Innovation drivers in the viscose fiber industry
2015-05-28
Ernst Sandrieser, from Bright FieldInternational Limited, gives his report of Innovation drivers in the viscose fiber industry.
Firstly, Mr. Ernst Sandrieser gave us a brief introduction to himself and Bright Field International Limited. Secondly, he introduced the products from Lenzing's Modal, Searle, Tencel, etc., underlining that viscose fiber innovation could be considered from product differentiation, market differentiation, and process techniques, etc.. Product performance could be changed by feedstock modification, cutting fiber length, increasing the biological activity and so on, as well as changes in market promotion targets and textile technology. The main driving force in innovation was from the retailer's feedback. Finally, he summed up the following points:
1. Innovation is decided by culture, vision and strategy.
2. Information channels are a key factor in the decision.
3. Innovative leaders need huge financial resources invested.
4. With respect to the innovation leader, the resources needed for followers are less, but their prices are required to be cheaper.
To sum up, better quality and cheaper price are conducive to market development.
Firstly, Mr. Ernst Sandrieser gave us a brief introduction to himself and Bright Field International Limited. Secondly, he introduced the products from Lenzing's Modal, Searle, Tencel, etc., underlining that viscose fiber innovation could be considered from product differentiation, market differentiation, and process techniques, etc.. Product performance could be changed by feedstock modification, cutting fiber length, increasing the biological activity and so on, as well as changes in market promotion targets and textile technology. The main driving force in innovation was from the retailer's feedback. Finally, he summed up the following points:
1. Innovation is decided by culture, vision and strategy.
2. Information channels are a key factor in the decision.
3. Innovative leaders need huge financial resources invested.
4. With respect to the innovation leader, the resources needed for followers are less, but their prices are required to be cheaper.
To sum up, better quality and cheaper price are conducive to market development.