IDENTIFICATION AND GENERATION OF INNOVATIVE IDEAS IN THE PROCUREMENT OF THE AUTOMOTIVE INDUSTRY: THE CASE OF AUDI AG
Daniel Baier and
Til Fabio Schäfer
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Felix Homfeldt: Chair of Innovation and Dialogue Marketing, University of Bayreuth, Universitätsstr. 30, D-95447 Bayreuth, Germany†AUDI AG, Procurement Strategy, D-85045 Ingolstadt, Germany
Alexandra Rese: Chair of Innovation and Dialogue Marketing, University of Bayreuth, Universitätsstr. 30, D-95447 Bayreuth, Germany
Hanno Brenner: #x2020;AUDI AG, Procurement Strategy, D-85045 Ingolstadt, Germany
Daniel Baier: Chair of Innovation and Dialogue Marketing, University of Bayreuth, Universitätsstr. 30, D-95447 Bayreuth, Germany
Til Fabio Schäfer: #x2020;AUDI AG, Procurement Strategy, D-85045 Ingolstadt, Germany
International Journal of Innovation Management (ijim), 2017, vol. 21, issue 07, 1-31
Open innovation and the use of suppliers and start-ups as external idea sources have become increasingly important in the automotive industry. Since the purchasing function in a company has correspondingly become more strategic, scholars have taken the role of procurement in innovation more intensely into account. This study examines procurement’s role in the innovation process of the automotive industry and investigates which and how open innovation instruments are used in order to benefit from the innovation capability of suppliers and start-ups. The empirical evidence is based on an in-depth case study of the automotive manufacturer AUDI AG. Several arguments are elaborated which justify a key role for procurement in the innovation process (e.g., interface role, economic activities). Furthermore, we identified nine pull and push instruments enabling procurement to contribute to Audi’s innovation performance. Since the instruments are designed to meet different internal requirements (e.g., in relation to a vehicle project or not), interesting insights for scholars and practitioners are provided.
Keywords: Open innovation instruments; supplier integration; start-up integration; procurement; automotive industry; fuzzy front end (search for similar items in EconPapers)
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