Open Innovation as a Business Performance Accelerator: Challenges and Opportunities for the Firms’ Competitive Strategy

By • on April 20, 2020

The Springer website posted an article which noted that the open innovation approach is often associated with research and development of new products, while its application in other contexts is still under-researched. This paper contributes to filling this gap by analyzing the open innovation in the marketing and public relations industry based on the case of the multinational company Publicis Groupe with the focus on its recent transformative initiative, “Marcel” platform launched in 2018. Perspectives and challenges associated with this initiative and practical implications for the wider context are discussed.

Click here to read the full abstract of the article.

Image via Flickr.

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