Open Innovation and Co-Creation
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Transcript of Open Innovation and Co-Creation
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Open innovation and co-creation with your fan base
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Items
•Open innovation
•Case 1 : Using existing databases
•Case 2 : Senseo co-creation
•Case 3 : Pickwick co creation with Hyves
•Case 4 : Pickwick and redesignme
•Case 5 : Food service machines with Design Academy
•Learning's
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‘Closed’ vs ‘Open’ Innovation
Powerful, proud organisation (‘all smart people work for us’)
Focus on control
Leadership to focus on R&D ROI
NIH syndrome prevalent
We create the best (and most) ideas in the industry
IP viewed as a powerful defensive tool
Conventional organisation structure
Highly confidential
Poor measurement system for potential of innovative ideas
‘Pet’ projects kept alive for a long time
External connections are seen as ‘outsourcing R&D’
Only conventional business models are to be considered
In-licensing is a ‘last resort’
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Externally facing organisation with strong internal resources for ‘innovationrealisation’
Focus on learning
External ‘connectedness’ is in the DNA of all people
R&D scorecard has ‘external connection’ as key score (incl. reward system)
Internally well connected organisation – external (and internal) ideas flowwell throughout the organisation
Well defined technology needs
IP viewed as ‘innovation currency’
Innovation and business potential measurement processes to assess newideas (‘weed & feed’ culture)
Confidential ‘openess’
Recognised presence at conference / exhibition / trade show arena
Open to JV, VC, angel investors, non-product opportunities (services,insurance), etc.
Bespoke individuals are appointed to lead external connection developmentwith appropriate funding
Ability to quickly fill science, technology, facility and capability gaps
Highly dynamic in- and outlicensing activities
‘Closed’ vs ‘Open’ Innovation
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What we want to know from to the outsideworld ?
•We want to connect to peoplehaving technical solutions forneeds we have– Needs are based on problems
defined in technology roadmaps– Roadmaps are owned by the total
innovation community (not onlyR&D)
•We want to connect to anybody who can suggest newideas for our brands– Suggestions on problems from the
marketing directors of therespective brands
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Items
•Open innovation
•Case 1 : Using existing databases
•Case 2 : Senseo co-creation
•Case 3 : Pickwick co creation with Hyves
•Case 4 : Pickwick and redesignme
•Case 5 : Food service machines with Design Academy
•Learning's
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Our brands are very suitable to connect:
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Case 1: Douwe Egberts 55+ consumers
• 55+ consumers drink less coffee
• Although it is related to healthclaims clear insights are lacking
• Invitation e-mail send to 3500055+ people form the DE database
• 1000 people have logged on toparticipate
• 500 people have registered theircoffee drinking habits on the firstfew days
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Case 1: Outline of the day….
Friday Sept 25th 2009 10-14 h business center
•Two groups: factory visit and brainstorm activity in parallel
•Presentation of created ideas to each other
•Lots of coffee, cake, lunch.......Nice goodie bag
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Items
•Open innovation
•Case 1 : Using existing databases
•Case 2 : Senseo co-creation
•Case 3 : Pickwick co creation with Hyves
•Case 4 : Pickwick and redesignme
•Case 5 : Food service machines with Design Academy
•Learning's
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Case 2 : Senseo & Libelle process
DEC
• Co-creation day
FEBR
• Panel explores flavours
MRT/APR
• Panel participates in workshop and is askedfeedback on packaging
Libelle
Summer week
• Selection of winning concept
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Case 3 : Call for action in Libelle
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Case 2: The cast
• 22 women
– Libelle Senseo panel
• 4 DE marketers
• 4 teams
• Visualiser
• Two facilitators
• One problem owner
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Case 2: The product
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Items
•Open innovation
•Case 1 : Using existing databases
•Case 2 : Senseo co-creation
•Case 3 : Pickwick co creation with Hyves
•Case 4 : Pickwick and redesignme
•Case 5 : Food service machines with Design Academy
•Learning's
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Case 3 : Pickwick & Hyves
•Joint co-creation with Hyves and Pickwick(40000 Pickwick brand lovers)– Dedicated panel
– Hyves page for the co-creation process
•Launch of Dutch tea blend
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Items
•Open innovation
•Case 1 : Using existing databases
•Case 2 : Senseo co-creation
•Case 3 : Pickwick co creation with Hyves
•Case 4 : Pickwick and redesignme
•Case 5 : Food service machines with Design Academy
•Learning's
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Case 4: Pickwick on RedesignMe
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Case 4: Pickwick on RedesignMe
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Items
•Open innovation
•Case 1 : Using existing databases
•Case 2 : Senseo co-creation
•Case 3 : Pickwick co creation with Hyves
•Case 4 : Pickwick and redesignme
•Case 5 : Food service machines with Design Academy
•Learning's
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Items
•Open innovation
•Case 1 : Using existing databases
•Case 2 : Senseo co-creation
•Case 3 : Pickwick co creation with Hyves
•Case 4 : Pickwick and redesignme
•Case 5 : Food service machines with Design Academy
•Learning's
![Page 26: Open Innovation and Co-Creation](https://reader031.fdocuments.us/reader031/viewer/2022022202/587e3d281a28ab9f5d8b64a3/html5/thumbnails/26.jpg)
Learning's
•Use of existing communities works
•Different communities give differentperspectives
– Consumers reflect
– Designers look into the future
•Connecting is fun and energizing
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