Achieving Market Leadership with Collaborative Innovation: The Case of Technology-Driven Companies
In the last few years, there has been a major paradigm shift in the innovation process with the rise of a “collaborative innovation” process where an increasing proportion of innovative firms now rely heavily on external support for innovation. Technology companies are at the forefront of this revolution and this chapter analyzes how those firms have dramatically modified their communication strategy within the innovation process. The priority is now on a “pull” communication strategy in order to get new ideas from different sources in the environment but there is also a change in the “push” communication strategy with the offering of open access technology in order to help external partners to develop complementary solutions. The collaborative innovation is also redefining the branding strategy for innovation, which has often been the favorite communication strategy of successful technology companies. Finally collaborative innovation is impacting the global commercialization strategy of innovative technology companies, another proven way to accelerate market dominance. The chapter concludes on the managerial implications of the new collaborative innovation trend with the dominant role of communication.
KeywordsInnovation Process Communication Strategy External Partner Brand Personality External Party
- Ahonen, T. (2010). Retrieved from communities-dominate.blogs.com/brands/2010/01/what-to-call-the-past-decade-has-to-be-the-nokia-decade-heres-why.html.Google Scholar
- Apple. (2013). App store tops 40 billion downloads with almost half in 2012. Retrieved from http://www.apple.com/pr/library/2013/01/07App-Store-Tops-40-Billion-Downloads-with-Almost-Half-in-2012.html.
- Baldwin, C. Y., & von Hippel, E. (2009). Modeling a paradigm shift: From producer innovation to user and open collaborative innovation. MIT Sloan Research Paper, 4764–09, 1–34.Google Scholar
- Bilgram, V. (2013). Performance assessment of co-creation initiatives: A conceptual framework for measuring the value of idea contest. In: A. Brem & E. Viardot (Eds.), Evolution of innovation management: Trends in an international context (pp. 32–51). Hampshire: Palgrave Macmillan.Google Scholar
- Bluetooth. Org (2013). Retrieved from www.bluetooth.org/en-us/bluetooth-brand/smart-marks-overview.
- Boston Consulting Group. (2012). The most innovative companies in the world. Retrieved from https://www.bcgperspectives.com/content/articles/growth_innovation_the_most_innovative_companies_2012/.
- Burke, W. L., & Schoeffler, S. (1980). Brand awareness as a tool for profitability. The strategic planning institute. Boston: Cahners.Google Scholar
- Butti, K. & Perlin, J. (1980). A golden thread: 2500 years of solar architecture and technology (pp. 68–69). Palo Alto: Cheshire Books.Google Scholar
- Cisco. (2010). And the cisco I-prize winner is… Rhinnovation! Retrieved from http://www.cisco.com/web/solutions/iprize/index.html.
- Chesbrough, W., & Teece, D. J. (1996). When is virtual virtuous. Harvard Business Review, 74(1), 65–73.Google Scholar
- Facebook. (2013). Microsoft imagine cup. Retrieved from www.facebook.com/microsoftimaginecup.
- Forbes. (2012). Who spends more on ads – apple or microsoft? Another lesson in quality vs. quantity. Retrieved from http://www.forbes.com/sites/ycharts/2012/08/02/who-spends-more-on-ads-apple-or-microsoft-another-lesson-in-quality-vs-quantity/.
- Frattini, F., Colombo, G., & Dell’Era, C. (2013). Exploring the role of early adopters in the commercialization of innovation. In: A. Brem & E. Viardot (Eds.), Evolution of innovation management: Trends in an international context (pp. 151–182). Hampshire: Palgrave Macmillan.Google Scholar
- Frick, K. A., & Torres, A. (2002). Learning from high-tech deals. The McKinsey Quarterly, 1, 112–124.Google Scholar
- Fung, V. K., Fung, W. K., & Wind, Y. (2007). Competing in a flat world: Building enterprises for a borderless world. Upper Saddle River: Wharton School Publishing.Google Scholar
- Gartner. (2013). Gartner says worldwide mobile phone sales declined 1.7 percent in 2012. Retrieved from http://www.gartner.com/newsroom/id/2335616.
- Gassmann, O., & Enkel, E. (2004). Towards a theory of open innovation: Three core process archetypes. Proceedings of the R&D Management Conference. Lisbon, July 6–9.Google Scholar
- Goldsmith, R. E., Flynn, L. R., & Goldsmith, E. (2003). Innovative consumers and market mavens. Journal of Marketing Theory and Practice (Fall), 11(4), 54–64.Google Scholar
- Google. (2012). Google apps developer challenge 2012 official rules. Retrieved from http://www.google.com/events/gadc2012/terms/.
- HDMI. (2013). Retrieved from http://www.hdmi.org/learningcenter/adopters_founders.aspx.
- Henkel, J., & von Hippel, E. (2005). Welfare implications of user innovation. Journal of Technology Transfer, 30(1/2), 73–87.Google Scholar
- Herstad, S., Bloch, C., Ebersberger, B., & de Veld, E. V. (2008). Open innovation and globalisation: Theory, evidence and implications, Visionera.net. Retrieved from https://www.tem.fi/files/25709/Open_innovation_and_globalisation.pdf.
- Howe, J. (2006). Crowdsourcing: A definition. Retrieved from http://crowdsourcing.typepad.com/cs/2006/06/crowdsourcing_a.html.
- IBM. (2011). From stretched to strengthened, Somers, NY: IBM global business services. Retrieved from http://www-935.ibm.com/services/us/cmo/cmostudy2011/cmo-registration.html.
- IBM. (2013). Maximize your relationship with IBM. Retrieved from https://www.ibm.com/developerworks/community/blogs/9a1ba618-dfdd-45af-b55e-1ad7f6442045/entry/maximize_your_relationship_with_ibm32?lang=en.
- Jouret, G. (2009). Inside Cisco’s search for the next big idea. Harvard Business Review, 87(9), 43–45.Google Scholar
- Klein, K. J., & Tornatzky, L. G. (1982). Innovation characteristics and innovation adoption implementation: A meta-analysis of findings. IEEE Transmission Engineering Management, 438 29(11), 28–45.Google Scholar
- Klokgieters, K., & Chu, R. (2013). Creating an environment for successful innovation: A management consultant’s perspective. In: A. Brem & E. Viardot (Eds.), Evolution of innovation management: Trends in an international context (pp. 327–347). Hampshire: Palgrave Macmillan.Google Scholar
- Lindegaard, S. (2012). Communication is key to successful open innovation. Retrieved from http://www.customerthink.com/blog/communication_is_key_to_successful_open_innovation.
- Marketingminds (2013). Apple’s branding strategy. Retrieved from http://www.marketingminds.com.au/branding/apple_branding_strategy.html.
- Mc, Gee J., Sammut, B., & Tanyut, A. (2002). Network industries in the new economy. European Business Journal, 14(3), 116–133.Google Scholar
- Nambisan, S., & Nambisan, P. (2008). How to profit from a better “virtual customer environment”. MIT Sloan Management Review, 49(3), 53–61.Google Scholar
- Nielsen. (2012). Countdown to product launch. Retrieved from http://www.nielsen.com/us/en/newswire/2011/countdown-to-product-launch-12-key-steps.html.
- Oh, I. (2013). Joining innovation effort using both feed-forward and feedback learning: The cases of Japan and Korea Universities. In: A. Brem & E. Viardot (Eds.), Evolution of innovation management: Trends in an international context (pp. 208–235). Hampshire: Palgrave Macmillan.Google Scholar
- Ohly, S., Kaše, R., & Skerlavaj, M. (2010). Networks for generating and for validating ideas: The social side of creativity (June 10, 2010). Innovation: Management, Policy & Practice, 12(1), 50-60.Google Scholar
- Ouya forum. (2013). List of confirmed OUYA games. Retrieved from http://ouyaforum.com/showthread.php?18-List-of-Games-Coming-to-the-OUYA.
- Roberts, E. B. (2001). Benchmarking global strategic management of technology. Research-Technology Management, 44(2), 25–36.Google Scholar
- Samsung. (2013). Open innovation is a samsung initiative to identify and grow the technologies and infrastructure of the future. Retrieved from http://www.samsung.com/global/business/semiconductor/aboutus/business/open-innovation/overview.
- SAP. (2013). 100 K SAP SME customers can’t be wrong. Retrieved from http://www54.sap.com/solutions/sme/strategy.html.
- Strickler, Y. (2012). Ouya’s big day. Retrieved from http://www.kickstarter.com/blog/ouyas-big-day.
- Temporal, P., & Lee, K. C. (2000). Hi-tech hi-touch branding: Creating brand power in the age of technology. New York: Wiley.Google Scholar
- Thomas, R. J., & Wind, Y. (2013). Symbiotic innovation: Getting the most out of collaboration. In: A. Brem & E. Viardot (Eds.), Evolution of innovation management: Trends in an international context (pp. 1–31). Hampshire: Palgrave Macmillan.Google Scholar
- Viardot, E. (2004). Successful marketing strategy for high-tech firms (3rd ed.). Boston: Artech House.Google Scholar
- Viardot, E. (2011). Achieving market leadership for innovation through communication. In: M. Hülsmann & N. Pfeffermann (Eds.), Strategies and communications for innovations: An integrative management view for companies and networks (pp. 243–256). Berlin: Springer-Verlag.Google Scholar