Conceiving and Marketing Products in the Networking Age
Chapter 4: Managing an Integrated Portfolio of Tools for Collaborative Innovation
4.1 INTRODUCTION As we have highlighted in the previous chapter, ﬁrms can use a variety of Internet-based mechanisms to facilitate collaborative innovation. These mechanisms diﬀer in terms of the stage of the new product development (NPD) process that they are most useful for. In this chapter, we show how best-practice ﬁrms are integrating diﬀerent mechanisms into a synergistic portfolio. Speciﬁcally, in Section 4.2 we describe how using web-based tools can go beyond their simple association with speciﬁc innovation activities. These tools can be combined and modiﬁed, taking into consideration the degree of customer involvement they require. We combine a review of past literature and empirical ﬁndings with an in-depth analysis of selected case studies to propose a portfolio-based approach for web-based collaborative innovation. We also identify the principal advantages and limitations of each set of tools to sketch out guidelines for companies as they decide which tools to use in their decision-making process. In Section 4.3 we provide detailed evidence from two case studies of bestpractice ﬁrms that have successfully implemented an integrated portfolio of web-based mechanisms supporting collaborative innovation – Ducati Motor from the motorcycle industry, and Eli Lilly from the pharmaceutical industry. Finally, in Section 4.4 we discuss the organizational aspects of collaborative innovation. Based on interviews with marketing and information technology (IT) managers from a selected sample of companies, we oﬀer insights into the eﬀective implementation of customer knowledge absorbed through collaborative innovation in the organization. We also explore whether companies...
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