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resources that underlie open innovation. As a result, How do companies blend an internal R&D program
more decentralized innovation ecosystems allow a with an external approach such as a crowdsourcing
diverse set of actors to co-create novel solutions to or co-creation platform?
complex problems. The following research questions
highlight some of the opportunities and challenges that Under what conditions will companies be more
are directly related to the digital transformation. likely to engage in (or be effective at) open innova-
Research Questions: tion? At what level does openness become a chal-
lenge? Are there differences in different industries
What is the role of digital platforms in helping (or and across borders?
hindering) open innovation? In which phase(s) of
new product development (ideation to commerciali-
zation) are digital platforms most (or least) effective Theme 3: Measuring the Impact of Open
in fostering open innovation? Innovation
How do new digital technologies contribute to Open innovation approaches vary considerably in terms
sourcing, sharing, filtering, and evaluating external of the arrangements between stakeholder groups, the
knowledge for open innovation? governance mechanisms chosen by each company, the
type of incentives used, and the short- and long-term
What are some of the challenges companies are
goals to be achieved (Carroll, Srivastava, Volini, Pi~neiro-
likely to encounter when transitioning toward open
Nu~nez, and Vetman, 2017). In an open innovation envi-
innovation in the age of digitalization? What steps
ronment collaboration will not just be cross-functional,
can they take to build organizational readiness for
but may span a variety of actors including companies,
open innovation?
universities, governments, suppliers, customers, or indi-
Can open innovation be used for developing core viduals. The incorporation of such a large number of
capabilities? If so, how can digital technologies diverse actors and insights can be challenging. Moreover,
facilitate this process? traditional performance indicators are often ill-equipped
to measure the relevant inputs, processes, and outcomes
associated with an open innovation program. Hence there
Theme 2: Challenges of Co-creation and is a substantial need for generally applicable and easily
Crowdsourcing implementable open innovation metrics. The next set of
research questions addresses this important issue.
Many managers view open innovation as a combina- Research Questions:
tion of co-creation and crowdsourcing. Co-creation
(e.g., a collaboration between different actors) and What methodologies and metrics enable companies
crowdsourcing (e.g., the sourcing of novel solutions to successfully control and measure progress in their
from a group of external innovators) differ slightly in open innovation projects?
their meaning, and each carries its own risk. In crowd- How should companies utilize open innovation met-
sourcing, e.g., harnessing the “wisdom of the crowd” rics effectively, particularly considering that differ-
without succumbing to the “tyranny of the crowd” is a ent types of measures (i.e., input, process, and
significant challenge. Recent research also suggests outcome) are needed?
that an excessive level of openness can harm perfor-
mance through information redundancy and over- How could companies measure value creation such
complexity (Du, Yalcinkaya, and Bstieler, 2016; as speed of innovation, stakeholder contribution, and
Stanko, Fisher, and Bogers, 2017). Consequently, bal- contribution quality?
ancing openness while maintaining control is a major
concern in both co-creation and crowdsourcing.
Research Questions: Theme 4: Mechanisms Linking Open Innovation to
Performance Outcomes
When is the enforcement of intellectual proprietary
rights beneficial in knowledge identification and While there is research linking open innovation to per-
acquisition? Under what settings do they hinder formance outcomes (e.g., Chesbrough, Vanhaverbeke,
knowledge acquisition? and West, 2014), and identifying some mediators that
302 J PROD INNOV MANAG L. BSTIELER ET AL.
2018;35(3):300–307
underlie the relationship between open innovation and product development speed? What are the underly-
firm performance (e.g, Faems, De Visser, Andries, and ing mechanisms through which this occurs?
Van Looy, 2010), the examination of factors that moder-
ate this relationship remains inadequate. There is much Under what circumstances is the impact of 3DP tech-
to gain from investigating the relevant antecedents, nology on relevant NPD outcomes most pronounced
mediators, and moderators in open innovation processes. (e.g., for geographically disparate virtual teams, in sit-
Research Questions: uations where effective communication between dif-
ferent functional areas is especially challenging)?
What institutional factors influence the relationship
between open innovation and firm performance? What is the relative impact of 3DP technologies on
NPD team output at different stages of the NPD pro-
How do the mechanisms linking open innovation to
cess (e.g., ideation phase versus development
performance outcomes differ in various industries or
phase)?
international markets?
How does the application of 3DP technology in the What mechanisms and approaches can firms use to
NPD process influence outcome metrics such as better evaluate and gauge the market potential of
product feasibility, product innovativeness, and user-generated 3DP innovations?
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Theme 3: The Disruptive Role of 3DP Innovation can be arranged to communicate information regarding
Occurring Outside the Firm their use, context, environment, and location. In the IoT,
any physical object can become an information resource
The “democratization” of innovation in the 3DP where the information can be combined and rearranged to
domain promises to make user innovation more rele- create new forms of value, and this value typically goes
vant to a larger number of industries and NPD contexts. beyond the original design for the use of the object. For
This challenges the traditional NPD logic that the firm example, textiles with smart sensors can collect and pro-
plays the primary role in deciding which innovations vide information not only about the garment, but also the
will be adopted (Bayus, 2013). The traditional perspec- user of the garment, and the environment in which the gar-
tive understates the important role that user-to-user and ment is being worn or stored. This information can be
firm-to-user knowledge flows may play in fostering communicated, shared, and organized for a number of
3DP innovation. In order to succeed in the 3DP uses (fit and wear of the fabrics, health of the wearer, or
domain, firms may need to adopt a very different set of surrounding air quality).
roles that serve to enhance communications between In this workshop the participants discussed research
groups of users or between the firm and the user base. issues surrounding the IoT including its building
This strategy may become increasingly viable for firms, blocks, encouragers/inhibitors of adoption, research
as recent advances in 3DP technology (e.g., lower cost methodologies, and managerial applications. A recent
3D printers, increasingly user-friendly 3D scanners) article by Ng and Wakenshaw (2017) provided partici-
allow users of various skill levels to actively participate pants the background and history of IoT and served as
in the user innovation process. Thus, 3DP encourages the springboard for the discussion. Even though the
firms to reassess the role they play in the NPD process term seems to have been first established in 1999
as well as their willingness to share NPD-relevant (Ashton, 2009), there is “scant research” available on
knowledge with their customers. the topic. Using the list of research questions and
Research Questions: approaches outlined in Ng and Wakenshaw (2017),
participants found the most consensus surrounding the
What are the social motivations that drive users to share following research themes and questions:
ideas with one another and/or create their own 3D
printed products?
Theme 1: Inhibitors of IoT Adoption
To what extent must firms actively share NPD-relevant
knowledge (e.g., modifiable design files) with their user The first and foremost issues that could inhibit the
communities in order to enhance the acquisition and adoption of IoT include cyber security, privacy, and
retention of high quality user innovators? control. Specific issues include the level of individu-
als’ concerns about potential negative effects regarding
Are firms that actively share NPD-relevant knowl- the loss of privacy, the need for additional information
edge with their user communities better able to security, and ceding control of everyday tasks.
facilitate user innovation and arrive at more innova- Research Questions:
tive new product protoypes than firms that adopt a
Which new individual capabilities and resources will
more traditional intellectual property approach?
need to be developed that will be required to adapt
Can firms that actively share NPD-relevant knowl- to IoT such as personal information management
edge with their user communities build goodwill and and working with crypto-currencies?
stimulate customer loyalty enough to offset the possi- As the nature of the IoT is to share information,
ble negative consequences of sharing intellectual how would individuals relate to others and how
property assets with their users (e.g., product coun- would new networks of individuals be formed?
terfeiting, piracy)?
This also addresses the paradox of customization and Big Data/Analytics and Innovation
the need for standardization, i.e., how to provide a cus-
tomized experience while standardizing for efficiency. A “Big data and analytics” has become a vital driver of
related research area concerns the degree to which the innovation, competition, and growth in the global
IoT provides incremental functionalities to existing economy (Bharadwaj and Noble, 2017). The examina-
objects’ purposes (e.g., traditional automobiles become tion of the interface of innovation and big data/analyt-
self-driving) as opposed to developing entirely new pur- ics resulted in several key themes that emerged as
poses for existing objects (new business models where potential research avenues.
new information based revenues replace the traditional
revenue model from the product’s original purpose). Theme 1: Radical Innovation Driven by Big Data
Research Questions:
The big data revolution leading to data-rich business envi-
From the firm perspective, how is value created, dis- ronments has significant implications for NPD and innova-
tributed, attributed, and shared in the IoT? tion. Big data are often described by their volume,
velocity, and variety, which can serve as a source of com-
petitive advantage to create value and drive innovation.
What are the best arrangements for manufacturing The 2014 IBM Innovation survey suggests that using big
firms to acquire the new competencies required to data in their innovation processes helps firms to beat their
compete in the IoT? competition in terms of revenue, growth, and efficiency
with a higher probability. Yet, there is still a lack of under-
standing of whether and how big data drives radical and
Theme 3: Research Methodologies and Managerial disruptive innovation. Research has examined how firms
Applications like Netflix, Uber, and Airbnb use consumer data from the
use of actual products to reduce costs, increase accessibil-
In IoT research, the unit of analysis focus can be ity, improve the next generation of products, and create
either on the individual product component new business models. In addition to these downstream
(“internet-connected constituent”) or at the network effects of big data on NPD, firms can also use it to pursue
or system level. The focus can also be on the indus- a demand-side opportunity analysis to reveal new insights
trial IoT or the consumer IoT. For research methods, and upstream implications.
the workshop centered on opportunities for field Research Questions:
experiments to supplement controlled experiments.
Which antecedents elicit more radical and disruptive
The group affirmed the need for cross-disciplinary
innovation from big data?
research, although marketing can be the organizing
field as ultimately all IoT must be adopted by users. How can big data and its components help companies
The adoption of a service-dominant logic approach uncover the untapped opportunities in the market?
and its recent evolution to include institutions (Vargo For instance, how does the value and veracity of
and Lusch, 2015) can be key to addressing the ser- data-rich environments help organizations detect early
vice nature of the IoT and the interface of marketing users and alternative benefits of existing products to
research with other disciplines. develop the next new-to-the world products and iden-
Research Questions: tify unmet customer needs?
How can the adoption of a service-dominant logic Theme 2: Innovation in the Light of Descriptive,
approach and its recent evolution to include institu- Predictive, and Prescriptive Analytics
tions (Vargo and Lusch, 2015) address the service
nature of the IoT and the interface of marketing Eighty percent or more of analytics that are provided to
research with other disciplines? most businesses are descriptive, which is the simplest
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type used for understanding the past and current situa- Would collaboration between data scientists and
tion. Yet, predictive and prescriptive analytics are con- marketers make radical or incremental innovations
sidered as the next and more insightful steps in helping from data more likely to happen?
organizations with forecasting as well as predicting the
possible outcomes of a course of action (such as a new
product launch). By using a variety of techniques such Theme 4: Creation of Smart Products and Services
as machine learning and data mining, predictive analyt- Fueled by Big Data and Analytics
ics can help companies identify early users and focus
their communications to address this specific customer Smart products include those that can perform one or
segment and forecast future demand. Prescriptive ana- more of these tasks: collect and transmit user data, inde-
lytics, using simulation and/or optimization, can help pendently interact with users, or adapt and self-
companies to determine the most optimal improvements customize their features in response to user preferences.
to a certain product or service for the next generation These products can process and analyze user data in a
launch. Both of these techniques along with descriptive decentralized fashion at the individual level through
analytics provide organizations with deeper learning built-in algorithms, and they can also send their user
capabilities and actionable insights as a sustainable data to a computer server for central processing. With
competitive advantage. central processing, each smart product can also tap into
Research Questions: a “crowd wisdom” gleaned from all existing users to
inform its interactions with the user or its self-
customization. As products become smarter, they breed
In what ways do descriptive, predictive, and pre-
new opportunities for innovation. Continuous creation
scriptive analytics lead to innovative ideas or inform
and collection of user data also provides the opportunity
the innovation process?
for automating the innovation process or at least parts of
it, such as idea generation.
How is each type superior to the others for increas-
Research Questions:
ing the likelihood of innovation success, and where
and when is each type best applied? How can heterogeneities in user preferences and
product usage lead to the development of new prod-
How can predictive and prescriptive analytics help ucts or making existing products smarter?
companies with their product and process innovation?
How can we use intelligent algorithms to not only
examine the head of the distributions of user prefer-
Theme 3: Collaboration Between IT and ences and usage patterns, but also analyze the tail of
Marketing, and its Impact on Innovation such distributions for new ideas?
While marketers would benefit from expanding their What characteristics must an intelligent algorithm or
skills in data handling and analysis, it is also an oppor- machine possess to independently come up with
tune time for them to form interdisciplinary collabora- innovative ideas?
tions with data scientists and IT experts to co-create
value and new knowledge that stems from expertise in
multiple domains. Such collaborations would lead to Sustainability-Focused Innovation
synergies that can expedite the rate at which innova-
tion from data takes place. Sustainability-focused innovation refers to a firm’s inten-
Research Questions: tional and systematic integration of multiple social and
environmental criteria in its NPD to create joint social
Does business domain expertise affect the quantity and business value. Leading scholars have called for
and quality of innovative insights that can be drawn more research to investigate effective methods and pro-
from raw data? cesses that help explain how to effectively and efficiently
integrate sustainability into new product innovation
How can the skill sets of data analytics and market- (Barczak, 2012; Slotegraaf, 2012). Against this backdrop,
ing be brought together to benefit NPD? the workshop participants identified three main themes.
306 J PROD INNOV MANAG L. BSTIELER ET AL.
2018;35(3):300–307
Theme 1: Sources of Sustainable Innovation employees and external business partners (e.g., cus-
tomers, suppliers) to develop sustainable new
There is limited knowledge on sources and antecedent products?
conditions of sustainable innovation (Adams, Jeanre-
naud, Bessant, Denyer, and Overy, 2015). Sustainable What are the variables (e.g., culture, social norms,
innovation balances the interests and well-being of a values, and identity signaling) that influence con-
firm’s various stakeholders, ranging from shareholders, sumer demand for sustainable products?
consumers, employees, to business partners, local com-
munities, and the natural environment. Most prior How should firms cooperate with partners in the dis-
research has focused on either the benefits of sustain- tribution channel to bring sustainable new products
ability or the macro and institutional influences on to customers in the right place? What are the pro-
firms’ sustainable practices. An in-depth, nuanced cesses through which firms could facilitate the estab-
understanding of the stakeholder- and firm-related lishment of relevant industry standards and public
sources of sustainable innovation begs attention. policies regarding sustainable innovations?
Research Questions:
What roles do external factors, such as consumer
insights, marketplace trends, and competitors’ actions, Theme 3: Challenges in Sustainable Innovation
play in generating ideas for sustainable innovations?
To better facilitate sustainable innovation and embed it
How do firm-level factors, such as corporate culture, in a firm’s business model, managers need to fully
leadership characteristics, and innovation strategy, grasp the unique characteristics of sustainable innova-
influence a firm’s engagement in sustainable tion in comparision to conventional innovation and
innovation? establish decision criteria and policies for making com-
pex trade-offs, if any, between the two. Enhancing the
Why are some firms more likely to adopt a proactive
credibility and effectiveness of marketing communica-
(versus a reactive) approach to sustainability-focused
tion related to sustainable new products is critical for
innovation? Is there a first-mover advantage in sustain-
fostering consumer adoption. Firms also need to quan-
able innovation? Under what circumstances is the first-
tify and calibrate the progress and outcomes of sustain-
mover more (or less) likely to succeed in sustainable
able innovation, and use these insights to continuously
innovation?
improve and optimize their sustainability-related busi-
ness endeavors.
Research Questions:
Theme 2: Implementation of Sustainable
Innovation How do firms reconcile the social/environmental and
Consumer adoption of sustainable innovation is critical the economic dimensions of new products when
for new product success. Research from consumer these aspects do not go together? Is there a dark
behavior could shed light on key influences on consumer side of sustainable innovation?
sustainable consumption (e.g., Goldstein, Cialdini, and
Griskevicius, 2008). Successful implementation of sus- How do firms communicate the benefits of sustain-
tainable innovation requires collaboration across the able products to facilitate quicker adoption of such
entire business ecosystem. There are many research products? How should firms communicate the value
opportunities surrounding the effective implementation of sustainable innovation to investors to maximize
of sustainable innovation including the development of firm valuation? What factors maximize stakeholders’
initial ideas into concrete new products, introduction of perception of the value of sustainability?
sustainable products in the marketplace, and managing
What metrics should firms use to measure their sus-
the network of partners to facilitate the success of these
tainability performance? How should firms measure
innovations (Varadarajan, 2017).
and quantify the linkages between inputs and outputs
Research Questions:
of sustainability? On a global scale, how could the
How could firms first get buy-in from employees ramifications of sustainable innovations be assessed
and then leverage the knowledge and expertise from and monitored?
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