{"id":93,"date":"2014-01-13T16:01:38","date_gmt":"2014-01-13T16:01:38","guid":{"rendered":"http:\/\/www.sustainable-everyday-project.net\/innovation-futures\/?p=93"},"modified":"2014-02-09T22:09:49","modified_gmt":"2014-02-09T22:09:49","slug":"from-closed-innovation-to-top-secret-innovation","status":"publish","type":"post","link":"http:\/\/www.sustainable-everyday-project.net\/innovation-futures\/2014\/01\/13\/from-closed-innovation-to-top-secret-innovation\/","title":{"rendered":"From Closed Innovation to Top-Secret Innovation?"},"content":{"rendered":"
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Abstract: <\/strong>In Summer 2009, an employee of one of Apple\u2019s manufacturer committed suicide after loosing a prototype of a next generation iPhone, There are rumours that he was maltreated and his house was searched illegally.<\/p>\n

Apple, commonly seen as one of the most innovative brands, treats its upcoming products like a state secret. Apple thereby contributes to the hype created by its uncountable communities of followers, e.g. websites, which offer live-tickers during Apple Keynotes (conferences where Apple launches new products) have to shut down their normal sites and use all available server-power to withstand the run of followers.<\/p>\n

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Driver\u00a0<\/strong><\/p>\n

Social<\/p>\n

An increasing number of people partly define their identity by joining product\/brand communities. Post Modern Lifestyle.<\/p>\n

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Economic \/ Industrial<\/p>\n

More and more companies use storytelling as an ongoing tool to create sustainable hype and curiosity around their brands.<\/p>\n

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Design \/ Art<\/p>\n

More and more companies understand, that design and\/or the association with the arts load up a brand with a desirable flair, which fosters a brand-hype.\u00a0 Design Innovation gains acceptance.<\/p>\n

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Indication<\/strong><\/p>\n

Change in current innovation patterns<\/p>\n

Apple\u2019s success could be a weak signal for a new emergence of not only closed but top-secret innovation strategies. Using the hype around a brand, companies are creating consumer-religions. The suicide is an extreme example of how very serious this can become. This weak signal could indicate an increasing avoidance of open or user-integrated innovation in the consumer good industries and instead a concentration on creating myths.<\/p>\n

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Potential \u201cinnovation wild card\u201d<\/p>\n

Mafia-like or sect-like cults around innovation secrets establish themselves?<\/p>\n

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Uncertain<\/p>\n

With the app store apple also follows an open innovation strategy. They combine both ways.<\/p>\n

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Sector specifics \/ cultural specifics<\/strong><\/p>\n

Only useful in the B2C business.<\/p>\n

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Source<\/strong><\/p>\n

Internet<\/p>\n

news.bbc.co.uk\/2\/hi\/8162325.stm<\/a><\/p>\n

www.macnotes.de\/2009\/01\/05\/mwsf-alles-infos-zum-keynote-ticker-zur-macworld-2009\/\u00a0<\/a><\/p>\n

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