THE R&D Management ConFERENCE 2014
Management of Applied R&D
Connecting high value solutions with future markets 3 – 6 June 2014 | Stuttgart
f k o s o Bo a ct s tr Ab
THE R&D Management ConFERENCE 2014
Management of Applied R&D
Connecting high value solutions with future markets 3 – 6 June 2014 | Stuttgart
f k o s o Bo a ct s tr Ab
contents
R&D Management in Emerging Economies
7
Mehmet Kürümlüoglu, Fraunhofer IAO, Germany Prof. Christian Berggren, Linköping University, Sweden
Innovative R&D Organisation
15
Prof. Gordon Müller-Seitz, University of Duisburg-Essen, Germany
Sustainability and R&D Management
25
Prof. Mario Schmidt, Pforzheim University, Germany
Managing New Service Development
29
Walter Ganz, Fraunhofer IAO, Germany Thomas Meiren, Fraunhofer IAO, Germany
The Human Side of R&D
33
Liza Wohlfart, Fraunhofer IAO, Germany Jürgen Wilke, Fraunhofer IAO, Germany
Future R&D Workspaces
39
Stefan Rief, Fraunhofer IAO, Germany Jörg Castor, Fraunhofer IAO, Germany
Collaborative Trend Management
43
Prof. Michael Durst, FOM University of Applied Science, Germany
Advanced Virtual Engineering
49
Dr. Manfred Dangelmaier, Fraunhofer IAO, Germany Joachim Lentes, Fraunhofer IAO, Germany
Managing Business Model Development Prof. Ellen Enkel, Zeppelin University, Germany
4
55
Open Strategy in R&D
63
Prof. Sabine Brunswicker, Purdue University, United States of America
R&D Management across Cultures
73
Dr. Anton Kriz, University of Newcastle, Australia Stephan Schüle, Fraunhofer IAO, Germany
Patents and IP
79
Truong Le, Fraunhofer IAO, Germany
R&D Organisation and Efficiency
87
Manuel Kern, Fraunhofer IAO, Germany Michael Schubert, Fraunhofer IAO, Germany
Strategic R&D and Technology Management
93
Prof. Frank Wagner, Fraunhofer IAO, Germany
Author‘s Index
102
Notice: Abstracts are partly shortened (indicated by ‘…’). Additional information and full papers can be found in the conference proceedings. The book of abstracts represents the state of May 15th. Changes between the book of abstracts and the conference programme or the proceedings may occur.
For details see: www.rnd2014.iao.fraunhofer.de
For further information contact: Dr. Sven Schimpf, Fraunhofer IAO, Germany sven.schimpf@iao.fraunhofer.de
5
R&D Management in Emerging Economies
Session chairs Mehmet Kürümlüoglu, Fraunhofer IAO, Germany Prof. Christian Berggren, Linköping University, Sweden Industrial partner İffet İyigün Meydanlı, Arçelik S.A., Turkey
In recent years the economic growth in emerging economies was tremendous - which goes hand in hand with a considerable increase in R&D investments. E.g. Turkish industry has nowadays become more than an extended workbench, but an internationally significant production and development site. The Special Session “R&D Management in Emerging Economies“ targets to combine articles that analyse special challenges and research findings in the thematic area of managing R&D (organization, collaboration, human resources, intellectual property, pre-competitive research etc.). Beyond the inclusion of R&D Management in Emerging Economies, a special focus is set on R&D Management in Turkey.
R & D M a n a g e m e n t i n Em e r g i n g E c o n o m i e s
Have University Scientists Shifted their Interest in Basic
Bridging Geographically Distant R&D and
Science under the Context of Academic Enterprise?
Manufacturing
Wan-Ling Huang, Tamkang University, Taiwan
Paraskeva Wlazlak, Jönköping University, Sweden Glenn Johansson, Jönköping University, Sweden
In the recent decade, governments around the world have actively promoted exploitation of scientific research
Although important research has been carried out,
and technology transfer from universities to industry
knowledge on bridges between the R&D and manufacturing
(Baldini, 2006; Mowery & Sampat, 2001). Under this trend,
occupational communities in a cross - national context is la-
academic scientists are not only responsible for teaching
cking. Much of the research has emphasized on the different
and research, but are also encouraged to engage in research
bridges - tools, object, practices, brokers designed by the
commercialization that further connect scientific inventions
company to bridge the occupational communities. To lesser
with economic development (Etzkowitz & Leytesdorff, 1997).
extent scholars have observed the emergence of individuals
However, some authors concern about the fact that the
who can assist in bridging occupational communities divided
policy encouraging research commercialization may shift
by the boundaries of language and national culture. Drawing
academic scientists’ interest from basic research to applied
on qualitative interviews with persons belonging to a
research, and may have negative effects on long-term scien-
Swedish large manufacturing company, this paper describes
tific advancement (Fabrizio and Di Minin, 2008; Geuna and
and examines the emergent role of an engineer from an R&D
Nesta, 2006). Accordingly, this study investigates the extent
center in China as a mediator of the two occupational com-
to which academic scientists’ selection of research projects is
munities. Based on community of practice theory, this study
primarily driven by satisfying societal need under the context
regards R&D in Sweden and the manufacturing site in China
of academic enterprise and identifies factors motivating
as members of two interdependent occupational communi-
scientists to choose an application-oriented research project
ties that struggle to communicate due to barriers created by
that may have higher commercialization potential but lower
geographical distance – i.e. language and cultural distance.
scientific merits. Data employed in this study come from a
The findings suggest that the mediator from the R&D center
2013 national survey of university scientists and engineers
in China may serve as an appropriate organizational solution
in Taiwan, including respondents who filed a Taiwan patent
in situation where geographical distance exist. The mediator
application between 2007 and 2011 and those who have ne-
role provides not only technical support, but also helps to
ver filed a Taiwan patent. To construct the applicant sample,
crate shared meanings and facilitates the communication
we first identified all patent applications filed by a research
between R&D in Sweden and the manufacturing site in Chi-
university in Taiwan between 2007 and 2011 through Taiwan
na. This study contributes to the R&D management theory
Intellectual Property Office (IPO) public online database and
by addressing an effective way to facilitate cross-cultural
then included 1,985 inventors who currently hold full-time
communication between engineers that are geographically
professorship at a university into the sample. To develop
distant during new product development.
the non-applicant sample, we randomly selected 993 of the applicants and then paired each one with a randomly ... 8
R & D M a n a g e m e n t i n Em e r g i n g E c o n o m i e s
Application of Technology Roadmapping and Acquisition
Frugal Innovation and Analogies: Some Propositions on
in Aerospace Industry
Product Development in Emerging Economies
Gozde Kara, Turkish Aerospace Industries Ankara, Turkey
Rajnish Tiwari, Hamburg University of Technology, Germany
Erhan Solakoglu, Turkish Aerospace Industries Ankara, Turkey
Katharina Kalogerakis, Hamburg University of Technology, Germany
E. Serdar Gokpinar, Turkish Aerospace Industries Ankara, Turkey
Cornelius Herstatt, Hamburg University of Technology, Germany
In aerospace sector, product life cycle and technology
Frugal products and services aim at satisfying the unsaturated
development periods are longer than those in most of the
demand of a large and growing middle class in many “emer-
other sectors. Technology intensity of products is also high.
ging economies�. Although research has been conducted in
Therefore to make a connection between these technologies
regard to the strategic importance of frugal innovations, so
and to manage this period, technology roadmaps are used.
far, the actual development process of such innovations has
In this study, some information about technology roadmaps
not been looked into in detail. Some examples show that
and the relevant technology management activities such as
inventive analogies are used to develop frugal innovations.
technology acquisition planning in TAI (Turkish Aerospace
For instance, the development of a frugal artificial heart was
Industries Inc.) have been presented as an example.
based on the heart structure of cockroaches, which led to a reduction of costs by 20 times. The aim of this paper is to examine the use of inventive analogies in creating frugal solutions and their impact on project results. Based on three explorative case studies from India, the authors generate preliminary evidence that analogies can make a significant impact on the successful development of innovations in environments that are characterized by severe resource constraints and high price-sensitivity. Furthermore, the inherent aim of frugal innovations to create radically new solutions with very restricted resources seems to stimulate the application of inventive analogies. The results point to some valuable learnings in regard to an effective employment of analogies. Besides, useful insights for companies that want to exploit market opportunities in the emerging economies are generated.
9
R & D M a n a g e m e n t i n Em e r g i n g E c o n o m i e s
Technology Radar Process Implementation as a Part
Challenges for R&D Managers on the Path to
of Technology Planning, Implementation as a Part of
Commercialisation: a Comparative Study Between
Technology Planning
Turkish and German Automotive Sectors
Melda Polat, Arçelik S.A., Turkey
Berkun Çulha, Dr. Çulha & Partner Consulting, Germany
İffet İyigün Meydanlı, Arçelik S.A., Turkey Michael Schubert, Fraunhofer IAO, Germany
Emerging economies like Turkey have different conditions
Erdem Gelec, Fraunhofer IAO, Germany
than leading OECD countries when it comes to R&D. There
Mehmet Kürümlüoğlu, Fraunhofer IAO, Germany
is a lack of traditionally strong industries with sustained global commercial success for decades, a scarcity of highly
In a rapid changing technology environment, companies
experienced R&D staff and high turnover rate among R&D
have to monitor and identify alternative relevant techno-
engineers. However, for almost two decades, MNEs, joint
logies which could either create an opportunity for future
ventures and ambitious national players have been building
businesses or could be a barrier for growth of business.
up R&D capacities in emerging markets. We conducted inter-
The right technology planning will ensure the very early
views and surveys with Turkish and German R&D managers
identification and evaluation of technologies - which could
in order to analyze the impacts of these different conditions
be applied within products or production in future - leading
on project management, R&D culture, HR, strategy and com-
to sustainable growth of companies in terms of responding
mercialization barriers. The hypothesis that R&D activities are
to threats and gaining advantage in competition. Technology
not in line with commercialization processes in many Turkish
management processes are described in literature as a com-
companies is confirmed by many answers in the survey.
position of five basic sub-processes: identification, selection,
The way managers perceive commercialization barriers in
acquisition, exploitation and protection. Although many
the survey produced some unforeseen results that can only
management tools have been developed for technology
be explained with further knowledge from interviews and
acquisition and protection there are few alternative tools
market experience. Especially management culture seems
for the identification sub-process. The management of that
to overlay and distort assumed differences between the
early phase is very difficult since decision makers are in a
countries.
fuzzy environment with a lack of information. The approach of technology radar has been identified as an appropriate solution ensuring a structured and target-oriented identification and prioritization of technologies ensuring a profound decision making and knowledge management. The paper is about implementing the technology radar at a large R&D intensive company from white goods sector, namely Arcelik A.S. Therefore the method of technology radar needed to be adapted to company specific pre-conditions, like existing technology management processes, organizational ... 10
R & D M a n a g e m e n t i n Em e r g i n g E c o n o m i e s
Innovation Perspectives: a Longitudinal Large Scale
International R&D Collaboration in High Tech – the
Survey in Brazilian Industrial Sectors
Challenges of Jet Fighter Development Partnerships in Emerging Economies
Alejandro G. Frank, Universidade Federal do Rio Grande do Sul, Brazil Marcelo N. Cortimiglia, Universidade Federal do Rio Grande do Sul,
Christian Berggren, Linköping University, Sweden
Brazil
Solmaz Filiz Karabag, Linköping University, Sweden
José Luis D. Ribeiro, Universidade Federal do Rio Grande do Sul, Brazil
In core OECD countries, the defense industry is a preferred Brazil is the leading country in South America, comprising
sector for government-supported development of advanced
almost half the continent’s area and population. Moreover,
R&D and engineering capabilities, which are then diffused
last decades have witnessed an important economic
to civilian applications, e.g. airplanes and power turbines.
growth of this country. This growth has generated good
This profile of government involvement and high tech makes
opportunities for innovation in manufactured products and
defense system development attractive also for emerging
services. However, there are many challenges for companies
economies, where policy makers strive to upgrade indepen-
to become innovative, since this is a country traditionally
dent R&D capabilities. Within the defense sector, fighter jets
based on agricultural activities and low technology industries.
are a particular demanding area in terms of system comple-
In order to shed light on the state of the national innovation
xity, long life-cycle and extreme operational conditions. Also,
landscape, Brazilian government has put forward initiatives
fighter programs require large investments for long period
like the Innovation Survey (PINTEC), conducted by the
of time: typically 10-20 years. Products are tightly integrated
Brazilian Institute of Statistics (IBGE), which collects data
with all subsystems developed for a particular use. In contrast
about innovation achievements and challenges in more
to consumer durables such as white goods, new entrants
than 30,000 Brazilian companies every three years. Based
cannot start with reverse engineering and assembly to gra-
on reports of the last four PINTEC surveys, we carried out
dually move up the technology frontier, but have to compete
a longitudinal analysis of selected innovation variables in
with world leaders directly. Moreover, the global aerospace
Brazilian industrial sectors, covering a period of ten years of
industry is an oligopolistic sector with cut-throat competition
innovation evolution. The aim of this analysis is to show how
and very high switching costs for customers. This paper
innovation characteristics of Brazilian industrial sectors have
seeks the answers of the following questions: Which are
evolved in the last decade as well as to point out a number
the main factors leading up to the formation of new types
of challenges in this emergent market. Some of the variables
of international partnerships in jet fighter development? A
analyzed were: expenditure on innovative activities (inno-
second question is: Which are the specific challenges related
vation input), results obtained from innovation (innovation
to such partnerships involving firms both from established
impact) and firm characteristics related to innovation outco-
and emerging economies? In order to answer these research
mes. The results presented in this paper help to understand
questions Turkish jet fighter program is used as a case study.
a number of innovation characteristics in Brazilian emergent economy.
11
R & D M a n a g e m e n t i n Em e r g i n g E c o n o m i e s
Governance Analysis on Green Technology Development in Korean NIS (National Innovation System) – Traditional R&D vs. Emergent Means in National R&D Program
Simon Byung Jin Lee, National Research Foundation of Korea, Korea
South Korea’s success in 5 years must be inducing Green Climate Fund, which was arrived at a decision in UNFCCC (United Nations Framework Convention on Climate Change). The channel such as UNFCCC is what is so called international level of discussing green technology development, but there has to be national level of R&D system if a nation is to take part in international level of green technology development. “Global Frontier R&D Program” and “Climate Change Adaptation R&D Program” from South Korea start from national level green technology development, but lead to international level in the end. 21st Century Frontier R&D Program, the predecessor of both national R&D programs introduced above, has limit to its “catch-up” way of technology development path. Both programs are “leading-edge” R&D programs, pursuing long term goal in 10 year virtuous cycle of R&D. Both programs hold “top down” approach and “network of excellence” in relation with other R&D programs. Both invest 10 to 30 billion won since their first launch in 2009 and 2010. The other key features of Global Frontier R&D Program and Climate Change Adaptation R&D Program are, (1) Networking of actors in the R&D program (2) Supporting innovators to do research and help to transfer technologies (3) Maintaining 4G (Global, Ground-breaking, Group, Green) philosophy : (1) Attaining Global Top brand, (2) Ground-breaking fundamental technology development in 10 years of virtuous cycle, (3) Group approach in interdisciplinary research with R&D centres, (4) Green technology for green growth.
12
R & D M a n a g e m e n t i n Em e r g i n g E c o n o m i e s
13
Innovative R&D Organisation
Session chair Prof. Gordon M체ller-Seitz, University of Duisburg-Essen, Germany Industrial partner Dr. Daniel Heubach, Alfred K채rcher GmbH & Co. KG, Germany
There is a rising interest in how to organize R&D and innovations, especially considering new possibilities to involve internal and external stakeholders or networks. In this connection managerial practice shows that increasingly new forms of more informal and latent organizing for innovations and R&D are sought for. The present session tries to explore this phenomenon by a kick-off presentation from Alfred K채rcher GmbH & Co. KG and invites papers that are provocative and deemed to stimulate discussion.
I n n o v a t i v e R & D Or g a n i s a t i o n
Complex Technological Knowledge and Value Creation
Standing in Misunderstanding: Analyzing Boundary Ob-
in Science-to-Industry Technology Transfer Projects: the
jects’ Effectiveness in Innovation Communities
Moderating Effect of Absorptive Capacity Marc Marheineke, HHL Leipzig Graduate School of Management, Andreas Winkelbach, Christian-Albrechts-University Kiel, Germany
Germany
Achim Walter, Christian-Albrechts-University Kiel, Germany
Hagen Habicht, HHL Leipzig Graduate School of Management, Germany
This study seeks to enhance the understanding of the
Kathrin M. Möslein, Friedrich-Alexander-University Erlangen-
interplay between complex knowledge, absorptive capacity
Nürnberg, Germany
in terms of both absorptive capabilities and prior knowledge, and value creation. Drawing on a database of 127 science-
In this paper we investigate objects that span boundaries to
to-industry R&D projects in technology-based markets, our
foster mutual understanding in virtual innovation communi-
study results show the inherent relevance of complexity
ties. In particular, we study virtual whiteboards (which com-
and absorptive capabilities for value creation. Contrary to
prise a mix of boundary objects) in the early phases of the
expectations, prior knowledge has no significant effect on
innovation process. Information systems provide new bound-
value creation per se. Instead, the impact of complex tech-
ary objects for community members which support their
nological knowledge on value creation is enhanced at high
non-canonical, collaborative work required for igniting new
levels of both prior knowledge and absorptive capabilities.
ideas (Brown & Duguid, 1991a; Wenger, 1998). Our study
The findings suggest that following a well-worn path leads
follows the two-sided perspective of socio-technical systems
to competence traps, whereas knowledge-related learning
theory (Bostrom & Heinen, 1977). From a social perspective,
capabilities enable a firm to deal with dynamic environments.
extant literature provides coverage of the roles of boundary objects for collaborative innovation (Carlile, 2002; Tushman, 1977). From a technical perspective, research investigates efficient communication through media, predicting that most efficient communication is achieved when the object’s synchronicity fits the communication requirements (Dennis, Fuller, & Valacich, 2008). First, we assume that boundary objects which convey information most effectively perform high in the idea generation phase. Second, we assume boundary objects that converge on meaning most effectively to perform high in the development and evaluation of ideas. Our empirical analysis takes the form of multiple case study analysis (Yin, 2009) of (virtual) innovation communities. Data has been collected from users of a virtual whiteboard who participated in collaborative innovation. The data comprises of information on the use of boundary objects in ...
16
I n n o v a t i v e R & D Or g a n i s a t i o n
Towards a Spin-Along Strategy: Mastering Organisation
A New Model for Supporting Creativity in Research
Adaptation Through an merging Concept of Corporate
Organisations
Entrepreneurship Theory Gareth Loudon, Cardiff Metropolitan University, United Kingdom Sebastian Fischer, Technische Universität Berlin, Germany
This paper enhances an emerging concept of corporate
Gina Deininger, Centre for Creativity Ltd, United Kingdom
entrepreneurship theory: the spin along approach. The spin-
It is generally recognised that creativity is crucial in research
along approach reflects a unique means to combine internal
organisations to enable breakthrough ideas and the discovery
and external corporate venturing. By taking the spin-along
of new solutions that are novel, valuable and substantive.
approach into account, I propose a spin-along strategy to be
However, knowing how to cultivate a culture of creativity in-
an alternative strategic attempt for organizations, which aim
side a research organisation is often not so clear. We present
to adapt to changing environmental conditions. I acknow-
a new model, called the LCD Model, for supporting creativity
ledge the viewpoint of adaptionistic population ecologists,
in research organisations that builds on previous models,
who claim that although incumbency may lead to structural
but emphasises the importance of the ‘State of Being’ of the
inertia, larger companies can learn from past experiences and
researcher to enhance creativity and how that can be sup-
take action to change their organization. I will show how a
ported. The model aims to support sustained creativity and is
spin-along strategy can enable firms to manoeuvre through
derived from a number of empirical studies conducted over
the adaptive cycle. After defining the spin-along strategy, the
recent years as well as from personal experiences working in
paper addresses the issue of distance between a spin-along
research organisations over the last twenty years. The model
venture and its parental organization with the help of the so
is explained in detail together with why each of the elements
called “Spin-Along Shell Model”. Finally, I derive implications
of the model is important based on our research findings and
for academia and R&D Management practitioners and open
the findings of others. We also highlight the importance of
up the discussion for future research directions, which have
the dynamic movement between the different elements to
the potential to sharpen the spin along strategy further.
cultivate creativity, with the researcher’s ‘state of being’ at the centre of the process. In conclusion, we discuss how the model can be implemented inside a research organisation to support and enhance the creativity of individual researchers and the research organisation as a whole.
17
I n n o v a t i v e R & D Or g a n i s a t i o n
Implementation of Green Innovations – the Impact of
Adopting an Open Innovation Paradigm: Managerial
Stakeholders
Perceptions and the Innovation Value Chain
Alexander Fliaster, University of Bamberg, Germany
Anushree Priyadarshini, DCU Business School, Ireland
Michael Kolloch, University of Bamberg, Germany
Yuhui Gao, DCU Business School, Ireland Colm O’Gorman, DCU Business School, Ireland
Innovation is generally conceptualized as generation and implementation of new and useful ideas (e.g. Amabile
This study explores the adoption of open innovation (OI)
et al., 1996). While past research has provided manifold
practices in medium-sized and large firms in a sector
insights on its first stage, i.e. knowledge creation (Nonaka
characterised by low levels of external collaborations. Many
and Takeuchi, 1995) and creativity (Hennessy and Amabile,
firms struggle to adopt OI practices (O‘Connell, 2011));
2010), less is known about the implementation of innovation
the processes that lead to the adoption of OI practices are
(e.g. Govindarajan and Trimble, 2010). Concerning the latter,
unclear (Mortara and Minshall, 2011); and the degree of
previous studies addressed particularly intra-organizational
open innovation, as measured by the number of external
barriers to innovation (e.g. Oreg, 2006). On the contrary, the
collaborations, in Irish firms is low (Vahter et al., 2012).
role the external stakeholders play for the implementation
This inductive study is based on case studies of a significant
of innovations has been under-investigated. To address this
innovation in four medium-sized (€85m to €300m) and four
gap we first highlight the relevance of the stakeholder theory
large (716m - €5,800m) firms from the food sector in Ireland.
(e.g. Laplume et al. 2010; Parmar et al. 2010) for innovation
In each of the firms, multiple senior managers (CEOs, inno-
studies. Second, we argue that the role the stakeholders play
vation managers and marketing managers) were interviewed
in the implementation process is affected by the industry as
about the origin of the innovative idea; the management
well as the type of innovation as important contingencies
of the innovation; and the role of external partners and
factors. In doing so, we show that in the power supply
customers in the innovation process. Within and cross case
industry in general, and with respect to green innovations
analysis finds that the adoption of OI innovation practices
that change the whole eco-system in particular (Yergin,
are most common at the early stage of the innovation value
2011; Weizsäcker et al., 2010) stakeholder management
chain (IVC); that managerial perceptions of competitive
is a critical success factor for innovations. Third, to explore
threats appear to limit the extent to which firms adopt OI
in-depth the distinctive interests, actions and responses of
practices at the conversion stage of the IVC; that at the dif-
various stakeholders throughout the implementation process
fusion stage OI practices are largely limited to collaborations
of green innovations, we conducted a case study of the
with customers; and managers regard external interactions
implementation of an offshore wind farm by a medium-size
for market orientation as being open in their innovation
projecting company in Germany. We found that the activities
processes. In terms of the process of adoption, the smaller
of internal and external stakeholders have several positive
firms in this study are characterised by ad-hoc adoption of
and negative effects on the innovation process. In addition,
OI practices, while in the larger firms there is some evidence
we show that these activities can also cause an essential
of more ‘conscious adoption’ of OI practices (Mortara and
transformation of the innovation content. In sum, ...
Minshall, 2011). Contributions include an argument ...
18
I n n o v a t i v e R & D Or g a n i s a t i o n
Open vs. Closed Innovation – Or should organizations
Methods and Tools for Managing Diversity in Smart SME
implement both?
Networks in Collaborative R&D Projects
Katja Hutter, University of Innsbruck, Austria
Heiko Matheis, DITF-Denkendorf, Germany Armin Lau, University of Stuttgart, Germany
In the era of open innovation, researchers highlight the
Manuel Hirsch, University of Stuttgart, Germany
innovative potential of internal and external sources for
Meike Tilebein, University of Stuttgart, Germany
innovation. Despite the gaining momentum of open innovation, only a few organizations have managed to develop
In today’s dynamic and globalised markets the development
consistent innovation management 2.0 strategies that enable
and provision of new products and services require a wide
them to use an integrated process applying the traditional,
range of competences and deep knowledge on novel mate-
closed models of innovation combined with the latest work
rials, methods, and processes. Many small and medium-sized
on collaborative, open innovation. While scholars have
enterprises (SMEs) are having trouble to cope with these
recently begun to look at the numerous virtues of distinct
requirements on their own. Therefore they need to build up
forms of open innovation, there is little understanding of
the capability to collaborate. In accordance with the open
the challenges organizations face in trying to simultaneously
innovation and open manufacturing paradigm SME need
work on both often inconsistent innovation modes. We
to be able to open their organisation to involve external
examine the two fundamentally different innovation logics
partners in internal processes or integrate into partners’
based on innovation literature, with extended examples
processes. This collaboration results in the need to handle
from three multinational organizations and data from 30
the rising diversity in the fields of process organisation,
qualitative interviews with employees and managers on the
information and communication technologies as well as on
front line of open innovation. We then refer to four different
personnel level between the involved SMEs. That includes
phases of the introduction and implementation of various
different competences, cognitive styles, and working places
open innovation pilot projects and shed light on occurring
distributed in both time and space.
challenges and roadblocks. We discuss implications to fully grasp the application of both models in theory as well as in
This paper presents concepts, methods and tools that not
practice.
only improve SMEs’ capability to collaborate but also to manage the resulting collaborative innovation projects on strategic level as well as on operational level. This implies involving the right partners – according to competence, potential contribution, or cognitive style – depending on the current project status and supporting the adaptation/transformation of the network on its way from development to provision of products and services. In order to know the current status of development, a tool, the SmartNet Navigator, estimates the status of these distributed projects. An example ... 19
I n n o v a t i v e R & D Or g a n i s a t i o n
Supporting or Killing the Technological Platform
Technology Driven Industry Models – Towards Organised
Design? Towards New Contingent Criteria for Strategies
Chaos in Engineering
Selection Manuel Kern, Fraunhofer IAO, Germany Olga Kokshagina, Center for Management Science, France Pascal Le Masson, Center for Management Science, France
New and sustainable concepts for business operations such
Benoit Weil, Center for Management Science, France
as the shared values concept result in increased complexity
Hassen Ahmed, Center for Management Science, France
in value network structures and engineering tasks. The generation of suitable engineering patterns is a collaborative
The circumstances in which firms operate have moved
task that combines the perspectives of several organizations
towards novel and unknown environments, thereby funda-
and disciplines. An approach that allows chaotic structures
mentally modifying the logic of decision making, rendering
and organises arrangements to deal with those complexities
planning approaches inadequate. The literature highlights
enables a self-organizing network to set-up the industry’s
that in these situations companies have to adapt more
model. This paper will provide an overview on the systemic
flexible approaches, to incorporate learning and privilege
process of generating a modelling and analysis instrument
interactions among projects and corresponding environment.
for industry models. The model building is based on a system
Moreover, sector dynamic influences the choice of strategies
analysis and integrates approaches from business modelling,
under high uncertainty. There are sectors “pushed” by
R&D and innovation management. The resulting scheme con-
technologies or “pulled” by markets. In the situations of
tains three viewpoints: value chain opportunities, operational
double technology and markets unknowns an interesting
opportunities and financial opportunities, whereas all three
solution is highlighted: the design of technological platform
are connected in one network wide value proposition. This
that is able to address many emerging markets. Yet it is not
paper focusses on the operational viewpoint and represents
self-evident when these strategies are advantageous for the
a case in which a sustainable technological value proposition
firms that are subject of the environmental dynamics and
which is perceived by a network of companies triggers a joint
pursuing double unknown. A simulation study is carried out
innovation planning process.
to clarify the contingent criteria in which the exploration of multiple technologies and markets could lead to platform design. The conducted simulation experiment reveals two main contingent variables: the existence of market signals and the “segregative” or “aggregative” nature of technological systems. The study endeavors to provide an improved theoretical understanding of double unknown management and the corresponding strategies.
20
I n n o v a t i v e R & D Or g a n i s a t i o n
Guiding Innovators to Full Performance: How Key
Challenges in the Organisational Implementation of
Innovators in Hightech Companies Can Be Supported
Technology Management in Companies
Systematically in Complex Innovation Processes Patrick Olivan, Festo AG & Co, Germany David Kremer, Fraunhofer IAO, Germany
Michael Schmitz, Fraunhofer IAO, Germany
Walter Ganz, Fraunhofer IAO, Germany
Joachim Warschat, Fraunhofer IAO, Germany
Jens Leyh, Fraunhofer IAO, Germany
Technology management (TM) in bigger companies requires Innovators in high-tech companies face a two-fold challenge:
a far more formalised organisational implementation as in
At the one hand, they are to develop innovative products,
smaller companies, because the relevant tasks are realised by
leaving the established scope of functionalities and offering as
employees of different departments and therefore have to
new and original customer benefits as possible. This requires
be linked organisationally in an effective and efficient way.
innovators to leave well-established ways of evolutionary
However a suitable organisational implementation in theory
developing single product functionalities, but to deal with
and practice represents a big challenge as various parameter
uncertainty and risks of greater innovation leaps. In other
and perspectives need to be considered to select appropriate
words, innovators have to think in terms of an innovation
linking within companies. Therefore this article takes the
logic. At the other hand, innovators deal with the current
organisational point of view on TM to illustrate that different
exploitation logic of their company, being involved in organi-
essential organisational fields need to be integrated, like the
sation structures, processes, behaviours and values which aim
aspects of knowledge, strategy, individuals, processes and
at establishing safety, reliability and efficiency of company
culture.
performance. Innovators need to find their way through the conflicts between innovation and exploitation logic. However,
Most publications are illustrating only a section of the overall
without guidance and without suitable methods and strate-
variety of available instruments to realise organisational links.
gies, the conflict of logics can lower innovators’ innovation
More holistic approaches, on the other hand, are rather
performance considerably. The BMBF-funded project “Fast
described on a quite abstract level that a lack of a practical
Adaptation of Technology in High-Tech Companies Through
solution can be determined. For this reason this article
Work Organisation and Personnel Development – START“
overviews common existing approaches of organisational
focused on creating support for company experts engaged in
implementation of TM like temporary forms of organisation,
innovation processes with challenges as described above. By
processes and roles and arranges them into clusters in order
defining fields of action in the areas of “Job design options“,
to formalise a summary of methodical deficits. In conclusion,
“Management of goal conflicts“ and “Innovation driver
an appropriate method for an organisational implementation
roles“, suitable support measures have been identified and
for TM in companies which consists of a set of integrated
systematised. The contribution will describe these support
and adjusted approaches is yet missing.
measures and present their systematic provision to dynamic, informal and decentralised innovation processes, which go beyond the scope of traditional management methods. 21
I n n o v a t i v e R & D Or g a n i s a t i o n
Does Spatial Ambidexterity Pay Off? A Firm-level
Leveraging External Innovation Impulses: Conceptual
Investigation of Technological Performance
Model for a Systematic and Efficient Exploitation from a Company Perspective
Annelies Geerts, Katholieke Universiteit Leuven, Belgium Bart Van Looy, University of Twente, The Netherlands
Peter Rueck, Friedrich-Alexander-University Erlangen-Nürnberg,
Bart Leten, Katholieke Universiteit Leuven, Belgium
Germany
René Belderbos, Katholieke Universiteit Leuven, Belgium
The opening of the innovation process is a major topic in Firms, when innovating, need to devote attention to both
innovation management research. Solution information is no
exploration and exploitation. However, whether to separate
longer solely generated within a company, but increasingly
or collocate exploratory and exploitative activities is still
by using external knowledge beyond the own corporate
subject of much debate. While a number of scholars plea for
boundaries. This new paradigm to interact with external
separation, others suggest that collocation might be more
partners is known as open innovation. Especially the inte-
advantageous. Acknowledging the inherent benefits and
gration of external knowledge from suppliers is becoming
drawbacks of both organizational design choices, introduces
increasingly important for firms due to the high maturity
the question to what extent (dis-)advantages actually prevail.
level of the offered solution.
Large-scale empirical research is scarce. In this paper, we examine whether and to what extent ‘spatial ambidexterity’ is
The analysis of current and past innovation projects of a
beneficial for the technological performance of firms. Spatial
multinational technology company within the scope of a case
ambidexterity reflects the degree to which exploration and
study reveals that in many cases no structured approach to
exploitation are pursued in the same or in different regions.
systematically exploit external innovation impulses beyond the principle of trial and error exists. In fact mostly a rather
Our study draws on a panel dataset of 169 large R&D
intuitive and individually different approach was observed
intensive firms situated within five industries and examines
concerning the processing of the respective external innovati-
global technology development activities at the regional
on impulse, which can be for instance a provided technology,
level. Our findings reveal that collocating – implying spatial
key component or product. To solve this dilemma this study
proximity of exploration and exploitation – positively affects
provides a conceptual model based on the results of the
the technological inventiveness of firms without jeopardizing
empirical analysis referring to abstraction and analogy buil-
the quality of the inventions. The results show that especially
ding principles. The underlying systematic approach to adapt
technological activities of a more explorative nature benefit
external solutions for internal exploitation offers practical
from collocating exploration and exploitation (within the
implications from a company perspective in order to increase
same region). The presence of economies of scale and the
the overall innovation success of the company. In addition
likely enactment of spillovers seem to outweigh the increase
the model illustrates reasonably the essential process steps
in coordination costs and/or the lack of focus (the latter
and iterations to be fulfilled.
associated with collocated activities of a different nature). Our findings challenge the beliefs advanced by ... 22
I n n o v a t i v e R & D Or g a n i s a t i o n
Innovation Strategies of Pharmaceutical Firms – an Exploratory Case Analysis
Wolfgang Burr, University of Stuttgart, Germany
Expiration of patents and price regulations are important framework conditions pharmaceutical companies have to cope with. This article investigates the influence of different types of innovation strategy patterns (3 main elements of an exploration strategy: own R&D efforts of the firm aiming at radical or incremental innovation and/or acquisition of knowledge by licensing agreements or by merging with other firms and/or diversification in new markets) on the success of pharmaceutical firms. Therefore innovation strategy is seen as an answer to the expiration of patents and price regulations. The central research question is: Are pharmaceutical companies with a mixed strategy more successful than pharmaceutical companies, which develop their innovation strategy more towards one out of three directions? An explorative research approach is chosen for the empirical investigation. On the basis of the theoretical framework and the firm cases, 4 research propositions were formulated. The impact of M&A/licensing strategy, R&D expenditures, and strategic diversification on firm success is surveyed in this study by a data and document analysis of 3 leading pharmaceutical companies (Novartis, Pfizer and Roche). Data from 2005 to 2011 were examined to verify the research propositions. The findings support the proposition that pharmaceutical companies which rely on innovations which they researched and developed themselves are more successful than pharmaceutical companies which rely on the purchase of innovations through M+A or licensing.
23
Sustainability and R&D Management
Session chair Prof. Mario Schmidt, Pforzheim University, Germany Industrial partner Dr. Claus Lang-Koetz, Eisenmann AG, Germay
Sustainability has evolved into a guiding principle for business in the last few years. The core message is to integrate economic, environmental and social aspects, also referred to as the triple-bottom-line. Sustainability in R&D Management requires to assume a life cycle perspective, can trigger new ideas for R&D and innovation and supports creating environmentally sound products and solutions. The special session “Sustainability and R&D Management� targets the broader question of how sustainability aspects can be integrated into R&D management. Challenges can be found at all management levels from business strategy over processes, methods and tools. Novel approaches from research integrating different disciplines and a practitioner’s perspective are welcome.
S u s ta i n a b i l i t y a n d R & D M a n a g e m e n t
A Study on Product Lifecycle Management (PLM) to
Linking Environmental Management Strategies,
Create a Sustainable Society
Environmental Innovation and Performance: Evidence from the Chemical Sector
Shigeki Nitta, Hiroshima University, Japan Yu Chao, Chung Hua University, China
Birte Golembiewski, University of Muenster, Germany Nathalie Sick, University of Muenster, Germany
The industries of a sustainable society have to not only comply with market needs and customer requirements, but also
As the level of environmental awareness is rising, companies
utilize natural resources efficiently and execute countermea-
are forced to respond to external pressures and future
sures for environmental issues. As a methodology to realize
competitiveness seems to be increasingly dependent on en-
the sustainable society, there is the life cycle management
vironmentally related innovations aiming to reduce harmful
that deals with the whole life cycle from mining of natural
environmental impacts. Hence, integrating corporate envi-
resources, production of the materials, development and
ronmental strategies and practices as well as measures for
manufacturing of a product, use and disposal of the product,
environmental performance becomes crucial. Although many
and recycling of the resources.
studies are dealing with drivers, the reasons determining the heterogeneity of corporates’ approaches to environmental
The purpose of this study is to propose the methodology of
innovation remain unexplained. Additionally, inconsistencies
the life cycle management of an automotive part (bumper) to
in terms of operationalizing different environmental concepts
minimize the global warming gas emission due to the part,
exist.
and to validate the methodology through actual example. As the study approach, first, mechanical recycling process
Our article aims to contribute to the discussion on causalities
of the plastic bumper was surveyed including its energy
in the field of environmental management by suggesting
consumption. The recycling processes were energy recovery
definitions and a model linking the different aspects accom-
processes from the bumpers incineration and mechanical
panying environmental innovations. The study of companies
recycling processes of the bumper. The second, the global
active in the chemical and pharmaceutical sector concentra-
warming gas emissions of each recycling processes were
tes on the question if firms engage into more environmental
assessed with Life Cycle Assessment (LCA). Finally, the com-
management and operating practices including innovative
bination of bumper recycling processes that could minimize
activities in dependency of their prior environmental per-
global warming gas emissions was considered. As the energy
formance in comparison to their competitors. A logistic
recovery process, three processes were taken up from the
regression analysis on a publicly available dataset reveals that
treatment of the bumpers of the disposed cars based on the
past performance indicators are influencing the subsequent
Japanese automotive recycling legislation. Most of the End of
environmental practice level. R&D management is required to
Live Vehicle (ELV)’s bumpers are incinerated to recover energy
overcome this still reactive behaviour towards environmental
as Automobile Shredder Residues (ASR). As for mechanical
innovations.
recycle process, the ELV bumper recycling to a new car bumper conducted locally in Hiroshima Japan was taken up. ... 26
S u s ta i n a b i l i t y a n d R & D M a n a g e m e n t
University Assistance for SMEs in CSR Policy Creation
Pavol Molnar, Paneuropean University, Slovakia Martin Dolinsky, Paneuropean University, Slovakia
The research in the matter concerned has started in 2011 and goes on already for three years. The main goal of this research is to assist Small and medium-sized enterprises in a preparation for the new entrepreneurial reality where the classical way of doing business is changed. It means, that economic criterion is not dominant anymore, but reduces its importance since there are other two emerging fields of company’s performance measurements – environmental safety and social responsibility. Three sets of indicators are usually called triple bottom line of sustainability. Indicators with an ambition to measure sustainability are labeled as sustainability measurement metrics (enterprise sustainability metrics). Small and medium-sized enterprises (SMEs) are in opinion of authors a decisive field of a success or failure of sustainable development. The aim of our initiative was highlighted by cooperating with SMEs – biggest polluters and biggest employers in European Union. To be aimed at SMEs seems to authors as a crucial concentration onto a field where “things will be decided”. The main driver for a Corporate Social Responsibility policy creation as a part of company’s business philosophy is, according to our experience, not in many cases altruism, but a desire to succeed at the market that values Corporate Social Responsibility (CSR). These new types of markets valuating triple bottom line of sustainability are being often created by large companies. Large companies are setting up additional environmental and social requirements for their suppliers (Small and medium-sized enterprises) as a part of their CSR policy. Presented paper introduces an assistance programme, we have developed within university boundaries, ... 27
Managing New Service Development
Session chairs Walter Ganz, Fraunhofer IAO, Germany Thomas Meiren, Fraunhofer IAO, Germany Industrial partner Harald Loos, Siemens AG, Germany
When comparing the research on services to those research activities that focus on material goods, an obvious gap can be observed: While there exists a broad range of methodologies and tools for the development of goods, the development of services has hardly become a topic of scientific literature. However, many companies have recently begun – not least as a result of the growing pressures of competition – to rethink their strategy for service provision. They want their services to be „regular products“. i.e. reproducible, exportable, even tangible and therefore developable. Services more and more undergo a systematic design process like any other product. The special session “Managing New Service Development” deals with strategies, models, methods and tools to develop new services. In addition, the linkage of product and service development processes are of particular interest.
Managing New Service Development
Organizational Design for Service Innovation
Characterizing the Acquisition of Complex Systems – the
Development
Case of the Mission Critical Communications Industry
Carsten Schultz, Christian-Albrechts-University Kiel, Germany
Ahmed Mashhour, University of Cambridge, United Kingdom
Frank Tietze, Christian-Albrechts-University Kiel, Germany
David Probert, University of Cambridge, United Kingdom
Robert Lorenz, mm1 Consulting & Management PartG, Germany
Rob Phaal, University of Cambridge, United Kingdom
Kah-Hin Chai, National University of Singapore, Singapore
Current literature on business solutions predominantly Firms increasingly servitize, thus selling functionality instead
focuses on the different aspects of managing and delivering
of or in addition to products. Despite various qualitative
products and service bundles from the seller’s perspective.
studies little quantitative evidence exists on how firms should
This paper aims to explore the issues relevant to the acquisiti-
organize for effective service innovation. This paper presents
on of technologies and solutions from the buyer’s perspective
results from a quantitative study on servitization in the Ger-
in complex business environments. The study focuses on
man manufacturing sector. We focus on performance effects
the mission critical communications industry (MCCI) as the
of three distinct organizational design element: autonomy
main research area, where mission critical communications
of the service business, service innovation orientation in the
systems are considered to be complex systems operating in
innovation strategy and formalization of a service specific
complex business environments. In this context, the effective
innovation process. We analyze how these organization
combination of product and service elements leading to an
design elements are contingent on service innovativeness.
integrated solution (IS) for the customers is very important
Our results are based on hierarchical regression analyses of
in achieving system stability during critical and emergency
data complied through a multi-item scaled questionnaire
situations.
completed by two informants from 72 firms. The findings show that organizing for new service development in a
This paper presents a novel depiction of the different strate-
separate business unit and formalizing a specific service
gic configuration options for acquiring new technologies and
innovation process positively impact service business
solutions on two axes. The first extends from full in-house to
success in general. When testing for moderating effects we
completely outsourced systems operations, and the second
find that the results are contingent on technological and
extends from complete system ownership to outsourcing of
organizational innovativeness of the new services that firms
system infrastructure. Empirical research carried out through
develop. However, when service units occasionally work on
case studies suggests that these strategic configuration
radical innovation projects such organizational design seems
options evolve with the introduction of new technologies.
to be sub-optimal. We discuss how firms can counteract
This paper links the strategic configuration options with
sub-optimality by specific remedies.
technological transitions (in the MCCI) through an historical roadmap. This historical mapping provides in-depth analysis of how the dynamic business environment affects the acquisition of new technologies and solutions in complex systems environments. ...
30
Managing New Service Development
Systematic Service Development: Exploring the Role
Making Sense of Ethnographic User Studies on Personal
of the Setting
Health Information Management – an Application of Fuzzy Cognitive Mapping
Albrecht Fritzsche, Friedrich-Alexander University Erlangen-
Shabnam Jahromi Razghian, Portland State University, United States
Nuremberg, Germany
of America
Julia Jonas, Friedrich-Alexander University Erlangen-Nuremberg,
Antonie J. Jetter, Portland State University, United States of America
Germany Angela Roth, Friedrich-Alexander University Erlangen-Nuremberg,
Ethnographic user studies can uncover fundamental attitudes
Germany
that are precursors of future customer needs and product
Kathrin M. Möslein, Friedrich-Alexander University Erlangen-
opportunities. However, product developers often struggle
Nuremberg, Germany
to interpret rich ethnographic insights and employ them in a tactical, rather than strategic manner. To solve this problem
Services as a co-creative process between providers and users
and support strategic product planning, this paper integrates
rely to a large extent on the tacit knowledge of the partici-
ethnographic studies with Fuzzy Cognitive Map (FCM)
pant. It therefore seems doubtful whether service develop-
scenarios and demonstrates the approach with a case study
ment can proceed in a similar way as the development of
in personal health information management (PHIM).
material products, which is largely based on material structures, formal information and determinate technical opera-
FCM modelling has originated in artificial intelligence as a
tions. The settings in which co-creation takes place provide
means to make cognitive maps computable for the purpose
structures for service development in a different way. This
of simulation. The approach is increasingly used in product
paper looks into the question how these structures affect the
development and technology planning to help product
tacit knowledge involved and to what extent this influence
developers create a shared team vision. Ethnographic
can be used to support a systematic service development
research is suitable for gaining insights into complex products
process. Based on field research among business experts for
that need to serve diverse customers with different (and
co-creation in services, we identify four dimensions of impact
changing) needs, cognitive capacities, preferences, goals and
on tacit knowledge in service development and evaluate the
use environments. One such group of products are PHIM
implications for the establishment of a systematic process.
systems, which provide IT solutions to patients to collect,
The findings are used to draft a framework for the strategic
manage, and give access to health information in order to
analysis of co-creation settings in terms of their treatment
improve quality of care. They are the focus of this study,
of tacit knowledge and its implications for the structure of
which employs ethnographic interviews with a total of four
the service development process, which allows us to analyse
users with relatively similar demographics (young, healthy,
specific instantiations of this dynamic in the case of the new
tech-savvy) to discover their strategies for managing health
service manufactory in Nuremberg.
information and to gain insights into their attitudes, goals, and PHIM needs. The interviews were converted into FCM models that show – on the individual and on the aggregated level – how attitudes and goals impact the desirability of ... 31
The Human Side of R&D
Session chairs Liza Wohlfart, Fraunhofer IAO, Germany Jürgen Wilke, Fraunhofer IAO, Germany Industrial partner Andrea Tietz, Carl Zeiss AG, Germany
Managing R&D professionals has always been a challenging task and current R&D trends such as open and cross-industry innovation, interdisciplinary R&D and the fourth industrial revolution have considerably impacted the skills required from R&D staff. Furthermore, societal changes have impacted the incentives young professionals look for. The Special Session “Managing the Human Side of R&D“ aims at providing insights into Human Resource Management in R&D, such as R&D training, expert career paths, soft skills of R&D project management and aging R&D work forces.
The Human Side of R&D
Technology Management Needs a Leadership Pipeline
The Human (and Corporate) Side of Openness
John W. Medcof, McMaster University, Canada
G. Steve McMillan, Penn State Abington, United States of America Debra L. Casey, Temple University, United States of America
Connecting high value solutions with future markets requires the integration of R&D, marketing and other organizational
Previous research appearing in R&D Management explored
functions which reach out to and understand market and
the impact of corporate policies of openness versus
technological trends and how to leverage them for compe-
secrecy with their scientific publications and their effect
titive commercialization. To achieve this, technology leaders
on technological and financial outcomes (McMillan, et al.,
must integrate into the general leadership of the firm and
1995; McMillan & Deeds, 1998; McMillan, et al., 2000). The
exercise influence beyond the boundaries of the technology
results were that there were substantial benefits to corporate
function, becoming business leaders who understand
policies favoring openness. With the intense focus of late on
markets and business as well as technology. This requires
open innovation (Chesbrough, 2003); this issue has taken on
training technical people for leadership within and beyond
even more importance. In addition, other topical research has
the technology function. The “Leadership Pipeline� model
highlighted a human component to this issue by uncovering
of Charan and his colleagues provides an approach to this
a clear penchant for openness by R&D scientists (Roach &
challenge describing six management levels from the bottom
Sauermann, 2010). The purpose of this paper is to conduct
to the top of the firm along with leadership skills appropriate
interviews of R&D professionals to uncover the mechanisms
at each: managing others, managing managers, managing
used to foster openness and how they are employed in a
a function, managing a business, managing a group and
practical way.
managing an enterprise. This model goes beyond the scope of most leadership training for R&D specialists which concentrates on leading technical people and projects at the lowest levels of the pipeline. R&D leadership training currently says little about leadership which bridges outside the technical function and leadership at the most influential levels of the organization. The leadership pipeline model advocates the early identification of leaders with career aspirations for management and describes how to nurture them at each stage of their career along the pipeline. This paper reviews the research on the roles and training of technical leaders, positions the findings along the leadership pipeline and considers some of the unique features of management in a technical setting. There is a dearth of research on the tasks of technology management above the lowest levels and even less on the transitions from level to level that technology ... 34
The Human Side of R&D
Inside Designer‘s Head: How Design Solutions are
Performance Management Systems in Major R&D
Evolved in Real World Situations
Organizations in India: Rationale, Acceptance and Effectiveness
Yi-Chang Lee, Lancaster University, United Kingdom
Nirmalya Bagchi, Administrative Staff College of India, India
Rachel Cooper, Lancaster University, United Kingdom Leon Cruickshank, Lancaster University, United Kingdom
Performance management systems have been used for long in R&D organizations in India to bring in greater efficiency
Concept generation is the most creative and complicated
and to motivate scientists to perform better. Often incen-
stage in design process. This paper investigates how con-
tives, rewards, recognitions and career progression decisions
cepts for new products are developed, screened and selected
are taken on the basis of such systems. R&D organizations
in a real world context. It is based on an empirical in depth
in India have also adopted such systems for the same goals.
study of product development in six SMEs in the UK, using
However, the results of the implementation of such systems
a modified action research methodology, using ‘designer as
have been mixed. While a section of scientists are happy
researcher’. The study monitors in detail all design decision
with such systems, many feel the need to bring in changes
making through the NPD process, however this paper focu-
to reflect the issues of performance in a better manner. The
ses on the concept development stage. Two main activities
paper is an attempt to analyse the different performance
were identified in this stage: developing and screening
management systems in operation in various major R&D
concept. It is generally considered that the essences of these
organizations in India on their suitability and effectiveness.
two activities are sequential and comprise of divergent and convergent thinking (Liu et al., 2003). However this study
A sample of scientists from major R&D organizations have
illustrates an iterative loop process which consists of the
been surveyed to understand the areas of concern of the
two styles of thinking resulting in a design decision making
users of the system (typically the top management of R&D
process in this stage that suggests it is more complicated
organizations) and scientists who are evaluated on the basis
than other stages of the NPD process. The study also
of such systems. The results presented show that there is
indicates that different models of design decision-making
considerable scope for improvement in such systems to
are adopted that are ‘situationally’ dynamic. In this study
enhance their acceptability and efficiency to bring in greater
the designer/researcher classified concept designs into four
performance in such R&D organizations.
groups: Bad, General, Good and Great concept. Following this classification the empirical data revealed six scenarios of outcome, depending on the combinations of four types of concept. Four models of design decision-making have been identified for coping with different scenarios. Implications of these findings for understanding the dynamic process of design decision-making in real world situation are discussed.
35
The Human Side of R&D
Maintaining R&D Excellence Despite Demographic Chan-
The Role of Internal Communication in New Product
ges: the Power of Expert Career Paths
Development: Promoting Product Innovation in Times of Change
Liza Wohlfart, Fraunhofer IAO, Germany Julia Duwe, EBS University, Germany
High-tech and knowledge-intensive companies depend on
Florian Täube, EBS University, Germany
the creative potential of their R&D teams. Faced with the
Volker Nestle, EBS University, Germany
demographic change, many of these companies fear the impacts it may bring along, such as the need to handle an
Turbulent markets, rapid technological changes and business
altered age structure, attract new work force in the war for
ecosystems that are increasingly shaped by networks – this
talents and retain experts with specific competencies. While
paper focuses on industrial firms that are confronted with
the challenges are obvious, the most urgent needs for action
different kinds of external changes and are themselves, as a
and suitable instruments for tackling them often are not.
consequence, undergoing a process of transformation. The study examines firms that have decided on a new product
Dominno, a research project funded by the German
or technological strategy and on the restructuring of the
government and the European Union, aims at understanding
involved organizational units. By connecting the strands of
how companies can identify and successfully cope with the
literature of strategic management and of internal com-
demographic side of innovation. First findings come from in-
munication for innovation and change, the paper proposes
depth interviews and large-scale surveys with two companies
that decentralized internal communication of managers can
from different industry sectors (care and automotive), which
influence the ability of new product development to innovate
have now started to define and develop suitable tools for
in times of strategic change by moving the people that are
their most critical challenges at hand. The paper will present
involved in the process into the center of attention.
highlights from the empirical research and a short snapshot of the ongoing work. In addition, expert career paths in R&D are presented as a powerful instrument to keep and leverage a company’s strategic expertise in times of demographic changes.
36
The Human Side of R&D
37
Future R&D Workspaces
Session chairs Stefan Rief, Fraunhofer IAO, Germany Jรถrg Castor, Fraunhofer IAO, Germany Industrial partner Peter Guse, Robert Bosch GmbH, Germany
Studies are proving already a serious impact of the workplace model on communication patterns as well as individual levels of motivation, performance and well-being. Besides individual aspects, there is an ever growing interest on the influences of the working environment on more group- and innovation-related success factors such as knowledge sharing, reciprocal inspiration and (multi-disciplinary) collaboration. Furthermore, in R&D the need to efficiently integrate practical, lab- or workshop-assigned tasks and theoretical work is becoming more important with shifting processes resulting in more computer-based activities in R&D. The ongoing changes in R&D require new steps towards a more adaptive organization as well as an inspirational and flexible design of the working environment. In this session research papers on workplace studies or surveys are as welcome as reports on new concepts, prototypical mock-ups and best-practice implementations of working environments for R&D. These can cover the individual workplace level, innovative working environments for teams or R&D campuses. Sector-wise there are no restrictions as long as for example a technical focus is given (e. g. ICT, automotive, material- or life-sciences).
F u t u r e R & D W o r k s pa c e s
New In-House Organizational Spaces that Support
Enabling Creative Knowledge Work – Soft Factors,
Creativity and Innovation: the Co-Working Space
Ambience, and Diffuse Communication
Anita Fuzi, Cardiff Metropolitan University, United Kingdom
Jörg Rainer Noennig, Technical University Dresden, Germany
Nick Clifton, Cardiff Metropolitan University, United Kingdom
Sebastian Wiesenhütter, Technical University Dresden, Germany
Gareth Loudon, Cardiff Metropolitan University, United Kingdom
In the context of creative knowledge work, ambient “soft” Office work has traditionally been associated with adminis-
factors play an important role. They impact needs and
trative and intellectual production. The demand for more
performance of individual knowledge workers (e.g. mood,
timely information and a quest for ever greater productivity
health, attention) as well as of workgroups and collectives
has led to the changes in the workspace through the
(e.g. social climate, collective intelligence, coordination). In
centuries. Our workplaces have become more functional and
addition to well-established “hard” factors (i.e. relatively
productive, but also subsequently places of interaction and
precisely measurable ones), ambient conditions still remain a
socialization, where the human dimension have emerged
vague impact on the work performance of knowledge wor-
gradually. At a time when the mantra `innovate or die` and
kers. The very challenge for research is to define and assess
`find the next big thing` rings uncomfortably in company
the effects of these factors, whereas the task for engineers,
CEO`s ears, designers need to change the office layouts
planners, and architects is to appropriately design and apply
to help promote interactions and encourage serendipity
them in workplace settings. By focusing on ambient factors,
amongst creative employees. This in turn needs different
new avenues for the conception of work environments
forms of organizational corporate culture that supports
can be established that respond to contemporary demands
collaborative work. Companies on the creative edge need to
of knowledge-intensive, creative work. In extension of
establish rich and diverse in-house office environments that
hardware-oriented, mostly function-driven workplace
provide a level of comfort and a wide range of facilities whe-
concepts, the interplay of hard and soft factors is key for the
re creative work can be done in a collaborative way through
explanation how creative and cooperative work-situation
exercising considerable judgement and intelligence.
emerge and impact human behaviour.
This paper proposes that these offices should be more than just shared open-plan offices - they need to be spaces used by a diverse group of people (co-workers) for collaboration, community building and idea sharing. Originally, the term ‘co-working space’ refers to a new shared working environment for freelancers and other location-independent professionals who are tired of the isolation of their home offices and the distraction of their local coffee shops. However the paper proposes that the model used for co-working spaces can also be applied to company environments in order ... 40
F u t u r e R & D W o r k s pa c e s
41
Collaborative Trend Management
Session chair Prof. Michael Durst, FOM University of Applied Science, Germany Industrial partner Christian Beuther, Continental AG, Germany
Structured trend research and management, as a discipline within R&D Management, allows companies to recognize, understand and interpret trends in various areas and derive options for Research and Development. Missing a trend or reacting to it late can have significant competitive disadvantages for a company in today’s hypercompetitive markets. Challenges in the thematic area of collaborative trend management include e.g. the structuring and categorization of trends, the integration into R&D processes, internationalization and collaboration, search field and data source selection and IT support. We are seeking papers addressing one or more of the above mentioned questions, either conceptual or from a practitioners point of view.Case studies are very welcome as well.
C o l l a b o r at i v e T r e n d M a n a g e m e n t
Innovation Mapping and Research Front Identification:
Open Foresight Process for Identifying Innovation
Tools to assess R&D Trends and Opportunities
Opportunities
Ricardo Eito-Brun, Universidad Carlos III de Madrid, Spain
Regina Gattringer, Johannes Kepler University Linz, Austria Franz Strehl, Johannes Kepler University Linz, Austria
Strategic innovation management requires a continuous monitoring of the innovation and R&D landscape. Usually, inno-
In response to the current challenges for corporate foresight
vation comes as a result of combining emergent or existing
a new approach appeared in recent years – the open
technologies or methods in new scenarios, and permeability
foresight concept. In this regard the term “open� refers to
between partner organizations, business units, or different
both the content and the process of a corporate foresight
teams is the source of new ideas and opportunities. The
project. Through the joint work with other companies know-
strategic management of innovation requires the deployment
how about the future can be generated together and then
of organization processes and best-practices to promote
be used on single company level. However, the question of
communication, and to monitor the outcomes of the inno-
the design of such an open foresight process has received
vation efforts done by third parties. Innovation agents need
little attention in the literature. Therefore, the main goal of
tools for making these innovation monitoring activities. One
this paper is to increase the understanding of the design
of the most promising tools on this area are those designed
and management of open foresight processes. Based on a
for the identification of research fronts. Defined as clusters
literature review and interviews with foresight-practitioners
of co-cited core papers and groups of papers that cite one or
and experts a conceptual model of an open foresight process
more of these core papers, research fronts have been used to
has been developed. This conceptual model contributes on
map scientific and academic activity.
the one hand to open foresight literature and offers, on the other hand, a fruitful framework for the design and
The results obtained with this technique provide depth
management of a company-specific open foresight process.
knowledge about the evolution of research trends, and the
Furthermore in the coming months this open foresight
combined use of different concepts to generate new research
process will be implemented in and evaluated with a research
ideas and areas to apply basic research. This paper analyses
network for applied mechatronics.
the feasibility of using research front analysis tools to identify and monitor research and innovation trends. The case study has been completed on a sample set of patents related to the Global Navigation Satellite Systems knowledge area. The analysis has been done using different available tools for scientific mapping. Research conclusions demonstrate that the regular monitoring of research trends using research front analysis and the open tools currently available is an activity that may report significant benefits to organizations. These benefits include a better understanding of the innovation ... 44
C o l l a b o r at i v e T r e n d M a n a g e m e n t
A Model for Technology and Business Scanning: a Frame-
Organizational Aspects of Open Innovation
work Based Upon Patent Analysis Daniel Bageac, IAE Aix-Marseille Graduate School of Management, Raffaella Manzini, Universita` C. Cattaneo – LIUC, Italy
France
Fabrizia Mauri, Universita` C. Cattaneo – LIUC, Italy
Emmanuelle Reynaud, IAE Aix-Marseille Graduate School of
Diana Rovati, Universita` C. Cattaneo – LIUC, Italy
Management, France Sergio Fortun, IAE Aix-Marseille Graduate School of Management,
Business & Technology Intelligence is becoming increasingly
France
relevant in times of economic downturns, as a managerial process that stimulates and supports decision-making
This article addresses the issue of the organizational aspects
and the creation of new businesses (Lichtenthaler, 2004;
of open innovation. The motivation of such a study lies in the
Mortara et al., 2008; Veugelers et al., 2010). Literature about
lack of knowledge about the organizational side of open in-
technology intelligence has demonstrated how scanning
novation. The first objective of this study is to suggest a more
the technological environment (technology scanning) is
specific definition of inbound open innovation. The second
fundamental in stimulating companies to think “out of the
objective is to document modifications in the deep structure
box” and in finding radically new technological solutions
(organizational culture) and formal or surface structure of
and/ or radically new ways to exploit existing businesses.
a company (centralization, formalization, specialization)
Several tools and models are available and many data
resulting from the implementation of open innovation. We
sources too; but technology scanning (in the following, TS)
study these changes in 9 firms using primary data collected
is quite a complex process. The most challenging issue is
through 24 semi-structured interviews and secondary data
defining a model for aggregating data and information with
consisting of firms’ annual reports. The definition of inbound
a systematic, structured, reliable, repeatable, effective and
open innovation we suggest emphasizes three main aspects:
efficient approach. This paper presents a synthetic overview
the relationship with the general innovation strategy of the
of the most recent literature on technology intelligence with
firm, the systematic and the frequent use of collaborations
a long-term orientation, i.e. focused on scanning rather than
with various actors in the innovation process. This study
monitoring and on external sources rather than internal;
offers a proposition of a contingency model of open inno-
with great attention not only to the theoretical contributions,
vation at firm level and a deep understanding of how open
but also to the actual solutions tested by Companies. A
innovation impacts the firm.
methodological framework is proposed showing how Patent Intelligence can contribute to TS and in particular for technology assessment and competitor monitor/benchmarking purposes. The literature review allows to draw a first tentative framework for TS by using patents. The proposed framework is then applied and tested in practice, with a case study approach, involving a multinational Company operating in the machinery industry, with high R&D ... 45
C o l l a b o r at i v e T r e n d M a n a g e m e n t
Modularity for Comprehensive Roadmapping of Technologies, Applications and Societal Evolution: Methodology, Insights and Implications
Andreas Sauer, Fraunhofer ISI, Germany Axel Thielmann, Fraunhofer ISI, Germany Ralf Isenmann, Munich University of Applied Sciences, Germany
This paper describes how modularity is implemented in a roadmapping framework so that from a set of stand-alone roadmaps each could be used as an interconnected module, vertically and horizontally perfectly fitting together in one comprehensive roadmap. The concept of modular roadmapping is illustrated by using the example of a BMBF-funded roadmapping project accompanying the innovation alliance “Lithium-ion batteries LIB 2015�, carried out by Fraunhofer ISI. This roadmapping framework addresses a broad technology landscape covering three domains: (i) Energy storage with lithium-ion battery technologies in general, addressing all kinds of applications, as well as (ii) energy storage for electric mobility and (iii) stationary energy storage specifically. Each domain is represented and specified through a specific technology roadmap covering technological developments, a product roadmap assessing corresponding market trends and product requirements, and a comprehensive roadmap linking technology push and market pull. Modularity for comprehensive roadmapping helps to link expertise on technologies, applications and societal evolution in regards to overarching (inter-)national challenges (e.g. the German energy transition). Every roadmap forms an independent module for itself, showing different paths of future development and critical dependencies in each of the three domains mentioned. Yet only through the integration of all perspectives regarding technologies, applications and societal evolution, the aim of analysing and documenting changes of innovation systems as a whole can be accomplished. From an academic ... 46
C o l l a b o r at i v e T r e n d M a n a g e m e n t
47
Advanced Virtual Engineering
Session chairs Dr. Manfred Dangelmaier, Fraunhofer IAO, Germany Joachim Lentes, Fraunhofer IAO, Germany Industrial partner Dr. Wolfram-Michael Remlinger, Audi AG, Germany
Shorter times to market and increasingly complex products drive the need for further frontloading in the product creation process. One promising approach to achieve this is to enhance product models in a holistic manner by adding functional aspects. These extended models support the verification of the product by simulation methods and thereby facilitate early optimization and maturity. The special sessions aims at contributions related to the trend towards the application of innovative technologies to realize the so-called digital product, i. e. functional virtual prototypes in R&D to advance the competitiveness of industrial enterprises.
A d va n c e d V i r t u a l E n g i n e e r i n g
A Big Data and Darwinian Approach of Scientific
Integrating Innovation Processes in Software VSE
Creativity
(Very Small Companies): A combined Process Framework
Luc Emile Brunet, R&D Mediation, France
Ricardo Eito-Brun, Universidad Carlos III de Madrid, Spain
Kévin LE MEUR, Cogit Composites, France
Studies on Innovation management are often focused on At present time, we can find more than fifty frameworks for
large companies and organizations. On the other side, small
creativity management. Some call themselves theories; some
companies or VSE (Very Small Entities), constitute a signifi-
of them prefer to be known as methods. Creativity remains
cant part of the entrepreneurial landscape, and contribute –
today a major pre-requisite for innovation, but remains
in a great extent – to the economic outputs of society and to
mostly unknown, as well as the entrepreneurship process
the creation of employment. This is also valid for the system
itself. Some recent studies even statistically experimented
and software engineering business areas. Larger systems
a link between creativity and some mental disorders
being built and deployed across Europe are usually built with
(Kyaga,2012). Using the entrepreneurship process and the
the participation of small enterprises or research centers
Saras Sarasvathy’s effectuation approach as a reference
whose contributions have a key role in the resulting systems.
about human behaviour under uncertainty, we’ll analyse
Although these companies are sensitive to the importance
the connection with another Indian approach of practical
of systematic innovation, most of the innovation models are
creativity called ‘Jugaad’. Most of the methods available,
targeted to large or medium enterprises and do not consider
mainly the ones closely linked to psychology, are not skill
the specific characteristics of the system and software engi-
oriented. However, the idea generation process is useless if
neering industries. In this particular business area, innovation
disconnected with the ability to perform relevant and cost
must consider two separate dimensions: a) the opportunities
efficient proof-of-concepts, including experimental design
to innovate that system and software development com-
approaches, experimental accuracy and precision assessment,
panies may offer to their customers and prospects, and b)
hidden parameters detection… In this paper, we will propose
the application of techniques to innovate in the software
a state of the art regarding what we know about creativity
development processes, to achieve better performance and
conditions and what is the typology of the creativity frame-
leverage process capabilities and company productivity. Both
works (psychology, linguistic, management) since 1960. The
dimensions require a systematic integration of the innovation
meaning of innovation evolved in western countries from a
management processes with the managerial and engineering
concept basically linked to invention and practical creativity,
processes of the organizations.
as Jugaad proposes, to a concept linked to participative innovation, design thinking, user experience approach. The
This paper proposes an extension of the process model de-
first one highlights individual action, the second one implies
scribed in the ISO/IEC 29110 standard to enable innovation
a collaborative process including an extreme variety of
management processes and activities addressed to VSE. The
stakeholders. These two approaches have both advantages
innovation activities and tools incorporated into the resulting
and drawbacks. We will study how it is possible to aggregate
model are based on existing innovation models and have
previous experiences using big data technologies, ...
been selected through interviews and surveys completed ...
50
A d va n c e d V i r t u a l E n g i n e e r i n g
Using Artificial Classification Technique to Select
IT Systems for Connecting the Resource Base in
Technology Acquisition Method
Innovation Networks: Findings from three Case Studies
Gozde Kara, Turkish Aerospace Industries, Turkey
Sven-Volker Rehm, Otto Beisheim School of Management, Germany
Ali Berkol, Turkish Aerospace Industries, Turkey
A significant portion of the R&D activities of small and meIn aerospace sector, product life cycle and technology
dium enterprises (SMEs) today is taking place in cooperative
development periods are longer than those in most of the
New Product Development (NPD) projects. Through such pro-
other sectors. Therefore technology management activities
jects, partners establish innovation networks for combining
are quite important for high technology firms and technology
complementary competencies and resources. IT systems are
acquisition is one of the most important parts of these
central to these networks as they act as facilitators for the
activities. Within this context, selection of better technology
network’s innovation infrastructure. Managing for an effecti-
acquisition methods for justifying cost and schedule needs
ve integration of complementary contributions can leverage
is an optimization challenge. In this study, some input para-
synergies and provide the basis for sustained competitive
meters (dual usage, TRL etc.) are identified in order to reach
advantage. How such synergies are to be generated is still an
output parameters as technology acquisition method (in
open question.
house R&D, buy etc.) using artificial classification techniques (neural network, fuzzy logic etc.).
In qualitative case studies of three innovation networks we have investigated how IT systems undergird activities that bring about complementarities. We have identified five ‘complementarity themes’ related to IT systems that contribute to shaping complementarities and to fostering synergy creation. The themes can provide stimulus for practicing managers with regard to shaping and managing innovation infrastructures in networks.
51
A d va n c e d V i r t u a l E n g i n e e r i n g
The “Documentation Parado“ – on Knowledge Reuse
Accessibility Engineering – Simulation and User
through Document Repositories in R&D Organisations
Experience Tools for Designing Products for All
Ludvig Lindlöf, Chalmers University of Technology, Sweden
Manfred Dangelmaier, Fraunhofer IAO, Germany Dimitrios Tzovaras, Center for Research and Tehnology Hellas, Greece
Document repositories are a central tool for large R&D
Roland Blach, Fraunhofer IAO, Germany
organisations. The purpose of those repositories is to be able
Thanos Tsakiris, Center for Research and Tehnology Hellas, Greece
to reuse information. Yet, it is common from an engineering perspective to consider them as “black holes”, i.e. countless
Inclusive design is a declared political intention in Europe.
documents go into them, but the leverage of the stored
Enterprises are expected to take their social responsibility
information is non-obvious. This paper intends to take a
by providing accessible products. But designing products
more critical stance towards the input of information into
for all also means economic opportunities by improving
the repositories, especially regarding whether there is a
usability and user experience of the product and by enlarging
clear recipient of the documents, which is not necessarily
the target market. To design inclusive products a new
the case. The conditions for reuse of information are highly
type of engineering competence and function is needed:
dependent on for whom the information is documented,
accessibility engineering. VERITAS, an Integrated Project in
and the recipient is pointed out as crucial in the reuse
the European 7th Framework Programme with 32 partners
process. Thus, the purpose of this paper is to investigate
from industry, research and user organisations developed an
the document creator’s awareness of the intended recipient
open simulation platform and an immersive (Virtual Reality)
when creating documentation. 35 in-depth interviews with
platform for such purpose and proved their usefulness for
engineers and managers at four large R&D organisations
various products and disabilities. VERITAS user models allow
were conducted to investigate the potential for reuse of
for simulation of motor, vision, speech, hearing, and various
information. A main finding is that even though it is of great
cognitive impairments.
importance for successful information transfer to have a good perception of who the recipient is, a common reason
Both model-based simulation and first person impairment ex-
for creating and storing documentation in repositories is that
perience tools were used to redesign products from the areas
the recipient is unknown. In this paper, this is referred to as
automotive, construction, domotics, workplaces, personal
the “documentation paradox”. As identified in other studies,
healthcare, and infotainment. The results of these redesign
if the recipient had been known, a personalization approach
processes were verified in usability tests with disabled users
had been preferred in most cases. The findings contribute
and compared to the baseline state. The tools were also
empirically to theory on the use of document repositories,
tested in pilot studies with designers. It was shown that the
and provide R&D managers and Knowledge Management
application of VERITAS tools is well accepted by designers
officers with a potential to improve the reuse of information.
and is effective in improving accessibility of products in the considered application domains. A test in a productive reallife setting in the construction domain revealed ...
52
A d va n c e d V i r t u a l E n g i n e e r i n g
53
Managing Business Model Development
Session chair Prof. Ellen Enkel, Zeppelin University, Germany Industrial partner Otto Gies, Airbus Group, Germany
Business model innovation is essential for companies to create and form new markets and to achieve a competitive advantage over rivals. Moreover, companies that determinedly foster sepcific initiiatives and approaches toward business model innovation are often able to better reflect on changing parameters in the organisational ecosystem. We particularly call for empirical work providing insights into the phenomenon around business model innovation. In this regard, we would like to emphasize that the most convincing papers are considered for publication in the special issue of the R&D Management Journal which will be published in 2015. Topics of interest in business model development encompass, but are not restricted to: - Organisational capabilities, processes or levels of business model innovation - Business model innovativeness (e.g. incremental vs. new to the world) - Patterns of business model innovation - Collaborative perspective of business model innovation - Success factors of digital business models - Influence of technical trends (e.g. big date, 3D printing) - Service-based business models
Managing Business Model Development
Achieving Business Model Innovation in Large
How to Foster service-based Business Modelling in
Corporations: Process Insights from the Chemical
product-centric Firms?
Industry Karoline Bader, Dr. Manfred Bischoff Institute of Innovation Stephan Winterhalter, University of St. Gallen, Switzerland
Management of Airbus Group, Germany
Tobias Weiblen, Institute for Business Innovation, Canada
Ellen Enkel, Dr. Manfred Bischoff Institute of Innovation
Christoph H. Wecht, University of St. Gallen, Switzerland
Management of Airbus Group, Germany
Oliver Gassmann, University of St. Gallen, Switzerland
Changing market situations, new trends and customer needs Despite the fact that business model innovation (BMI) has
as well as rising competition require that product-centric
attracted intense scholarly attention, there is a paucity of
firms enhance their service orientation and come up with
insights concerning the organizational implementation of
novel service-based business models. However, since
BMI efforts in large corporations. This paper investigates how
product-centric firms are often unlikely to possess necessary
business model innovation is managed in the complex envi-
capabilities and resources for service-based business model-
ronment of the chemical industry and derives consequences
ling, they habitually need to extend, adapt, reconfigure or
for the establishment of a systematic BMI process in large
even replace their existing capability set and resource base.
corporations. Based on a multiple case study design, we
To gain knowledge about required capabilities and resources
identify three different types of BMI processes and show that
for service-based business modelling in product-centric firms,
(1) the degree of technology involvement and (2) the stage
we conducted a multiple case study analysis with nine speci-
of technology development act as key moderators for the
fically selected firms. The results reveal that product-centric
choice of process. With our results, we contribute novel in-
firms need to develop specific sensing, seizing and recon-
sights to the ongoing academic discussions on BMI processes
figuring capabilities. Only then, service gap identification,
in corporate environments and on the relationship between
service-based business model design and development, and
technology and business model innovation. Practitioners will
the orchestration of a firm’s service-oriented mental model
profit from rich implications gained from our study.
can be realized.
56
Managing Business Model Development
Innovation in Sports: Towards New Paradigms for R&D
How to Thrive in a Cross-Industry Landscape: a Network and Dynamic Capability Perspective on Service-Oriented Business Model
Andrea Paraboschi, Institute of Management, Italy Andrea Piccaluga, Institute of Management, Italy Alberto Di Minin, Institute of Management, Italy
Sebastian Heil, Zeppelin University, Germany Ellen Enkel, Zeppelin University, Germany
This paper aims to shed light on the evolution of R&D paradigms that the sports industry is facing, focusing the
Many firms out of ‘traditional’ industries find themselves
attention on the changes that incumbent firms need to face
moving toward business models based on integrated service
in order to survive in a very crowded and fast evolving mar-
offerings and need innovative ways to interact and leverage
ket. We start our paper presenting a short excursus about
complementary competences and resources with other firms.
the evolution of this industry in the last century, identifying
Network architectures are thereby increasingly arranged
the main driving forces beyond innovation in the sports
around platforms, with value offered to customers through
domain; then we present a taxonomy to classify innovations
collaborative innovation with complementary actors. We
in this sector and we populate each quadrant with examples.
explore how focal firms can form network architectures for
Moreover we discuss about who is innovating in the industry,
service-oriented business model innovation and how they
identifying an evolutionary pattern where new actors are
can systematically identify new business opportunities to
becoming the main players in the scene. In support of our
build up and sustain larger network architectures. Our case
findings we present the Prince case study. Finally we conclu-
study analyses include 12 focal firms from various industries.
de with some hints about what incumbent companies can
We increase the understanding of the development of
do in order to keep competing in this sector. Our research
service-oriented business models by elaborating on firms’
has its roots on the R&D management, Open Innovation and
underlying platform elements, presenting a heuristic classi-
Product Innovation literature streams, offering insights about
fication of focal network roles, and identifying the relevant
what is happening in a specific industry and addressing new
technological and market triggers. Furthermore, we show
questions for further works on the topic.
sensing capabilities necessary to develop larger network architectures and provide a promising mean to managers regarding service-oriented business model innovation.
57
Managing Business Model Development
Failed Business Model Innovation – a Theoretical and
Business Models for Frugal Innovation: the Tole of
Practical Illumination on a Feared Phenomenon
Resource-Constraints
Bastian Halecker, University of Potsdam, Germany
Stephan Winterhalter, University of St. Gallen, Switzerland
René Bickmann, University of Potsdam, Germany
Marco B. Zeschky, University of St. Gallen, Switzerland
Katharina Hölzle, University of Potsdam, Germany
Oliver Gassmann, University of St. Gallen, Switzerland Tobias Weiblen, University of St. Gallen, Switzerland
Business model innovation (BMI) in incumbent firms is an important yet challenging task. Although there is increasing
Frugal Innovation is an extreme case of innovation: radically
interest in developing and implementing BMI, not much is
new applications are innovated for an environment of ext-
known about failed BMI, i.e. cases in which ideas or even the
reme resource and cost constraints. While the phenomenon
development of new business models have fallen through.
of frugal innovation has been described from a product
Considering learning from failure to be most suitable for
perspective, very little is known about how firms organize
research on BMI, we address this gap by adding conceptual
frugal innovation on a business model level. This study is
and empirical evidence to previous work on drivers influ-
based on a multiple case study approach investigating five
encing the success of BMI. Using an explorative multiple
business models for frugal innovation in the context of the
case study approach, we examine why BMIs have failed in
medical equipment market in emerging economies. We find
established firms. First, we identify 99 drivers from BMI litera-
that there exists an overarching frugal business logic, based
ture concerning success or failure of BMI, herewith deriving
on which firms can establish different business models.
conceptual assumptions for BMI failure. Second, we identify seven cases of unsuccessful BMIs. Finally, we conduct an explorative case study using data from three cross-industry cases of unsuccessful BMIs, including ten in-depth interviews and a vast amount of secondary data. We empirically confirm most of our conceptual assumptions. Moreover, we identify further aspects not considered before. Overall, our findings show that drivers of success and failure of BMI in incumbent firms can be divided into two dimensions: factual and social failure.
58
Managing Business Model Development
Collaborative Business Model Innovation: Genesis and
Spotlighting Innovative Business Model Development
Prototyping in an Aerospace Setting Isabella Grahsl, A.T. Kearney International AG, Switzerland Vassilis Agouridas, Grenoble Ecole de Management, France
Angelika C. Bullinger, Technische Universitaet Chemnitz, Germany
Dimitris Assimakopoulos, Grenoble Ecole de Management, France
For decades, utilities have been commodity providers. Their Global companies are increasingly seeking to strategically
offering to the customer base was traditionally limited to the
develop and accelerate business model innovation with SMEs
delivery of electricity or gas. However, during the last years,
as their key intangible differentiator in view of generating
political changes, an increase in competition and higher
and sustaining their competitive and collaborative advan-
requirements from customers have increasingly forced the
tages. Our research reviews critically the relevant literature
utilities to change their offering portfolio and to develop
and provides insights into the early phases of the emerging
innovative business models accordingly. In our case study
phenomenon of purpose-built, network-centric collaborative
of four leading energy suppliers in Austria and Germany
business model innovation in the context of an aerospace
we could observe coupled development activities for new
business ecosystem set-up. An action research and multi-
products/services development (NPD) as well as for innovative
pronged case study methodology was used to collect both
business model development (BMD) at some degree. We first
participant observation and interview data from a leading ae-
derive two apparent types of developing new products/ ser-
rospace company and about 20 SMEs involved in the set-up
vices and then, from an in-depth analysis, we show that the
of an emerging business model driven innovation ecosystem.
realization of the apparently different types allows to derive
To gain insights into the underlying network structures and
and to present a unified NPD model of innovative product-
dynamics we also deployed a social network analysis (SNA).
service development. At next, we present insights on com-
Our initial findings demonstrate the strong potential of SNA
monalities and major differences in the observed business
to shed light both into theoretical aspects of collaborative
model development processes of the utilities. Furthermore,
business modelling in terms of understanding invisible
we show that NPD and BMD activities, especially for hybrid
patterns of emerging relationships and actor roles, as well
offers addressing emerging growth fields related to the tradi-
as into business practice aspects in terms of developing
tional electricity segment, might be combined into one single
and managing dynamic capabilities through exogenous and
process. Such a meta-process (NPD/BMD) could enable utility
distributed, network-centric interactions.
companies to leverage their innovativeness and systematically compare the relative attractiveness of innovative projects at choice even better.
59
Managing Business Model Development
Start- Ups Survival: Do Business Models Matter?
Why intended business model innovation fails to deliver: Insights from a longitudinal study in the German smart energy market
Elena Casprini, Scuola Superiore Sant’Anna, Italy Cristina Marullo, Scuola Superiore Sant’Anna, Italy Alberto Di Mini, Scuola Superiore Sant’Anna, Italy
Sebastian Knab, Hamburg University of Technology, Germany René Rohrbeck, Aarhus University, Denmark
Despite the existence of strong differences in non-survival phenomena, the survival of new firms is widely recognized
This paper aims to explore whether intended business model
as a beneficial phenomenon for economic growth. Beyond
innovation (BMI) activities enhance exploration capabilities
sector specific variables, environmental conditions and struc-
of incumbent firms. We report findings from a longitudinal
tural factors, there is still uncertainty about the determinants
study that spans from 2010 to 2014. We find that even
of survival rates. Taking into consideration contributions from
though incumbent firms generated 21 generic business
the resource based view and organization ecology, we build
models in 2010, only one has been successfully implemented
a logistic regression model in order to verify the existence
by incumbents by February 2014. The majority has been
of a positive impact on firms survival for four blocks of vari-
pioneered by new entrants. These findings suggest that
ables. The first block refers to external funding, namely the
intended BMI activities can only partly contribute to over-
previous venture capitalist’s funding and the ‘notoriety effect’
coming the challenges associated with exploration. While
from global competitions. A second and a third block refer
evidence suggests that they are effective in overcoming some
to the alliances and planned internationalization strategies.
cognitive challenges, a second set of cognitive challenges
Finally, a fourth block refers to a business model component,
and all action-level challenges remain.
i.e. the value proposition, and looks at the impact of the servitization [Vandermerwe, S. and Rada, J. (1988) Servitization of businesses: adding value by adding services, European Management Journal, 6, 4, 314-324] of the value offering. Data from a unique database on business plans of the Intel Global Challenge’s finalists from 2005 to 2012 are analyzed. The results of the logistic regression show a positive impact of the planned internationalization strategy, the existing alliances and the hybrid value proposition in the early years of new high tech ventures on their survival.
60
Managing Business Model Development
A Case Study Exploring Open Business Model of Global Unichip Corp.
Wan-Chen Chen, National Cheng Kung University, China Po-Young Chu, National Chiao Tung University, China
In an increasingly competitive market, companies can strengthen their competitive advantage by restructuring value chain. Open innovation has changed the allocation of innovative resources and redefined the organizational boundaries to make the multiple cross-organization cooperation possible. Therefore, it has become an important business model that encourages corporation innovation progressively. From the perspective of open business model, this research explores the relationship among enterprise itself, suppliers and customers in the value chain. First, this paper uses the Global Unichip Corp (GUC), a SoC design foundry as a case to examine the evolution and SoC problems in the whole IC industry. Second, it investigates how an open business model integrates all value chains of the IC industry into one ecosystem. This research is the first known study to explore the emerging service gaps, value creation, and value capture processes created by a SoC design foundry. The results show that the emergence of the SoC design foundry prompted the fourth revolution in the integrated circuit (IC) industry and the IC industry has been trending toward virtual integration. Further, it demonstrates how design foundries create ecological benefits by teaming up with suppliers and customers in the IC industry.
61
Open Strategy in R&D
Session chair Prof. Sabine Brunswicker, Purdue University, United States of America Industrial partner Prof. Johann FĂźller & Giordano Koch, Hyve AG, Germany
The term “open strategy� suggests that openness does not only relate to managing openness in an individual R&D project or in the idea-to-launch process. Open strategizing implies a more open approach towards managing the strategy and policy processes in R&D. There are two key dimensions that characterize open strategy making, namely (1) greater internal and external transparency as well as (2) greater inclusiveness of various actors in strategy-making, internal and external. Information systems and digital technologies afford novel means to engage a large number of participants in open strategy processes. With this special session we call for papers that tackle open strategy in R&D and the strategic use of information systems in open strategy in R&D from different perspectives and theoretical lenses (e.g. network theory, micro-political approaches, theory of affordances). We are interested in advancing existing theory and strongly encourage empirical contributions that span both the private as well as the public sector.
O p e n S t r at e g y i n R & D
Proclivity for Open Innovation: Different Paths to
Users’ Influence in Technology Transfer Processes.
Innovation Success
The case of ENEA
Kaja Rangus, Vibacom, Slovenia
Fabrizio Cesaroni, Universidad Carlos III de Madrid, Spain
Mateja Drnovšek, University of Ljubljana, Slovenia
Lola C. Duque, Universidad Carlos III de Madrid, Spain
Alberto Di Minin, Scuola Superiore Sant’Anna, Italy
Andrea Piccaluga, Scuola Superiore Sant’Anna, Italy
Although some empirical studies on open innovation have
During the last years, innovative organizations have under-
recently emerged, the multidimensional phenomenon has
taken a gradual shift from a closed to an open model of
been rarely explored in its whole, since existing research
innovation, which has resulted in a modification of manageri-
mostly has focused on only one of its dimensions. This
al procedures and business models. While prior research on
narrow view hinders the understanding of the complexity of
Open Innovation has mainly explored the outside-in process
open innovation phenomenon and its activities. With several
(the technology development stage), little attention has been
statistical analyses on a large sample of companies from
paid to the inside-out process (the technology exploitation
three countries, we aim to provide theoretical and empirical
stage). Leveraging on the mind-set of Service-Dominant
grounds for addressing fundamental questions in open in-
Logic for marketing, we explore the influence that potential
novation literature, such as: How do different dimensions of
technology users play in shaping the preferred strategy for
open innovation influence innovation performance? Do dif-
technology exploitation and the form of technology transfer.
ferent modes of open innovation exist? Are companies that
First, we propose a conceptual framework where users’
are highly intense on all open innovation dimensions superior
characteristics – their learning and technological capabilities
innovators? With this wider focus on the multidimensionality
– drive technology providers in the choice of the best strate-
of open innovation, we intend to help managers to decide
gic option of technology commercialization and total value
“which open innovation dimensions should be stimulated
creation. We primarily adopt the viewpoint of organizations
the most” and to understand “how to effectively implement
whose core business is to develop technological innovations
open innovation process within their organisations”.
on the behalf of potential users, but that are not involved in downstream manufacturing activities – such as specialized knowledge-intensive business service providers (KIBS). Then, we apply our conceptual framework to the case of an Italian public research centre (ENEA) and describe what factors affected the choice of the preferred technology transfer mechanisms of three technological solutions characterized by different levels of development and complexity. Finally, we discuss our findings and derive relevant managerial implications.
64
O p e n S t r at e g y i n R & D
Open Innovation Management through Strategic
Open Entrepreneurial Strategy – Patterns of Co-Creative
Implementation
Technology Entrepreneurship in the Automotive Industry
Stuart MacKinven, University of Strathclyde, United Kingdom
Benedict C. Doepfer, mm1 Consulting & Management, Germany
Jillian MacBryde, University of Strathclyde, United Kingdom Beverly Wagner, University of Strathclyde, United Kingdom
Despite a global economy entrepreneurial success in many cases relates to local factors. In fact, the competence of the
There is wide agreement about the activities that encompass
entrepreneur to exploit its direct surroundings and utilise
open innovation. However, little attention has been given
networks for building new partnerships is pivotal for the
towards the extent to which firms have strategically adopted
future development of the venture. However, as specifically
open innovation within their organisation. The purpose of
in technology-intensive industries strategic risks is a serious
this paper is to explore the role of corporate strategy on
matter, the question raises for a strategic pattern of open
this emergent paradigm. This paper therefore analyses two
value creation of entrepreneurial firms.
distinct cases of open innovation in practice from the oil and gas industry. Empirical data suggests that it is possible
This research assesses open entrepreneurial strategy via
to provide countless examples of observed open innovation
a conceptual approach as well as an empirical study in
activity. However, these are not necessarily a direct cause
the automotive industry. Systematically 33 technology
of strategic intent towards implementing open innovation.
entrepreneurs were selected for in-depth interviews which
Findings also show that if open innovation is to become a
are analysed by qualitative research software (Win Relan).
professionally managed activity, research needs to be aligned
The results indicate that entrepreneurs value networking as
towards strategy of the firm. Open innovation is a change
means to transform ideas into innovations but primarily take
process that requires attention and commitment levels
a monolithical approach to value creation. In consequence
much like Lean and Six Sigma initiatives. This paper provides
they apply an on-demand-based perspective of networking
empirical evidence to show that open innovation should be
to minimize transaction costs and focus on established
concerned with the strategic transformation of an organisa-
trusted partnerships. Therefore, locally accessible industry
tion through a shift in organisational culture that requires a
networks and innovation promotors are decisive factors for
managed process.
technology entrepreneurs to effectively engage in open value creation processes.
65
O p e n S t r at e g y i n R & D
‚‘Closed Open Innovation’ or ‘Openly Closed Innovation’ –
Contextual Factors Impacting on the Adoption of Open
Which Way is for World-First Innovations?
Innovation: the Case of Three Irish born Global Firms
Jason Li-Ying, Technical University of Denmark, Denmark
Gillian Barrett, School of Management and Marketing, Ireland Lawrence Dooley, School of Management and Marketing, Ireland
‘Open innovation’ strategy suggests the purposive use of knowledge inflows and outflows to accelerate internal inno-
Interest in open innovation has risen dramatically in recent
vation, and expand the markets for external use of innovation.
years. However, much of that interest has centred on
The literature on ‘open innovation’ tends to agree that there
large-scale enterprises. The focus of this paper is to explore
are two dimensions of R&D projects can be used to evaluate
open innovation from an SME perspective and in particular
their openness: (1) how much it relies on external knowledge
the under-researched perspective of a born global firm. We
resources; and (2) if it is internally or externally developed.
seek firstly, to explore the viability of open innovation as a
To date, the literature on ‘open innovation’ has neither deli-
start-up strategy for born global firms. Secondly, we examine
berated theoretically on nor tested empirically the effects of
the impact of certain contextual factors on the adoption of
these two dimensions simultaneously in relation to innovation
particular forms and modes of open innovation.
outcome measures. Therefore, the aim of this paper is to fill in this research gap in both theory and empirics. My typology is theoretically based on the Schumpeterian innovation types (Mark I and Mark II) on the one hand and the rich literature on firms’ external knowledge searching on the other hand. The Closed Open Innovation refers to those innovations that are internally developed but draw heavily on external scientific/ technical knowledge. The Openly Closed Innovation refers to those innovations that are externally developed but meanwhile draw mainly on internal scientific/technical knowledge. The dataset used in this study is the Canadian Technological Innovation Dataset, which was obtained from a population survey for 1635 major industrial innovations in Canada during the period from 1945 to 1980. Based on a binary logistic regression model, the results show that totally closed innovation modes were positively associated with the likelihood of an innovation being world-first; meanwhile, the findings reveal an overall trend that innovation modes for world-first innovation had become less and less closed and a mix of open modes had become equally effective as the closed ones. 66
O p e n S t r at e g y i n R & D
Open Strategy in R&D Management
Longitudinal Effects of Open R&D Strategy on Firm Performance: Comparative Study of the UK and Korea
Katja Hutter, University of Innsbruck School of Management, Austria Bright Adu Nketia, University of Innsbruck School of Management,
Joon Mo Ahn, University of Cambridge, United Kingdom
Austria
Tim Minshall, University of Cambridge, United Kingdom
Raphael Strebel, University of Innsbruck School of Management,
Letizia Mortara, University of Cambridge, United Kingdom
Austria Kurt Matzler, University of Innsbruck School of Management, Austria
This paper attempts to investigate the longitudinal relation-
Johann F端ller, University of Innsbruck School of Management,
ships between open R&D strategies and firm performance
Austria
in different national contexts. Based on two panel data sets, the UK Community Innovation Survey (CIS) 2004-2008 and
The topic of strategy development and the type of actors
the Korean Innovation Survey (KIS) 2005-2010, the paper
involved in strategizing has gained considerable attention in
identifies longitudinal trends in open R&D and finds evidence
academic research. Within strategy research, organizational
of their significant relationship with firm performance. The
actors, such as top management and middle managers, have
findings of this paper will provide valuable insights for mana-
been perceived and researched to be well suited for the
gers in multi-national corporations (MNCs) and policy makers
formulation and implementation of strategy. A recent trend
establishing firm strategies or national level R&D policy.
of openness in strategy formation reveals that Web 2.0 technologies offer new opportunities for involving a large crowd in strategy formation processes, harnessing the collective intelligence of an organization and allow for more open and participatory modes of strategizing. In our exploration of the open strategy phenomenon, we contribute some insights into the strategy development process within strategy literature through a qualitative study involving 7 different organizations and 15 managers with first-hand experience in conducting open strategy projects. Our analysis of gathered data revealed 7 major categories significant in our understanding of the open strategy notion. Ultimately, in light of top and middle manager prevalent involvement in strategy formulation over the past years, our findings provides an insight into the notion of involvement in strategy process research demonstrating that new actors (wider organizational members) contingent on various factors are capable of making a contribution to strategy ... 67
O p e n S t r at e g y i n R & D
How is the Lead User Approach Implemented in
Born open? A look at Open Innovation from the
Practice?
perspective of HTSFs
Jens Lehnen, Hamburg University of Technology, Germany
Cristina Marullo, Scuola Superiore Sant’Anna, Italy
Daniel Ehls, Hamburg University of Technology, Germany
Alberto Di Minin, Scuola Superiore Sant’Anna, Italy
Cornelius Herstatt, Hamburg University of Technology, Germany
Andrea Piccaluga, Scuola Superiore Sant’Anna, Italy
Research on lead user innovations has been conducted for
HTSFs are widely recognized as one of the most important
nearly thirty years and is part of the open strategy actions to
sources of new knowledge for technological innovations in
identify client needs and integrating a larger number of par-
the last decades. The literature about the open innovation
ticipants in R&D activities. By integrating lead users into the
paradigm shows an increasing interest in understanding
new product development, external stakeholder‘s knowledge
the nature of knowledge interactions between HTSFs and
and creativity is utilized in order to improve the innovation
their environment. The open innovation paradigm has so
process. Thereby the inherent failure risk of market launches
far been studied mainly as a strategic approach by large
can be reduced. Pioneering lead user innovations like moun-
corporations and multinationals; however, the current
tain biking, kite surfing or snowboarding are iconic, fre-
debate is also concerned with the key relevant factors that
quently mentioned examples, also cases of companies who
influence technology acquisition and exploitation approaches
successfully integrate lead users like 3M, Johnson & Johnson
in HTSFs (Lichtenthaler, 2011; Oakey, 2013; Wynarczyk and
or HILTI are common. However, the systematic integration of
Piperopoulos, 2013). Drawing on these dimensions we use
lead users in practice is still unclear in many facets. Further, it
data from a survey conducted on 383 high-technology SMEs
is not clear if the transfer of knowledge from scientific theory
at regional level in Italy in order to classify homogeneous
to management practice is consistent or not. It therefore is
groups of firms on the basis of the degree of openness in
a matter of particular interest for both - scientific theory and
their innovative behaviour. We measure the degree of open-
practical management - to analyze the actual dissemination
ness with practices related to both technology acquisition
of this approach and observe the current understanding and
(external knowledge sourcing and in-licensing practices) and
experience of lead user innovations in business life.
application activities (external product development and outlicensing practices). Our findings support the view of HTSFs
We target this goal by analyzing the implementation of the
being naturally ‘open’ in their innovative behaviour due to
lead user approach in practice. Exemplarily we analyze the
their nature of research driven companies and to their lack
German market and conduct a literature analysis of 255
of some resources (Gassman and Enkel, 2004; Oakey 2013).
publications in German-speaking business press. Such a lite-
Accordingly, open innovation practices pursued by HTSFs
rature review of articles in management press regarding this
appear to be mainly driven by market-related networking,
topic has - to our knowledge - not been conducted before
since they focus on partners and clients for product ideas
and therefore reveals important novel insights. We provide
and development (Lichtenthaler, 2008; Van de Vrande et al.
practices of the knowledge transfer and identify potential
2009). We furthermore find a significant association between
voids concerning the understanding of lead user ...
the degree of openness and some of the characteristics ...
68
O p e n S t r at e g y i n R & D
Identifying Business Models of Applications Developed
An Ecological Approach to Understanding How Diversity
Using Civic Open Data
affects Collaborative Innovation during Open Strategy Development
Melissa Lee, ESADE Business School, Spain Esteve Almirall, ESADE Business School, Spain
Albert Armisen, ESADE Business School, Spain
Sabine Brunswicker, Purdue University, United States of America
Ann Majchrzak, University of Southern California, United States Esteve Almirall, ESADE Business School, Spain
As open strategies have gained traction in private business, scholars have researched and identified the corresponding
Open Participation is a still-evolving method for creating
open business models that those companies use to create
greater inclusion of various actors in a strategy making
and capture value (Chesbrough, 2006; Zott et al., 2011). A
process. One approach to implementing open participation
similar trend towards openness in the public sector has also
is using Open Innovation Challenge crowdsourcing platforms
begun, with particular focus on open data and application
and practices to solicit novel strategic ideas from crowds of
development as the catalysts for collaboration between
diverse stakeholders. However, industry analysts are iden-
citizens and the government. However, these open civic
tifying significant concerns about the effectiveness of this
initiatives have failed to garner the amount of impact or
approach since the ideas generated are often not as innova-
to maintain the level of sustainability that was anticipated
tive as desired. One potential source for these concerns may
(Majchrzak et al., forthcoming). Some of these failures can
rest with how the diversity in the crowd is collaboratively
be attributed to the lack of successful business models
engaged to help evolve innovative ideas. More specifically,
based on the use of civic open data. We investigate the
since the extant literature is mixed about the relationship
business models of applications utilizing civic open data by
between diversity during collaboration and innovativeness,
the considering the development of the industry architecture
we addressed the question of whether different forms of
surrounding public open data and its influence on the deve-
diversity encountered in different ways and times would
lopers’ business models (Jacobides et al., 2006). Developers
affect the innovative ideas generated. By integrating the
and organizers in seven cities in Europe and the United
management and conservation biology literature on the rela-
States were interviewed regarding their participation in civic
tionship between diversity and innovativeness, we developed
application development. As few applications developed on
a concept called “evolutionary diversity in open innovation”
the backbone of civic open data realized profitable value
which is composed of thread-level and system-level diversity.
creation, the paper concludes with insights into alternate
From the management literature on diversity, we developed
sources of value creation that maintain developers’ involve-
the concept of “thread-level diversity”, i.e., diversity within
ment in the sector.
the current collaboration of interacting participants within a thread affects whether an individual in that thread is able to generate an innovative idea. From the conservation biology literature, we developed the concept of a “system of collaboration” in which diversity both facilitates and sets limits on current collaborations to foster ... 69
O p e n S t r at e g y i n R & D
Effective Strategy Making in Local and Regional
Open Strategy as a Dispersed Process: a Study in the
Development
Field of Electric Mobility
Scott Hutcheson, Purdue University, United States of America
Erwin Hettich, University of St. Gallen, Switzerland
This paper presents findings from a study that examined
This study examines the open strategy process reporting on
strategy making in the context of local and regional deve-
multiple-case studies within the emerging domain of electric
lopment. There are approximately 13,000 local and regional
mobility. Building on extensive field research on R&D initia-
economic development organizations in the U.S. alone;
tives, we derive an empirically grounded process framework
and it is likely that at some point in the recent past or near
that suggests open strategies to develop along three distinct
future, a great many of them have developed, or will deve-
phases: initiation, negotiation, and execution. We argue
lop, a strategy for growing their economy. Little research,
that open strategy-making oscillates between meta- and
however, has been conducted to examine what makes one
firm-level and unfolds within constructed strategic arenas
local or regional development strategy process any better
via repeated and iterative negotiation between autonomous
or worse than another. The purpose of this research was to
actors. Our findings suggest that third parties (e.g., public
fill that gap in the literature, identifying factors that lead to
agencies or private institutions) play a pronounced role in
effective strategy making in local and regional development
inter-firm interaction and compensate for the absence of tra-
and to provide civic leaders and development practitioners
ditional hierarchical structures and authorities in collaborative
with evidence-based information to help them design and
arrangements. Our study also points towards the salient roles
implement effective strategy-making initiatives.
of individuals in building open strategies by linking actors that are spread across ecologies, as well as giving “voice and
This mixed-method study included both a qualitative grounded-theory component as well as a quantitative quasiexperimental phase. The theoretical foundation for the study came from the scholarly literature on social innovation from sociology, collaborative governance from public administration, and strategy formation from management. Data were gathered from over 100 strategy initiatives from around the U.S. as well as from a panel of economic development strategy experts. The findings point to characteristics consistent with open strategy rather than the closed models often associated with traditional strategic planning. This paper will discuss eight specific characteristics of effective strategy making and shed new light on the application of open-strategy in local and regional ... 70
face� to interorganizational endeavours.
O p e n S t r at e g y i n R & D
Are Patients a Valuable Source of Innovation for R&D
Open Public Health Policy Making:
of Medical Devices? The Case of Medical Smartphone
Collective Intelligence in Health Care Priorities
Applications
Setting
Moritz Goeldner, Hamburg University of Technology, Germany
Juan Andrei Villarroel, Catolica-Lisbon School of Business and
Alexander Kaufmann, Hamburg University of Technology, Germany
Economics
Vivienne Paton, Hamburg University of Technology, Germany Cornelius Herstatt, Hamburg University of Technology, Germany
This research responds to recent calls in the Public Health
User Innovation is a proper means for R&D organisations
transparent approaches to Health Care Priorities Setting
to identify new product or service concepts that have been
(HCPS), particularly in the wake of the era of open data,
developed by innovative users. Several studies in different
crowdsourcing and social media. Traditional “closed”
industries have shown that users can contribute significantly
approaches to HCPS have been shown to be costly and
to success of new products. However, little is known how
biased resulting in suboptimal use of limited public
Policy literature for more formalized, workable and
different users are interacting along the value chain of a
resources for addressing disease through policy, while
product. In some cases so called intermediate users and end
lacking public legitimacy and often failing to meet the actual
users were identified. They use the same products differently
needs of the final intended beneficiaries. Consistent with
and possess different kinds of knowledge. In our study, we
participatory action research in public health, the collective
want to analyse the contributions of intermediate and end
intelligence (CI) approach presented in this paper uses
user within the innovation process.
crowdsourcing as the vehicle to unveil public needs directly
In the healthcare sector, prior research has shown that
preferences and collectively contribute to elucidate the needs
healthcare professionals are a valuable source of innovation.
of their community.
However, both companies and scholars have so far paid only
Our empirical results show that this approach: (1) proves
from citizens, who are motivated to reveal their individual
little attention to the end user of medical devices: Patients. In
simple enough for layman citizens to understand and to use
this paper, we want to focus on the innovative behaviour of
to provide useful insight, (2) yields statistically robust health
patients and relatives, their motivation and their contribution
care priorities settings from a population, and (3) offer
to improving the quality of their own and ultimately of other
complementary insights to those derived from government
patients’ therapy. We analysed innovations of producers,
and institutional sources, whose data typically lag a few
healthcare professionals (intermediate user) and patients/
years and are often disconnected from the actual needs of
relatives (end user) in the German, UK- and US-based market
the final beneficiaries. In conclusion, the open approach
for medical smartphone applications (Apple App Store) and
explored in this research offers novel strategic input for
subsequently conducted eleven semi-structured interviews.
public health policy making that closely reflects the final
Our findings indicate that patients and relatives develop
beneficiaries’ actual local needs, and collectively unveils a
applications that are rated better, are downloaded more
consistent pattern of health care priorities for a given
frequently and are significantly cheaper than ...
population, in a participatory, cost-effective and timely manner. Open participatory approaches to health... 71
R&D Management across cultures
Session chairs Dr. Anton Kriz, University of Newcastle, Australia Stephan Sch端le, Fraunhofer IAO, Germany Industrial partner Marcus Madelung, Telstra Global, Germany
The increased level of globalisation leads to R&D projects that often cross regional and cultural borders. R&D Managers have to successfully deal with the opportunities and challenges involved in order to achieve a good balance in between global policy and standardisation and local givens and product requirements. The session puts a specific emphasis on Asia-Pacific. It includes both the fast growing giants China and India as well as Australia and New Zealand with their strong European links, thus offering an excellent example for interesting and, at the same time, challenging cross-cultural collaboration opportunities. Papers presented in the session may e.g. focus on the particularities of R&D Management in a specific AsiaPacific region, concepts for improving R&D management in that region or cross-cultural R&D projects within this region and beyond (e.g. with European partners).
R & D M a n a g e m e n t a c r o s s c u lt u r e s
Managing and Assessing Investments in Publically
Understanding of Large Far Eastern Organizational
Funded Research: Observations and Lessons from
Cultures in Approaches to New Product Development
Australia’s Largest Publically Funded Research Agency
Process: Designing Versus Controlling
Mark Bazzacco, CSIRO, Australia
Hyunwook Hwangbo, Lancaster University, United Kingdom
Anne-Maree Dowd, CSIRO, Australia
Emmanuel Tsekleves, Lancaster University, United Kingdom
Following the global financial crisis of 2008 and ongoing
This paper explores how approaches to new product design
economic challenges governments continue to come under
can differ nationally when examining large organizational
increasing pressure to demonstrate the value derived
cultures between the East and the West, especially looking at
from investments in programs. Research and Technology
different approaches in the context of ‘openness’. Currently,
Organisations (RTOs), such as Australia’s Commonwealth
approaches to new product development in digital landscape
Scientific and Industrial Research Organisation (CSIRO) are no
have shifted to evolutionary perspectives, which embrace
exception and are required to demonstrate how investment
an ‘open’ context in the design process – ‘designing’, rather
decisions are made and research assessed to evidence
than single hierarchical and closed strategy for efficiency-
the societal benefits from their research. Accordingly,
‘controlling’. However, successful large Far Eastern orga-
governments and RTOs are progressively developing more
nizations in consumer electronics and telecommunication
sophisticated approaches and frameworks for conducting
products have achieved maximized sales profits by focusing
such assessments. This activity continues to identify a variety
on effective new product strategies. This paper proposes
of challenges associated with defining, capturing, assessing
a conceptual framework to understand ‘designing’- driven
and reporting the benefits from public investment in research
organizational cultures, based on gaining an understanding
in a meaningful way.
of the Eastern Asian organizational cultures in their New Product Development (NPD) process. This is developed
The aim of this paper is to provide insights into the key
through a number of case studies on organizational cultures
challenges and emerging themes from CSIRO’s experience in
in NPD process in Eastern Asian consumer electronics and
managing research impact. The context and mandate under
telecommunication companies. This paper highlights that
which CSIRO was conceived and continues to operate has
NPD process in Far Eastern Asia’s organizational cultures have
supported the instilment of impact management as part of
been underlined in single hierarchical organizational cultures
its culture and operations. Each of CSIRO’s National Research
resulting in engineered product design under ‘controlling’,
Flagships have research goals that have been developed and
rather than ‘designing’.
iterated with input from experts from industry, government and research institutions that form its advisory committees and review panels. This input informs and refines goals and pathways to maximise the likelihood and intensity of the uptake and adoption of CSIRO’s research. More recently, CSIRO has supported these goals with statements of ... 74
R & D M a n a g e m e n t a c r o s s c u lt u r e s
Planning and Implementation of New National R&D
Innovation Management: Why Deep Knowledge of
Organizations
Regional Cultures and Institutions Matter
Jill A. Engel-Cox, King Abdullah City for Atomic and Renewable
Anton Kriz, University of Newcastle, Australia
Energy, Saudi Arabia
Richard Collins, University of Newcastle, Australia
Maher A. Alodan, King Abdullah City for Atomic and Renewable Energy, Saudi Arabia
How does a company transfer knowledge around innovation and R&D processes when operating in diverse international
Development of a new national research organization
markets? Knowledge transfer has been a consistent problem
requires a strategic and carefully phased approach that
for MNCs in their endeavours to deal with foreign cultures
builds the research organization appropriately over time in
in host designations. It will pose similar problems for
alignment with its mission and in the context of its national
those keen on open innovation and for those interested in
innovation ecosystem. The design and implementation of a
developing innovation management practices across cultures.
new research organization ideally follows a structured itera-
Surprisingly little emphasis in the innovation management
tive planning process, involving an overall research strategy,
domain has been placed on better understanding knowledge
research agenda, facility design requirements, operational
transfer within cross-border exchanges. Such context specific
and organizational design, partner engagement framework,
approaches challenge the oversimplification of national
and financial plan. The long-term planning should be
differences.
balanced with near-term implementation, such as staff recruitment and development, key partner selection, and
Fang (2006) describes these differences as more like an
strategic research projects. Simultaneous implementation and
“Ocean” rather than an “Onion”. This conforms to John
planning helps achieve momentum and build support, while
Berry’s (1989) challenge for an emic-to-emic or a richer
at the same time efficiently planning the organization, its
bottom-up and within-culture view. It is quite timely that re-
actions, and its resource use over the long-term. This process
gional innovation system literature is beginning to investigate
is being used for development of the Research Development
cities as a unit-of-analysis. Given the importance of regional
and Innovation (RDI) sector within the King Abdullah City
and city differences implicit in countries like China and Ger-
for Atomic and Renewable Energy (K.A.CARE). K.A.CARE
many it is surprising that there is a dearth of such research.
is a new government organization in Saudi Arabia, created
This paper focuses on beginning to bridge this gap. China is
by Royal Order in 2010. K.A.CARE’s mandate is sustainable
used as a major case study within the context of comparisons
development of an energy mix of renewable and atomic
with Germany and Australia. The authors propose that an
energy for the Kingdom of Saudi Arabia and to contribute to
emic understanding of China, Germany and Australia will
economic development and job creation, while maintaining
advance our capacity to effectively transfer knowledge and
the highest levels of safety, security and transparency. Early
innovation between such diverse and complex domains.
in its formation, K.A.CARE included a mission-driven applied research component in its organization to enable energy technology deployment and localization through ... 75
R & D M a n a g e m e n t a c r o s s c u lt u r e s
Measuring Sustainability and Innovation in Australian
Innovation and Internationalisation Capability
SMEs
Development among Public Spinout Firms: Insights from Australia
Stephan Schüle, Fraunhofer IAO, Germany Liza Wohlfart, Fraunhofer IAO, Germany
Alexandra Kriz, University of Sydney, Australia
Mark Ledson, Department for Manufacturing, Innovation, Trade, Resources and Energy, Australia
The Commonwealth Scientific and Industrial Research Organisation (CSIRO) is Australia’s national science agency.
Sustainable business development is a constant challenge
A primary means by which CSIRO commercialises its research
for SMEs. Tasks such as the identification of upcoming
and development (R&D) is through the establishment of
trends, the capturing of customer requirements and the
spinout firms. This paper seeks to understand how resources
development of new solutions are a real challenge that is
and capabilities linked to both innovation (R&D and new
hard to handle besides the daily business and that has to be
product development) and internationalisation are developed
mastered by all hierarchical levels of the company. Especially
among CSIRO’s de alio or “off-spring” spinout firms. Notably
in micro and small companies, innovation does not depend
de alio firms emerge from ‘living parents’ while de novo firms
on the creativity of the R&D department alone, but is an
do not emerge from a parent organisation and are akin to
obligation of all employees.
more traditional stand-alone start-ups (Walsh and Bartunek, 2011). Typically the literature assumes that firms are de novo.
Together with local partners in South Australia, the authors
This paper diverges from existing research by exploring the
of this paper have developed a measuring tool that helps
nature of resource and capability development in de alios
SMEs to assess their innovation and sustainability capabilities
and considers this phenomenon in the context of CSIRO and
and to identify improvement options. A specific asset of the
its spinout ‘children’. Lessons from the case of CSIRO and
tool, besides the sector-independent health check, is that
its de alio spinouts in the Australian context may potentially
it supports SMEs in getting funds from banks. A problem
provide valuable lessons about nurturing innovation and
CEOs have to struggle with in their daily business is to get
internationalisation for similar public or semi-public research
financing at a short notice for investing in the future of
institutions across cultures (Fraunhofer for example). This re-
the company. Banks are often not able to understand the
search may also elucidate the extent to which the Australian
significance of a specific investment and its impact on the
institutional environment is both facilitating and inhibiting
company success. The newly developed tool helps banks to
in terms of its impact on public research organisations and
get a deeper, future-oriented insight in the viability of SMEs.
associated spinouts.
The holistic assessment that captures quantitative and qualitative measures is based on previous research in Europe and assessment frameworks developed for the European market. The project team has adapted these approaches to the needs of Australian SMEs … 76
R & D M a n a g e m e n t a c r o s s c u lt u r e s
77
Patents and IP
Session chair Truong Le, Fraunhofer IAO, Germany
Pat e n t s a n d I P
Intellectual Property Strategies of Multinational
Platform leaders to provide Patent Shelter
Companies Patenting in China Seyed Kamran Bagheri, Scuola Superiore Sant‘Anna, Italy Pierre Wolfram, Friedrich-Alexander-University Erlangen-Nürnberg,
Alberto Di Minin, Scuola Superiore Sant‘Anna, Italy
Germany
Andrea Paraboschi, Scuola Superiore Sant‘Anna, Italy
Gerd Schuster, Friedrich-Alexander-University Erlangen-Nürnberg,
Andrea Piccaluga, Scuola Superiore Sant‘Anna, Italy
Germany Alexander Brem, University of Southern Denmark, Denmark
On August 12, 2011, Google filed a request with the U.S. Patent and Trademark Office (USPTO) for re-examination of
While global intellectual property trends show a stable
two patents asserted by a patent firm, Lodsys, against several
rate of worldwide patent applications during the last five
Android coders. It was most probably the first public move of
years, patent applications in emerging economies strongly
the Internet giant to defend Android application developers
increased within the same period. Unless the increasing
from a patent lawsuit. This is just one of a growing number
number of applications in emerging economies, the indige-
of similar initiatives undertaken by other so-called „platform
nous legal systems in those countries are mostly not able to
leaders“ to protect independent complementors active on
effectively protect intellectual property rights of multinational
their platforms against patent assertion threats.
companies. Still, we observe the phenomenon of a strongly increasing rate of technology patenting in countries with
In this paper, we first look at the rapid evolution of industry
weak appropriability regimes. This article studies patenting
platforms and how their business model is increasingly threa-
strategy archetypes of the world’s largest patent applicants
tened by the recent surge of patent litigation. We review the
using the case of China as an empirical context. Using
impact of these litigation threats on small and independent
Questel’s professional patent search application Orbit, we
complementors operating on industry platforms and describe
build a unique data set of the world’s top patent applicants
a set of alternatives that are available to them to at least
combining data from the World Intellectual Property
alleviate the risk of patent litigation. Then, we look at the
Organization and the State Intellectual Property Office of
same phenomenon from the platform leaders‘ perspective
China comprising data of about 620.000 patents. Referring
and examine the emerging evidences on platform leaders‘
to the study of Keupp et al. (2012), we extend previous qua-
initiative to provide Patent Shelter to their partners. We
litative studies on patenting strategy archetypes by adding
argue that this reaction could serve two important functions:
quantitative evidence from a data set of the world’s largest
(1) it helps to maintain and reinforce a platform ecosystem,
intellectual property owners. Model based clustering reveals
and (2) it acts as a differentiating factor for platforms relative
the existence of five patent strategy archetypes of companies
to their rivals. Next, we show that platform leaders‘ defensive
patenting in economies with weak appropriability regimes.
response could happen at two different levels: (1) providing umbrella protection and (2) defensive intervention in specific patent litigation cases. Finally, we propose a conceptual framework that helps understand platform leaders‘ possible case-specific reactions under six different scenarios. ...
80
Pat e n t s a n d I P
An Integrated Patent Indicator System for Patent
The Internationalization of R&D Operations by Large
Portfolios: Evidence from the Telecommunication
Companies: a Driver of Innovation Performance?
Manufacturing Industry Bernard Buisson, Université libre de Bruxelles, Belgium Lei Guo, Xi’an Jiaotong University, ChinaMarina Zhang, University of New South Wales, AustraliaMark Dodgson,
The internationalization of R&D by large companies has
University of Queensland, Australia Hong Cai, Xi’an Jiaotong
been the subject of many academic articles. Foreign R&D
University, China
operations started as market customization facilities, evolved as listening posts and later became sources of innovations
Against the background of the increasing prevalence of
for multinational corporations (MNCs). There are pros and
‘patent portfolio races’ in industries such as telecommunica-
cons for R&D internationalization and the academic literature
tions, this paper proposes a set of patent portfolio indicators
offers various, and sometimes opposite conclusions. The
measuring the attributes of patents of scale and diversity. It
relationship between the level of R&D internationalization
uses that indicator system in a time series to analyze the pa-
and the innovation performance remains to be questioned: is
tenting activity and technology strategy of the top 20 firms
R&D internationalization really a driver of the innovation per-
in the telecommunication manufacturing industry, based
formance? This article considers the various arguments which
on a large dataset from USPTO. The data are aggregated
have been developed around this issue, and examines the
into five five-year periods. In combination with composite
possible relationship using three sets of data: the innovation
and relative measures, we identify the firms’ competitive
premium, as a measure of innovation performance for the
positions in patenting activity for each time period. The scale
100 most innovative companies as identified by Prof. Dyer,
indicators are first clustered in five two-dimensional matrices
Gregersen and Christensen, patent data from the European
for different time periods to display the relative positions and
Patent Office Patstat database, which enables to precisely
their changes over time. We then measure the firms by their
estimate the level of R&D internationalization, both in terms
patent portfolio diversity at two levels: overall diversity and
of the proportion of patents invented abroad, and in terms
core technology diversity. This study provides a useful tool
of the number of countries where patents are invented, the
for strategic technology management and sheds light on
Forbes Global 2000, which lists the 2000 largest companies
patent portfolio valuation.
worldwide. The combination of these databases made it possible to come up with a sample of 362 companies. For each company, the following indicators were computed: the number of priority patents registered, the number of priority patents for which an inventor location was available, the number of priority patents invented in a country other than the home country of the parent company, the number of countries were priority patents were invented. After applying a logistic regression, it turns out that: inventing a higher proportion of patents abroad cannot be statistically ... 81
Pat e n t s a n d I P
Frenemies through Complements
R&D Cooperation and Firm Performance – an Empirical Investigation Based on the Patent Co-Ownership
Anna Hoi Yan Fong, National University of Singapore, Singapore Yuhong Lan, National University of Singapore, Singapore
David Elvers, University of Muenster, Germany
Shang-Jyh Liu, National University of Singapore, Singapore
Chie Hoon Song, University of Muenster, Germany
The patent arm race and the continuing publicity of excessive
The importance of R&D cooperation has been recognized as
damages in patent litigations have raised concerns that
a consequence of growing complexity, dynamism of the envi-
patents have become a barrier to innovation. There are also
ronment, increasing risks and escalating costs of innovation.
great concerns about patent thickets that will obstruct inven-
Collaboration with firms and academic institutions enables
tions from serving the public needs by increasing the costs
organizations to exploit external resources and competencies
of producing a product. This paper proposes that companies
not available internally and adding additional value to the
can use complementing patents as bargaining chips to com-
in-house ideas.
pete in the market. These patents can play a strategic part especially for entrants who want to enter a market crowded
Despite the large number of publications related to R&D co-
by incumbents. We investigated the strategic use of com-
operation, empirical studies on the impact of firm’s strategic
plementing patents through systematic analyses of patent
partnering on firm performances are rather scarce. Thus, we
portfolios in the touch screen technology. We then grouped
contribute to the literature by discussing the strategic beha-
them according to categories of ‘technology, functions, pro-
vior of firms derived from the patent co-ownership network
duct features and uses’ based on detailed qualitative analysis
to establish a link between the variety of close relationships
of each of the patent documents in the patent portfolio
and the number of sold products. By considering the patent
search. We then compared the analysis with the Cooperative
co-ownership to map out the cooperative relations, the
Patent Classifications (CPC) and established the usefulness of
following assumptions are made: Patent co-ownership
basing the CPC Codes analysis for larger patent portfolios. In
shows a high degree of commitment for the collaborative
a second phase of patent analysis, we extended the patent
work from parties involved and mutual trust, thus the
portfolio size and divided them into technologies found
proportion of shared knowledge, is particularly high. In this
along the value chain of touch screen products. We arranged
sense, a co-patent represents an output of a highly intensive
the patent portfolios in chain to visualize the relationships
business relationship. First, the starting point is the analysis
between core and complementing patents. In particular, we
of co-patenting structure in the field automotive industry
looked at the role that these complementing patents played
using patents related to lithium-ion batteries. We investigate
in increasing the pie of profits in the ecosystem of manufac-
the characteristics of each resulting cluster derived from the
turing a product and securing control of the industry through
collaboration network and then explore the heterogeneities
bridging the gaps in the value chain. ...
of R&D collaboration strategies differentiating between three types of strategic partnering: doing-it-alone, concentration on single partners and open partnering. Second, analysis is undertaken to establish an empirical linkage between ...
82
Pat e n t s a n d I P
Managing Patent Disputes with Patent Portfolios:
A Situational Approach to Conduct a Risk Assessment
Lessons from Cloud Computing
of Know-How Drainage with Regard to Organizational Complexity
Yuhong Lan, National University of Singapore, Singapore Hoi Yan Anna Fong, National University of Singapore, Singapore
Paul-Vincent Gall, Fraunhofer IAO, Germany
Shang-Jyh Liu, National Chiao Tung University, China
Yvonne Wich, Fraunhofer IAO, Germany Truong Le, Fraunhofer IAO, Germany
Although Big Data is just emerging and its adoption by industry players is still at the nascent stage, the prevalence of
With regard to megatrends e.g. resource scarcity, increasing
Big Data-related (BDR) patent lawsuits has already reached a
demand for energy, growing world population know-how
significant level in the US. The increasingly active BDR patent
is the most important competitive advantage of the 21st
litigation landscape, however, has not been adequately in-
century. However, according to a study of VDMA (Verband
vestigated in the extant literature. We attempt to contribute
Deutscher Maschinen- und Anlagenbau - German Engineering
to this area by providing an overview of the BDR patent
Federation) in 2013 the current level of know-how protection
litigation landscape as well as shedding insights about the
in German companies does not comply with the prevailing
managerial aspects of such litigation. Our findings show
threats. Due to the fact that in business relationship price,
that patent lawsuit is the major form of IP dispute faced by
performance, and delivery time are the prevailing negotiation
private BDR companies (start-ups and SMEs), and the mature
factors, know-how protection is often neglected.
ones are at a higher risk of getting involved in such litigation. Among the publicly-listed BDR firms, patent litigation is
Know-how drainage contains multiple dimensions: employee’s
even more prevalent. While public companies larger in size
fluctuation, uncontrolled information exchange with suppliers
tend to get involved in the BDR patent litigation more, the
and customers, intentional attacks from competitors, reverse
overall litigation status/performance of a firm cannot be fully
engineering etc.. The bigger the size of the organization and
explained by the firm’s size. Our analysis shows that the size
its degree of internationalization and complexity, the higher is
of a firm’s BDR patent portfolio could substantially influence
the risk of know-how drainage and the higher the challenge
its litigation performance, and the significance of amassing
to determine prevailing level of know-how drainage risk within
a large patent portfolio increases with the company size. We
a company.
further demonstrate the strategic use and advantage of large patent portfolio using qualitative case studies covering both
In order to overcome this challenge a situational approach to
operating company and non-practicing entity.
measure the actual risk level of know-how drainage will be proposed. In a first step an assessment of organizational complexity will be carried out. Based on this result the adequate scope of assessment criteria will be chosen in order to carry out the risk assessment. By using this situational model the level of know-how risk drainage will be determine properly. Subsequently, appropriate counter-measures can be ... 83
Pat e n t s a n d I P
The Management of University Patenting from University Professors’ Perspective – an Exploratory Study
Teh-Yuan Chang, Aletheia University, Taiwan Chung-Yuan Tsay, National Pingtung University of Science and Technology, Taiwan
This paper was set up to understand how university scientists conduct patent management, owing to that university patents positively contribute to the success of technology transfer for the university-industry collaborations (UICs) and university entrepreneurship, leading to the growth of national economy. The productivity of university patents is likely to be associated with the management of university patenting. By interviewing seven university scientists, it can be found that they appear to employ some of the processes of patent management, mostly patent search and patent analysis; moreover, the employments seemed to be driven by university professors’ experiences and, particularly purposes, of patenting. Nevertheless, the implementation of patent management by university scientists is highly dependent on outside patent professionals.
84
Pat e n t s a n d I P
85
R&D Organisation and Efficiency
Session chairs Manuel Kern, Fraunhofer IAO, Germany Michael Schubert, Fraunhofer IAO, Germany
R & D O r g a n i s at i o n a n d E f f i c i e n c y
Rewards and Functionality: Techno-Supply-Push and
Internal Markets for Innovation – Case Study Results of
User-Demand-Pull Innovation
Blockades at Affiliates’ Level in Developed Markets
Phillip A. Cartwright, ESG Management School, France
Pierre Wolfram, Friedrich-Alexander-Universität Erlangen-Nürnberg,
Ekaterina Besson, ESG Management School, France
Germany
Jean-Max Koskievic, ESG Management School, France
Alexander Brem, University of Southern Denmark, Denmark
This paper proposes to develop theoretical underpinnings
Internationalization of R&D is an upcoming research topic.
for R&D and innovation market processes and explain how
However, as far as group-internal resource exchanges bet-
market interactions yield, or fail to yield, efficient outcomes
ween affiliates are concerned, research is scarce. Therefore,
such as quality products. This paper contextualizes R&D
the present study shed light on the discussion in literature by
and innovation processes in a technology-supply-push (TSP)
detecting obstacles and accelerators regarding the opening
and user-demand-pull (UDP) framework. The simultaneous
of R&D to affiliated companies in the same business group.
recognition of the TSP and the UDP dimensions of R&D and
The challenges are analysed for affiliates in order to engage
innovation yields key observations concerning the impor-
themselves in group-internal markets, for instance to avoid
tance of bargaining, incentives and allocation of rewards
bottlenecks in the product development or to improve their
facilitating or impeding convergence toward desired outco-
technological knowledge. To research this phenomenon, a
mes. A game-theoretic or “even-swaps” approach is adopted
case study is accomplished by investigating a Multinational
to explain actor interaction. This research places emphasis on
company whose affiliates are self-reliant and horizontally
understanding “who gets what and how”. Managers should
diversified. Mixed methods are applied by having structured
develop and implement R&D and innovation processes
depth interviews with the responsible R&D managers as well
explicitly accepting interactive inputs with awareness of
as by sending a survey out to associated project managers.
underpinnings related to market interactions, incentives and
The study indicates that the organizational complexity,
rewards.
infrastructures within the business group and the impact of external market structures play an essential role for the usage and effectiveness of group-internal markets. Hence, the insights offer valuable clues why internal markets have advantages and disadvantages for affiliates under certain circumstances, i.e. in matters of communication, or why collaboration efforts introduced by the business group management do not yield results.
88
R & D O r g a n i s at i o n a n d E f f i c i e n c y
Gone with the wind? A Longitudinal Study of
Complex Technology Assessment System of Innovative
Explorative Innovation in a Growing Wind Turbine
Technological Solutions
Blade Technology Company Adam Mazurkiewicz, National Research Institute, Poland Matthias de Visser, University of Twente, The Netherlands
Beata Poteralska, National Research Institute, Poland
Dries Faems, University of Groningen, The Netherlands
Anna Sacio-Szymańska, National Research Institute, Poland
Klaasjan Visscher, University of Twente, The Netherlands Petra de Weerd-Nederhof, University of Twente, The Netherlands
Technological innovations are acknowledged, at a macro level, as a driver of the economic and social development of a
Many scholars have stressed the need for balancing
country and, at a micro level, as a source of the competitive
exploitation with sufficient levels of exploration. For growing
advantage of firms applying innovative solutions as well as
companies, maintaining sufficient levels of exploration
of research organisations involved in the development and
is challenging. They tend to develop core capabilities for
implementation of innovative technological solutions.
exploitation of current success. The more these become embedded, the more challenging it becomes to transition the
Against the background of different technology assessment
organization toward revival of exploration. Previous studies
methods and models, the authors of the paper present an
have emphasized the complexity of balancing exploration
original complex technology assessment system developed
and exploitation levels and have provided insights into struc-
and applied at the Institute for Sustainable Technologies –
tural and individual factors that influence them. However,
National Research Institute in Radom, Poland. The system
only few have unravelled the process of how these structural
is devoted to the assessment of incremental technologies
and individual factors affect changing exploration levels. The
with respect to their implementation maturity, commercial
purpose of this paper is to provide in-depth insights into the
potential, innovativeness level, and implementation risk level.
dynamics of a growing organization’s exploration levels and
Its main advantage comprises the possibility to assess inno-
to explain how structural and individual factors impact these
vative products at any stage of a project execution, including
over time. In order to do so, we conduct a single case study
ex-ante, ongoing, ex-post, and follow-up, and to compare
in a fast growing R&D organization in the wind turbine blade
the assessments results at different stages of a product
industry. Based on a unique collection of time-accounting
(material, system, technology, apparatus) development (from
data and descriptions of 384 R&D projects conducted
the concept stage, through the development stage, to the
between 2003-2011, we are able to measure the dynamics
final technology).
of exploration levels, visualizing in great detail how a firm goes through transitions from focus on exploration to ex-
The model is a useful tool, already applied in practice, for
ploitation and vice versa. Based on a series of interviews, we
those developing and financing new technological solutions,
demonstrate how structural and individual factors interact
supporting the technology transfer process, and applying
and impact this evolution. Together our findings provide new
new technologies, such as research institutions, technological
insights into multi-level interactions among antecedents of
parks, technology transfer offices, or innovative entrepre-
exploration, in particular between slack resources, ...
neurs. 89
R & D O r g a n i s at i o n a n d E f f i c i e n c y
Approach to Create Transparency on the Efficiency of
Global Mindset in International Virtual Research Teams:
R&D Processes by Applying Value Stream Mapping
Insights into Two Cases
Henrik Gommel, Fraunhofer, Austria
Andrea Hanebuth, Technical University Bergakademie, Germany
Arko Steinwender, Fraunhofer, Austria Peter Schieder, Fraunhofer, Austria
For various reasons, todays R&D teams increasingly cross
Wilfried Sihn, Fraunhofer, Austria
national and organizational borders and are virtual by nature. These teams are predicted to play an important role as orga-
Efficiency in research and development (R&D), or more
nizational form for international research. However, factors
precisely in innovation processes, is to be considered as
that determine the success of such international virtual
generating, evaluating and developing ideas in order to
research teams (IVRT) are still in demand. The concept of
create new products, processes or services in a short period
Global Mindset (GM) with the columns ‘intellectual capital’,
of time. Comparing innovation processes with e.g. produc-
‘psychological capital’ and ‘social capital’ is one key aspect
tion processes from the degrees of freedom point of view,
to success in global management and within this paper, first
innovation processes tend to be more creative. Therefore,
insights of GM’s impact on team outcomes will be depicted.
the controlling of these processes in terms of efficiency is not
Hence, the paper introduces GM in the context of interna-
widely used within companies due to the lack of key perfor-
tional virtual research teams (IVRTs) and links GM to softer
mance indicators. Whereas many performance indicators are
performance outcomes: Leader-Member-Exchange (LMX),
available and are used to control the efficiency of production
trust and commitment. The findings include data from two
processes. Value stream mapping as a fast and easy approach
perspectives: leader and member. Based on two cases from
to create transparency on the efficiency of production pro-
material science, the relevance of GM and psychological
cesses by analysing the key characteristics of the production
capital for trust can be supported. Findings concerning the
process (value adding and waste) is commonly used within
LMX and commitment to the IVRT indicate further gaps in
companies.
research. Data further suggests that some of the outcome measures have their locus outside the GM concept. Yet, this
This paper depicts analogies and differences of innovation
study provides first indication that GM seems to be a promi-
and production processes in order to discuss the transfera-
sing concept for managers of international research teams.
bility of value stream mapping to create transparency along innovation processes’ efficiency. Therefore, the stage-gateprocess as reference innovation process will be analysed in order to derive main measurable key performance indicators of stages and gates. The present work focuses on the conceptual introduction of R&D-Value Stream Mapping in the academic discourse and as a basis for testing this methodology in practice and will conclude in a critical assessment.
90
R & D O r g a n i s at i o n a n d E f f i c i e n c y
Decisions made in Setting Up Rapid Product
International Comparative Analysis on R&D Services
Development Projects in SMEs
Firms in Top R&D Spending Countries
Kai Hänninen, University of Oulu, Finland
Xiuqin Li, University of Manchester, United Kingdom
Tuomo Kinnunen, University of Oulu, Finland
Ian Miles, University of Manchester, United Kingdom
Matti Muhos, University of Oulu, Finland
Dimitri Gagliardi, University of Manchester, United Kingdom
Harri Haapasalo, University of Oulu, Finland
R&D services firms play an increasingly important role in There is a clear gap in the research on incremental product
innovation system, which is often paid less attention com-
development, especially on such product development by
pared to other services providers. This paper aims to build
SMEs. We have conducted a multiple-case study that is
a contribution to literature on R&D services; furthermore it
inductive in nature to analyse how case companies perform
analyzes the dynamic performance of R&D services sector
opportunity analysis and decision making when business
over the period 2005-2012 in five OECD countries with high
reasons mandate reacting quickly. To frame the field of
R&D expenditure, i.e. US, UK, Germany, France and Japan,
rapid product development in SMEs, we use a three-level
hoping to identify the main affecting factors and generate
categorisation based on Krishnan and Ulrich (2001): product
some policy recommendations.
strategy and planning, product development organisation, and project management. Our analysis reveals the decisions that SMEs make in setting up rapid product development projects. The analysis is based on empirical data consisting of 26 interviews conducted in 15 SMEs over the 2011-2013 period. The results and analysis provide a foundation for efficient R&D management in SMEs. More specifically, our findings help practitioners in establishing an intentional managerial practice for urgent opportunity analysis and fast decision-making regarding incremental rapid product development. This study supplements our understanding of product development in SMEs, especially in situations that require a rapid response to new product requirements, by outlining the decisions required for an intentional rapid productisation process. The maturity of an SME in terms of setting up rapid product development may be measured via its capability to select the “right” projects and say no to “wrong” ones. Our findings ... 91
Strategic R&D and Technology Management
Session chair Prof. Frank Wagner, Fraunhofer IAO, Germany
S t r at e g i c R & D a n d T e c h n o l o g y M a n a g e m e n t
Strategic R&D and Technology Management Application
Measuring Performance of Research and Technology
development in the process industries
Organisations: Drivers and Challenges, Today and in the Future
Thomas Lager, Grenoble Ecole de Management, France Per Storm, Royal Institute of Technology, Sweden
Flavia Leung, National Research Council Canada, Canada Mark Bazzacco, CSIRO, Australia
The process industries span several industrial sectors, such as
Christine Jodoin, National Research Council Canada, Canada
minerals and metals, pulp and paper, food and beverages, chemicals and petrochemicals, utilities and generic phar-
Research and Technology Organisations (RTOs) around the
maceuticals; thus, they constitute a considerable part of the
world are increasingly facing pressures to demonstrate more
manufacturing industries. In the family of process industries,
efficiency, impacts and return on public investment. At
a substantial part of company research and development
the same time, they need to continually adapt to meet the
(R&D) lies in the area of helping customers use their supplied
growing sophistication of client needs and evolving market
products more effectively; this area is generally designated
sectors, while addressing national challenges to serve in the
application development in the process industries. Based on
‘public good’ with transparency and fiscal responsibility.
the findings from a survey of major process companies in
National and global innovation systems are also evolving,
Sweden, the results from three previously publications on dif-
including the roles of public and private sector players,
ferent aspects of application development have been merged
creating further imperative for RTOs to ensure that they have
into a coherent framework. The importance of application
the right performance measures relative to their mandate,
development to all companies was judged to be very high,
strategy and business model. Given the important position
and as a mean value, 30% of all company R&D resources
that RTOs play in innovation systems and their accountability
were allocated to application development. Most of the
to governments and the public, performance measurement
companies in this study carried out application development
and reporting are paramount as mechanisms to validate both
not only with their customers but also with their customers’
the efficiency and impact derived from public investments in
customers and customers’ equipment suppliers. At the extre-
research. NRC and CSIRO established a working group of na-
mes, one firm expected 80% of application development to
tional RTOs, representing six countries across four continents,
give customers improved products, while the other extreme
to benchmark their performance for mutual learning towards
expected only improved customer process technology.
enhancing their effectiveness and efficiency.
Improving company market shares in the process industries thus depends both on competitive products and on the
While country performance related to science, technology
collaborative development of the customer’s use of those
and innovation are available through recognised organisa-
products.
tions such as the OECD, less is publicly available related to individual RTO performance measurement and benchmarking in any consistent and ongoing manner. Challenges identified from past efforts include variations around: how indicators are defined and captured; individual RTO performance ...
94
S t r at e g i c R & D a n d T e c h n o l o g y M a n a g e m e n t
Future Trends and Key Challenges in R&D Management
Comparative Study on FFE Activities between Japanese
– Results of an Empirical Study within Industrial R&D in
and Korean NPD Project Success
Germany Ruslan Mammetseyidov,Tohoku University, Japan Erdem Gelec, Fraunhofer IAO, Germany
Akio Nagahira,Tohoku University, Japan
Frank Wagner, Fraunhofer IAO, Germany
This study shows that the impact of fuzzy front end (FFE) This paper reports on the first results from an empirical study
phase during innovation process on new product deve-
among R&D experts in German industry. As R&D is an invest-
lopment (NPD) project success in two East Asian countries
ment in the future the outlook to future trends is certainly
– Korea and Japan was explored via employing comparative
contributing to industrial orientation and prioritisation. To
study. A conceptual model was developed based on previous
be prepared for trends and challenges for the R&D in the
research. The framework of NPD process includes project
next 2-3 years Fraunhofer IAO conducted a survey “R&D Fit
success phase which is described based on two criteria –
for Future” among 162 companies mainly from advanced
effectiveness and efficiency, the project execution phase
manufacturing, automotive and medical device industry.
which consists of one factor – deviation from specifications,
The objective of the research was to find relevant strategies
the FFE phase which consists of three factors – the reduction
and future trends in R&D management. Additionally the
of market uncertainty, the reduction of technical uncertainty
key challenges in R&D for the next years from an industrial
and intensity of planning and we are considering effects of
point of view were analysed. The survey was structured by
degree of newness as contextual factors. The model was
the chapters of strategy, organisation, processes, methods &
tested using data from 293 Korean manufacturing firms and
tools and R&D personnel.
from 540 Japanese manufacturing firms using Structural Equation Modeling (SEM) technique.
The paper presents the communalities and differences of trends and challenges between the advanced manufacturing,
The empirical analysis supports previous works that effective
automotive and medical device industry in the field of R&D-
initial planning and good analysis of market prior to the
management. Based on this survey and on the results of a
development has impact on NPD project success. While this
previous empirical study, also performed by Fraunhofer IAO
paper reveals similarities in strategies of NPD processes in
in 2010, the most significant changes of priorities and new
Japanese and Korean manufacturing firms, the paper reveals
developments are pointed out and analysed. It concludes
differences showing that the Japanese manufacturing firms
with some recommendations for more general trends in
are concentrated more on pre-development activities and
German industry.
tend to keep initial plans during development process while, the Korean manufacturing firms are more flexible in project execution phase allowing dramatic changes to the initial plans.
95
S t r at e g i c R & D a n d T e c h n o l o g y M a n a g e m e n t
Proposing a Framework for Technology Planning at
Analysing Cognitive Differences between Product
Industry Level
Developers and Customers: An exploration with Fuzzy Cognitive Maps
Nima G. Mokhtarzadeh, University of Tehran, Iran Mohammad R. Arasti, Sharif University of Technology, Iran
Byung Sung Yoon, Portland State University, United States of America Antonie J. Jetter, Portland State University, United States of America
Whereas technology planning primarily concerns with selection of proper technologies and setting priorities to develop
Robotic vacuum cleaners for home use were once perceived
firm technological capabilities, crucial role of technology in
to be a winning product because they match technology
supporting national prosperity and security highlights the
capabilities developed in industrial robotics with customer
need for technology planning at industry level (TPIL). The
needs. Yet, market adoption lags behind earlier projections
lack of an appropriate methodology for TPIL has forced
and customer satisfaction is relatively low. This paper
practitioners and scholars to adapt firm- or national- level
proposes that this relative lack of success is caused by a
methodologies to industry level by some amendments.
fundamental mismatch between customer expectations and
But, TPIL requires a specific methodology which considers
product developers‘ understanding of customer needs.
requirements and characteristics of industry level. To investigate differences in perception, this paper employs In this paper, we develop an industry- level methodology
Fuzzy Cognitive Map (FCM) modelling. The method is
for technology planning through in-depth case study. A
increasingly used in product planning to make planning
qualitative approach based on the grounded theory has been
assumptions explicit, to allow developers to simulate and
applied. Starting with minimalist prior constructs deep into a
understand the indirect and far reaching effects of design
substantive issue (TPIL process in this case), we interactively
decisions, and to compare the structure and dynamic beha-
tested and formed theoretical constructs. For this purpose, a
viour of cognitive maps from different stakeholder groups.
series of semi-structured interviews were organized and ac-
In the context of this research two different FCMs were
complished with top and middle managers of Iran Oil & Gas
developed and compared: The developer cognitive map was
industry. Moreover, some interviews with university faculty
created through literature reviews and an interactive group
members having experience in TPIL were conducted. Based
session of two experienced robotics engineers. The customer
on eighteen interviews, 529 initial codes, 150 final codes, 50
cognitive map was developed through analysis of product
categories and 17 themes were explored. Finally, a general
reviews, interviews with two customers and an interactive
framework which consists of three main levels (reference,
group session with five customers. The structure and the
portfolio and option level) has been proposed.
dynamic behaviour of each cognitive map were investigated through FCM simulation. The comparison of results show strong differences in the perspectives of both groups: The developers‘ causal cognitive map contains fewer concepts but more complex relationship between them. Moreover, their perceived drivers of product attractiveness differ ...
96
S t r at e g i c R & D a n d T e c h n o l o g y M a n a g e m e n t
A Study on Estimating Technology Contribution Degree
Leveraging Technological Competences: How Existing
for Technology Valuation
Technologies Can Serve As Trajectories Into New Markets
Gyunghyun Choi, Hanyang University, Korea
Nina Möllers, University of Mannheim, Germany
Hyunok Park, National IT Industry Promotion Agency, Korea Daemyeong Cho, Hanyang University, Korea
Firms in many industries are confronted with the pressure to innovate and to expand on a global scale while simultane-
Technological asset, one of the significant and fundamental
ously having to increase efficiency and cut costs. Technolo-
drivers of firm’s economic value creation, is generally gained
gical competence leveraging (TCL) is an opportunity to react
by R&D activities. R&D management can be defined as where
to such pressures. It enables companies to find new fields of
the tasks of innovation management (i.e., creating and
application for existing technologies and to achieve various
commercializing inventions) meet the tasks of technology
benefits, such as higher innovativeness or competitive advan-
management. For the practical technology management
tage, while involving less risk and cost than a completely new
(R&D management), it is essential to manage the technolo-
technological development. Exploratory interviews with 21
gical assets, like patents, from R&D. The first step to actual
multinational companies in Germany show that high-ranked
technological asset management, it is required to reasonably
managers generally acknowledge the essential importance of
measure the technology asset value. A lot of researchers
TCL. At the same time, however, most firms do not exploit
have tried to estimate the fair market value of technological
their full technological potential. This article introduces a
asset and some approaches for technology valuation have
number of factors in order to explain this discrepancy. In
been introduced. The well known approaches are cost
particular, companies can benefit from their idle potential by
approach, market approach and income approach. Among
overcoming five major barriers to TCL and by developing and
those approaches, income approach is most widely refers
implementing a concise TCL strategy, which can potentially
to executive working-level valuation because it reflects the
foster their innovativeness and ensure their long-term
potential value from the prospective profit by the application
survival. Top management support is an essential prerequisite
of the technology. In the income approach, the value of
for this process. The findings address a considerable gap in
technology is expressed in the form of monetary unit by
the literature on TCL and strategic technology management,
applying technology-contribution degree to the net present
and they allow firms to learn from those companies that
value from business profit gained by the technology commer-
successfully leverage their technological competences and
cialization. However, it is not easy to decide the contribution
those that face substantial barriers to TCL.
degree of the technology without appraiser’s subjective judgment due to being nonexistent of definitive model to compute it. Here, we propose technology contribution degree model based on some substantive factors and chemical molecule kinetic theory and analyze the characteristics of some industrial technology’s contribution degree.
97
S t r at e g i c R & D a n d T e c h n o l o g y M a n a g e m e n t
Financial Slack: Effects on Creativity and Buffering of Re-
Future trends in R&D on battery technologies for electric
search Activities in YICs during Economic Recession
mobility – Evidence from evolutionary patterns
Peter Teirlinck, KU Leuven, Belgium
Nathalie Sick, University of Muenster, Germany
André Spithoven, Belgian Science Policy Office, Belgium
Jonas Frischkorn, University of Bremen, Germany Martin G. Moehrle, University of Bremen, Germany
This paper focuses on the influence of the introduction of a
Uwe Kehrel, University of Muenster, Germany
fiscal scheme for advance payment partial exemption in favour of highly qualified researchers in business enterprises in
Batteries are regarded as key technology enabling electric
Belgium. The measure has been introduced in January 2006
mobility. However, their low specific energy constitutes a ma-
and the rate of exemption amounts to 75% from January
jor obstacle for achieving the required longer driving range.
2009 onwards. The amount deliberated by the exemption
In recent years, the search for next generation batteries has
can be freely used by the company. As such it qualifies the
been intensified globally, whereby the plethora of materials
condition for financial slack resources not committed to a
and cell designs is located at different stages of the R&D
necessary additional expenditure. This unabsorbed financial
process. Hence, providing possible pathways for future R&D
slack can allow R&D management to steepen creativity or to
of various battery technologies represents an urgent task for
buffer existing research to face an economic slowdown. The
technology management in the field of electric mobility. Two
focus being on YIC‘s we both investigate the influence of
currently promising technologies are lithium-sulphur (Li-S)
the tax credit on the research activities and pay attention to
and lithium-air (Li-air) batteries. Li-S batteries are supposed
broader motives to steepen R&D efforts.
to reach market maturity in the medium term while Li-air batteries seem to be a long term option, so that both technologies are currently in different stages of R&D. This study aims at anticipating trends in R&D on battery technologies for electric mobility by means of patent analysis focusing on the cases of Li-S and Li-air batteries. On the basis of selected US patents, we use semantic similarity measurement to set up evolutionary patterns which give an overview of the R&D landscape and possible future trends concerning the selected battery technologies. On this basis, implications for R&D managers regarding the distribution of R&D budgets on different technologies in a firm’s portfolio can be derived.
98
S t r at e g i c R & D a n d T e c h n o l o g y M a n a g e m e n t
The Intellectual Structure of Innovation Management
Open Innovation Modes and Financial Performances in
Control: A Bibliometric Review on its Emergence and
the Bio-Pharmaceutical Industry
Evolution as an Academic Field Francesca Michelino, University of Salerno, Italy Alexander Tkotz, EBS University, Germany
Emilia Lamberti, University of Rome, Italy
Christoph Munck, EBS University, Germany
Antonello Cammarano, University of Salerno, Italy
Andreas Wald, EBS European Business School, France
Bianca Maria Chiariello, University of Salerno, Italy Carlo Compagnone, University of Salerno, Italy
Innovation management control (IMC) is essential to recog-
Mauro Caputo, University of Salerno, Italy
nize and evaluate risks and challenges early in the innovation process as well as to support innovation management
The aim of the paper is to analyse the relationships between
with valuable information to optimally manage innovation
the openness degree of companies and their 1) context
processes. IMC as a rather young research field has no
features, 2) R&D organization and 3) financial performances.
specific journals yet. Thus, literature is spread over numerous
Some hypotheses are formulated and tested on a sample of
journals from different disciplines and knowledge in IMC is
126 world top R&D spending bio-pharmaceutical companies
fragmented.
for the period 2008-2012, for a total of 630 statistical units.
This paper presents an unbiased and exhaustive overview
Our results suggest that open innovation is more pervasive
of IMC as a research field. Following a systematic review
among small and young companies, for most of which open
approach first a database of IMC papers covering 493 papers
innovation is the very core business. Inbound and outbound
distributed over 122 peer-reviewed English-speaking scientific
practices have a similar diffusion in terms of number of
journals is set up. With this database frequently cited authors
companies adopting them, but the cumulative values of
and papers that had a high influence on the development
inbound flows are higher, whereas outbound flows are
of IMC as a research field are identified. Furthermore, the
more relevant when compared to the total business of the
relationships between the papers are studied by analyzing
companies. Inbound practices are substitutive to internal
citations and co-citations in order to reveal the hidden
R&D activities, while outbound ones are complementary to
structures in the research field and to provide a definition of
internal development. The performances of companies have
the subfields belonging to IMC.
an inverted-U shape trend versus inbound practices and a fundamentally decreasing trend versus outbound ones. The paper contributes to the research on open innovation by both providing an objective measurement system for open innovation based on the pecuniary flows deriving from open transactions and suggesting the relations between the open innovation adoption and the benefits deriving from it.
99
S t r at e g i c R & D a n d T e c h n o l o g y M a n a g e m e n t
Open Innovation: Industrial Application and Demands – a Qualitative Study
Matthias R. Guertler, Technical University of Munich, Germany Maik Holle, Technical University of Munich, Germany Udo Lindemann, Technical University of Munich, Germany
Open Innovation (OI) opens a company’s innovation process to its environment in order to enable a purposeful collaboration. Over the last 10 years OI has become an important part within the innovation management in industry and academia. Therefore, we conducted an explorative interview study in 2012 to analyse how and with which results and success OI is applied in industry. The goal was to evaluate benefits and risks mentioned in literature as well as to analyse the utilization of OI-methods, and to identify (so far) unconsidered challenges and potential solution strategies for barriers against OI. Based on this, industry demands in terms of research gaps were derived. Participants of the study in 2012 were 13 German large-scale enterprises (including one SME) from different branches, and with different product/services portfolios and types of customers. In addition to companies with OI experience, we also interviewed companies without OI experience to allow the identification of possible concerns against OI. Though the overall feedback was positive, also some critical feedback, challenges and needs regarding the application of OI were stated. The results of the study are consistent with previous studies but reveal additional challenges and demands which have not been in the focus so far. To evaluate the pre-published results of the study, we conducted a workshop with eight Bavarian medium-scale enterprises from different industries and with different types of products/services and types of customers. These companies had no or only small experience with OI. The goal of the workshop was to identify expectations towards OI as well as concerns against OI, in order to evaluate the ... 100
S t r at e g i c R & D a n d T e c h n o l o g y M a n a g e m e n t
101
author‘s index
A
Chang, Teh-Yuan 84
Agouridas, Vassilis 59
Chao, Yu 26
Ahmed, Hassen 20
Chen, Wan-Chen 61
Ahn, Joon Mo 67
Chiariello, Bianca Maria 99
Almirall, Esteve 69
Cho, Daemyeong 96
Alodan, Maher A. 75
Choi, Gyunghyun 96
Arasti, Mohammad R. 96
Chu, Po-Young 61
Armisen, Albert 69
Clifton, Nick 40
Assimakopoulos, Dimitris 59
Collins, Richard 75
B
Compagnone, Carlo 99 Cooper, Rachel 35
Bader, Karoline 56
Cortimiglia, Marcelo N. 11
Bagchi, Nirmalya 35
Cruickshank, Leon 35
Bageac, Daniel 45
Çulha, Berkun 10
Bagheri, Seyed Kamran 80 Barrett, Gillian 66
D
Bazzacco, Mark 74, 94
Dangelmaier, Manfred 52
Belderbos, René 22
Doepfer, Benedict C. 65
Berggren, Christian 11
Dolinsky, Martin 27
Berkol, Ali 51
Dooley, Lawrence 66
Besson, Ekaterina 88
Dowd, Anne-Maree 74
Bickmann, René 58
Drnovšek, Mateja 64
Blach, Roland 52
Duque, Lola C. 64
Brem, Alexander 80, 88
Duwe, Julia 36
Brunet, Luc Emile 50 Brunswicker, Sabine 69
E
Buisson, Bernard 81
Ehls, Daniel 68
Bullinger, Angelika C. 59
Eito-Brun, Ricardo 44, 50
Burr, Wolfgang 23
Elvers, David 82
C Cammarano, Antonello 99 Caputo, Mauro 99 Cartwright, Phillip A. 88 Casey, Debra L. 34 Casprini, Elena 60 Cesaroni, Fabrizio 64 Chai, Kah-Hin 30 102
Engel-Cox, Jill A. 75 Enkel, Ellen 56, 57
author‘s index
F
Hirsch, Manuel 19
Faems, Dries 89
Holle, Maik 99
Fischer, Sebastian 17
Hölzle, Katharina 58
Fliaster, Alexander 18
Huang, Wan-Ling 8
Fong, Anna Hoi Yan 82
Hutcheson, Scott 70
Fong, Hoi Yan Anna 83
Hutter, Katja 19, 67
Fortun, Sergio 45
Hwangbo, Hyunwook 74
Frank, Alejandro G. 11 Frischkorn, Jonas 98
I
Fritzsche, Albrecht 31
Innovation 76
Füller, Johann 67
Isenmann, Ralf 46
Fuzi, Anita 40
G
J Jetter, Antonie J. 31
Gall, Paul-Vincent 83
Jodoin, Christine 94
Ganz, Walter 21
Johansson, Glenn 8
Gao, Yuhui 18
Jonas, Julia 31
Gassmann, Oliver 56, 58 Gattringer, Regina 44
K
Geerts, Annelies 22
Kai Hänninen 91
Gelec, Erdem 10, 95
Kalogerakis, Katharina 9
Goeldner, Moritz 71
Karabag, Solmaz Filiz 11
Gokpinar, E. Serdar 9
Kara, Gozde 9, 51
Golembiewski, Birte 26
Kaufmann, Alexander 71
Gommel, Henrik 90
Kehrel, Uwe 98
Grahsl, Isabella 59
Kern, Manuel 20
Guertler, Matthias R. 99
Kinnunen, Tuomo 91
Guo, Lei 81
Knab, Sebastian 60
H
Kokshagina, Olga 20 Kolloch, Michael 18
Haapasalo, Harri 91
Koskievic, Jean-Max 88
Habicht, Hagen 16
Kremer, David 21
Halecker, Bastian 58
Kriz, Alexandra 76
Hanebuth, Andrea 90
Kriz, Anton 75
Hänninen, Kai 91
Kürümlüoğlu, Mehmet 10
Heil, Sebastian 57 Herstatt, Cornelius 9, 68, 71 Hettich, Erwin 70 103
author‘s index
L
Medcof, John W. 34
Lager, Thomas 94
MEUR, Kévin LE 50
Lamberti, Emilia 99
Meydanlı, İffet İyigün 10
Lan, Yuhong 82, 83
Michelino, Francesca 99
Lau, Armin 19
Mini, Alberto Di 60
Ledson, Mark 76
Minin, Alberto Di 57, 64, 68, 80
Lee, Melissa 69
Minshall, Tim 67
Lee, Simon Byung Jin 12
Moehrle, Martin G. 98
Lee, Yi-Chang 35
Mokhtarzadeh, Nima G. 96
Lehnen, Jens 68
Möllers, Nina 97
Leten, Bart 22
Molnar, Pavol 27
Le, Truong 83
Mortara, Letizia 67
Leung, Flavia 94
Möslein, Kathrin M. 16, 31
Leyh, Jens 21
Muhos, Matti 91
Lindemann, Udo 99
Munck, Christoph 98
Lindlöf, Ludvig 52 Liu, Shang-Jyh 82, 83
N
Li, Xiuqin 91
Nagahira, Akio 95
Li-Ying, Jason 66
Nestle, Volker 36
Looy, Bart Van 22
Nitta, Shigeki 26
Lorenz, Robert 30
Nketia, Bright Adu 67
Loudon, Gareth 17, 40
Noennig, Jörg Rainer 40
M
O
MacBryde, Jillian 65
O’Gorman, Colm 18
MacKinven, Stuart 65
Olivan, Patrick 21
Majchrzak, Ann 69 Mammetseyidov, Ruslan 95
P
Manzini, Raffaella 45
Paraboschi, Andrea 57, 80
Marheineke, Marc 16
Park, Hyunok 96
Marullo, Cristina 60, 68
Paton, Vivienne 71
Mashhour, Ahmed 30
Phaal, Rob 30
Masson, Pascal Le 20
Piccaluga, Andrea 57, 64, 68, 80
Matheis, Heiko 19
Polat, Melda 10
Matzler, Kurt 67
Poteralska, Beata 89
Mauri, Fabrizia 45
Priyadarshini, Anushree 18
Mazurkiewicz, Adam 89
Probert, David 30
McMillan, G. Steve 34 104
author‘s index
R
Tsakiris, Thanos 52
Rangus, Kaja 64
Tsay, Chung-Yuan 84
Razghian, Shabnam Jahromi 31
Tsekleves, Emmanuel 74
Rehm, Sven-Volker 51
Tzovaras, Dimitrios 52
Reynaud, Emmanuelle 45 Ribeiro, José Luis D. 11
V
Rohrbeck, René 60
Visscher, Klaasjan 89
Roth, Angela 31
Visser, Matthias de 89
Rovati, Diana 45 Rueck, Peter 22
S
W Wagner, Beverly 65 Wagner, Frank 95
Sacio-Szymańska, Anna 89
Wald, Andreas 98
Sauer, Andreas 46
Walter, Achim 16
Schieder, Peter 90
Warschat, Joachim 21
Schmitz, Michael 21
Wecht, Christoph H. 56
Schubert, Michael 10
Weerd-Nederhof, Petra de 89
Schüle, Stephan 76
Weiblen, Tobias 56, 58
Schultz, Carsten 30
Weil, Benoit 20
Schuster, Gerd 80
Wich, Yvonne 83
Sick, Nathalie 26, 98
Wiesenhütter, Sebastian 40
Sihn, Wilfried 90
Winkelbach, Andreas 16
Solakoglu, Erhan 9
Winterhalter, Stephan 56, 58
Song, Chie Hoon 82
Wlazlak, Paraskeva 8
Spithoven, André 97
Wohlfart, Liza 36, 76
Steinwender, Arko 90
Wolfram, Pierre 80, 88
Storm, Per 94 Strebel, Raphael 67
Z
Strehl, Franz 44
Zeschky, Marco B. 58
T Täube, Florian 36 Teirlinck, Peter 97 Thielmann, Axel 46 Tietze, Frank 30 Tilebein, Meike 19 Tiwari, Rajnish 9 Tkotz, Alexander 98 105
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