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• W2142837191 abstract "In the last few years, there has been a major paradigm shift in the innovation process with the rise of a “collaborative innovation” process where an increasing proportion of innovative firms now rely heavily on external support for innovation. Technology companies are at the forefront of this revolution and this chapter analyzes how those firms have dramatically modified their communication strategy within the innovation process. The priority is now on a “pull” communication strategy in order to get new ideas from different sources in the environment but there is also a change in the “push” communication strategy with the offering of open access technology in order to help external partners to develop complementary solutions. The collaborative innovation is also redefining the branding strategy for innovation, which has often been the favorite communication strategy of successful technology companies. Finally collaborative innovation is impacting the global commercialization strategy of innovative technology companies, another proven way to accelerate market dominance. The chapter concludes on the managerial implications of the new collaborative innovation trend with the dominant role of communication." @default.
• W2142837191 created "2016-06-24" @default.
• W2142837191 creator A5023676448 @default.
• W2142837191 date "2013-01-01" @default.
• W2142837191 modified "2023-09-27" @default.
• W2142837191 title "Achieving Market Leadership with Collaborative Innovation: The Case of Technology-Driven Companies" @default.
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• W2142837191 doi "https://doi.org/10.1007/978-3-642-41479-4_17" @default.
• W2142837191 hasPublicationYear "2013" @default.
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