Overview
Discussion - Innovation Under Pressure: A Strategic Mini Case
Innovation is not just about launching the next big thing—it’s about staying relevant, delivering value, and adapting to customer expectations in real time. This week’s focus on innovation and customer collaboration challenges you to think like a strategic advisor in a fast-changing marketplace.
Mini Case
FleetFlow Logistics is a mid-sized, family-owned logistics company operating across the Northeast U.S. For over 30 years, they’ve built a strong reputation for reliable service and long-standing client relationships in retail, healthcare, and manufacturing sectors. Their clients trust them—but recently, some are leaving.
The problem? A newer competitor, VelocityX, has entered the market with a high-tech model. VelocityX offers:
- Real-time GPS tracking and predictive delivery windows
- A mobile app with automated alerts and instant customer service
- A commitment to sustainability through carbon-offset shipping options
- A customer feedback platform that integrates suggestions directly into service updates
FleetFlow, on the other hand, still uses manual scheduling systems, batch updates via email, and a legacy customer portal. Internally, the leadership team is divided:
- Some want to invest heavily in breakthrough innovations to match or surpass VelocityX.
- Others believe the company should focus on modernizing and improving what already works well—its reputation for personal service, accurate delivery, and deep industry knowledge.
They’ve brought you in as a strategic consultant to help them develop an innovation plan that balances bold moves with sustainable growth.
Your Task:
- Strategic Balance: What mix of sustaining innovation (improving what they already do well) and new innovation (introducing new capabilities) would you recommend for FleetFlow? What are the risks of leaning too far in one direction?
- Customer Involvement: How would you involve current and potential customers in shaping FleetFlow’s innovation priorities? Propose at least one specific strategy (e.g., co-design sessions, usage data analysis, beta testing groups, voice-of-the-customer panels).
- Measuring Success: What key performance indicators (KPIs) would help FleetFlow evaluate whether its innovation strategy is working? Consider both internal operations and customer-facing outcomes.
💡 Frame your response as a professional advisory memo. Think like an MBA: prioritize, justify, and tie innovation back to business value.
Assignment - Innovation Through Design Thinking
From our “Innovation through Design Thinking”Links to an external site. video this week (Please feel free to use additional materials as well) discuss how Deutsche bank has used design thinking to best position their business for current and future success.
You can also incorporate the concepts from this week's "Lean Driven Innovation" chapter 6 reading. In 400 – 600 (no more than 2-3 pages) words, please answer the following questions below:
- How did Deutsche bank use design thinking to address customer needs? How can you incorporate the same concepts/principles into your own organization?
- Explain how prototype and end user testing can be incorporated to ensure innovation success?
- Lastly, in this video we are studying new innovation; however, sustaining innovation is equally essential to ensure business growth. Through our studies this week and your own internet research, how can your organization or a business you are familiar with ensure that they are sustaining innovation?