by Charles Snow
Normally, we think of firms competing against
one another; however, a growing number of successful companies are working
together to find solutions to common challenges. For instance, Innocentive uses
a global network of millions of problem solvers to help companies overcome R&D
business challenges that they can’t overcome themselves. Several member firms
of Blade.org have together developed an innovative computer server application
for the Asian Art Museum in San Francisco, California. Along with major research
universities and the national governments of six countries, IBM is using its “collaboratories”
to develop solutions to such complex problems as electricity distribution on
the island of Malta and traffic congestion in Moscow, Russia. Lego helps
entrepreneurs start their own businesses by providing a toolkit featuring its famous
building blocks. My M&M’s web
site enables chocolate lovers to design their own candies just as NIKEiD allows sports enthusiasts to design
their own shoes.
All of these firms – and many more around the world – are using some form of collaborative innovation to expand and improve their business. In knowledge-intensive industries like biotechnology or computers, the ability to collaborate is a must because the knowledge base required to innovate is complex, growing, and widely diffused. But even in less dynamic industries, collaboration can be useful to firms for a variety of reasons, including lowering the costs of product development, starting new businesses, retaining customers, and building brand equity.