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Open Innovation

Vom gehypten Sammelbegriff zum dominanten Prinzip

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Innovatives und digitales Marketing in der Praxis

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Zusammenfassung

Bei Open Innovation geht es nicht so sehr um die Frage der absoluten Neuheit des Grundgedankens, sondern vielmehr um die Entwicklungen in Bezug auf seine Umsetzungen, die sich in den letzten Jahren stark verändert haben – und von denen Weiterentwicklungen auch zukünftig zu erwarten sind. Dabei kommt der Digitalisierung aus zwei Gründen eine Schlüsselrolle zu: Einerseits ermöglicht sie neue Informationsflüsse und Kooperationsformen, andererseits sind die digitalen Technologien selbst Felder für Innovationen. Besonders im Bereich der alternativen Anwendungsfelder für interne Technologien (inside-out) haben viele Unternehmen noch ungenutztes Potenzial. Es sind aber nicht immer freiwillige Entscheidungen, welche einer Öffnung des Innovationsprozesses vorausgehen, sondern oft externe Erfordernisse wie fehlendes internes Know-how, die nicht nur Unternehmen dazu veranlassen, sondern auch Staaten.

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Notes

  1. 1.

    In der Literatur trifft man dazu häufig Joy´s law, das dem Mitgründer von Sun Microsystems Bill Joy (*1954) zugeschrieben wird: „No matter who you are, most of the smartest people work for someone else.“

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Authors and Affiliations

  1. Fernfachhochschule Schweiz, Turin, Italien

    Natascha Hebestreit

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  1. Natascha Hebestreit
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Correspondence to Natascha Hebestreit .

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  1. IU Internationale Hochschule Düsseldorf, Düsseldorf, Deutschland

    Christian Lucas

  2. IU Internationale Hochschule Hamburg, Hamburg, Deutschland

    Gabriele Schuster

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Hebestreit, N. (2023). Open Innovation. In: Lucas, C., Schuster, G. (eds) Innovatives und digitales Marketing in der Praxis. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-38210-0_8

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