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.