Association of Marketing Theory and Practice Proceedings 2015
 

Title

Global and Cross-Cultural Innovation

Document Type

Conference Proceeding

Conference Track

Supply Chain Management/ International Marketing/ Business to Business Marketing

Publication Date

2015

Abstract

The first component in this paper will compare and contrast the concepts of innovation, such as global marketing and innovation strategy, the current approaches global leaders are using to engage customers in new product and service innovation, and open innovation implementation and collaboration. This paper will also explore the value of networks versus strategic alliances as a part of an organization’s innovation strategy.

The second component in this paper will address the formulation of an innovation strategy that will incorporate open networks, collaboration, and alliances in a technology-driven industry, as well as the projected global and cross-cultural impact this innovation strategy can be expected to produce. This innovation strategy will be illustrated in a case study that examines IBM’s overall innovation strategy and application, as it relates to strategic alliances and client sponsors.

Copyright Statement / License for Reuse

Digital Commons@Georgia Southern License

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