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The Role of Technology in the Shift Towards Open Innovation: The Case of Procter & Gamble

14 Pages Posted: 26 May 2006  

Mark Dodgson

University of Queensland - Technology and Innovation Management Centre

David Gann

Imperial College London - Innovation Studies Centre

Ammon Salter

University of Bath - School of Management

Abstract

As with all new ideas, the concept of Open Innovation requires extensive empirical investigation, testing and development. This paper analyzes Procter and Gamble's 'Connect and Develop' strategy as a case study of the major organizational and technological changes associated with open innovation. It argues that although some of the organizational changes accompanying open innovation are beginning to be described in the literature, more analysis is warranted into the ways technological changes have facilitated open innovation strategies, particularly related to new product development. Information and communications technologies enable the exchange of distributed sources of information in the open innovation process. The case study shows that furthermore a suite of new technologies for data mining, simulation, prototyping and visual representation, what we call 'innovation technology', help to support open innovation in Procter and Gamble. The paper concludes with a suggested research agenda for furthering understanding of the role played by and consequences of this technology.

Suggested Citation

Dodgson, Mark and Gann, David and Salter, Ammon, The Role of Technology in the Shift Towards Open Innovation: The Case of Procter & Gamble. R&D Management, Vol. 36, No. 3, pp. 333-346, June 2006. Available at SSRN: https://ssrn.com/abstract=904429 or http://dx.doi.org/10.1111/j.1467-9310.2006.00429.x

Mark Dodgson (Contact Author)

University of Queensland - Technology and Innovation Management Centre ( email )

Brisbane, QLD 4072
Australia

David M. Gann

Imperial College London - Innovation Studies Centre ( email )

South Kensington Campus
Exhibition Road
London SW7 2AZ, SW7 2AZ
United Kingdom

Ammon Salter

University of Bath - School of Management ( email )

Claverton Down
Bath, BA2 7AY
United Kingdom

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