Open innovation in media innovation research – a systematic literature review
Nina Klaß · Journal of Media Business Studies · 2020
Open Innovation (OI) represents a promising approach to addressing the difficulty experienced by legacy media companies in adjusting to a digitised environment. This study summarises OI knowledge by reviewing 54 articles and focusing on OI core process archetypes, practices and sources as well as motives and media-specific conditions. Within three processes (outside-in, inside-out, and coupled), six key practices are identified and discussed: (1) cooperation, (2) mergers and acquisitions, (3) crowdsourcing, (4) co-creation, (5) collaboration and (6) spin-outs. Media companies’ OI use is mainly motivated by market-related outcomes and sourced through technology, audience or other media companies. The most relevant media-specific condition is cultural uniqueness. Aligning OI practices to strategic innovation management and developing OI management competencies could be key to successful OI implementation.