In a series of postings, we present some of the program highligths of the MCPC 2011 conference. The following is just one of more than 50 sessions we will host on Nov 16-19 in San Francisco, CA.
The relationship of mass customization and sustainability has discussed since quite a while, but still there is very little knowledge about this field. A dedicated track at the MCPC2011 will provide a closer look on this topic.
Sessions 2.4 (Nov 18): Overcoming Barriers for Open Innovation
The Not-Invented-Here-Syndrome: an Investigation of an Important Barrier Hampering Open Innovation Processes
In innovation literature numerous studies focus on the interaction with external partners for value creation and the importance of integrating external knowledge in the process of new product development (NPD) to successfully create (breakthrough) innovation. A failure is often explained by the Not-Invented-Here (NIH)-Syndrome, a negative attitude (or prejudice) towards external knowledge.David Antons, Mathieu Declerck and Kathleen Diener (RWTH Aachen) will put attention on the cognitive perspective and measure the NIH-attitude implicitly by applying the psychological method of the IAT (implicit association test).
Back to the Roots of Open Innovation: The Intergroup Bias in the Evolution of External Ideas
The ability to integrate external innovation ideas is crucial for Open Innovation and Mass Customization. It often seems to be problematic as external ideas are reported to be rejected by the company’s employees. On the other hand there are arguments for the assumption that these ideas are evaluated overly positive. Wolfgang Gruel and Christoph Ihl (RWTH Aachen) will take a closer look at an experiment with 3755 participants in a multinational company that showed evidence for both assumptions - but with no effects on average.
Is Not-Sold-Here a "Syndrome"? Reasons for Limiting Outbound Open Innovation
The Not-Sold-Here (NSH) syndrome has been characterized as protective attitude, rooted in the fear of losing control over technology that causes companies to be unable to actively engage in outbound open innovation, even though the companies have a strategy to do so. Antonie Jetter, Pattravadee Ploykitikoon and Charles Weber (Portland State University) will present initial findings from a series of interviews with R&D decision makers that are engaged in technology commercialization, showing that NSH differs substantially from the Not-Invented-Here syndrome because NSH drivers are mainly organizational, rather than attitudinal.
Listen to the full content of these talks at the MCPC 2011, Marriot SFO Airport, San Francisco, Nov 16-19, 2011:
- Conference Website and Registration (reducted rates until Sept 30)
- Conference hotel and travel (rooms fill quickly, book now!)
- All posts about the conference in my blog