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How Community of practice can drive Open Innovation and New Product Development

Written By: Felix . C. Poudeu on October 18, 2012 Comments Off on How Community of practice can drive Open Innovation and New Product Development

In the today 21st century communities of best practices become more and more important for innovation companies like Microsoft, IBM, VMware, BMW, P&G, Unilever. This COP-Strategy becomes a driving force for open innovation and new product development.

Key Questions:

  • How can communities of practice help spur open innovation?
  • How do communities of practice create an agile organizational culture?
  • Why is generative change more sustainable than mechanistic change for organizational development?

 

What are the COP principles  to drive open innovation?

Marketing has became a part of the Communities of Practice (COP)’ s movement in developing open innovation through two principles:

  1. Collaboration and knowledge sharing across organisation: The new marketing is not a departmental function or a specialty within the enterprise. However, it is a core competency driven by collaboration and knowledge sharing across multiple functions and departments.
  2. Marketing creativity to meet customer needs: Creativity does not depend on special people enjoying aha moments of inspiration. Creativity is the output of a process that frames objectives in terms of meeting customer’s needs and then arrays all available resources against achieving those objectives.
Those both principles are a driving force of marketing innovation into enterprise. Therefore, it is necessary to have insight-generating process in place. (See graphic). This insight generation process makes easy to set up a COP-Strategy and use it strategically to drive innovation and effective new product development into company.
What benefits bring the COP-Strategy to your company?
  • COPs are powerful strategy for knowledge-based innovation.
  • COP links number of people and helps increase interest, skills, experience and knowledge.
  • COP is becoming a critical organizational change tool to create growth.
  • COPs accelerate the pace of learning and generating new capabilities.
  • COPs improve speed of market and scope of innovation and support the engineering of product development process.
  • COPs help achieve competitive advantage and create value proposition through high innovation capabilities.
 Statement: Especially for multinational companies COP has helped to improve how to approach customers, and how to evolve internal/external organizational culture. They can rapidly acquire and apply new knowledge to introduce new solution to customers. The new imperative is the creation of knowledge capital, which create intangible sustainable competitive advantage.
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Diplom Kaufmann BWL/ Master Degree in business administration ABOUT THE EDITOR- FELIX C. POUDEU, HEAD OF MARKETING PERFORMANCE & ENTERPRISE MARKETING MANAGEMENT

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