Collaborative Innovation (2225.YR.014153.1)

General information

Type:	OPT	Curs:	2,3,4	Period:	S semester
ECTS Credits:	2 ECTS

Teaching Staff:

Group	Teacher	Department	Language
Year 2	Stefan Markovic Markovic	Marketing	ENG

Group	Teacher	Department	Language
Year 3	Stefan Markovic Markovic	Marketing	ENG

Group	Teacher	Department	Language
Year 4	Stefan Markovic Markovic	Marketing	ENG

No pre-requisites.

No previous knowledge required.

- 6 in-class sessions of 3 hours each.
- Individual preparation for the sessions: 30 hours (estimated)
- Group preparation for the group presentation: 10 hours (estimated)
- Group preparation for the group project: 30 hours (estimated)

The course offers novel, research-based approaches to collaborative innovation, taking place in an ever more interconnected and competitive business environment. It deals with collaborative innovation with regard to both tangible (e.g., products) and intangible (e.g., identity, experience) assets of organizations. It focuses on applying theory to practice, and providing students with the tools required to manage different types of organizations and their innovation processes effectively.

1. Characterize and compare different collaborative innovation processes
2. Identify and discuss the practical implications and limitations of different collaborative innovation processes
3. Apply the theoretical knowledge of collaborative innovation processes to real case companies
4. Define optimal innovation strategies considering both tangible and intangible assets of organizations

1. Course description The course confronts students with diverse collaborative innovation processes, which serve as a basis to manage organizations in an ever more competitive and saturated business environment. Students will learn how organizations co-create brand identity, brand experience and products/services together with different types of stakeholders. They will also learn how to build a strong brand equity, as well as how to create a business model and different types of business model innovations.

Teaching methods include, but are not limited to: (1) group presentations and plenum discussions of the key academic articles; (2) group workshops; and (3) continuous teacher-to-student and student-to-student feedback.

The bibliography includes, but is not limited to, the following articles:

Aaker, D. A. (1996). Measuring brand equity across products and markets. California management review, 38(3).

Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty?. Journal of marketing, 73(3), 52-68.

Iglesias, O., Markovic, S., & Rialp, J. (2019). How does sensory brand experience influence brand equity? Considering the roles of customer satisfaction, customer affective commitment, and employee empathy. Journal of Business Research, 96, 343-354.

Ind, N., Iglesias, O., & Markovic, S. (2017). The co-creation continuum: From tactical market research tool to strategic collaborative innovation method. Journal of Brand Management, 24(4), 310-321.

Markovic, S., & Bagherzadeh, M. (2018). How does breadth of external stakeholder co-creation influence innovation performance? Analyzing the mediating roles of knowledge sharing and product innovation. Journal of Business Research, 88, 173-186.

Markovic, S., Jovanovic, M., Bagherzadeh, M., Sancha, C., Sarafinovska, M., & Qiu, Y. (2020). Priorities when selecting business partners for service innovation: The contingency role of product innovation. Industrial Marketing Management, 88, 378-388.

Merz, M. A., He, Y., & Vargo, S. L. (2009). The evolving brand logic: a service-dominant logic perspective. Journal of the Academy of Marketing Science, 37(3), 328-344.

Da Silveira, C., Lages, C., & Simões, C. (2013). Reconceptualizing brand identity in a dynamic environment. Journal of Business Research, 66(1), 28-36.

Group	Teacher	Department
Year 2	Stefan Markovic Markovic	Marketing

Group	Teacher	Department
Year 3	Stefan Markovic Markovic	Marketing

Group	Teacher	Department
Year 4	Stefan Markovic Markovic	Marketing