The Making-of Innovation | by Michael Bartl

Authors: Bilgram, V., Bartl M., Biel, S. published in Marketing Review St. Gallen, 1/2011.

Co-creation has become a prevalent approach taken by innovation leaders to excel in innovation management and complement internal R&D activities. In this article the authors will…

This paper introduces the open school concept, which aims to strengthen the openness of the university to its students. In an open school, students do not take a passive role as service consumers; they are active members of their university.…

Unter dem Schlagwort Open Innovation wird derzeit über einen einschneidenden Umbruch im Innovationsmanagement gesprochen. Der Ansatz steht für die Öffnung der Unternehmensgrenzen und damit für die aktive strategische Nutzung der Außenwelt zur Vergrößerung des eigenen Innovationspotenzials. Ein derartiges Leitbild ist eng verknüpft mit dem Wandel von einer Industriegesellschaft hin zu einer vernetzten Wissens- und Kommunikationsgesellschaft, in der die unzähligen Innovationsimpulse und Ideenquellen nur noch im Rahmen einer interaktiven Wertschöpfung verarbeitet werden können…

The consequence of taking customer orientation serious is to integrate them right at the heart of value creation – in new product design and development. The transitions in innovation management during the last years allow us exactly to that in…

With the morphology of co-creation I want to offer an analysis framework which helps to systematically align co-creation and open innovation activities along its major constitutional dimensions.

The proficient realization of single co-creation projects is not a warranty for the overall success of co-creation. It rather depends on the ability of the firm to assimilate and implement users’ value contributions in the existing innovation process. At this point…

In the following I want to share some insights mainly from the co-creation projects I initiated during the time I worked for the carmaker Audi. Two consecutive projects termed the “Audi Virtual Lab 1” and the “Audi Virtual Lab 2” were conducted in Germany, Japan and in the US. Overall more than 7.000 customers participated in the co-development of the Audi in-car multimedia system. As a co-creation technique we applied web-based user design firstly introduced by the MIT Professors Dahan/Hauser.

Most of the time we discuss concepts like consumer centric-design, co-creation or open innovation in the context of business management. However I guess it makes perfectly sense to carry forward the experiences and findings to other fields of application like i.e. the field of health care.