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19-14522-8 ISBN 978-3-319-14523-5 (Ebook) DOI 10.1007/978-3-319-14523-5 Alexander Brem · Éric Viardot Editors Adoption of Innovation Balancing Internal and External Stakeholders in the Marketing of Innovation Adoption of Innovation ThiS is a FM Blank Page Alexander Brem • E´ric Viardot Editors Adoption of Innovation Balancing Internal and External Stakeholders in the Marketing of Innovation Editors Alexander Brem E´ ric Viardot The Mads Clausen Institute Business Policy Department University of Southern Denmark EADA Business School Sønderborg Barcelona Denmark Spain ISBN 978-3-319-14522-8 ISBN 978-3-319-14523-5 (eBook) DOI 10.1007/978-3-319-14523-5 Library of Congress Control Number: 2015936277 Springer Cham Heidelberg New York Dordrecht London # Springer International Publishing Switzerland 2015 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. Printed on acid-free paper Springer International Publishing AG Switzerland is part of Springer Science+Business Media (www.springer.com) Contents Adoption of Innovation: Balancing Internal and External Stakeholders in the Marketing of Innovation ............................... 1 Alexander Brem and E´ ric Viardot Corporate Prediction Markets for Innovation Management ......... 11 Christian Franz Horn and Bjo¨rn Sven Ivens Innovations in Consumer Science: Applications of Neuro-Scientific Research Tools ............................................ 25 Sharad Agarwal and M.J. Xavier Social Cognitive Theory and the Technology Acceptance Model in the Cloud Computing Context: The Role of Social Networks, Privacy Concerns and Behavioural Advertising ................... 43 Vanessa Ratten Customer Co-Production and Service Innovation Characteristics: A Conceptual Argument ..................................... 57 Mohammadali Zolfagharian and Audhesh K. Paswan Building Innovative Competitive Advantage in the Minds of Customers ............................................. 75 Tas¸kın Dirsehan Institutions and Collaborative Innovation ....................... 95 Chander Velu Organizing Open Innovation for Sustainability ................... 109 Paul T.M. Ingenbleek and Ge´ B.C. Backus Vision and Radical Innovation: A Typology ...................... 133 Susan E. Reid Innovating the Business Model: The Case of Space ................ 155 Alessandra Vecchi and Louis Brennan Real Options Reasoning and Innovative Performance in the Context of Dynamic Capabilities ......................... 181 Asghar Afshar Jahanshahi and Stephen X. Zhang v vi Contents Uncovering Driving Forces for Better Product Innovation: Have Russian Firms Learned to Balance the Focus on Internal and External Partners? ..................................... 197 Maria Smirnova, Daria Podmetina, Daria Volchek, and Vera Rebiazina About the Editors .......................................... 223 About the Authors ......................................... 225 Adoption of Innovation: Balancing Internal and External Stakeholders in the Marketing of Innovation Alexander Brem and E´ric Viardot Abstract In recent years, innovation management has shown to be a very important topic for academics and professionals. However, the emphasis has mostly been on the upstream activities of the innovation management process and specifically about how to obtain as well as to integrate new sources of innovation beyond the traditional and internal R&D function. Conversely, the downstream activities of the innovation process, specifically marketing and commercialization, have attracted little research. But the situation is changing now due to governments and companies that have realized that in order for an innovation to be successful, it is not enough to have good new ideas: it must foremost be adopted by the market. As a consequence, there is currently a shift in priorities and a renewed interest in the marketing of innovation and especially in the adoption of original products or services, because one important function of marketing is to contrib- ute to the adoption of innovative solutions by potential customers. This book aims to contribute to this advancement and to provide fresh conceptual insights and thinking about the manners to stimulate and to facilitate the adoption of every kind of innovation. This will be managed by a very diverse contributions exploring the role and the balancing of internal and external stakeholders in the marketing of innovation. A. Brem (*) The Mads Clausen Institute, University of Southern Denmark, Sønderborg, Denmark e-mail: [email protected] E´ . Viardot Global Innovation Management Centre, EADA Business School, Barcelona, Spain e-mail: [email protected] # Springer International Publishing Switzerland 2015 1 A. Brem, E´ . Viardot (eds.), Adoption of Innovation, DOI 10.1007/978-3-319-14523-5_1 2 A. Brem and E´. Viardot This book arrives at the perfect time when it comes to the study of innovation management as the adoption of innovation has become a crucial issue for both practitioners and academics. For the last 5 years at least, innovation has been one of the top priorities for companies’ executives and chief marketing officers (Kim et al. 2014) as well as an important topic in management research (see for instance Robins 2013). However, the focus of both practitioners and academics has been mostly on how to connect with external stakeholders in order to find new sources for getting ideas, developing prototypes or creating new products. Concepts such as “open innovation” (Chesbrough 2003) or “networked innovation” (Sawhney and Nambisan 2007) have emerged and are now mainstream in the academic literature about innovation management. At the same time, some companies have shown an extraordinary ability to open their innovation process to external partners—suppliers, distributors, customers, even individual volunteers or members of social communities. In other words, the emphasis was on the upstream activities of the innovation management process and specifically about how to obtain as well as to integrate new sources of innovation beyond the traditional and internal R&D function. Customers were considered mostly as one additional source of innovation among others, through the interaction process of co-creation, more than a key component of the commercialization of innovation. The downstream activities of the innovation process, specifically marketing and commercialization, have attracted little research, but this situation is changing now. Indeed, companies and governments have realized that in order for an innovation to be successful, it is not enough to have good new ideas: it must foremost be adopted by the market. Without market success, an innovation is just a useless invention whose failure will dent the profitability of the company which is selling it or will even lead it to bankruptcy. And at the same time, employees, suppliers, etc. must be informed and convinced as well, that the innovation is a win for them. As a consequence, there is currently a shift in priorities and interest in the management of innovation. The European Union for instance has been considering shifting its priorities in order to stimulate innovation, by making the adoption of innovation one of its 10 priorities in its new Research and Innovation Programme from 2014 to 2020, named Horizon 2020 (Salmelin 2013). Similarly, the impor- tance of strengthening the adoption innovation at consumers level is illustrated by the recent emergence of the conceptual model of Quadruple Helix Innovation where citizens are added as a fourth element to the more traditional combination of partnership for innovation between the industry, the government, and the universities (Afonso et al. 2010; Carayannis and Campbell 2006). Those conceptual evolutions are strongly encouraged by some large companies such as Intel or Rolls Royce (Curley and Salmelin 2013). Hence, there is now a renewed interest in the marketing of innovation and especially in the adoption of original products or services, because one important function of marketing is to contribute to the adoption of innovative solutions by potential customers, which can be consumers or organizations. Adoption of Innovation: Balancing Internal and External Stakeholders in the... 3 1 Contents This book aims to contribute to this advancement and to provide fresh conceptual insights and thinking about the manners to stimulate and to facilitate the adoption of every kind of innovation, either radically or incrementally as well as either at the level of products or processes or business models. To ensure the quality of the material in this book, all articles
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