Managing Cross-Innovation

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Managing Cross-Innovation

…realizing ‘Neue Kombinationen’ between the creative industry and other industries…

Dr. Patrick van der Duin

Delft University of Technology / Fontys Academy for Creative Industries

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1. Interreg-project ‘Cross Innovation’

The Project Cross Innovation promotes

collaborative and user-driven innovation that happens across sectoral, organisational,

technological and geographic boundaries. Its focus rests on policies and support measures that enable cross innovation and creative spillovers between creative sectors and other industries. The partnership consists of 11

metropolitan hotspots that have the potential to put cross innovation on the top of local and regional policy agendas across Europe:

Birmingham, Amsterdam, Rome, Berlin, Tallinn, Warsaw, Vilnius, Stockholm, Linz, Lisbon and Pilsen.

The project focusses on practices in four sub-themes:

Smart Incentives – innovative types of

finance that enable cross-innovation,

Culture-based Innovation – schemes that

unleash innovation in business and the public sector by introducing artistic and creative practices,

Brokerage – services that build bridges

between sectors by connecting cross-innovation enablers with beneficiaries,

Spatial Cross-Collaboration – services

offered to companies in co-working

spaces, incubators, fab-labs, science parks and to local clusters.

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2. The manifesto

By: Luca de Biase and Patrick van der Duin

The five principles from the Manifesto are:

1. Shift happens. And when it happens it is not the way planned.

2. Innovation is not grown in a greenhouse, but it evolves in an ecosystem.

3. Being specialized is good, being special is even better. 4. Boundaries need defense. New frontiers need pioneers. 5. A vision is not an obsession: it is a synthesis to be

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3. Defining innovation (1)

• Newness & change:

– from incremental to radical, and impact

• Process:

– ‘an innovation journey’

• Implementation:

– available and has an impact on market/society

• Broad view

– New business models, ‘gay marriage’

• Interconnection

– ‘system innovations’: electric car, 3G

• Uncertainty & creativity:

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3. Defining innovation (2)

“Innovation is the multi-stage process whereby organizations transform ideas into new/improved products, service or process, in order to advance, compete and differentiate successfully in their

marketplace”

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3.1 Innovation between and across industries:

• Google was not invented by Yellowpages

• Videogames were not invented an developed by

Mattel (but by Nintendo that already in 1889

produced playing cards….)

• Digital watches were developed by classical watch makers (i.e., the Swiss) but introduced into the

market by others (i.e., the Japanese)

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3.1 Innovation between and across industries

• Cross-overs:

– New product consists of existing products: e.g., mobile phone + camera

– Product in industry A is taken over by industry B: e.g., gas stations selling flowers, food etc.

• Spill-overs:

– Positive (negative) effects of industry A on Industry B: using

innovations makes you more innovative (e.g., process innovations)

• Enabling technology (also: general purpose technology):

– For instance, ICT is an enabling technology for many industries (e.g., finance, logistics, entertainment)

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3.1 Innovation across industries

• Energy + ICT= ‘smart metering’ • Senseo: coffeemachine + pads • Beertender:

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3.1 Innovation between and across industries 1. Cross-innovation as an output or application: – to be used/applied 2. Cross-innovation as a process innovation:

– Used in a company’s ‘production’ process

3. Cross-innovation as an enabler:

– as a tool in an innovation process

4. ‘True’ cross-innovation:

– Cooperation/merging of the creative industry and other industries

Classical supplier- buyer relationship (can make a company more innovative) Towards networked innovation

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3.1 Innovation between and across industries Scope of cooperation small broad collective innovation open innovation networked innovation collaborative engineering standardization technology social Goals of innovation profit business model Cross-innovation

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4. SmartGate

Smart Gate is a serious game that creates an understanding and insight of the chain operation of the cargo trade, shows the consequences of transporting ‘green’ and ‘red’ freight and increases involvement by a new way of working.

To ensure adequate public safety and security while at the same time safeguarding economical interests, ACN and Dutch Customs have signed a covenant in which they agree to make all

information on air cargo flows transparent and to base all inspections – both Customs checks and other inspections – on risk analysis. Introduction of this concept is supported by

SmartGateTheGame, a “serious” game with e-learning module. This game will assist air cargo companies to optimally prepare for the changes and train their personnel. It will be also used in regular and vocational education, and promoted as SmartGate The Game.

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5. Factors influencing cross-inovation

• Business models of cross-innovation initiatives are often not understood by banks

• Cross-innovation as a means to shake up ‘old’ economic industries

• Do not commercialize the creative industry too much (cf. ‘European innovation paradox’) • Do not underestimate the diversity of the

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6. Policy recommendations

(Amsterdam-inspired)

1. Do not only focus on çreative industry’but also on ‘creative workers’

2. Combine cross-innovation ‘efforts’ with ‘grand challenges’

3. Shift innovation policy resources to later phases of the innovation process

4. Position creative industry clearly between the cultural sector and (other) economic sectors

Managing Cross-Innovation