The new openness: how models of innovation are changing - Dr. Michael Bartl
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The new openness: how models of innovation are changing - Dr. Michael Bartl

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Be it the economy, science, politics or society as a whole, all these communities tend ...

Be it the economy, science, politics or society as a whole, all these communities tend
to practice a new openness. Especially models of innovation involve an increasingly
more diverse set of actors. Learn more
about these new models of innovation
as well as tools that can help companies
to stay innovative and thus competitive.
Experiences and results from multiple open
innovation projects involving large corporations will be shared.

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    The new openness: how models of innovation are changing - Dr. Michael Bartl The new openness: how models of innovation are changing - Dr. Michael Bartl Presentation Transcript

    • Corporate Startup Summit 2013 The New Openness How Models of Innovation are Changing 26th August 2013; Dr. Michael Bartl (CEO HYVE AG) HYVE - the innovation company
    • The New Openness A Crosscutting Phenomenon in Economy, Politics, Science and Society
    • The New Openness in Society, Economy and Politics Patients Consumers Scientists & Students Citizens Family Employees The New Openness Open Education/ Sciene Open Innovation & Co-Creation Open Government Open Health Care Open Society & Social Engagement
    • Successful Open Innovation The case of NIVEA
    • What do consumers really want in the field of deodorants
    • Thousands of consumers talk about the topic in social media
    • … experiment with deodorant stains and possible remedies. They helped us understand the problem. Source: www.undershirtguy.com Highly-involved expert users such as The Undershirt Guy…
    • Source: Bilgram, V., Bartl M., Biel, S.: Getting Closer to the Consumer – How Nivea Co-Creates New Products, in Marketing Review St. Gallen, 1/2011. There was so much information on different types of deodorant stains… That we put together a consumer stain manual.
    • Source: www.undershirtguy.com Online Co-Creation Study
    • Source: www.nivea.de Invisible for Black & White: the Most Successful Product Launch in the 130-year History of Beiersdorf
    • Open Innovation Programs The Energy Grid
    • Smart Grid Contest "Join the grid – energize the world" www.siemens.com/smartgridcontest Facts & Figures  New Business Models which change the game  User Integration to enhance consumer-centricity  Scouting of new technologies Ideas: 463 Comments: 2.100 Evaluations: 3.500 Members: 1.471 Countries: 96 200 Online Entries >500 Discussions on LinkedIn/Facenbook/Xing
    • Changing Models of Innovation Conceptual Framework
    • Changing Models of Innovation Closed Innovation Process – “the lab is our world” Open Innovation Process – “the world is our lab” internal, R&D-driven innovation process companyconsumercompanyconsumer market launch market launch user-centric co-creation process
    • Changing Models of Innovation Closed Innovation Process – “the lab is our world” Open Innovation Process – “the world is our lab” internal, R&D-driven innovation process companyconsumercompanyconsumer market launch market launch user-centric co-creation process  R&D as trigger for innovation (focus on internal resources; customer input minor relevance)  “Closed system”  Clear structured process  Focus on product innovation (often incremental)  Internal and external sources as trigger for innovation (“best from anywhere”)  “Open system”/ shorter processes  Not clearly structured (feedback loops/ iterative decisions; new business models; etc.)  No focus (provides breakthrough innovation)
    • Three Major Methodological Development to Achieve More Openness #1 #2 #3 Observational Research Utilizing online communities as source of Consumer Insights and Innovation via Netnography and Web-Analytics Co-Creation Tools Web-based, interactive, intelligent and playful tools (qualitative & quantitative) to engange and empower consumers Crowdsourcing Communities Activate the „creative mass“ for idea generation and problem solving using open online platfoms
    • The New Openness Impact on Corporate Venture Capital
    • The New Openness Impact on Corporate Venture Capital  Methodological developments and new tools allow to increase the absorptive capacity for innovation and business opportunities within the company  New forms of incubators allowing to co-create business models and synchronize technology push and demand pull by early customer integration or agile „beta-projects“ (e.g. Google, Carfrogger, Big Data Pilots)  New screening options via crowdfunding platforms  New signaling and broadcasting mechanisms to attract organisations (startups, suppliers, customers) and private persons (experts, lead users, end users) to solve business challenges, allocate resources and open windows on technology
    • Thank you for your attention! Dr. Michael Bartl michael.bartl@hyve.de E-Journal: The Making-of Innovation - www.michaelbartl.com • CEO HYVE AG • Senator im Senat der Wirtschaft (Global Economic Network) • Bundesvorstand des Berufsverbands Deutscher Markt- und Sozialforscher • Research Fellow der Peter Pribilla Foundation