Only Disruption Matters? Open Innovation to Boost Sustainable Innovation

Only Disruption Matters? Open Innovation to Boost Sustainable Innovation

sustainable innovation bThe Agri- food industry is one of the most innovative sectors; numerous new products and process improvements arise every year. Also, very disruptive ideas and start-ups have been introduced more recently, a scope to which a lot of attention is being paid. And not only in the Agri-food industry,

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but also generally when talking about innovation. Disruption is becoming for some simply a buzzword. Even considering that more disruptive innovation is needed -and especially outside of the digital sector, in traditional businesses like that of food, which is facing huge challenges on the healthiness and feeding of a growing population-, how much time do big ideas need to reach the mainstream from an early market? On a day-to-day, food companies need structured processes and systems of sustainable innovation to embrace their innovation challenges, whether they are improving the quality of a range of goods and services, creating new ones, increasing their market share or capacity of production, entering new markets, improving health and safety, etc. Open innovation can provide food companies the external input they need to overcome all those necessities to improve their business and consumer’s life. And eventually, innovation as a constant factor in an organizations’ culture can be the way for future disruption too. But what is clear is that especially small and medium companies need sustainable innovation to compete and bring value to the market before changing it. In this post, we recommend you three recent articles in favor of the routine innovation. In defense of routine innovation” is an article by Gary P. Pisano, published in the Harvard Business Review. The author exposes the cases of enterprises such as Intel, Apple or Microsoft, companies which have created an optimal balance between disruptive and sustaining efforts. He also recalls that products, like the iPhone, which have disrupted

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markets were not really constituted as innovative technology. He also asserts: “The vast majority of profit from innovation does not come from the initial disruption; it comes from the stream of routine, or sustaining, innovations that accumulate for years (sometimes decades) afterward. An innovation strategy has to include both”. Let’s All Stop Saying ‘Disrupt’ Right This Instant”. The article by New York Magazine writer Kevin Roose, in this case, focuses on the omnipresence of the word “disruption”. “When everything is disruptive, nothing is”, Roose says. The article is very critical with what the author considers almost an obsession with disruptiveness. Not all innovation needs to be defined as disruptive if it is not, and not all disruption is beneficial generally speaking, even if it opens new markets, he holds. In relation to the “statu quo” reaction, Kevin Roose affirms: “When every new innovation is cast as disruptive, there’s no way to distinguish between legitimate opposition and mere protectionism”. Are We Overly Obsessed With Disruptive Ideas?” published in Innovation Excellence and written by Jorge Barba. He goes deeper into the idea that disruption is just something that happens when a lot of factors take place and refers to a golden rule when it comes to disruption: If it’s making money immediately, it’s not innovation. Additionally, he points out that: “Innovations that make life simpler and more enjoyable are the ones that get adopted. People won’t adopt something because it’s disruptive, as I’ve said before, people don’t care if you’re innovative”

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