Achieving Market Leadership with Collaborative Innovation: The Case of Technology-Driven Companies

Eric Viardot ()
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Eric Viardot: EADA

Chapter Chapter 17 in Strategy and Communication for Innovation, 2013, pp 293-313 from Springer

Abstract: Abstract In the last few years, there has been a major paradigm shift in the innovation process with the rise of a “collaborative innovation” process where an increasing proportion of innovative firms now rely heavily on external support for innovation. Technology companies are at the forefront of this revolution and this chapter analyzes how those firms have dramatically modified their communication strategy within the innovation process. The priority is now on a “pull” communication strategy in order to get new ideas from different sources in the environment but there is also a change in the “push” communication strategy with the offering of open access technology in order to help external partners to develop complementary solutions. The collaborative innovation is also redefining the branding strategy for innovation, which has often been the favorite communication strategy of successful technology companies. Finally collaborative innovation is impacting the global commercialization strategy of innovative technology companies, another proven way to accelerate market dominance. The chapter concludes on the managerial implications of the new collaborative innovation trend with the dominant role of communication.

Keywords: Innovation Process; Communication Strategy; External Partner; Brand Personality; External Party (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-642-41479-4_17

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DOI: 10.1007/978-3-642-41479-4_17

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