased its market share between 2018 and 2019 in the USA and Europe region by 13.2% and 11.4% respectively, whereas the Turkish market share was decreased by 4.8% due to financial obstacles, including deficiency of commercial credits. Additionally, total production lead time was reduced by 7.4% at X Company by conducting agile innovation processes. Case studies regarding the TIM cycle practices in the global bus & coach industry are limited. These studies can be expanded by observing the main innovation challenges during the Covid-19 outbreak

UYGULANAN TOPLAM İNOVASYON YÖNETİM DÖNGÜSÜNÜN ÇEVİK BİR MODELİ: TÜRKİYE’DE BULUNAN KÜRESEL OTOBÜS & YOLCU OTOBÜSÜ İMALÂT ŞİRKETİNDE YAPILAN BİR VAKA ÇALIŞMASI

Çevik ürün inovasyonu ilerlemesi sırasında, daha fazla piyasa belirsizliğinin genişlemesi ile teknolojik gelişmeleri takip etmeyi amaçlayan karmaşık iş ekosistemleri ve müşteri tabanlı endüstriler, dış ve iç zorluklarla çevrilidir. Bu çalışma, rekabetçi piyasa ortamında X şirketi (Türkiye, Avrupa ve Amerika'da bulunan küresel otobüs ve yolcu otobüsü üreticilerinin bir parçası) tarafından kullanılan toplam inovasyon yönetimi (TIM) döngüsü aracılığıyla uzun vadeli faydalarla sonuçlanan yenilikçi ürünler üretmenin etkili yöntemlerini incelemeyi amaçlamaktadır. Bu çalışma, araştırmacıların ve işletme yöneticilerinin TIM döngüsünü çeviklikle güçlendirmek için niteliksel, niceliksel ve yorumlayıcı yaklaşımlardan yararlanarak mevcut sorunları gözlemlemelerini sağlayan “Metodolojik Üçgenleştirme Yöntemi” tarafından desteklenen bir vaka çalışması perspektifiyle gerçekleştirildi. X şirketi, TIM döngüsünü uygulayarak hem dijitalleştirme hem de elektrik aktarma organları teknolojisini entegre eden "XBUS" adlı yenilikçi ürün ailesiyle ürün portföyünü genişletti. XBUS ürünü, şirket satışlarını toplam satış miktarında %6.39 artırdı. X şirketi, 2018-2019 yılları arasında ABD ve Avrupa bölgesinde pazar payını sırasıyla %13.2 ve %11.4 artırırken, Türkiye pazar payını ticari kredi yetersizliği dahil finansal engeller nedeniyle %4.8 azaldı. Ek olarak, çevik inovasyon süreçleri yürüterek X şirketinde toplam üretim gerçekleştirme süresi %7.4 azaltıldı. Küresel otobüs ve yolcu otobüsü endüstrisindeki TIM döngüsü uygulamaları ile ilgili vaka çalışmaları sınırlıdır. Bu çalışmalar, Covid-19 salgını sırasındaki temel yenilik zorlukları gözlemlenerek genişletilebilir.

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