Collaboration business models - rapport

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Collaboration and Business Models in the Creative Industry. Exploring heterogeneous collaborations.

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  • CollaborationandBusinessModels intheCreativeIndustry Exploringheterogeneouscollaborations Commissioner: IIPCreate Authors: RemcoKossen PetervandePoel IsabelleReymen Date: March2010
  • CollaborationandBusinessModelsintheCreativeIndustry Page2of47
  • PREFACE This report is the result of the IIP Create project "Collaboration and business models in the creative industry". Collaboration and business models are one of the key themes of the Strategic Research AgendaofIIPCreate.IIPCreateisoneoftheInnovationplatformsofICTRegie,stressingtheimportance of the creative sector. The report describes a) important and relevant literature, b) important stakeholders,andc)bestpracticesandproblemsoncollaborationandbusinessmodelsinthecreative industry. The aim of this report is to inform and convince policy makers, knowledge institutes and practice of the importance of the topic and indicate areas for further research in the near future. It shouldprovidethebasisinformationforaproposalandconsortiumonthetopic. Based onarequestfrom IIPCreate,IsabelleReymenfrom Eindhoven Universityof Technology (TU/e) and Catholijn Jonker from TUDelft wrote a project proposal in Spring 2009, which was accorded by IIPCreate in August 2009. It was one of the Ways of Working (WoW) Projects, coordinated by Anne Nigten. The project was performed from September 2009 till March 2010 by two master students of TU/e,RemcoKossenandPetervandePoel,undersupervisionofIsabelleReymen. dr.ir.arch.IsabelleisAssistantProfessorDesignProcessesattheEindhovenUniversityof Technology(TU/e)andworkingintheInnovation,TechnologyEntrepreneurship,andMarketing Group(ITEM)oftheDepartmentofIndustrialEngineeringandInnovationSciences.The researchconductedintheITEMgrouprelatestotheareasofNewProductDevelopment,and EntrepreneurshipandCommercializationofNewTechnology.Educationismainlyprovidedin theprograms"InnovationManagement"(Master)and"TechnischeBedrijfskunde"(Bachelor). EntrepreneurshiprelatededucationactivitiestakeplaceintheBrabantCenterof Entrepreneurship,acollaborationbetweentheUniversityofTilburgandtheTU/e. B.Sc.PetervandePoelfinishedhisBachelorIndustrialEngineeringandisenrolledinthe OperationsManagementandLogisticmasteratTU/e.Heplanstograduatethissummer. B.Eng.RemcoKossenfinishedhisbachelorMechanicalEngineeringandisenrolledinthe InnovationManagementmaster.Heplanstograduatethissummer. Weespeciallyliketothankpeoplewhomadethisstudypossible.Firstofall,weliketothankCatholijn Jonkerforhersupportinwritingtheproposal.AlsoveryimportantwasAnneNigtenforrepresentingthe WoWprojectsonahigherlevelinIIPcreate.WeliketothankGeleijnMeijer(directorofIIPCreate)and PatriciaHeukensfeldtJansenandFritsGrotenhuisworkingforIIPCreatefortheirsupportofourproject, alsofinancially,andforarrangingallcontractrelatedaspects.Contentrelatedexpertiseinthefieldof collaboration and business models was obtained from the TU/e Department of Industrial Engineering andInnovationSciences,groupofInnovation,TechnologyentrepreneurshipandMarketing(www.item eindhoven.nl).EspeciallyHansBerendsandKseniaPodoynitsynaprovidedconstructivefeedbackduring theproject. CollaborationandBusinessModelsintheCreativeIndustry Page3of47
  • TABLEOFCONTENTS Preface..................................................................................................................................................... 3 Summary.................................................................................................................................................. 5 1 Introduction ..................................................................................................................................... 7 2 ResearchApproach .......................................................................................................................... 8 2.1 OverallApproach .................................................................................................................... 8 2.2 IdentificationofImportantStakeholders ................................................................................ 8 2.3 IdentificationofBestpracticesandProblems ......................................................................... 8 2.3.1 DataCollection ................................................................................................................... 8 2.3.2 CaseSelection..................................................................................................................... 8 2.3.3 DataAnalysis ...................................................................................................................... 9 2.4 LiteratureReview.................................................................................................................... 9 3 LiteratureReview ........................................................................................................................... 10 3.1 Introduction.......................................................................................................................... 10 3.2 TheCreativeIndustry............................................................................................................ 10 3.3 Collaboration ........................................................................................................................ 12 3.4 BusinessModels ................................................................................................................... 13 3.4.1 WhatisabusinessModel? ............................................................................................... 13 3.4.2 FrameworksofBusinessModels....................................................................................... 13 3.4.3 TypeofBusinessModels .................................................................................................. 16 3.5 CollaborationandBusinessModels ...................................................................................... 17 3.5.1 OpenBusinessModels:InsideoutandOutsidein........................................................ 17 3.5.2 Codevelopmentpartnerships .......................................................................................... 19 3.6 Conclusion ............................................................................................................................ 19 4 ImportantStakeholders.................................................................................................................. 20 4.1 StakeholdersInterviewed ..................................................................................................... 20 4.2 OtherStakeholdersintheCreativeIndustry ......................................................................... 22 4.3 Conclusion ............................................................................................................................ 23 5 BestPracticesandProblems .......................................................................................................... 24 5.1 CollaborationintheCreativeIndustry .................................................................................. 24 5.1.1 Theimportanceofhavinganetwork ................................................................................ 24 5.1.2 Formalizationandcontracts&IP ...................................................................................... 24 5.1.3 Communication&trust .................................................................................................... 26 5.1.4 HeterogeneityinSizeandDiscipline ................................................................................. 26 5.2 BusinessmodelsintheCreativeIndustry.............................................................................. 28 5.3 CollaborativeBusinessModels.............................................................................................. 30 5.4 Conclusion ............................................................................................................................ 32 6 Conclusions .................................................................................................................................... 33 7 References ..................................................................................................................................... 35 8 Interviewnotes .............................................................................................................................. 36 9 Appendices..................................................................................................................................... 37 9.1 InterviewProtocolentrepreneur .......................................................................................... 37 9.2 InterviewProtocolinformationbrokers ............................................................................. 39 9.3 BusinessModels ................................................................................................................... 41 CollaborationandBusinessModelsintheCreativeIndustry