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McKinsey Report: Open Innovation |
Open innovation trend must be real if McKinsey is reporting on the trend. McKinsey provides a top level overview if you're looking to understand how this trend developed, and to sort out the difference between product development, supply chain, and marketing innovation.
Many of the usual crowdsourcing examples are cited - LEGO Mindstorms , Wikipedia, Threadless, and some very outdated examples from Second Life. But there were some interesting case studies from the B:B world, such as the cocreation community that developed the ATLAS particle detector. If we think participatory marketing is hard, try building a complex scientific instrument with 2,000 different scientists on the internet.
Definitely check out the report's list of how tos, particularly regarding intellectual property issues, incentives and rewards, clear roles, distribution of work into smaller focused efforts. We find that this advice rings true with the primary challenges we face in creating these collaborative communities: defining community rules, IP guidelines, and mutually beneficial rewards that fit the relationship between the brand and the community members.
The Next Step in Open Innovation
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BY JEN
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