Rask, Morten ; Klitmøller, Anders. (2020) Organizing for creativity
across organizational boundaries for Business Actors in Emerging Markets: The
Case of etrans Design Collaboration. 2010. Konferencen: Nordic Workshop
on Interorganizational Research., nr. 20, Sandbjerg, Danmark, 16. august 2010 -
18. august 2010.
The aim of this paper has been to describe and analyse the creative ideation
process of developing business models in emergent markets. In relation to the
research question we find the important issue to be addressed; how to design a
successful interorganizational creative collaboration process that results in an
improvement of the business model design.
Regarding the process design, that is the creation of a successful
intraorganizational creative collaboration process, we find it important to
configure teams where the participants have the right set of complementary
competences, skills and competitive viewpoint. Such a team will expand the
boundary of creativity that is important to make the ideation process work. In
other words, the ideation setup consisting of people within the same context,
with the same set of skill and with the same view point will stumble the process
if not stop it.
When considering the design of the business model we find that
interorganizational collaboration is needed to improve the business model, both
in a short and long term perspective. In the short run the collaboration between
the etrans Design Collaboration and Falck Auto Assistance lead to ready to
market ideas that captured the low hanging fruits of incremental product
improvement and enhanced customer interaction. The point being that the
collaboration of an external organizational partner led to the reflection and
identification of value that would not have been identified by people in the
organizational context that is within Falck Auto Assistance. When focusing on
emergent market the long term effects are two folded; that is questioning the
corporate identity as a future survivor and simply to create new markets be
introducing new products.