Learning from leading-edge customers at The Sims: opening up the innovation process using toolkits

Recently, toolkits for user innovation and design have been proposed as a promising means of opening up the innovation process to customers. Using these tools, customers can take on problem-solving tasks and design products to fit their individual needs. To date, arguments in favor of this new concept have been limited to the idea of satisfying each user's needs in a highly efficient and valuable way. The aim of this empirical study is to extend our knowledge of how users deal with 'the invitation to innovate' and how attractive individual user designs might be to other users. In studying the users of toolkits for the immensely popular computer game The Sims , we found that (1) users are not 'one-time shoppers'– in fact, their innovative engagement is rather long-lasting, continuous, evolving, and intense. We also found that (2) leading-edge users do not merely content themselves with the official toolkits provided by the manufacturer. They employ user-created tools to push design possibilities even further. (3) Moreover, individual user designs are not only attractive to the creators themselves; instead, certain innovative solutions are in high demand among other users. Based on our findings, we discuss how toolkits and their users might add to the process of innovation in general. We argue that toolkits could serve as a promising market research tool for guiding a firm's new product development efforts. Furthermore, toolkits may serve as a crèche for interested but inexperienced users who could evolve into leading-edge users over time. These innovative users might then be integrated into more radical product development efforts.     

User toolkits for innovation

Manufacturers must accurately understand user needs in order to develop successful products-but the task is becoming steadily more difficult as user needs change more rapidly, and as firms increasingly seek to serve "markets of one." User toolkits for innovation allow manufacturers to actually abandon their attempts to understand user needs in detail in favor of transferring need-related aspects of product and service development to users along with an appropriate toolkit.
User toolkits for innovation are specific to given product or service type and to a specified production system. Within those general constraints, they give users real freedom to innovate, allowing them to develop their custom product via iterative trial-and-error. That is, users can create a preliminary design, simulate or prototype it, evaluate its functioning in their own use environment, and then iteratively improve it until satisfied. As the concept is evolving, toolkits guide the user to insure that the completed design can be produced on the intended production system without change.
Pioneering applications in areas ranging from the development of custom integrated circuits to the development of custom foods show that user toolkits for innovation can be much more effective than traditional, manufacturer-based development methods.     

Innovating the innovation process: an organisational experiment in global pharma pursuing radical innovation

The challenge of managing the fuzzy front end of the innovation process is particularly acute for large, multi‐brand, research and development (R&D)‐intensive firms. Poor performance at generating radical innovations has resulted in many large organisations seeking to innovate how they organise for innovation. This paper presents an inductive, longitudinal study of an organisational experiment that sought to get ‘game‐changing, radical ideas’ into the new product development funnel of a top three pharma. The immediate outcomes of a team‐based internal innovation tournament included 33 new product ideas, 14 of which were radical. The medium term outcome of the experiment was a reorganisation of how the firm now pursues radical innovation activities. We link these outcomes to team leadership, contrasting innovation processes, including decisions about how to incorporate the ‘voice of the consumer’. The inductive, longitudinal study suggests causal interconnections between innovation team leadership, innovation team processes, and innovation outcomes.     

Being Innovative While Being Green: An Experimental Inquiry into How Consumers Respond to Eco‐Innovative Product Designs

Eco‐innovations are an effective way for companies to strategically align themselves with customers’ growing environmental concerns. Despite their crucial role, scant research has focused on eco‐innovative product designs. Drawing from the sustainability and innovation literature, this article proposes that in the design of an eco‐innovation, its degree of innovativeness, level of eco‐friendliness, and detachability significantly affect consumers' adoption intentions. This article develops various conceptual models tested through three independent online experiments with U.S. consumers. The findings support the hypotheses and provide useful insights into the underlying mechanisms of how and why consumers respond to eco‐innovative product designs across various high‐tech product categories. Specifically, the results show (1) a positive effect of innovativeness degrees of eco‐innovative attributes on consumers' perceptions of product eco‐friendliness and on their adoption intentions as well as a significant moderating role of consumers' need for cognition (Study 1); (2) a positive influence of eco‐friendliness levels of eco‐innovative attributes on consumer adoption intentions in the case of high‐complexity products but not for low‐complexity products, emphasizing the need to adopt different approaches when developing eco‐innovations to ensure favorable consumer reactions (Study 2); and (3) a significant impact of the detachability of eco‐innovative attributes on consumers' perceptions of trade‐offs between environmental benefits and product functionality and on their intentions to adopt eco‐innovations (Study 3). These findings add to existing theoretical knowledge, provide actionable managerial implications, and identify fruitful avenues for future research.     

Synergies among Producer Firms,Lead Users,and User Communities: The Case of the LEGO Producer–User Ecosystem

While many firms today proactively involve users in their new product development efforts using a wide variety of methods such as the lead user method, firm‐hosted user communities, or mass customization toolkits, some pioneering firms are experimenting with the creation of sustainable producer–user ecosystems designed for the continuous exploration and exploitation of business opportunities. In this paper, the functioning of such ecosystems is studied with particular emphasis on the synergies they can yield. Based on an explorative and longitudinal multiple case study design, the producer–user ecosystem of the firm LEGO is analyzed, and three main actors in the ecosystem are identified: entrepreneurial lead users who aim to start their own businesses, a vibrant user community, and the LEGO company as the focal producer firm and facilitator for multiple user‐to‐user and user‐to‐producer interactions. Our study reveals three kinds of synergies: (1) reduced risk for entrepreneurial lead users and the focal producer firm, (2) the extension of the design space of the focal producer firm's products, and (3) the creation of buzz within the user community. Finally, the theoretical and managerial implications of our findings for innovation researchers and practitioners are discussed.     

Industrial internet of things business models in the machine-to-machine context

This study analyzes Industrial Internet of Things (IIoT) business models in the machine-to-machine (M2M) context. Thereby, it develops a conceptual framework to categorize different types of business model innovation for companies operating in the M2M business space. Business model innovations tend to cross multiple industries and drive ecosystems in which smart objects facilitate business models and service applications that are incrementally or radically novel in terms of their modularity or architecture. Our framework identifies four distinct types of IIoT business models: (I) Company-specific business models, (II) Systemic business models, (III) Value designs, and (IV) Systemic value designs. Moreover, it sheds light on different abstraction levels of business model building blocks and exposes the characteristics and differences in the value potential between the four business models. Finally, we advance the idea of ‘value design’ referring to business models of multiple actors coupled together, ultimately resulting in complex networks and ecosystems of diverse things, processes, and companies.     

Extending private‐collective innovation: a case study

The private‐collective innovation model proposes incentives for individuals and firms to privately invest resources to create public goods innovations. Such innovations are characterized by non‐rivalry and non‐exclusivity in consumption. Examples include open source software, user‐generated media products, drug formulas, and sport equipment designs. There is still limited empirical research on private‐collective innovation. We present a case study to (1) provide empirical evidence of a case of private‐collective innovation, showing specific benefits, and (2) to extend the private‐collective innovation model by analyzing the hidden costs for the company involved. We examine the development of the Nokia Internet Tablet, which builds on both proprietary and open source software development, and that involves both Nokia developers and volunteers who are not employed by the company. Seven benefits for Nokia are identified, as are five hidden costs: difficulty to differentiate, guarding business secrets, reducing community entry barriers, giving up control, and organizational inertia. We examine the actions taken by the management to mitigate these costs throughout the development period.     

Complementors as connectors: managing open innovation around digital product platforms

In the digital age, open innovation is increasingly organized around platform ecosystems. This paper investigates how firms can coordinate open innovation as a platform strategy for the development of complementary products by independent third parties. We draw on a qualitative case study of Philips Hue – a connected lighting platform for consumers with its variety of complementary products. We identify three increasingly complex ways in which independent complements connect to a focal platform. Our findings show that managing these connections requires a hybrid open innovation approach that combines arm’s length coordination, with a large number of complementors through open interfaces, and intensive bilateral collaboration, with a selected number of partners. Our findings demonstrate that complex interconnections across digital platforms and products lead to the management challenge of navigating an ‘ecology of platforms’, which warrants future research.     

Knowledge management and innovation in knowledge-based and high-tech industrial markets: The role of openness and absorptive capacity

Knowledge, as resource, and technological innovation, as a dynamic capability, are key sources for firm's sustained competitive advantage and survival in knowledge-based and high-tech industries. Under this rationale has emerged a research stream where knowledge management, organizational learning, or intellectual capital, help to understand and constitute the key pieces of one of the most complex business phenomena; the ‘firm's technological advantage’. This being so, it is also true that in knowledge-based and high-tech industrial markets, competitive success comes directly from continuous technological innovations, where a single organization cannot successfully innovate in isolation; therefore, firms should rely on external relationships and networks in order to complement its knowledge domains, and then, develop better and faster innovations. In this sense, I would like to highlight the cross-fertilizing role of three constructs that are nurtured by different research traditions: ‘collaborative/open innovation’, from Strategy and Innovation Management research; ‘absorptive capacity’, from ‘A Knowledge-Based View’; and ‘market orientation’, from Marketing research.     

How to Overcome Pro‐Change Bias: Incorporating Passive and Active Innovation Resistance in Innovation Decision Models

Adoption literature is largely subject to a pro‐change bias; researchers mainly assume that consumers are open to change and thus interested in evaluating new products. However, consumers often reject innovations without considering their potential, such that the adoption process ends before it really has begun. The present study instead argues that innovation resistance, prior to product evaluation, is a regular consumer response that must be recognized and managed to facilitate new product adoption. The authors suggest differentiating passive from active innovation resistance. While passive innovation resistance results from a consumer's generic predisposition to resist innovations prior to new product evaluation, active innovation resistance is an attitudinal outcome that follows an unfavorable new product evaluation. This study also extends extant innovation decision models by describing how passive and active innovation resistance emerge and how they affect decision‐making in later stages of the process.     

Voices from the Field: How Exceptional Electronic Industrial Innovators Innovate

This exploratory research uses in‐depth qualitative interviews to investigate how 11 exceptional innovators in the electronics industry initiated, created, and commercialized radical innovations in their firms. From the data, two initial frameworks emerged for how radical innovations were created by these individuals. Four themes emerged associated with what these innovators bring to the organization as an underpinning for being able to radically innovate. Additional themes emerged as to the process by which they innovate. Across the literatures of innovation, psychology, and management, creativity is discussed in terms of person, product, or process. This research samples on highly creative innovations (products) and finds that it appears that both person and process need to be considered in attaining radical innovation. One may not be able to consider separately the person who achieves radical innovation from the process he or she uses to achieve it. These exceptional innovators have specific personality characteristics that support radically creative behavior, supplemented by a perspective or worldview that focuses on having a business orientation yet also a somewhat idealistic attitude. They have prepared for innovation by studying deeply, within not just one primary technology topic but also a secondary or peripheral technology topic. In addition, they have prepared broadly, across technology, business, and markets. They are both extrinsically and intrinsically motivated to innovate. People communicating what problems are urgently important to them to be solved produce external motivation for the innovator, who is then intrinsically motivated to solve these people's problems by creating new products. In terms of how they innovate, these exceptional innovators are organizationally savvy and both understand and participate in the politics necessary to gain acceptance of and resources for their project. They use an innovation process that emphasizes the up‐front aspects of finding interesting problems, planning first before executing, and understanding customer needs in great detail. This allows them to generate insights into how to solve those problems profitably for the firm. Once they have obtained and validated their insights for solving the problem, they participate in the actual implementation of the concept to a commercialized product. However, this development aspect of innovating is not much spoken of, as if it is taken for granted. Finally, they actively disseminate knowledge and acceptance of the innovation postinvention.     

Submission quality in open innovation contests - an analysis of individual-level determinants of idea innovativeness

The digital age allows for integration of dispersed groups into the innovation process. These heterogeneous groups of individuals varying in size and knowledge distribution, also referred to as crowds, build the basis for open innovation contests (OIC), one of the most common forms of crowdsourcing innovation. Different from more focused forms of open innovation, at OIC innovation managers often do not identify or evaluate participants ex-ante. Instead, innovation managers often make use of open calls for participation and assume efficient self-selection of participants i.e., that only motivated and qualified participants will volunteer and engage in the innovation contest. This behavior reflects one of the key assumption of crowdsourcing in participatory innovation settings. However, not every self-selected member is in the position to solve the contest task appropriately. Hence, innovation contests often result in large numbers of submissions, covering a wide range of quality levels, causing decision biases and significant workloads for innovation managers to select ideas. This problem is referred to as “crowding”. In order to reduce “crowding”, open innovation researchers are interested in understanding which types of individuals make the “best” contributions and therefore should be preferably encouraged to participate in in OIC. In this paper, we are assessing what characterizes those participants who submit innovative ideas to OIC, in particular those who submit incremental ideas vs. those who have more radical ideas. Drawing on the componential model of creativity and data generated in innovation contest held by chocolate producer Ritter Sport, we analyze the effect of participants‘ creativity, domain knowledge, and several motivational factors on the innovativeness of their contributions. We find all of these factors to affect the innovativeness of an idea. However, regarding generating incremental or radical innovations, some factors have opposing roles. Our findings imply for practice that innovation managers must decide which type of innovations they intend to generate and then design contests to attract participants with the required characteristics, if they want to increase the number of appropriate ideas and reduce the problems of “crowding”.     

Open Service Innovation: The Role of Intermediary Capabilities

This study examines how intermediaries, in general, and those with digital service platforms specifically, engage with clients to help them innovate their services within their service ecosystem. Based on an embedded, longitudinal case study, the results reveal the cumulative development and deployment of technological, marketing, and co‐creation capabilities by intermediaries, and how these capabilities allow intermediaries to engage with clients, so as to enable clients’ open service innovation despite their internal challenges. In turn, this article extends theory on service innovation by clarifying the role and function of intermediaries in service ecosystems in enabling clients to leverage open service innovation. Second, this study contributes to resource‐based scholarship by clarifying how these three sets of capabilities and their micro‐foundations relate to each other. Despite the obvious importance of technological capabilities, online intermediaries are more than just “virtual” service platform providers. The intermediary’s technological and marketing capabilities assist clients in dealing with project‐related and organizational challenges to open service innovation. Acting as a higher‐order capability, co‐creation capabilities—through shaping marketing and technological capabilities over time and also through conditioning their deployment—improve the proficiency of these capabilities. The findings advance insights on the agential role of the intermediary’s co‐creation capabilities, purposefully developed and deployed to foster client engagement, and thus support service organizations in leveraging open service innovation.     

Making Up Is Hard to Do: Knowledge Acquisition Strategies and the Nature of New Product Innovation

Innovation creates significant challenges for firms in high‐technology industries. This article examines how the use of external knowledge acquired from mergers and acquisitions (M&As) and joint ventures (JVs) influence the nature of innovative competence in the global pharmaceutical industry. We create a unique database on never‐before approved products that measure the scientific merit of new, exploratory product innovations, ranging from radical to incremental. We then follow their market success by recording the number of new exploitative product innovations that stem from these product innovations and that are later approved and subsequently marketed. Using a large data set spanning a 15‐year period, we find that firms were able to “make up” for their lack of exploitation or exploration innovative capabilities through the use of M&As and JVs. These external knowledge acquisition strategies were found to overcome internal processes that otherwise could cause firms to overemphasize exploitation over exploration and vice versa. Our findings suggest that acquiring external knowledge via M&As is associated with diminished exploratory product innovation, while assimilating external knowledge sourced from JVs is associated with a reduction in new exploitative product innovation.     

User Toolkits for Innovation: Consumers Support Each Other

User toolkits for innovation were recently proposed as a means to eliminate (costly) exchange of need-related information between users and manufactures in the product development process. The method transfers certain development tasks to users and thereby empowers them to create their own desired product features. This article examines the implications of different levels of opportunities for consumer involvement (OCI) in product development to learn what happens when firms pass design tasks on to consumers. It explores this issue by studying the relation between the employment of user toolkits and the need for firms to support their consumers. An analysis of 78 computer games products and the amount of support given by firms to the consumers of these products suggests that a share of the costs firms save on information acquisition by letting consumers "do it themselves" may eventually reemerge as costs in consumer support. In other words, an increase in opportunities for consumer involvement seems to increase the need for supporting consumers. A promising solution to the problem of support costs is identified, namely, the establishment of consumer–consumer support interaction. A case study of an outlier in terms of firm support to consumers—Westwood Studios—shows that consumers who use toolkits may be willing to support each other. Such interactive problem solving in a firm-established user community is advantageous to the firm, because the process reduces the amount of resources that the firm itself needs to dedicate to the support of consumers using toolkits. Generally, consumer-to-consumer interaction can facilitate problem-solving in the consumer domain, can aid the diffusion of toolkit related knowledge, and potentially can enhance the outcomes produced by the toolkit approach.     

A critical look at technological innovation typology and innovativeness terminology: a literature review

A plethora of definitions for innovation types has resulted in an ambiguity in the way the terms ‘innovation’ and ‘innovativeness’ are operationalized and utilized in the new product development literature. The terms radical, really‐new, incremental and discontinuous are used ubiquitously to identify innovations. One must question, what is the difference between these different classifications? To date consistent definitions for these innovation types have not emerged from the new product research community. A review of the literature from the marketing, engineering, and new product development disciplines attempts to put some clarity and continuity to the use of these terms. This review shows that it is important to consider both a marketing and technological perspective as well as a macrolevel and microlevel perspective when identifying innovations. Additionally, it is shown when strict classifications from the extant literature are applied, a significant shortfall appears in empirical work directed toward radical and really new innovations. A method for classifying innovations is suggested so that practitioners and academics can talk with a common understanding of how a specific innovation type is identified and how the innovation process may be unique for that particular innovation type. A recommended list of measures based on extant literature is provided for future empirical research concerning technological innovations and innovativeness.

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Why co‐creation experience matters? Creative experience and its impact on the quantity and quality of creative contributions

This article introduces ‘virtual design competitions’ as a new means of opening up the innovation process and enriching the companies, ‘design‐ideas’ by utilizing the creativity of a multiplicity of external designers and enthused consumers all over the world. The ‘Swarovski Enlightened^? jewellery design competition’, explored in this study, demonstrates the enormous potential of virtual co‐creation platforms. It further highlights the importance of the co‐creation experience and its impact on the quantity and quality of designs submitted. First, we introduce the idea of virtual co‐creation platforms and the requirements on the design of such a platform. Second, we explore the impact of the co‐creation experience on the content contributed by participants. Our study shows that co‐creation experience significantly impacts the number of contributions by consumers as well as the quality of submitted designs. Our paper contributes to a better theoretic understanding of the impact of a participant's perceived autonomous, enjoyable, and competent experience, as well as participants' perceived sense of community on their experience. From a managerial perspective, it provides guidance in designing successful idea and design competitions. While innovation managers may be interested in creative contributions, for participants, it is the experience which matters. Fully featured community platforms rather than single idea submission websites are required to attract creative users to submit their ideas and designs.     

Rethinking the ‘mirroring’ hypothesis: implications for technological modularity,tacit coordination,and radical innovation

Studies of the ‘mirroring’ hypothesis have demonstrated the relationships between technological modularity and explicit coordination, yet little is known about the ‘mirroring’ relationship between technological modularity and tacit coordination, and how the ‘mirroring’ relationship may affect radical innovation. This paper contributes to the ‘mirroring’ hypothesis by identifying the interaction mechanisms embedded in and surrounded over the mirroring relationships. Using survey data of 121 high-tech firms in China, our study indicates that technological modularity enhances interfirm tacit coordination between module-makers (‘mirroring’ hypothesis), and will also positively influence radical innovation (‘outcome’ hypothesis). Moreover, tacit coordination negatively moderates the impact of technological modularity on radical innovation (‘interaction’ hypothesis), indicating that the ‘mirroring’ relationship may offset the benefit obtained from modularization. It also suggests that, in a high-technology industry in underdeveloped areas, tacit coordination could lead to exposure of hidden knowledge, thus lowering module-makers' motivation for technology breakthrough.     

The impact of leadership influence tactics and employee openness toward others on innovation performance

Despite the vital importance of leadership, employees, and their social interactions in the open‐innovation process, there is scarce evidence on the influence and connectedness of different sub‐firm levels related to open innovation. The aim of this study is to explore the influence of leadership influence tactics and employee openness toward others on innovation performance at the individual and team levels. We applied a multilevel analysis on a sample of 85 employees and their 15 direct supervisors/team leaders. We find that leaders’ building open‐innovation coalitions exhibits a positive cross‐level relationship with employee openness toward others and individual‐level innovative behavior, and also moderates the link between the latter two constructs. Additionally, the leaders’ building open‐innovation coalitions variable is positively related to the team‐level scope of innovations and the team‐level innovation implementation phase.     

Challenges of open innovation: the paradox of firm investment in open-source software

Open innovation is a powerful framework encompassing the generation, capture, and employment of intellectual property at the firm level. We identify three fundamental challenges for firms in applying the concept of open innovation: finding creative ways to exploit internal innovation, incorporating external innovation into internal development, and motivating outsiders to supply an ongoing stream of external innovations. This latter challenge involves a paradox, why would firms spend money on R&D efforts if the results of these efforts are available to rival firms? To explore these challenges, we examine the activity of firms in open‐source software to support their innovation strategies. Firms involved in open‐source software often make investments that will be shared with real and potential rivals. We identify four strategies firms employ – pooled R&D/product development, spinouts, selling complements and attracting donated complements – and discuss how they address the three key challenges of open innovation. We conclude with suggestions for how similar strategies may apply in other industries and offer some possible avenues for future research on open innovation.