A form of value co-creation in an innovation success team

Abstract: Creating a new business in the manufacturing industry is more difficult than creating a new business in the retail industry or IT platform business due to the large amount of investment and the long time it takes to recover the investment. Moreover, the innovators of disruptive business ideas are often criticized as insane by many within the manufacturing company and cannot even begin to consider proof of concept. Under these circumstances, it is still very useful to refer to good examples of past innovations where ideas survived and were widely disseminated in society. In this study, the process is focused on which an unconventional idea gains support from within the company and potential customers and finally becomes the majority. From this process, it would be able to get the practical requirements of resource, mindset, motive, and interaction with others of human resources who promote innovation. This knowledge could have social and practical value and be aimed at establishing education and training services for spreading this value. Although there are many examples of analysis of innovators who create unique ideas, this research focuses on the people around innovators, especially those who play an important role in the unsung worlds. This report is a case study of a team that created a famous innovation and is based on data from individual interviews with multiple people around the innovator. From the analysis result about the complementary relationships and interactions between the innovator and nearest neighbors in this case, first, it was found out that incubation of that idea was developed effectively because several electronics-related organizations were integrated forcibly into one subsidiary. Second, after one year of consideration, an innovator came up with an idea that was different from common sense and that could only be won by their own company, and based on that vision, some of the employees enthusiastically provided services. Third it was also shown that commitment to the mobile phone-type demo device with a finish that is easy to imagine led to support within the company and immediate adoption by customers.

Keywords: Innovation, Co-Creation, Collective Creativity, Intrapreneur

DOI: 10.54941/ahfe1005086

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