Innovation Factors - VABA

Four factors effect knowledge transformation at each stage of the innovation process.


A goal that guides innovation. The overall vision focuses the innovation process on the consumer needs and brand opportunities. At each stage, each group or individual has a component visions that  specifies the knowledge transformation that is appropriate for that stage. All of the that are component visions form a consistent framework that builds up to the overall vision. 


People who enable innovation. Activists organize the knowledge assets and ‘ba’, and activists push the innovation process forward when each component vision is reached. Successful activists are excellent communicators across functions, resourceful in identifying and obtaining assets, and creative in arranging 'ba'.


Culture that facilitates innovation. Ba is the context within which people interact socially and act individually. Ba includes the physical workspaces and materials, and ba also includes company culture and rules, as well as external regulations. A strong attachment to a shared ba improves communication, however, ba also should be flexible in order to encourage creativity. 


Resources that supply knowledge into the innovation process. Assets can be found in explicit marketing intelligence (such as sales data or market research) as well as tacit personal experiences. A balance of tacit and explicit assets - prepared in an appropriate form and format - at each stage raises the effectiveness of the innovation process.  

VABA Factors for NeCSI Model