Network configuration for product and service innovation: Inducing others to go beyond the necessary

Presented by Dr. Helen Perks, Professor of Marketing, Manchester Business School, University of Manchester.

This is an Institute for Global Innovation Management research seminar.

Abstract

Product and service innovation is increasingly characterized by dispersed innovation activity across networks of agents (customers, suppliers, competitors, intermediaries). From the perspective of the lead firm, which manages and configures the innovation network, inducing network partners to ‘go beyond the necessary’ is particularly problematic. This research seminar presents the findings of a number of empirical qualitative studies which examine the micro-processes of network-based innovation. Multiple case studies are drawn from the global chemical fibre industry, embedded mobile technology sector and telematics-based insurance services. The study results draw attention to two key challenges; inducing innovativeness from network partners and inducing partners to share and visualize their innovation advances.