Open Innovation

8. September 2008 | From Tino Kressner | Category: Marketing 2.0

The innovation of a product depends on the knowledge, skills and creativity of a social network or a single person. With the Internet can be community platforms, forums and blogs several social networks are linked together. The complete knowledge of every part of the network is Innovatiosprozess contributed. Absolutely this is collectivism in theory also offline, as each man according to Stanley Milgram on six corners linked. If, however, the mediator between two sub-networks in a crowd sourcing project itself does not participate in practice, missing the link, and thus the opportunity for this network at all in the innovation process to take part. The Web 2.0 replaces the function of intermediaries, each member of a sub-network, manages the collective knowledge of his or her social network.

Products are created to the needs of people to satisfy, so why should the customer does not even decide on what they will buy later? And not only information about its needs, but in which he is active. Through community applications and wikis can have multiple clients while in a development part of it. The decisions should be taken konsensbasierend. This does not necessarily lead to longer decision-making. Even in the offline world in innovation processes will be discussions or disputes between employees led.

With wikis, developments documented and also be undone. With integrated functions, a discussion of active dialogue between all Partizipienten be of archived and searchable - a digital automatic protocol, which can be disclosed. The knowledge gained from the discussions is therefore available to all and must not be (time-eating) talks continue to be worn. Also prevents that on a case by another person a second time will be discussed.

If a company wishes to an Open Innovatiosprozess in motion, it is a clear mandate for action alerts and appropriate tools to the participants is available. The company receives after Stephan1 a customer-oriented product design and market research first hand. The customer gets an expansion of its product requirements. Through the voice he is early in the product bound to the connoisseur and collected the willing mouth trigger. It is also not be denied that some customers make an innovation possess, enjoy it to create new things and shaping of which they alone never would be able to.

The open development process through their own consumers is a radical rethinking of the producers themselves to be enterprise platforms, provide technical framework for the communications and moderate. Traditional hierarchies are broken company. This must be new business models emerge. A previously successful implementation is Linux. The operating system will be developed exclusively on communities and further improved. Money can be earned, including through support, training, consulting, customization, distribution and ancillary services. Linux is distributed under the Creative Commons license, where each is allowed to modify the product and sell it again as long as he is under the same license offers.

Swedish students were using the open source beer called "Free Beer", that this model beyond the digital world can be applied. The beer recipe is now in version 3.2 online. Breweries, the beverage will sell well linked.

The Diploma in Business Management Inga Stephan continues in her thesis with possible disadvantages of the open innovation approach apart and considered legal issues that will arise. It has its own work under the Creative Commons license and thus supports the idea of collective intelligence.

Similarly, the authors Ralf Reichwald and Frank T. Piller in her book "interactive value creation. Open Innovation, individualisation and new forms of division of labor "in great detail on the new processes. The book is also available for free download available to everyone. Through this network carried out to further information would like to take this work while the actual benefits of the Internet for the emergence of collective intelligence show.