Importance of User Innovation and Open Communication in Business Marketing

Marketing
Business marketing
Student’s name
10/6/2019

Business marketing 1
Contents
Introduction......................................................................................................................................2
Research objective...........................................................................................................................2
Research methodology.....................................................................................................................3
Discussions and Results...................................................................................................................3
Issues of open communication and user innovation-.......................................................................4
Conclusion-......................................................................................................................................7
References-......................................................................................................................................8

Business marketing 2
Introduction
When we talk about open innovation, it mainly highlights the purposive inflows and outflows of
the knowledge in order to accelerate the internal innovation in the market for external use.
Moreover, such type of innovation can be understood by the antithesis of the traditional vertical
integration approach where within research and development activities generates the
development of the products which are distributed by the firm. Whereas when we talk about user
innovation, it mainly highlights that such innovation takes place when an intermediate user or
consumer users apply rather than suppliers. This particular concept is mainly linked with the co-
design aspect, which further has proven to results with more innovative solutions as compared
than the traditional consultation methodologies (Drucker, 2014)
Furthermore, when we talk about the relationship in between the open innovation and the user
innovation it mainly emphasis over the open innovation mainly generates information about the
how the companies have over years has changed from the research and development model
where more of generating of ideas has come from the companies itself. Whereas the user
innovation or the lead innovation mainly displays that, both the type of innovation shares the
view of information as a public and fundamental good. As it is seen that the lead user is the older
concept in comparison to the open innovation. Hence, from the above aspect, it is seen that open
communication majorly describes a border concept than the lead concept as considered as the
finest tool to create value only from the user side. However, it is seen that the potential of the
community to develop the open innovation concept (Thomke, & Von Hippel, 2002).
From this entire report, two leanings which we fetched were, that in today’s time companies are
more towards the innovative aspects for that the, user innovation id the finest approach, as this
particular concept is mainly linked with the co-design aspect, which further has proven to results
with more innovative solutions as compared than the traditional consultation methodologies.
Therefore, such aspect highlights that today are businesses applies more of customers’ centric
approaches in order to be successful at large. Secondly, by an adoption of the user, innovation
technique generates many issues or challenges but still it tends to be the best approach because it
helps both the company and the market to grow exponentially.

Business marketing 3
Two question that need to be discussed in seminar-
 The importance of user innovation with the changing environment in future
 Whether the user innovation will grow over time or will increase with the similar pace
Research objective /purpose of the report
The aim of the research behind this project is to highlight information about the importance of
the customers or the users who think of innovating or developing newer products or the services
of the company’s business. Other than this, this also reflects information on various issues,
which are faced by the company in an area of open communication or user innovation. Lastly,
the border information based on user innovation by identifying and discussing the various pros
and cons associated with it is taken into consideration.
Research methodology
As the entire information for this report is mainly collected through secondary data along with
this, the purpose of this report is mainly fulfilled by the b adoption of the qualitative analysis. In
which the entire data is fetched from the scholarly articles and the internet sources, which mainly
highlights information about that how an organization utilizes the customers or the users to
innovate or development of the newer products or the services in the company business. Further,
the entire discussion is one major issue in concern to open innovation and user innovation in
terms of marketing. Lastly, the self-refectory part, which highlights our views regarding the same
aspects, which are mentioned earlier.
Discussions and Results
As wherever the companies form a newer product for its customers, they keep on working hard
to listen to their customers by considering the voice of customers and accordingly innovate the
newer products and services for them. Hence, for the company it is important to stay connected
with its customers and seamlessly they need to collect information, which helps them in
delivering the correct information about the product so that in future, the company can perform
and form had better innovative products and services to meet the customers’ needs (Baden-
Fuller, & Haefliger, 2013)