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Keywords: Open innovation
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2023) 57 (8): 2021–2047.
Published: 02 May 2023
...Gaurangi Laud; Jodie Conduit; Ingo Oswald Karpen Purpose Organizations increasingly seek to leverage open innovation (OI) communities to generate and advance novel ideas through collaborative innovation efforts of their members. However, success is far from guaranteed, as OI communities can only...
Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2022) 56 (10): 2622–2648.
Published: 29 July 2022
...Hao Zhang; Qingyue Lin; Chenyue Qi; Xiaoning Liang Purpose This study aims to explore how online reviews and users’ social network centrality interact to influence idea popularity in open innovation communities (OICs). Design/methodology/approach This study used Python to obtain data from...
Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2016) 50 (12): 2249–2268.
Published: 14 November 2016
... companies. Findings The paper contributes knowledge on how innovation summits can be designed and used as a strategic marketing approach to mobilise and match key people for open innovation. The authors find that the strategic scope and cognitive distance of invited firms are critical dimensions...
Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2012) 46 (10): 1368–1388.
Published: 14 September 2012
...Ian Combe; Risto Rajala; Mika Westerlund; Kristian Möller Purpose This paper seeks to explore how market orientation facilitates the strategic flexibility of business models grounded in open innovation. The authors suggest that the new paradigm of open innovation may impact a firm's adaptability...
