Open Innovation: Enhancing Theory and Practice by Integrating the Role of Innovation Communication

Abstract

Firms aim to foster open forms of innovation by collaborating with external partners, e.g., suppliers, customers or firms operating in foreign industries, in order to gain a competitive advantage. At the same time, there is no unique role model of how to realize the potential of open innovation in terms of systematically addressing the external resources. Based on survey data and multiple case study researches, we suggest that more attention should be directed toward a strategic application of innovation communication.We draw on open innovation literature and relational based view to investigate how distinct innovation communication assists a holistic (in terms of breadth and depth) open innovation approach. Our findings illustrate that firms can foster open innovation visibility, partner acquisition, and relationship management through systematic innovation communication. Furthermore, the results reveal how distinct aspects such as timing of communication during the innovation process, the communication channels and corresponding target groups constitute the idiosyncratic open innovation approach. The content of communication, however, is mostly similar to that of firms with a restrained open innovation approach. Accordingly, the findings of our study enhance understanding of how firms can benefit from distinct innovation communication in terms of open innovation.

On the soft side of open innovation: the role of human resource practices, organizational learning culture and knowledge sharing

“…As a result, academic researchers have paid increasing attention to firms operating in the open innovation paradigm (Candi et al, 2018). Factors such as the role of management (Engelsberger et al, 2022), leadership (Ahmed et al, 2018), organizational culture (Herzog and Leker, 2010; Kratzer et al, 2017; Naqshbandi and Kamel, 2017), ‘innovation communication’ (Enkel et al, 2017), individuals' affective responses to tensions (Stefan et al, 2022), managerial cognition and cognitive dissonance (Bhimani et al, 2022) have been shown to affect open innovation.…”

Corporate communication in open innovation: a case-study of three multinationals

“…On this regard, as some authors mention, it is crucial that firms be aware of the role of communication as a source of competitive advantage, which is especially important in innovation (Ackermann et al , 2015; Luoma-Aho and Halonen, 2010). Enkel et al (2017) emphasize the decisive contribution that innovation communication makes to realizing OI potential. However, a reading of the academic literature shows that the focus of research regarding innovation communication is to position the firm as innovative, emphasizing the image impact or public perception impact that communication can enhance through messaging and information delivery, as Zerfass and Huck (2007) highlight.…”

“…Bruhn and Ahlers (2017) propose that communication needs an integrated approach and to be phase-oriented for the innovation process. As Enkel et al (2017) emphasize, communication is not just an operative tool, but a strategic one. Finally, Pfeffermann (2017b) synthesizes the role of communication in terms of three generic phases of the innovation process: idea generation and selection, visualization and market launch.…”

The role of communication in open innovation processes: an action research study in the automotive industry

“…Few studies exist on the strategic nature of communication (Ackermann et al , 2015; Enkel et al , 2017; Gutiérrez-García et al , 2021; Pfeffermann and Gould, 2017). Recalde et al (2022) proposed a comprehensive strategic communication research agenda on OI and strategic communication.…”