XXIV ISPIM Conference // Helsinki, Finland // June 2013

Business Open Innovation Methodology. Insights from Action Research

Luis Berasategi

IK4-IKERLAN: Strategic Innovation

OPEN BASQUE: the project & the CoP

INNOVATION

PRACTITIONERS

CAF

EROSKI

EUSKALTEL

FAGOR

GRUPO GUREAK

LANTEGI BATUAK

OBE HETTICH

ORBEA

OI

RESEARCHERS

IKERLAN

MIK

TECNALIA

UPV

OPEN BASQUE: the framework

Some of us know more about your own product than

yourselves

We are a lot and very

clever

… for Springfield Nuclear Plant

colaborate with other firms is not an option is

a need

… I´ll ask Mr Burns to give us the

opportunity to innovate

BOI = k [BM] [OI]

Business Open Innovation: the formula

A chemical reaction is a process that leads to the transformation of one set

of substances , called reactants, to another substances called products.

Business Open Innovation: the formula

BOI = k [BM] [OI] BOI = k [BM] [OI]

BOI = k [BM] [OI] BOI = k [BM]

[OI]

1. Open Source offering

2. Shared Purpose offering

3. Customizaded offering

4. Society as opinion creator and idea provider

5. Lead users/early adopters as trend creator

and idea provider

6. Society as designer and developer

7. Lead users/early adopters as designer and

developer

8. Crowdfunding

9. Agregation of people with same purchase

intention

BOI = k [BM] [OI]

USER & COLLECTIVE catalysts

Fase 1

• EXPERIMENT SELECTION

• ¿What is the business you want to innovate?

Fase 2

• CONTROLLED CATALYSIS

• What are the most appropriate OI catalysts?

Fase 3

• CHAIN REACTION

• How does these catalysts affect to other elements of the BM?

Fase 4

• SAMPLE PREPARATION

• How do we communicate to stakeholders the new MdN?

Business Open Innovation: the workshop

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PROSUMER = PROductor + conSUMER

PROductor + fishMONGER = PROMONGER

BOI: Action Research in EROSKI

2 morning session / 10-12 persons

Process & Empathy maps + BOI Catalysts

BOI: Action Research in EROSKI (2 months)

1 morning session / 4 persons

Value proposition

1 morning session / 5 persons

BOI Elements + BM Canvas

1 morning training session / 6 persons

Presentation templates

PROSUMERS = PROducer + conSUMER

“EROSKI helps me eating fish”

PROMONGERS = PROducer + monGER

“I feel owner”

(Divergence ) (Decission mak.)

(Convergence ) (Storytelling)

PROSUMERS => User & Collective catalysts

Shared Purpose offering based on MSC

Fish solutions codesign and trend creators in Tech & Touch Club

PROMONGERS => Intra-organizational catalysts

Fish section as a franquished shop

Owners of Marketing plan

PROSUMERS & PROMONGERS

o Platforms

o Incentives

o Participation mechanisms

o Communication mechanisms

o Resources

o Culture

PROSUMERS & PROMONGERS

BOI Action Research: Insights

STRENGHTS WEAKNESSES

BM Canvas is the BM Esperanto

OI comprehensive and learning

process

High value of business catalysts

(relevance examples)

Systematic, agile

Tactically well planned

BM knowledge recommended

Not users included in workshop

sessions (*)

Need of nearer examples to the firm

analysed

Very personalized and high

commitment required

Lack of rapid prototyping phase

* In the Eroski action research example

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Luis Berasategi IK4-IKERLAN lberasategi@ikerlan.es

Eduardo Castellano IK4-IKERLAN

ecastellano@ikerlan.es

THANK YOU!

David Sanchez MIK dsanchez@mondragon.edu

Aitor Bediaga

MIK abediaga@mondragon.edu

Business Open Innovation: the team