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Implementing Open Innovation: The Case of Natura, IBM and Siemens

Article  in  Journal of Technology Management and Innovation · February 2013

DOI: 10.4067/S0718-27242013000300057

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Special Issue on Selected Papers from ALTEC 2011. J. Technol. Manag. Innov. 2013,Volume 8, Special Issue ALTEC.
Selected February 11, 2013

Cely Ades1 2 3 4

5 6

Abstract

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Keywords:

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FEA – USP / CCSA - Universidade Presbiteriana Mackenzie – Brazil. E-mail: cely@usp.br
FEA – USP – Brazil. E-mail: 2 3 5

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ISSN: 0718-2724. (http://www.jotmi.org)

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 J. Technol. Manag. Innov. 2013,Volume 8, Special Issue ALTEC.

Introduction Theoretical Foundations

T - Open Innovation as part of corporate strategy

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 T TE

Research Development Commercialization

Product Acquisition
Licensing-in Sharing trade marks

Firm’s boundaries

Firm’s focus market

Firm’s boundaries

Licensing-out Technology
Spin-outs

Ideas and
technology

indentify,   integrate  internal  

understand  and   knowledge   and  external   generate  extra  
complementation   revenues  
access   knowledge  

T E
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 J. Technol. Manag. Innov. 2013,Volume 8, Special Issue ALTEC.

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E E -

Implementation of OI T

Strategy and implementation process T -

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- Requirements
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Culture
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Capabilities - T -

access and assess-

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ISSN: 0718-2724. (http://www.jotmi.org)

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 J. Technol. Manag. Innov. 2013,Volume 8, Special Issue ALTEC.

Barriers and enablers for the implementation of open

innovation

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be seen in table 2.

Results generated by the use of open innovation

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ests

Implement internal
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- T E -
ments - -
nents.
capabilities
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partners.

ISSN: 0718-2724. (http://www.jotmi.org)

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 J. Technol. Manag. Innov. 2013,Volume 8, Special Issue ALTEC.

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 T TE

Natura

Methodology

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Barriers  and  
enablers  

Inputs   Process  
Culture,  capabili.es   Procedures  for  the   Results  
and  mo.va.on   implementa.on  

T E
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 J. Technol. Manag. Innov. 2013,Volume 8, Special Issue ALTEC.

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- -
E E

Siemens-Chemtech The implementation of OI in the firms studied

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usually small. -

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Natura IBM Siemens

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- Perceive an increase in credibil-

ISSN: 0718-2724. (http://www.jotmi.org)

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 T TE

Natura IBM T

ness
T T

Team/Structure - Structured Deparment

-Centralized structure structured - Centralized structure

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 J. Technol. Manag. Innov. 2013,Volume 8, Special Issue ALTEC.

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Natura IBM T
Culture - T

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- departments.

Capabilities
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ISSN: 0718-2724. (http://www.jotmi.org)

Journal of Technology Management & Innovation © Universidad Alberto Hurtado, Facultad de Economía y Negocios.
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 J. Technol. Manag. Innov. 2013,Volume 8, Special Issue ALTEC.

Natura IBM T
Barriers

- T
cure

Enablers T

Natura IBM T
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-
-

Results -

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sities
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ISSN: 0718-2724. (http://www.jotmi.org)

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 J. Technol. Manag. Innov. 2013,Volume 8, Special Issue ALTEC.

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Conclusions and remarks

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 J. Technol. Manag. Innov. 2013,Volume 8, Special Issue ALTEC.

- References

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Journal of Technology Management & Innovation © Universidad Alberto Hurtado, Facultad de Economía y Negocios.
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 J. Technol. Manag. Innov. 2013,Volume 8, Special Issue ALTEC.

T T -

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