This changes the idea of open innovation to mean more than going outside the company to ﬁnd new ideas from experts; it means developing a collaborative innovation model that intimately binds the market to the process of innovation, in lockstep. That does not suggest that companies are held hostage by their customers, who only know to ask for incremental innovation in what they have already experienced.
Instead, it means that companies need to push the envelope of innovation based on observations of what a market’s behaviors are and then work closely with the market to identify how innovations can add value in unexpected ways.
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