UYGULANAN TOPLAM İNOVASYON YÖNETİM DÖNGÜSÜNÜN ÇEVİK BİR MODELİ: TÜRKİYE’DE BULUNAN KÜRESEL OTOBÜS & YOLCU OTOBÜSÜ İMALÂT ŞİRKETİNDE YAPILAN BİR VAKA ÇALIŞMASI
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.
Innovation, product innovation, total innovation management, strategy