SDL INNO

The project aims to tackle the problems of slowness, rigidity and insufficient effectiveness of current innovation processes. The basic argument behind the search for alternative innovation models is that a highly formalized process with a fixed goal is not the way we can ‘tackle the unknown’. We argue that the effectuation approach not only makes innovation more rapid, but also results in more radical innovations. We emphasize the creation of new theoretical under-standing in our project. However, we also pursue findings that are applicable in the short term and foster the renewal of industries. In order to enable the achievement of these different goals, we bring together perspectives that until now have developed apart from each other. Two types of ‘bridging’ are particularly central: 1) enriching innovation theories with the service-dominant logic approach (SDL), and 2) utilizing the system dynamic modelling as a way to concretize the ideas of SDL in the innovation context. The broad actor-to-actor perspective included in SDL enables the building of innovation models that are applicable in both manufacturing and service sectors, in both B-to-B and B-to-C contexts, and in both private and public organizations.