Outside-in open innovation in competitive business management
ABSTRACT: The growing complexity of the external environment and the globalisation of markets have led companies across many industries to expand their activities and processes in the global landscape. This chapter provides an indepth analysis on how global companies manage innovation in an open way through developing network relations to anticipate and satisfy customers while seizing new business opportunities. By adopting an outside-in management approach, companies are able to develop a global scale learning platform by strengthening their ability to gain insights from the outside. In fact, the network configuration promotes market knowledge and learning from every periphery in the competitive scenario and allows companies to participate in partnerships and collaborations with stakeholders to more efficiently manage their innovation processes.