Narrow Results

Games of innovation are sets of rules that structure meso-level innovation systems composed of organisational actors that compete and collaborate to create value. All game rules are coherent, with one dominant value-creation logic, and refer to all the aspects of managing innovation, from competitive strategies and policies for investment in innovation capabilities to practices for identifying opportunities and managing projects. The dominant logic that guides them stems from prevailing conditions for innovation, which open certain avenues by which participants produce and capture value, but which close others. The rules stabilise and ensure the reproduction of innovation systems for long periods of time.

Many executives see innovation as an unmanageable process, riddled with risks. The research we conducted with the Industrial Research Institute, interviewing over 200 vice-presidents of research and development and chief technical officers in many sectors around the world, yields a more nuanced view. Innovation becomes manageable once managers move away from normative prescriptions that view the process as uniform and recognise that different rules and practices apply to different circumstances.

Our argument is that clusters of interdependent firms contributing to the building of a set of interacting products and services tend to self-organise themselves into distinct and relatively persistent "games of innovation". Such games operate at a meso level of analysis, grouping together many complementary agents, such as competitors, suppliers, public regulators, universities, innovation-support agencies, and venture capitalists. Six games of innovation, each with a distinct set of rules for innovating, have been identified around value-creation exchanges between buyers and sellers. Three games focus on market creation: "patent-driven discovery", "systems integration" and "platform orchestration". Market maintenance games are "cost-based competition", "systems extension and engineering" and "customised mass production".

The perspective proposed in this paper recognises that heterogeneous innovation patterns and strategies can coexist within a single industrial sector and that the same game can be played in many sectors. Specific conditions call for distinct rules and practices. Customer expectations, for example, are central in some games but almost irrelevant in others. Rules for managing innovation are neither generic best practices that can be applied universally nor narrow industry recipes. They are game- and role-specific ways to create and capture market value.

Within the strategic management literature, both managerial cognition and dynamic capabilities have been identified as drivers of change and transition in changing business environments. The purpose of this study is to explore the interplay of dominant logic and dynamic capabilities in the magazine publishing industry. We investigated four magazine publishing business units of a large media corporation situated in four different countries, namely Finland, the Netherlands, Hungary and Russia. A total of 40 magazine managers were interviewed. The results imply that dominant logic and dynamic capabilities coevolve in a reciprocal relationship, and the interplay of cognition and capabilities seems to be most visible in the seizing and reconfiguring capabilities. The results of the present study also illustrate that there may be several contradictory dominant logics within a single company. Dynamic capabilities useful to innovation processes are developed in the areas that are pinpointed by the managers as the locus of attention. Industry transition does not automatically change what companies think and do. That requires managerial attention and an active reconceptualization of the business and active development of not only day-to-day operations, but capabilities needed to change the way we work.