Pramhas, G. (2008). Open-innovation model for the University of Applied Sciences in Wiener Neustadt, Austria [Master Thesis, Technische Universität Wien]. reposiTUm. http://hdl.handle.net/20.500.12708/182003
Fachhochschule Wiener Neustadt für Wirtschaft und Technik; Innovation
de
Abstract:
The combination of FOTEC and FHWN shall create a new way of innovation. On the one hand FOTEC has to innovate with the help of FHWN and a new innovation community, on the other hand FOTEC has to become independent from financial contribution of FHWN. That is the major aim of this Open-Innovation model. What is the dominant model of value creation? In most of the firms it is, till today, the structure of mass-production. With other words, it is the world of Taylor. It is the model of functional division of labor. This classical organization applies to the way of production which fitted to the markets of the first eight decades of the 20th century: Unsatisfied demand, stabile markets, long product-life-cycles and limited number of competitors. There has been almost no integration into the creation value process. The customer was not a value creation partner but a value creation receptor (Piller, 2008). Today there is another sight necessary, possible because of the possibilities of the information technology. The economic world is on the way to a mixture of tradition of manual single adapted work and the benefits of mass production. This new system does not result in small innovations for mass-produced products. It aims to disruptive innovations driven by an important co-developer, the customer and user. User-integration describes a process of collaboration of manufacturer and customer or user (Piller, 2008). Customer integration has to be on the layer of information. Therefore a firm that interacts with users and customers has to count with a great amount of interaction-costs. The internet makes this interaction possible, because it is cheap (Piller, 2008). "Listen carefully to what your customers want and then respond with new products that meet or exceed their needs" (Customers as Innovators: A New Way to Create Value, 2002). This thesis is also called demand-pull. The main source is the customer. Many companies nowadays do not work together with customers. Demand pull is good for continuous innovation but does not initiate disruptive innovation. Therefore a new way has been developed, the technology push. Technology push does not ask customers about things they know. Technology push tries to find solutions for needs that customers do not know that they have them. Customers and users can take part in the innovation process via the model of the Open-Innovation.