publikasjonsbestilling@dss. dep. no Fax:++47 22 24 27 86 The publication is also available online at www. nhd. no Publication number:
The guide is available as a web-based system, a CD and a handbook. We wish you success in working
191 9. 3. Competencies of internet presentation and research...198 10. Human resources management policies to support innovation...
and interaction between firms and other actors is replaced by the current social network theory of innovation,
A list of UK University websites can be accessed via the Higher education Funding Council for England http://www. hefce. ac. uk/.In South East England for example the Cranfield School of management offers individual
This website http://www. innovation. gov. uk/supports business in managing and thinking about innovation.
It provides links to other sites and practical support resources. Department for Trade and Industry:
This website http://www. ktponline. org. uk/provides details for the Knowledge Transfer Partnership scheme,
This website http://www. seeda. co. uk/supports high growth businesses in the South East England region, especially through their network of Enterprise Hubs and Enterprise Gateways.
This website www. ost. gov. uk/science links. htm provides good links related to innovation. Innovation Policies The british Library holds an innovation policy bimonthly newsletter http://www. innovationpolicy. co. uk/which states:
/The HM Treasury website sets out the UK ten-year investment framework for science and innovation alongside the 2004 Spending Review.
, Brian, Managing Technological Innovation, Pitman Publishing, 1992 Internet sites Analytical information about technology audit http://www. access-ecom. info/article. cfm?
id=63&xid=MN Brief information about what technology audit is Madrimasd. org Technology audit methodology and a case example http://www. oxin. co. uk/downloads/taudit
Integration Customer Requirements into Product Design, Productivity Press, Portland Oregon, 1988 Internet sites General address of the University of arizona with a useful file about SWOT analysis http
which explains the structured way to plan SWOT analysis http://www. amputee-coalition. org/communicator/vol2no4pg1. html Panasia networking website contains an interesting site for SWOT analysis http
Institute, Columbus, Ohio, August 1958 Zwicky, F.,Discovery, Invention, Research, First American Edition, The Mac millan Co, 1969, pp107 Internet sites In this address
Resources Bibliography Walter J. Michalski, Ed. D.,"Tool Navigator",Productivity Press-Portland, Oregon Internet sites This is the part of the general address Principia Cybernetica Web
Supporting Innovation in SMES"-4. 2. Brainstorming page 53 of 271 4. 2. 5. Resources Internet sites http://www. mindtools. com/brainstm. html http:/
4. 3. 5. Resources Downloads: form for applying method 635 (PDF, 7kb) 10 steps for applying method 635 (PDF, 11kb) Literature:
Vogel-Verlag Würzburg, 1992 If you use a search machine like google and search under methode 635,
Most websites present more or less the same information about the method, sometimes with slight modifications like:
This technique is used nowadays for cleaning big stables A lot of examples of how analogical thinking is applied can be studied on the internet
download PDF"Innosupport: Supporting Innovation in SMES"-4. 5. Attribute Listing page 65 of 271 4. 5. Attribute Listing Introduction Imagine that the General manager of a big company has invited you to a business meeting at the Hilton Hotel.
The website offers a well-structured overview on different creative techniques, illustrated with examples. Easy to read
and useful to get further information about the subject from another perspective. http://kaufwas. com/bk/wissen/kreativ/42. htm (German) Interesting website,"Robert Alan Black
The site also contains articles and creative thinking exercises. http://www. cre8ng. com/CC/cc1998/9804. shtml (English)" Innosupport:
New systems such as intranets, documents management systems, collaboration systems and databases constitute a vital factor,
etc. 4. 6. 5. Case study Golden West Foods Improved site management methods help meet growing demand Brief Golden West Foods operates the UK warehousing and delivery
I t and MMT researched site management methods and transport services to identify best practice, which all staff should use.
Email: Email is the simplest and one of the most effective technologies for sharing knowledge at a distance.
Threaded discussions on in-house email systems or on the Internet are a great way for a community of practice to raise questions
and exchange solutions. Intranet: An Intranet can act as a universally accessible corporate filing system for the knowledge of the organisation.
However it needs to be seen as a filing and sharing tool, not as a set of glossy pages designed to impress.
Structure the Intranet around the key activities of the organisation, and make sure that publishing material is easy and quick.
Communication tools: There are many electronic communication tools, which can help build networks within your organisation. For example the chat room software"msn messenger"(free from Microsoft) can be very powerful in allowing people in remote sites to have online conversations.
Collaboration tools: Videoconferencing systems are a very powerful way of bringing remote sites together, but are expensive.
Microsoft Net meeting-another free software application-is a simpler alternative. Video: One of the best ways to transfer knowledge is through the use of stories.
This is even more powerful if the people with the knowledge are allowed to tell the stories in their own words.
For more information, visit http://www. ktransform. com/.Internet Sites http://www. knowledgeboard. com/Knowledgeboard,
1. Customer survey 2. Internet-based research 3. Approach web developers for quotes The customer survey consisted of a small questionnaire
The questionnaire asked customers to answer a few questions regarding their use of the Internet and whether they would find it useful
The Internet-based research basically looked at web pages of bookshops of comparable size and nature,
Also, a number of web developers were approached and quotes were obtained. These quotes included a number of options
These points included the cost, results from the customer survey (e g. the number of customers with Internet access, the number of customers interested in a Magic Books website, etc..
and increase in turnover brought by the website in the long term. Based on this information, Magic Books decided that getting a webpage was an investment,
However, it was decided to have a webpage with information and a possibility to email Magic Books,
which runs an annual benchmarking process comparing refineries and gas sites. This process looks at different areas, such as health and safety, environmental performance, personnel,
design & engineering, R & D, consumer products, electronics, aerospace, automotive, robotics, appliances, telecommunications, orthopaedics, healthcare, dental, foundry, oil & gas, petrochemical, toys
Inc (http://www. decisionanalyst. com/)Links This site has been developed as a resource for the Good Design Practice program, a joint initiative between the Institute for Manufacturing and the Engineering Design Centre at the University of Cambridge,
Old woolen garments are dumped usually in landfill sites where they decompose to produce methane, a gas that contributes to the climate change.
Does your company have a website, a brochure, a corporate video, or does it advertise in newspapers or on TV?
or software products owned by others in any of its publications, brochures, databases or websites? Does your company own the rights to any computer software?
In addition, the web sites of the Community Trade mark Office (OHIM) and the World Intellectual Property Organisation are useful sources of information (link to websites)" Innosupport:
by post, courier or fax, and can also be filed at the National Trademark Office. OHIM is responsible for examining the applications.
Its activities are focused on the software and the Internet business. It develops, implements and distributes software management systems in the field of accounting, logistics, process tracking, communication, human resources and CRM.
Enterprise S. also offers web solutions including application provider web hosting, web and application development services.
The owner of Enterprises S. learnt about intellectual property issues by attending seminars and conferences for future company managers.
software and web pages produced by the company. Finally the registration of his products'trademarks remains on his list of things to do next.
and monitoring of industrial processes, internet/intranet software and technology and systems engineering. The competitive environment of the applied research in ICT sectors is highly dynamic and subject to a rapid technological evolution.
and is carried out using Internet with"human"filtering, consultation of specialised press, participation in conferences and workshops at national and international level, co-operation with Universities and other research centres, visits and market analysis, use of patent
. int/business/en/topics/finance/finance. html-This website provided by the European commission gives information on how to access finance http://www. london-innovation. org. uk/innov funding. htm-The London Innovation website
whether this particular investor is suitable for your needs. http://www. evca. com/-The website of the European Private Equity
. or. kr/webeng/work/ksem/st/wr ksem st mn df. jsp-This site provides an overview of the Stock market 8. 1. 6. Business Angels Business Angels are wealthy private individuals
e g. a software product or Internet service would best be advertised on the Internet on related websites, through email campaigns or dedicated computer literature or publications.
Libraries Directories (they provide details about the activities of your potential customers) Regular publications Market research reports Electronic Media (CD-ROMS, The Internet,
Innovation Action-Marketing Tool-kit Links http://www. oxtrust. org. uk/oi This is the Oxford Innovation website
television, the cinema, video, radio, photography, advertising, newspapers and magazines, recorded music, computer games and the internet.
especially when using the internet as a resource. Most of the following refers to digital media. 9. 2. 2. Where media applies?
Supporting Innovation in SMES"-9. 2. Use of Media to support innovation page 195 of 271 http://www2. trainingvillage. gr/download/Cinfo/Cinfo398/C38k6en
The first of its kind in Italy, it has thirty-five multimedia computers, two telematic workstations and a room for videoconferences. 100 electronic programmes, CD-ROMS, encyclopedias and web sites,
Related topics are based web learning, computer-based learning and elearning. 9. 2. 7. Resources Bibliography Allen, M.,Michael Allen's Guide to E-learning, John
Horton, W. K.,Designing Web-Based Training. How to teach anyone anything anywhere anytime. John Wiley & Sons, Inc.,2000 Kurtus, R.,Study Some Examples of elearning, CBT or WBT, 2000, http://www. school-for-champions. com/elearning/study
Supporting Innovation in SMES"-9. 3. Competencies of internet presentation and research page 198 of 271 9. 3. Competencies of internet presentation and research Introduction All the
Using the internet can be a powerful tool to do this, but a basic understanding is required to take advantage.
Show why the Internet presentation of SMES is so important; Describe a classification of searchable databases.
Offers some e g. of best/worst websites; Provides rules for an efficient search on the Web. 9. 3. 1. Why to use
and how to take advantage?..199 9. 3. 2. Presentation on the internet...199 9. 3. 3. Web content layout...
201 9. 3. 4. Internet research...203 9. 3. 5. Resources...205"Innosupport: Supporting Innovation in SMES"-9. 3. Competencies of internet presentation and research page 199 of 271 9. 3. 1. Why to use
and how to take advantage? The SMES have the opportunity to gain potentially huge advantage over their competitors.
Over the next few years the Internet is going to completely change the way we do business.
It is probably the most important development in business and communication in the history of the global economy.
However, because the Internet is developing at such an amazing rate those companies who put off entering the world of online commerce may never be able to catch up with their more forward thinking competitors.
Why are so many companies going online? Because no other method can bring so many benefits and reach so many potential customers at such a low cost.
70%of companies questioned reported enhanced corporate image as a result of the Internet. 57%reported increased efficiency and 50%reported improved quality of service.
From a marketing perspective, the web offers an unparalleled opportunity for SMES. How to take advantage?
It is this immediate feedback of user interaction on the Web site that makes it such a powerful communication method. 9. 3. 2. Presentation on the internet Step 1:
You will not be able to make good decisions about your website or its development if you don't set measurable goals and targets for success from the beginning.
If you haven't already set these kinds of targets in your offline business you'll need to start doing so,
what you want to achieve from your site. Prepare the copy or text for your site.
This should be written using direct marketing copywriting techniques either by your self or a professional.
Select images for your site. These can be existing photos or chosen from an online photo library."
Supporting Innovation in SMES"-9. 3. Competencies of internet presentation and research page 200 of 271 Step 2:
Web Space: Many service providers give you a certain amount of free web space with your connection.
However, this usually has limited a capacity and is not really suitable for a professional site.
You have to find a commercial web space that will enhance the experience of visitors to your site.
Web site Developer: The first and most important step involved in setting up a web site, is choosing the right web developers.
As the main purpose of a business web site in the SME sector is marketing. The overriding factor in deciding on an agency is
whether they can develop your site as an effective promotional tool. Therefore out of all the abilities an agency should possess,
because without applying effective marketing techniques to the site-a good design will be of little use for your business.
Choose a direct marketing orientated web developer. Follow the rules below: Use web marketing strategies to attract visitors to your site such as reciprocal links, direct email,
newsgroup and list serve postings etc. Combine online marketing with conventional promotion such as direct mail, advertising
Email your database regularly to keep them informed of new developments and offers. Alternatively produce an online newsletter for the same purpose.
Supporting Innovation in SMES"-9. 3. Competencies of internet presentation and research page 201 of 271 9. 3. 3. Web content layout A good presentation
of a SME on the Web must correctly address the people's ability on focusing on a certain topic/image/text:
The consequences of these aspects on designing web interfaces are summarised below: General guidelines: More than one piece of information may be displayed on the screen at any one time using static media (text
Amazon com is an online book retailer that is valued at $120 million. It is one of the most successful examples on the Internet.
Within a few months of starting it became the largest book store in the world. They encourage participation by inviting shoppers to submit book reviews.
The UK version of Amazon com is Book Pages. This company has a loyalty points scheme to encourage customers to come back
and therefore create a community around their site. Dell. com Computer manufacturers Dell sells over two million dollars worth of equipment every day.
Musicroom. com Internet Music Shop is an online retailer of music CD's. The business
They have succeeded in creating a strong online community around their site with 40%of their orders coming from existing customers.
Their site attracts 1000 visitors a day, and from this number 5%place orders. This is way above the industry standard in mail order
This goes to show the power of the Internet as a sales channel -when things are done right."
Supporting Innovation in SMES"-9. 3. Competencies of internet presentation and research page 202 of 271 Do you know the target audience?
This is no different from utilising the web as a marketing tool. Users Are Scanners If you want a visitor to read your text,
Navigation Try to create a navigation structure that is common for all the pages in your Web.
add them to the bottom of a paragraph or to the navigation menus of your site.
Download Speed Internet usability studies tell us that most visitors will leave a Web page that takes more than 7 seconds to download.
If your pages take a long time to download, you might consider removing some of your graphic or multimedia content.
however the reader is encouraged to sample the websites listed and judge for themselves. GOOD NOT SO GOOD 2entwine (www. 2entwine. com) Super-simple, square, solid, blocky, soft colours, responsible use of Flash, clear text.
Excellent use of white space and Findhotel (www. findhotel. co. uk) Not a very good site, devoid of any structured layout with a disparate collection of elements slung haphazardly into space.
Supporting Innovation in SMES"-9. 3. Competencies of internet presentation and research page 203 of 271 imagery make this a great site to use.
Appliance Studio (www. appliancestudio. com) A simple site with plenty of personality. This comes through neat writing and'contentful'imagery.
Criticalmass (www. criticalmass. com) Very good site from a highly successful interaction design firm. Very clean site with clearly arranged information, leaves you with a feeling of trust.
Needs to bring more information forward to home page and focus the introductory message better . i-define living (www. i-define. co. uk) Dawn Winder is a Personal Branding Consultant (first of a new breed?).
Her site is driven by high-value content, and the regular newsletter is an effective and flexible channel.
and is not a very user-friendly web form), lack of space between navigation elements, small text.
Royal National Institute of the Blind (www. rnib. org. uk) Although this is a well-written site,
and ticket purchasing site. More traditional businesses are also finding success on the Internet. In the US which precedes the UK in business trends-many small businesses are finding that 40%-50%of their business is now coming from the Internet.
However a surprising success story was that of a local butcher who started selling specialty meats through the Internet
and the business took off to such a degree that he closed down his shop
and now trades exclusively over the Internet. 9. 3. 4. Internet research While doing research on the internet the searcher has to deal, besides the large number of founded entries (1), with two other issues:
trustworthy information on the web (2) and deep web (3).(1). The ability to reduce the number of founded entries
and to find the needed information on the Internet is a function of how precise the queries are and how effectively one uses search services.
Poor queries return poor results; good queries return great results. Contrary to the hype surrounding"intelligent agents"and"artificial intelligence, the fact remains that search results are only as good as the query we pose
and how we search. There are very effective ways to"structure"a query and use special operators to target the results you seek.
Supporting Innovation in SMES"-9. 3. Competencies of internet presentation and research page 204 of 271 solar system.
metasearchers increase Web coverage by 3-to 4-fold("new planet*")AND (discover *OR find) AND("solar system").
Credibility Accuracy Reasonableness Support (3) Searching on the Internet today can be compared to dragging a net across the surface of the ocean.
most of the Web's information is buried far down on dynamically generated sites, and standard search engines never find it.
Traditional search engines create their indices by spidering or crawling surface Web pages. To be discovered, the page must be linked static
"or retrieve content in the deep Web-those pages do not exist until they are created dynamically as the result of a specific search.
the deep Web has heretofore been hidden. The deep Web is qualitatively different from the surface Web.
Deep Web sources store their content in searchable databases that only produce results dynamically in response to a direct request
But a direct query is a"one at a time"laborious way to search. Brightplanet's search technology automates the process of making dozens of direct queries simultaneously using"Innosupport:
Supporting Innovation in SMES"-9. 3. Competencies of internet presentation and research page 205 of 271 multiple-thread technology and thus is the only search technology, so far,
Public information on the deep Web is currently 400 to 550 times larger than the commonly defined World wide web.
The deep Web contains 7, 500 terabytes of information compared to nineteen terabytes of information in the surface Web.
More than half of the deep Web content resides in topic-specific databases. A full ninety-five per cent of the deep Web is publicly accessible information--not subject to fees or subscriptions.
Total quality content of the deep Web is 1, 000 to 2, 000 times greater than that of the surface Web.
Deep Web content is highly relevant to every information need, market, and domain. Deep Web sites tend to be narrower, with deeper content,
than conventional surface sites. To put these findings in perspective one has to consider that the search engines with the largest number of Web pages indexed (such as Google) index no more than sixteen per cent of the surface Web.
Since they are missing the deep web when they use such search engines, Internet searchers are
therefore searching only 0. 03%--or one in 3, 000--of the pages available to them today.
Clearly, simultaneous searching of multiple surface and deep Web sources is necessary when comprehensive information retrieval is needed.
The searchable databases on the web can be classified in twelve categories: 1. Topic Databases-subject-specific aggregations of information,
such as SEC corporate filings, medical databases, patent records etc. 54%from the deep web is formed by these topic databases websites) e g. http://www. 10kwizard. com,
/http://www. uspto. gov/2. Internal site-searchable databases for the internal pages of large sites that are created dynamically,
such as the knowledge base on the Microsoft site (13%)e g. http://www. microsoft. com/3. Publications-searchable databases for current and archived articles (11%)e g. http://www. pubmedcentral. nih. gov
/4. Shopping/Auction (5%)e g. http://www. flowerweb. nl, /http://www. locateaflowershop. com/5. Classifieds (5%)e g. www. canadaeast. com/6. Portals-broader sites that included more than one of these other categories in searchable databases (3
%)e g. www. searchindia. com 7. Library-searchable internal holdings, mostly for university libraries (2%)e g. www. lib. clemson. edu 8. Yellow and White Pages-people and business finders (2%)e g. www. anywho. com 9. Calculators
-while not strictly databases, many do include an internal data component for calculating results. Mortgage calculators, dictionary look ups,
and translators between languages are examples (2%)e g. www. russiantranslation. ru 10. Jobs-job and resume postings (1%)e g. http://www. medicsolve. com/11.
General Search-searchable databases most often relevant to Internet search topics and information (1%)e g. http://www. cyndislist. com/Sixties deep sites that already exceed the web surface
are available also at Bright Planet. 9. 3. 5. Resources Links http://www. w3schools. com/site/site tutorials. asp http://www. w3schools. com/site
Supporting Innovation in SMES"-9. 3. Competencies of internet presentation and research page 206 of 271 ttp://www. brightplanet. com/technology/deepweb. asp http
It is accessible via intranet and serves as an active knowledge management. Here any problems and their solutions that crop up during the work are entered by the employees.
The service engineers'main role is attending breakdowns at customer sites, where their priority is to troubleshoot the problem
and our website can provide you with all the information you need to get involved, keep up to date and put the Standard into practice:
www. investorsinpeople. co. uk/IIP/Web/default. htm Learn & Work is a Leonardo project that specifically addressed the issue of analysing training needs in business. www. citeforma. pt/html/pub/lw/lw. htm Rockwell Automation PLC provides a case study of an TNA
and made available in both hard copy and electronically on the website below www. ssda. org. uk/ssda/default. aspx?
The site also provides some case studies: http://www. cicsc. org. uk/tvcbec. htm training reference. co. uk provides an overview of some of training providers that offer a TNA services relevant to business:
www. sircon. co. uk/sirius-software/your focus. asp Trainingzone is one of the UK's most popular site for corporate training professionals with an online network of 50,000 members.
The site should also be of interest to SMES: www. trainingzone. co. uk Trainers'Library is an international online resource pool for trainers, HR managers and consultants,
nevertheless, the Internet could be used more often as the most comprehensive and operational means of finding information. 12.1.1.1.
Internet The rapid development of information and communications technologies (ICT) provides an opportunity to obtain large and varied amounts of information from all over the world in a couple of minutes or even seconds.
The most frequently used and popular resource is the Internet, which nowadays combines several functions it is a library with an unprecedented volume of literature, space for communication,
The internet search tools are quite easy to use and operational: you start your search by entering in the window of the search tool the key word of the topic
including perhaps some 300 or more links to the Internet information. However, it is quite easy to find your way through these offers,
because you see the website, name and an excerpt from the text or comments, enabling the reader to make a judgement about the contents of the found homepage
Literature searches page 249 of 271 http://www. google. com http://www. alltheweb. com http://www. msn. com http://www. yahoo
, on the Internet. It should be noted that the Internet is the most comprehensive and complete storage place of databases
and an undoubted advantage is its range of search facilities, which should be characterised as global
because databases function exactly in the same way as the Internet search process (see the part a) Internet)
but in order to find the required information it is advisable as the first step to use the Internet search engine,
Partially virtual an electronic catalogue of the library can be found on the Internet, which helps to check whether the sought literature,
Virtual an electronic library where all information is fully available via the Internet both the catalogues and the materials.
The search process is similar to that generally used for the purpose of Internet searches (see part a) Internet)
or by viewing the library website where there are detailed instructions about doing an Internet search.
Example-Links Questia Online Library http://www. questia. com/Internet Public library http://www. ipl. org The WWW Virtual Library http://vlib
if compared to Internet searches, which only take a click on the search button; establishment of direct contact will take much more time.
what kind of information or data, choose a suitable resource for finding information the Internet, databases,
LZA EI, 2003.206 lpp Web links The most widely used and well known search engines: http://www. google. com http://www. alltheweb. com http://www. msn. com http://www. yahoo. com Databases http://www. census
. gov/ipc/www/idbnew. html International data base-Computerized data bank containing statistical tables of demographic and socioeconomic data for 227 countries and areas of the world. http://www. geohive
Libraries http://www. questia. com Questia Online Library http://www. ipl. org Internet Public library http://vlib. org/The WWW Virtual Library
The website for The Business of Language's Initiative in North East England (http://www. thebusinessoflanguage. org. uk/)points to an interesting fact:
Internet users are 3 times more likely to buy when addressed in their mother tongue. Other reports present figures which show the importance of foreign languages for business.
and using international sources for financing Marketing and sales (ads website, ecommerce) in the globalised market Gathering foreign language information like publications and patents Participating actively in international conferences and fairs Detecting international trends and challenges Foreign language competence in Innovation"Innosupport:
internet and other programmes to learn the correct pronunciation). Very often, beginners learn better with teachers of their own nationality.
by sending emails or faxes in the native language and introduce itself and its products.
Sending out the information in native languages significantly increased the response rate from the clients approached."
SPEAKING AND LISTENING Capabilities Needs 1 2 3 1 2 3 Using the telephone Travel arrangements Introducing yourself
Foreign language competence page 261 of 271 Mail Fax, memos Business letters Business news Sales brochures Commercial & financial reports Technical reports Export documentation
Product description Patent documentation Instructions for use WRITING emails, fax, memo Business letters Commercial & financial reports Technical reports Product description Offers and orders
Resources Internet Sites Online translation website: www. babelfish. altavista. com There are various training programmes and possibilities within the Leonardo Da vinci and Sokrates Framework.
which also offers support for writing English letters, emails and faxes. Useful model sentences for Business English and email writing can be found here as well. http://www. jobware. de/ra/rt/tc/index. html Here you can test your skills free of charge. http://www
. englishtown. com online English learning platform http://www. ego4u. de Learning English online: free exercises, explanation, preparation for tests, games and information about English language and culture. http://www. tu-chemnitz. de/phil/Internetgrammar/"Innosupport:
the service is free of charge. http://people. freenet. de/mvhs-english/This website contains many useful links for learning offers.
today's globalisation is built around falling telecommunications costs, which are able to weave the world together ever more. 12.3.2.
The internet and mass media are able to influence on costumers opinions during very short time.
Intercultural Competencies and the Innovation Process page 268 of 271 emails or faxes in the native language and introduce itself and its products.
Resources Facts and Internet Sites BBC: www. bbc. co. uk/worldservice/programmes/globalisation/National Centre for Languages (UK:
Overtext Web Module V3.0 Alpha
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