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EMAC 2023 Annual

The Market Intelligence and Open Innovation interface: a case in the automotive industry

Published: May 24, 2023


Alessandro Comai, International University of Japan; Marcel Bogers, University of Copenhagen


Although Open Innovation (OI) makes use of external market-based sources to gather knowledge and insights, relatively little is known about the relationship between marketing and OI. This paper explores the link between marketing and OI and specifically how OI utilizes Market Intelligence (MI) during the new product development (NPD) process. After examining the process used in an automotive company to develop a brand-new product, we find that having a strong market orientation (MO) through MI enables the process by providing key market insights to several decision makers. Tactical and strategic MI has the main role at the beginning of the process, but is used during all other phases as well. The findings also reveal that there are two working modes employed by marketing, R&D and other teams involved in NPD when acquiring and using MI. In addition, MI contributes to an increase in social capital related to innovation. Our findings suggest that companies should adopt a strong MO in OI by embedding MI in their innovation operation to increase NPD efficiency. Theoretical and practical implications are also discussed.