The contributions of interpreters to the development of radical innovations of meanings: the role of “pioneering projects” in the sustainable buildings industry

Studies of innovation management have often focused on two domains: technologies and markets. An ever-increasing standard of living is pushing companies to develop products and services that are not only profitable but also socially responsible. Sustainable housing offers an intriguing empirical setting that allows the investigation of new processes able to support innovations that must be both profitable and socially responsible. Energy-efficient houses not only require technological changes (new sustainable energy technologies) but also require behavioural changes in consumers’ attitudes, decisions and practices about living in sustainable houses. Companies are not only innovative in regard to their own product, but apply the entire system of application with which their specific technologies interact. The development of Pioneering Projects requires many skills and competencies that often exceed the capacity and competencies of a single company. In other words, Pioneering Projects are testing grounds for experimentation, where unconventional, temporary partnerships of stakeholders from different industries unite in the development of real market applications. The paper addresses the value of key interpreters in facilitating the development of radical innovations of meanings in the sustainable buildings industry. Specifically, the paper analyses the ability to create value for the Pioneering Projects from the exploration and knowledge diversity of the interpreters and the impact that Pioneering Projects have on the companies’ outcomes. Empirical data about Pioneering Projects were collected from two manufacturing companies in Denmark: DOVISTA and Saint-Gobain Isover

The cultural side of value creation

The question of how organizations create value has become a central question for understanding inter-firm competition and performance differentials. Much of the work on the topic emphasizes the importance of technological innovation for improving operational efficiency and/or product functionality . Accordingly, much of the work in the area has focused on understanding the development of technological capabilities and the dynamics of competition among different technologies. Whereas this line of research has contributed greatly to our understanding of value creation through technology performance improvement, it has also left unexplored the strategies for differentiating products on the basis of their cultural significance. Yet, research in a wide variety of disciplines ranging from anthropology, to cultural sociology, and consumer behavior shows that consumers value products not only for their functional and technical performance, but also for their cultural meanings. The infusion of products with cultural meanings enables consumers to use these products to make statements about their personal and social identity and status. It is therefore well understood that consumers derive value not only from what products do (functional value), but also from what they signify in a given social group (symbolic value). While strategy scholars recognize that product meanings are a source of differentiation and generate price premia (Porter, 1980), they also tend to view the activities that generate them – e.g. branding – as a part of the marketing strategy of the firm. More generally, strategy research has been criticized for its reluctance to delve into the demand side of value-creation. Rooted in disciplinary assumptions about atomistic consumers with idiosyncratic preferences, strategy researchers view demand as largely exogenous and ignore its cultural embeddedness in social conventions that define the cultural meanings of objects and shape consumption choices. As a result, they have given limited attention to the question of how firms can strategically manage the symbolic value of their products. In this paper we propose a cultural perspective on value creation that can direct strategic organization research toward the systematic investigation of how producers engage with the cultural meaning systems that supply frameworks for interpretation and valuation of goods. To guide research in this direction we first discuss how products acquire cultural significance and then outline three core implications of these ideas for the strategy and organization of firms. First, we discuss how recognizing the cultural significance of products shifts attention from technological innovation that alters product functionality to cultural innovation that alters their cultural significance. Second, we explain the need to develop distinct cultural resources that enable firms to identify and exploit opportunities for cultural innovation. Third, we draw attention to the need for cultural intent defined as developing an explicit strategy for utilizing cultural resources to achieve specific cultural positioning for the firm’s products

A Cultural Quest: A Study of Organizational Use of New Cultural Resources in Strategy Formation.

Our study was motivated by the growing influence in cultural sociology and organizational research of the view of culture as a “toolkit”, from which individuals draw resources flexibly to develop strategies of action that address different circumstances. To investigate if and how organizations can also use new and diverse cultural resources, we undertook a historical case study of the incorporation of new cultural resources in an organization’s cultural repertoire. In-depth analysis of four rounds of incorporation of new cultural resources led to the development of a robust theoretical model that identifies cultural repertoire enrichment and organizational identity redefinition as two core mechanisms that facilitate the use of new cultural resources for the development of unconventional strategies and strategic versatility. Our model contributes to organizational research novel theoretical understanding regarding the use of cultural resources in strategy formation and change

Towards Design Thinking as a Management Practice: A Learning Experiment in Teaching Innovation

There is an increasing need to make management knowledge more consistent with the “messiness” and complexity of actual organizational phenomena and contexts in today’s world, calling for a refoundation of mainstream management theories. The paper focuses on the contribution of design thinking approaches in this sense, particularly addressing the question of how the predisposition for a design thinking approach can be shaped in management education. Following a qualitative inductive research design, it will report the experience of the introduction of new teaching practices inspired by design thinking in a class of students from a Master program on Innovation and Marketing in an Italian University. Based on the empirical findings, the challenges and opportunities of innovating business school teaching towards the construction of a design thinking mentality will be discussed

Combining Logics to Transform Organizational Agency: Blending Industry and Art at Alessi

To understand how organizations combine conflicting institutional logics strategically to create and pursue new market opportunities, we conducted an in-depth longitudinal study of the multiple efforts of the Italian manufacturer of household goods Alessi to combine the logics of industrial manufacturing and cultural production. Over three decades, Alessi developed three different strategies to combine normative elements of the two logics, using each strategy to envision and pursue different market opportunities. By combining the logics of industrial manufacturing and cultural production, Alessi was able to envision new possibilities for value creation and to enact them through innovation in product design. The three strategies triggered a common set of mechanisms through which the purposeful combining of logics enabled the pursuit of opportunity, while each strategy structured the process differently. We develop a theoretical model linking the development of recombinant strategies to the dynamic restructuring of organizational agency and the related capacity to create and pursue new market opportunities. Our findings and theoretical insights advance understanding of the processes through which organizations challenge taken-for-granted beliefs and practices to create new market opportunities, use logics as resources to enable embedded agency, and design hybrid organizational arrangements

The Shaping of Form: Exploring Designers’ Use of Aesthetic Knowledge

Research on design and designers has emphasized the tacit nature of the aesthetic knowledge that these professionals draw upon to make decisions about formal properties of objects and spaces, but is less clear about how design teams address the difficulties associated with expressing and sharing this type of knowledge. A ten-month ethnography in a design consultancy revealed a range of multimodal and cross-modal ways in which members of a design team compensate their imperfect capacity of articulating verbally their aesthetic knowledge in order to gradually construct a common knowledge base enabling creative collaboration. In so doing, our study offers two main contributions. It illuminates the interplay between designers’ aesthetic experiences, visceral responses, and intuitive cognitive processes that enable designers to draw upon their aesthetic knowledge to support the collective accomplishment of their task, and provides an interpretation of the design process as a form of ‘creative’ intuition driven by emotional reactions to environmental stimuli and emerging formal solutions

Integrating Human-Centred Design Approach into Sustainable-Oriented 3D Printing Systems

Modern 3D printing systems have become pervasive and widely used both in professional and in informal contexts, including sustainable-oriented ones. However, the risk to create very effective but non-sustainable solutions is very high since 3D printing systems could potentially increase the environmental emergencies and the unsustainable growth. In the transition process toward sustainable ways of production and consumption, the so-called human factor still plays an important role in the achievement of sustainable-oriented actions; it drives the adoption of proper lifestyles that directly and indirectly influence the ways through which such technologies are used. Therefore, future Sustainable 3D Printing Systems should integrate the humans in the systems’ development. This study presents two important results: (a) it presents a set of interdisciplinary ‘Sustainable 3D Printing Systems’, which compose a promising sustainable-oriented scenario useful to support the transition processes toward sustainable designs and productions, and (b) it proposes a new strategy for the integration of human-centred aspects into Sustainable 3D Printing Systems, by combining insights from human-centred design approach

The Open Innovation in Science research field: a collaborative conceptualisation approach

Openness and collaboration in scientific research are attracting increasing attention from scholars and practitioners alike. However, a common understanding of these phenomena is hindered by disciplinary boundaries and disconnected research streams. We link dispersed knowledge on Open Innovation, Open Science, and related concepts such as Responsible Research and Innovation by proposing a unifying Open Innovation in Science (OIS) Research Framework. This framework captures the antecedents, contingencies, and consequences of open and collaborative practices along the entire process of generating and disseminating scientific insights and translating them into innovation. Moreover, it elucidates individual-, team-, organisation-, field-, and society‐level factors shaping OIS practices. To conceptualise the framework, we employed a collaborative approach involving 47 scholars from multiple disciplines, highlighting both tensions and commonalities between existing approaches. The OIS Research Framework thus serves as a basis for future research, informs policy discussions, and provides guidance to scientists and practitioners