Kreativitätspotenziale aus analogen Industrien nutzen: eine empirische Analyse von Cross-Industry Innovationsworkshops

Wirtschaftswissenschaften

Lenz, Annette, Enkel, Ellen, Prügl, Reinhard

Kreativitätspotenziale aus analogen Industrien nutzen: eine empirische Analyse von Cross-Industry Innovationsworkshops In: Jansen, S. A., Schröter, E., Stehr, N., editors. Rationalität der Kreativität

Lenz, Annette, Enkel, Ellen, Prügl, Reinhard: Kreativitätspotenziale aus analogen Industrien nutzen: eine empirische Analyse von Cross-Industry Innovationsworkshops, in: Jansen, S. A., Schröter, E., Stehr, N. (Hrsg.): Rationalität der Kreativität, Wiesbaden, VS Verlag für Sozialwissenschaften, 2009: 137-162.

Buchbeiträge

In cross-industry innovation, a company creatively imitates and retranslates already existing technologies, systems, concepts and general principles developed in other industries from such an industry or industries in order to meet its own requirements regarding market or product development. Solutions arrived at in such a way can be technologies, patents, specific knowledge, capabilities, business process, or entire business models. Mostly, a company’s newly created products or services are disruptive and therefore have a strong potential to be differentiated from those of competitors. In order to create cross-industry innovation, experts from other industries and diverse backgrounds can foster out-of-the-box thinking in a creativity workshop setting. However, their motives for participating differ from those of customers or suppliers in open innovation activities. Interviews with 94 cross-industry experts revealed that they are motivated for participation by an interest in the host company, in the solution concept, or in the topic of the project offered by the host company. Interestingly, cross-company-based experts’ motives show a strong outcome orientation (interest in the host company and in the solution concept rank top in this sub-sample), whereas their colleagues from research institutions seem to be problem-oriented (strongest motivation in this sub-sample: interest in the project topic). An unexpected, and therefore surprising, finding in this context is the third most often mentioned barrier to participation: a disproportional distance between the own field of business and the workshop topic. Approximately one-third of respondents mention this reason. This finding illustrates that the potential and learning opportunity of cross-industry efforts is still strongly undervalued, especially by company-based experts.

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