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Institute
The Leading Question:
What Western multinational corporations (MNCs) need to know to successfully reverse their innovation flow i.e. launch new products developed in emerging markets in their domestic markets?
Main Findings:
- Realities in emerging markets are well suited for designing basic products that can be the starting point for product up-contenting.
- Products originally developed for emerging markets can be successfully adapted for sale in developed markets – a “reverse” innovation flow gains momentum.
- This strategy can both help to unlock new customer segments in wealthy markets and to compete against emerging MNCs, private labels, and generics conquering these markets bottom-up.
Companies may not only apply their knowiedge assets intemally, i.e. in own products and/or Services, they may also exploit the knowiedge assets extemally, i.e. commercialize them in disembodied form. While the extemal acquisition of knowiedge in general and the concept of absorptive capacity in particular have received great attention by researchers, the extemal exploitation of knowiedge has long been neglected despite its increasing importance in practice. To bridge the resulting gaps in prior research, the concept of desorptive capacity as a complement to absorptive capacity is proposed by taking a capability-based approach to the extemal knowiedge exploitation. Building on this theoretical concept, measures are developed, and data from a questionnaire-based study in 136 European Companies across industries is used to examine various hypotheses relating potential sources of desorptive capacity to the success of firms in extemally commercializing disembodied knowiedge. Thus, this work also constitutes the first large-scale study that intends to empirically identify success factors of extemally leveraging knowiedge assets. The findings of the study provide strong Support for the desorptive capacity concept, which helps to explain the discrepancies between the very positive view on the extemal knowiedge commercialization in most works in the literature and the considerable difficulties with managing these activities that are often perceived in practice.
Companies may realise all major knowledge management tasks, i.e. knowledge acquisition, accumulation and exploitation, not only internally but also externally. Therefore, we propose the integrate-or-relate decision in knowledge accumulation as a complement to the well-known make-or-buy and keep-or-sell decisions in knowledge acquisition and exploitation. A key factor for taking adequate decisions, for building up appropriate organisational capabilities and for realising a firm’s knowledge potentials are unbiased attitudes to the knowledge management tasks. While past research has focused on the NIH syndrome as a negative attitude to external knowledge acquisition, a more holistic view is adopted in this article by extending prior research on two dimensions. Firstly, we consider all major knowledge management tasks and do not limit our analysis to knowledge acquisition; secondly, we take into account that apart from too negative attitudes also overly positive attitudes to the external realisation of knowledge management tasks may exist. Building on prior research, we identify the following six syndromes: ‘not-invented-here’ vs. ‘buy-in’ in knowledge acquisition, ‘all-stored-here’ vs. ‘relate-out’ in knowledge accumulation and ‘only-use-here’ vs. ‘sell-out’ in knowledge exploitation. After briefly reviewing research into NIH and developing a knowledge management framework, the syndromes are defined, and possible antecedents, consequences and managerial actions are described.
Desorptive capacity
(2004)
As competition is becoming increasingly knowledge-based, companies do not only have to develop the competence of managing knowledge internally but also need the competence of managing the acquisition and emission of knowledge in order to appropriately leverage its value. Regarding the external acquisition of knowledge, a consistent theoretical framework has been developed with the concept of absorptive capacity probably being the most important construct. In research into absorptive capacity, it is assumed either explicitly or by implication that the knowledge is applied internally. However, companies may also directly commercialize disembodied knowledge which is a growing phenomenon in practice. This trend is especially remarkable against the background of the imperfections of the markets for knowledge, which make such external commercialization of knowledge a difficult task. Accordingly, a company should build up an organizational capability to adequately manage the external knowledge commercialization process. Therefore, we develop the construct of desorptive capacity as a complementary concept to absorptive capacity in the area of external knowledge exploitation. The construct is defined, and it is shown that desorptive capacity is path-dependent. Moreover, it is highlighted how a firm may actively manage its desorptive capacity. Finally, the issue of operationalizing desorptive capacity is addressed, and implications of the theoretical analysis for research and practice are presented.
The constant introduction of new products is of great importance for the long-term financial success of companies. Newly launched products in consumer goods and services markets show high failure rates, often reaching 50%. In order to reduce flop rates, companies can integrate innovative and knowledgeable customers, so called 'lead users', into the new product development process. However, the detection of such lead users is difficult, especially in consumer goods markets with very large customer bases. A new and potentially valuable approach for the identification of lead users are virtual stock markets, which have been proposed and applied for political and business forecasting, but not for expert identification yet. The goal of this paper is to analyze theoretically and empirically the feasibility of virtual stock markets for lead user identification. We find in our empirical study that virtual stock markets are an effective instrument to identify lead users in consumer goods markets. Using the proposed method, companies operating in these markets can identify lead users more easily and integrate them into new product development projects. Thus, they can improve the innovation processes and reduce new product flop rates.
Empirical organizational research has serious methodological limitations if it is based on the perceptions of single informants. Single informant studies are likely to suffer from a systematic measurement error, a so-called method error or informant bias which negatively impacts the validity of their empirical findings. Previous empirical innovation research is based on single informants. This causes substantial doubts regarding the validity of findings in past empirical innovation research based on perceptual, self-reported measures and their managerial implications. This study undertakes a comprehensive theoretical and empirical investigation into the causes and the effects of a single informant bias in empirical innovation research. Based on multiple informant data on various aspects of innovation management in a company, multitrait-multimethod analyses are applied in order to quantify the extent of the informant bias. The results show that the informant bias is substantial and that construct validity cannot be achieved based on the assessments of a single informant only. Only multiple informant data allows the selection of an appropriate informant depending on the organizational trait to be measured based on formal statistical criteria. The higher the level of interfunctional integration and the higher the intensity of vertical communication inside the organization, the lower is the informant bias. This information can be used by researchers to assess whether an informant bias is likely to occur prior to conducting empirical surveys. The findings of this study substantiate the presumed doubts about the validity of past single informant studies in innovation research and demand the use of multiple informants in future empirical studies.
This article analyses the scope and impact of patent management in high technology companies. The exploratory empirical study is based on a conceptual framework, which relates patent management to firm performance by taking various contingent factors into account. The empirical analyses give a detailed descriptive overview about patent management in high technology firms. Further, differences in patent management between young and established high technology companies and special characteristics of biotechnology firms are examined. Finally, preliminary insights regarding the impact of patent management on firm performance are gained. The empirical findings have implications for improving patent management in high technology firms.
Highly recognized case studies and the intuitive notion that a heroic champion is required to help innovations overcome the indifference or even resistance that they face in many organizations explain that there has been a positive bias among academics and managers toward the role of champions in innovation processes. A look into the previous empirical literature on champions reveals, however, that a rigorous empirical investigation into organizational factors causing the emergence of executive champions and their impact on innovation performance is lacking. In addition, previous empirical research on champions is plagued with methodological problems such as measurement issues and single informant bias. This study uses multiple informant data from 258 respondents from 43 firms to examine various hypotheses. The findings reveal that executive champions are likely to emerge in organizational cultures that are conducive to innovation and they are less likely to emerge in organizational cultures that are unfavorable for innovation. We further find a non-linear, inverted u-shaped relationship between the level of executive championing activity and innovation performance. We find, in contrast with the commonly held belief, that executive champions have a strong negative impact on innovation performance particularly in cultures that make it difficult to innovate. Among the tested moderators, only the implementation of incentives for executive champions based on innovation performance offsets the negative impact of these champions on innovation performance. The findings lead us to substantially rethink the commonly believed role champions play in innovation processes.
Web-based interaction between customers and producers offer new promising ways of bringing customers into the company right to where the value creation begins - in new product development (NPD). Despite the high potential of virtual customer integration (VCI), practical application is limited. The decision of initial utilization of VCI depends on the manager’s predisposition - favorable or unfavorable -towards VCI; usually, it is the responsibility of managers and executives belonging to the development, marketing or innovation departments to sanction such a decision. To get a deeper understanding of antecedents leading to the application of VCI, further information is needed. In this paper, the authors shed light on the various factors affecting managerial intention to apply virtual customer integration. The theory of planned behavior (TPB) provides a basis for developing a research model explaining the relation between managers’ cognition, attitude, social norms, perceived behavioral control and their intention to adopt VCI. The initial results of our empirical study, wherein we interviewed 94 managers within the consumer goods and services field, show that the TPB accounts for 66 percent of the variance in the managers’ intention to apply VCI. Furthermore, the study reveals that social norms and perceived behavioral control are the main factors which influence managerial decision to apply VCI. This contrasts with the widely-held theory that an individual's attitude is the most significant factor of influence.