Successful Partnering In Convergent Environment: Product Complements Development Case
作者:
Rikkiev, A (Rikkiev, Andrei)
编者:
Braet J
来源出版物:
PROCEEDINGS OF THE 4TH EUROPEAN CONFERENCE ON ENTREPRENEURSHIP AND INNOVATION
出版年:
2009
摘要:
Convergence is an apparent trend in current technological and business environment bringing the need for fundamental changes in companies\' innovation activities and operational practices. This paper focuses on product complements convergence type, which has general practical importance especially to technology and innovation management, and product development. Convergence in complements takes place when previously unrelated products become complementary and create greater value to the consumer if used in combination. Complimentary products come from different related industries, and companies enter new value systems to exploit technological opportunities. Often the key focus of collaboration is product interoperability and technical standards enabling products to work together. This type of cooperation is often called coopetition, when cooperation and competition happens at the same time. Partners cooperate in setting industry standards and developing added value to customers but compete for created surplus in the value chain. In relation to ICT industry, the recent technological innovations, digitalization of media, de-regulation of markets and changes in consumer preferences have led technologies and markets that previously followed distinct trajectories, to mix and partially merge. Products embed features from related industries and enter new markets leading to market enlargement and new industry value ecosystems creation. To adapt to new technological and market conditions, companies need to increasingly innovate and develop new products often by means of collaborative arrangements to get access to new competencies and knowledge. Factors determining partnering success under convergence are different from other environments, studied in earlier literature. This paper contributes to existing body of knowledge on convergence and inter-company collaboration from operational management level point of view by ranking collaboration success factors needed under product complements convergence type. Managers should pay particular attention to setting clear collaboration objectives and specifications, legal arrangements between parties, quality of the product, developing trust, ensuring management support and customer orientation.
会议名称: 4th European Conference on Entrepreneurship and Innovation
会议地点: Univ Antwerp, Antwerp, BELGIUM