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Marketing for technologies: S-D Logic and the Open Innovation paradigm


  • Cesaroni, Fabrizio
  • Duque, Lola C.


Firms have been modifying their innovation management processes to generate, implement and exploit new technological knowledge. A gradual shift from a closed to an open model of innovation has been the recurring pattern of this change. Firms have to revise their overall strategic orientation to adapt their managerial procedures according to the Open Innovation (OI) paradigm. The New Service-Dominant (S-D) Logic can offer a useful guideline to firms in the implementation of an OI model. This paper presents the bases of the OI paradigm by means of the S-D Logic mindset. For each of the premises characterizing the S-D Logic, instances of firms that have implicitly adopted the OI paradigm are provided. We discuss how the S-D Logic can be put in practice within the context of the OI model.

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  • Cesaroni, Fabrizio & Duque, Lola C., 2010. "Marketing for technologies: S-D Logic and the Open Innovation paradigm," DEE - Working Papers. Business Economics. WB wb100702, Universidad Carlos III de Madrid. Departamento de Economía de la Empresa.
  • Handle: RePEc:cte:wbrepe:wb100702

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