Identifying and Prioritizing Open Innovation Factors in Gaining a Competitive Advantage in the Home Appliance Industry

Objective

In today's dynamic environment, in order to survive and grow in a competitive market, it is necessary to have an advantage over competitors. Survival and growth in such an environment are possible through innovation. Outstanding and innovative products, advanced technology, and innovation in marketing will not have an impact on the company's success if they do not create a significant competitive advantage. Open innovation recommends that companies give as much importance to external ideas as they do to internal ideas, in order to access different markets, identify market opportunities, and create a competitive advantage for the company. The aim of this research is to identify and prioritize the factors of open innovation in gaining a competitive advantage in the home appliance industry.

Methodology

The present study is considered to be an applied research and falls into the category of descriptive-analytical research. The research process of this study consists of four main phases. In the first phase, using library methods, the effective factors of open innovation were extracted from the research background. In the second phase, the extracted factors and sub-factors from the research literature were presented to the experts of the home appliance industry, and using the Fuzzy Delphi method, 10 categories of factors and 45 important sub-factors were identified and classified. Then, considering the selected factors and sub-factors, a three-level hierarchical model was obtained, where the first level is the ranking of the factors and sub-factors affecting open innovation in gaining competitive advantage. At the second level, the factors affecting open innovation and at the third level, the sub-factors related to each factor are placed. In the third phase, based on the hierarchical model of the research, a pairwise comparison table was formed and provided to the experts in the form of a pairwise comparison questionnaire. Then, to extract the weights of the factors and sub-factors, the Fuzzy Analytic Hierarchy Process method was used, which is one of the common multi-criteria decision-making methods. In the fourth phase, the factors and sub-factors of open innovation in gaining competitive advantage in the home appliance industry were prioritized.

Findings

The research findings indicated that, according to experts in the home appliance industry, innovative marketing, strategic, creativity development, and cultural factors are the most important among the ten factors. Among the sub-factors of innovative marketing, marketing variables and customer orientation are important. Among the strategic sub-factors, strategic resource acquisition and employees' attitude towards open innovation are significant. Among the creativity development sub-factors, brainstorming and the SCAMPER method are crucial and among the cultural sub-factors, goal alignment and organizational learning are the most important sub-factors.

Conclusion

The results indicate that innovative marketing is chosen as the most important factor of open innovation in gaining a competitive advantage, according to industry experts. Innovative marketing in the home appliance industry can lead to the development of new and innovative products in this industry. It also leads to increased competitiveness among home appliance brands and manufacturers, ultimately improving the user experience and increasing demand for innovative products, thereby creating a competitive advantage in this industry. Innovative marketing variables, including innovative product, innovative promotion, innovative pricing, and innovative product distribution, have a significant impact on gaining a competitive advantage in home appliance companies.