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Agile authorship: Evolving models of innovation for information-intensive offerings

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  • Mills, Adam J.
  • Berthon, Pierre R.
  • Pitt, Christine

Abstract

Developed economies have seen a shift in economic value away from the production of material goods and toward the production of information-intensive offerings. The process of innovation has evolved in parallel, from staged and gated approaches to agile and iterative processes. Agile innovation models developed in software and technology industries have generally stayed within them, thus applicability of these newer models of innovation to information-intensive market offerings has been limited. We use the paradigm of authorship to provide insights into the evolution of information-intensive offerings and subsequently into the requisite evolution of innovation processes. We demonstrate that agile methods are appropriate for a variety of industries and outputs, and furthermore that more gated and hybrid models of innovation are still relevant in the information economy. To conclude, we discuss how various models of innovation and authorship can be applied by the firm, based on managerial objectives and control.

Suggested Citation

  • Mills, Adam J. & Berthon, Pierre R. & Pitt, Christine, 2020. "Agile authorship: Evolving models of innovation for information-intensive offerings," Journal of Business Research, Elsevier, vol. 110(C), pages 577-583.
    • Handle: RePEc:eee:jbrese:v:110:y:2020:i:c:p:577-583
    DOI: 10.1016/j.jbusres.2018.05.010
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    References listed on IDEAS

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    1. Mero, Joel & Leinonen, Miira & Makkonen, Hannu & Karjaluoto, Heikki, 2022. "Agile logic for SaaS implementation: Capitalizing on marketing automation software in a start-up," Journal of Business Research, Elsevier, vol. 145(C), pages 583-594.
    2. Stefano Magistretti & Daniel Trabucchi, 2025. "Agile-as-a-tool and agile-as-a-culture: a comprehensive review of agile approaches adopting contingency and configuration theories," Review of Managerial Science, Springer, vol. 19(1), pages 223-253, January.
    3. Mark Geoghegan & Kathryn Cormican & Qiong Wu, 2021. "Sustainable Team Design: A Challenge to Traditional Beliefs in Information-Intensive Service Industries," Sustainability, MDPI, vol. 13(24), pages 1-19, December.

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