Estratégias e planos

Modelos abertos de inovação

por Charles Leadbeater

Closed Innovation: Organisations

• Hire bright people
• Put them in special conditions
• Free from market pressures
• Pipeline of ideas to products
• Delivered to passive waiting consumers

Closed Innovation: Assumptions

• Knowledge is created, codified, sent and received
• Authors of inventions can define their use
• Intellectual property should be protected to create incentives
• Consumption is passive - a yes/no choice
• Innovation comes from within, self-reflective process

Closed Innovation: Applications

• The R & D Lab: Thomas J Watson, Bell Labs
• Specialist creative activities in companies
• Professional disciplines of architecture and design
• Elite university education
• The Pipeline view of the world

Closed Innovation: Policy

• R & D subsidies traditionally defined
• Invest in “knowledge base”
• Promote elite university education
• Intellectual property regimes
• Speed up flow down pipeline and ease of transfer into business

Closed Innovation: Reforms

• Not a fixed model
• Overlapping or simultaneous rather than sequential
• Cross functional teams in organisations
• Use consumer insights earlier in development
• Market oriented R & D

Closed Innovation: Breaking Down?

• Rise and spread of new sources of ideas and know-how
• Able to connect more easily outside large organisations
• Changing role of consumption and propagation as innovation in use
• Old assumptions and organisational forms of innovation outmoded

Open Innovation: Generation

• Multiplying sources of ideas
• Technology costs down
• Combining ideas in networks easier
• Skilled labour more mobile, independent
• Outsourcing: distribution of labour leading to distribution of knowledge
• End of knowledge monopolies

Open Innovation: Propagation

• Consumers are innovators
• Radical innovations: the users work out what innovation is for
• Disruptive innovation: passionate users innovate, producers follow
• New markets and business models start in marginal markets
• Service innovation requires users to rewrite scripts
• Leisure economy: Pro-Am users and serious leisure

Open Innovation: Advantages

• Increase diversity of parallel experiments: faster learning
• Public platforms, shared development, lower cost
• Better at dealing with technological and market uncertainty
• New roles for users and co-producers: efficient, adaptive, responsible
• Communities build momentum, scale behind products

Open Innovation: Applications

• Open source communities
• Networked companies/platform innovators
• Clusters and networks in regions
• Cities and countries as open innovation systems
• Not networks, not emergent and self organising
• Structured communities of co-creation: achieve complex tasks

Open Innovation: Assumptions

• Innovation essential social and dynamic
• Authorship joint, complex and evolutionary
• Knowledge created by interaction
• Innovation as a mass activity

Communities of Co-Creation: Principles

• Community has to start with something, who provides the kernel/core?
• Communities are structured: membership, decision making.
• Motivation is not selfless but problem solving, learning
• Provide people with easy to use tools, allow decentralised initiative
• Governance to manage conflict, uphold values, set direction
• Speed of feedback, allows pragmatic trial and error
• Designed to be incomplete, and so to evolve
• Good ideas drive out bad according to clear yardsticks
• Distribution of labour, not division of labour
• Ownership blurred between community and host organisation
• Open leadership by simple rules

Open Innovation: Limits

• Who gets the kernel going? How is that funded?
• Good for mass incremental innovation but what about big leaps?
• What about people who excluded?
• What if product cannot be modularised?
• What if speed of feedback much slower?

Open and Closed Innovation: The Future?

• Continued reform of the closed model: networked, platform innovators
• Closed innovators learning from open model
• Wider application of the open model from software
• Hybrid mixes of the open and closed models

© 2008 Artigos e Idéias.