Chapter 12: Open Innovation in the brand management context
Restricted access

Open Innovation refers to the innovation process in which firms interact extensively with their environment, leading to a significant amount of external knowledge exploration and exploitation. As an emerging important business paradigm, Open Innovation has its own unique characteristics compared to the traditional Closed Innovation and thus poses tremendous opportunities and challenges for the innovative firms. This chapter provides a thorough review of the Open Innovation literature and discusses the significant role of strategic brand management in forming, developing, and managing successful Open Innovation.

You are not authenticated to view the full text of this chapter or article.

Access options

Get access to the full article by using one of the access options below.

Other access options

Redeem Token

Institutional Login

Log in with Open Athens, Shibboleth, or your institutional credentials

Login via Institutional Access

Personal login

Log in with your Elgar Online account

Login with you Elgar account
Handbook