Model to evaluate the dynamic behavior of the evolution of product marketing in an open innovation context

Abstract This research is set in the context of open innovation. In this context, the opening of the innovation process entails specific factors that can compromise its performance. Thus the main objective of this research was to demonstrate the influence of two factors on the rate of commercialization of products over time: (i) the generation of external knowledge and (ii) the entry of new competitors. This descriptive study uses the System Dynamics resulting in the causal diagram and the flow and stock diagram in qualitative and quantitative treatment. It is shown that the generation of external knowledge can influence the opening of new markets leading to increased actual and potential consumers. The entrance of new competitors in the system influences the market value and its impact on consumer perception. This is expressed as a rate of elongated marketing and short growth of units sold.

摘要 本研究立足于开放式创新（open innovation）语境。在此语境下，创新过程的开放化往往会带来若干可能损害其研发绩效的特定影响因素。据此，本研究的核心目标为阐释两大因素随时间推移对产品商业化速率的影响：（i）外部知识生成（external knowledge generation）；（ii）新竞争者进入（entry of new competitors）。本描述性研究采用系统动力学（System Dynamics）方法，通过定性与定量分析构建了因果关系图与流量存量图。研究结果表明，外部知识生成可推动新市场开拓，进而带动实际消费者与潜在消费者规模的增长；而系统中新竞争者的进入，则会对市场价值及其在消费者感知层面的影响产生作用，具体体现为营销周期延长、产品销量增速趋缓。