Technology & Innovation

Outsourcing innovation

June 16, 2008

Global

June 16, 2008

Global
Our Editors

The Economist Intelligence Unit

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A manufacturer's perspective

Today, few brand owners make their own goods. Instead, they hand this over to others and concentrate on devising, designing, advertising and selling their products. However, while outsourced manufacturing was once pursued largely to cut costs and allow organisations to focus on activities that added value to their output, companies are recognising that external partners may also have the ability to innovate.

With skills in short supply across the world, companies are not only looking to suppliers in their own countries for product and process innovations. They have also recognised that, with engineering graduates declining in their home markets, they are more likely to find their research and development (R&D) capabilities in countries such as China and India, where thousands of young engineers are emerging from universities every year.

Yet, while the offshoring of R&D is becoming an increasingly popular model for large companies, when it comes to outsourcing, the potential loss of intellectual property remains a worry. Moreover, lack of proper communication channels between companies and their external partners can hamper the flow of knowledge and ideas from service providers to their clients.

This report is based on a global survey of 305 senior executives. The survey, which was conducted by the Economist Intelligence Unit on behalf of Siemens PLM Software, looks at the opportunities and challenges associated with outsourcing innovation. We examine the drivers behind the more open approach to sourcing ideas that is emerging and the models companies are embracing as they struggle to innovate ever more quickly in order to remain competitive. Some of the key findings are highlighted below.

The term "innovation" is generally applied to new products and services. Most companies measure innovation by counting the new products and businesses they launch. The second most popular measurement method is to add up the revenue growth from these launches. Counting the number of patents filed comes in a distant third, while some manufacturers still do not measure innovation.

Skills shortages will increase the need to look externally for innovation. The largest group of respondents reported that in the past three years it had become somewhat or much harder to hire talented employees who can deliver innovative ideas.

Cost cutting remains the biggest driver for outsourcing. Most companies still use outsourcing providers to cut costs and to allow them to focus on their core competencies. However, a modest group of respondents say they turn to outsource providers as a source of innovation.

Most companies recognise the need to start looking outside their organisations for innovation. The largest group of respondents report that their organisations will increase the proportion of innovation and ideas that come from external partners in the next three years.

Use of external partners as a source innovation is not yet widespread. While some respondents say that their organisations derive one-half or more of their innovation from external partners, the largest group of respondents agree that in the past three years "little or none" of their innovation has come from external partners.

Lack of trust remains the biggest obstacle to outsourcing innovation. Fear of loss of intellectual property is the reason many companies are reluctant to turn to outsiders for innovation. However, many respondents see technology as a way of protecting intellectual assets.

Management strategies help companies use external partners as a source of innovation. Most respondents believe that establishing better communication channels with partners—both face-to-face and virtual—would make capitalising on their ability to innovate easier. The majority of companies believe that having an open culture in which knowledge is shared is essential to capitalising on innovation from external partners.

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