Open innovation has developed into a bourgeoning area of innovation management research. Yet, despite the success of open innovation, research in that area has a much larger potential as an innovation framework if we broaden the scope of open innovation research. More specifically, I argue that open innovation practices should not only be related to new product development but to all possible strategic drivers such as new product development is less obvious in several businesses. Next, there is an increasing need to connect and integrate open innovation literature to new developments in other segments of the management literature: More specifically, I try to match open innovation to “The End of Competitive Advantage” of Rita McGrath.
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