Key attributes of fifth generation innovationAdapted from Potts and Morrison (2009)
| Attribute of fifth generation innovation | Examples |
|---|---|
| Innovation technologies | Multi‐agent simulations of new product uptake, visualisation and virtual world technologies, rapid prototyping |
| Business networks | Consortia and joint venture formation, social and professional networks, „co-opetition‟ |
| Multiple sources of ideas/novelty | Increasing importance of lead users and beta testing, marketing focus on bidirectional dialogue, rise of consumer co‐creation |
| Role of brokers | Innovation marketplaces e.g. yet2.com, nine sigma, innocentive and commercial value of brokering e.g. Innovation Xchange |
| Importance of flexible business models | Value realization through connecting assets and knowledge |
Five identified generations of the innovation process at the organisational levelAdapted from Dodgson et al (2008)
| Generation | Description |
|---|---|
| 1st: Supply push | Science → Technology → Applications by firms to market |
| 2nd: Market pull | Market demand → R&D → technology & manufacture → sales |
| 3rd: Coupling model | Science and technology → interactions between R&D, design, operations, marketing, etc (all within the firm) → Markets |
| 4th: Collaborative model | Science and technology → interactions between R&D, design, operations, marketing, etc (collaboration with customers, suppliers, research alliances) → Markets |
| 5th: Strategic, integrated & open | Systematic interactions with all sources of knowledge |