The paper "Fiat Mio - Open Innovation Experience" is an outstanding example of a business case study. Open Innovation as defined by Coras and Tantau (38) is a valuable idea that is sourced from outside or inside the company and can be commercialised. While innovation continues to be more democratic, scores of ideas for new services as well as products are not originating any more from the well-financed government and corporate laboratories. Rather, they originate from nearly anyone and anywhere. This is evidenced in the Fiat Company, whereby Mio, an urban concept car was developed through interactions by nearly 17,000 internet users that resulted in almost 11,000 ideas.
According to Saldanha and Pozzebon (2), the idea originated in 2006 during the company’ s 30th anniversary in Brazil. The company decided to celebrate the occasion by engaging the public through a campaign of suggesting visionary futuristic ideas. As a result, many Brazilians from different backgrounds decided to take part in the campaign, whereby Fiat managed to get a lot of inspirational ideas that could be commercialised. The success of this project made Fiat start paying serious attention to open innovation scheme, which could help them connect to the consumers’ behaviours as well as create a closer relationship with both current and potential customers.
The aim of the report is twofold: to discuss the gain that was experienced by both Fiat and the participants from the open innovation and identify the real innovation since Fiat Mio was just a prototype that could not be produced or marketed. Fiat and the Participants Gain From the Open Innovation Experience Without a doubt, both Fiat and the participants benefited from the open innovation experience; for instance, the Fiat learnt how to manage and gain from a lively community of participants.
The project offered fiat suitable solutions associated with existing problems. Some of the key conditions that were filled by Fiat during the project include a) the interdependence between the participant's web since they were motivated to view, vote and comment on other people’ s ideas; b) the understanding of the common goal; and c) the crowd interaction organization that was nurtured and guided by Fiat in the cyberspace.
The act of attracting, collecting and motivating the communities of users, customers, and ultimately a number of professionals from the crowd by means of a social interaction plan that was well-managed offered Fiat an effective tool for managing customer relationship as well marketing in the long run. The successful crowdsourcing project according to Saldanha, Cohendet and Pozzebon (33) could help Fiat ascertain the emerging groups of persons from the crowd through engagement; thus, bringing both non-professionals and professionals together. Another gain for fiat is that the Fiat Mio project promoted a rich dialogue between Fiat engineers and designers as well as the crowdsourcing participants.
Basically, the effort of offering the required content offered benefits to Fiat since it reduced cognitive fixation that professionals are inclined to experience. The quality of the provided ideas was optimised by Fiat in terms of innovativeness as well as feasibility; in consequence, this made the ideas valuable for the experts. The interaction between Fiat’ s personnel (designers and engineers) and the participants created a favourable environment for dialogue between ordinary and sophisticated ideas, which enabled Fiat to reconsider some of their organizational models as well as routines.
According to Gould (5), the engagement between a company and the customers results in knowledge development and accelerates the process of finding a solution.
Coras, Eliza Laura and Adrian Dumitru Tantau. "Open Innovation - The Good, The Bad, The Uncertainties." The USV Annals of Economics and Public Administration 14.1 (2014): 38-47.
Gould, Robert Wayne. "Open Innovation and Stakeholder Engagement." Journal of Technology Management & Innovation 7.3 (2012): 1-11.
Iqbal, Asif. Study of Open Innovation and its Applications to Product Design. Thesis. Cambridge: Massachusetts Institute of Technology, 2013.
Massis, Alfredo De, et al. "Open Innovation in the Automotive Industry: A Multiple Case-Study." Sun, Dr. HongYi. Management of Technological Innovation in Developing and Developed Countries. Rijeka, Croatia: InTech, 2012. 217-236.
Saldanha, Fabio Prado and Marlei Pozzebon. "Fiat Mio: The Project That Embraced Open Innovation, Crowdsourcing and Creative Commons in the Automotive Industry." International Journal of Management Cases (IJMC) 13.1 (2015): 3-17.
Saldanha, Fabio Prado, Patrick Cohendet and Marlei Pozzebon. "Challenging the Stage-Gate Model in Crowdsourcing: The Case of Fiat Mio in Brazil." Technology Innovation Management Review (2014): 28-35.