Open innovation typology

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A brief overview of open innovation approaches or types. This framework was introduced in the book Open Innovation and Crowdsourcing.

A brief overview of open innovation approaches or types. This framework was introduced in the book Open Innovation and Crowdsourcing.

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  • 1. Open Innovation Typology All materials © NetCentrics 2008 unless otherwise noted
  • 2. Key Points
    • Open Innovation is gaining popularity in the innovation space
    • However, Open Innovation is a generic term for a number of tools and techniques
      • The only common thread is working with customers or partners to gain ideas
    • It’s important to understand the differences between the different techniques
  • 3. “ Open Innovation”
    • Open Innovation is a term coined by Henry Chesbrough to refer to a number of methods for gaining ideas from customers and business partners.
  • 4. Representation
    • Open Innovation is usually represented by this funnel graphic
  • 5. Open Innovation
    • In it’s simplest form, open innovation is a suggestion box that your customers can use to submit ideas
    • More sophisticated versions rely on vetted partners
    • Other open innovation programs use contests to solve problems – like the X-Prize
  • 6. Our Framework
    • OVO has a framework to help our clients think about “open” innovation using two characteristics:
      • Who can participate?
      • How are they directed to submit ideas?
    • Let’s look at this in a framework.
  • 7. Open Innovation and Crowdsourcing The typology we’ll review was included in a chapter in the recently published book Open Innovation and Crowdsourcing
  • 8. Open Innovation Framework Instructions None Directed Invitations Relatively Few “ Everyone” Directed, Invitational Directed, Participative Suggestive, Invitational Suggestive, Participative
  • 9. Directed, Invitational
    • Example: P&G Connect + Develop
    • Vetted partnerships that form “proprietary networks”
    • Only invited firms can participate, terms and conditions are established previously
    • Excellent for exchanging ideas with a small team of trusted partners
  • 10. Directed, Participative
    • Example: Gulf Oil Spill idea contest
    • A contest to submit ideas to solve a specific problem or opportunity
    • Anyone can submit ideas to solve a stated problem
    • Good for broad participation and seeking novel or unusual solutions
  • 11. Suggestive, Invitational
    • Example: IBM’s Idea Jams
    • People with specific insights or knowledge are invited to submit ideas that they believe are important
    • Jams and other campaigns allow invited participants to submit ideas about anything they believe is important
    • Good as a “birds of a feather” idea generation session.
  • 12. Suggestive, Participative
    • Example: Dell’s IdeaStorm, Starbucks MyStarbucks Idea
    • Anyone can submit an idea about any topic
    • Freely accessible to anyone on the planet with access to the internet. Any possible idea can be submitted
    • Excellent as a listening post to spot customer ideas and trends. Number of ideas can be overwhelming
  • 13. Other “Open Innovation” types
    • There are other types of open innovation that fit within the framework:
      • Using Innocentive or Nine Sigma to present a problem to the community at large
      • Technology transfer – “spin in” or “spin out”
  • 14. Key Takeaways
    • Open innovation is a generic term that aggregates a number of tools and techniques that:
      • Require vastly different investments
      • Engage different customer segments
      • Result in very different types and quantities of ideas
    • Decide the goal, then choose the technique
  • 15. For More Information
    • Contact OVO
      • Phone: 919-844-5644
      • Email: [email_address]
      • Web: www.ovoinnovation.com