The increasingly competitive economy encourages firms to explore new paths to innovation. The combination of design and technology is identified as a critical success factor, particularly during explorative phases of the process, concerned with the envisioning of possible futures. In parallel, external collaborations are recognized as a key element in the development of innovations. The aim of this paper is to clarify the way co-creation with outsiders occur when pursuing technology epiphanies, by understanding the role that ‘outsider’ partners play on the generation of radical innovations that combine technology and meanings. The investigation consequently analyses the managerial implications of handling innovation projects in collaboration with non-usual partners. The research studies the collaboration between the furniture manufacturer [Cassina] with an ‘outsider’ partner [Carlo Ratti Associati] for the co-creation of future scenarios of living. Empirical data is collected through formal project meetings, observation, and informal discussions with project stakeholders. Findings reveal that the involvement of ‘outsiders’ in radical hybrid (technology and meanings) co-creation projects has an impact not only on project outcomes, but also on the practices with which the firm manages these collaborations, suggesting that organisations need to adopt alternative project competences and governance practises towards innovation.
Radical Innovative Scenarios Enabled By New Technologies: Exploring The Role Of 'Outsider' Partners
MORILLO RODRIGUEZ, MARTA;DELL'ERA, CLAUDIO;VERGANTI, ROBERTO
2013-01-01
Abstract
The increasingly competitive economy encourages firms to explore new paths to innovation. The combination of design and technology is identified as a critical success factor, particularly during explorative phases of the process, concerned with the envisioning of possible futures. In parallel, external collaborations are recognized as a key element in the development of innovations. The aim of this paper is to clarify the way co-creation with outsiders occur when pursuing technology epiphanies, by understanding the role that ‘outsider’ partners play on the generation of radical innovations that combine technology and meanings. The investigation consequently analyses the managerial implications of handling innovation projects in collaboration with non-usual partners. The research studies the collaboration between the furniture manufacturer [Cassina] with an ‘outsider’ partner [Carlo Ratti Associati] for the co-creation of future scenarios of living. Empirical data is collected through formal project meetings, observation, and informal discussions with project stakeholders. Findings reveal that the involvement of ‘outsiders’ in radical hybrid (technology and meanings) co-creation projects has an impact not only on project outcomes, but also on the practices with which the firm manages these collaborations, suggesting that organisations need to adopt alternative project competences and governance practises towards innovation.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
