The influence of open innovation on domestic sales in Brazilian industry: an analysis of the Innovation Survey 2014 based on structural equation modeling

Tomoyose, Fábio Hiroshi; Santos, Isabel Cristina dos; Faria, Ana Cristina de

doi:10.15728/bbr.2019.16.3.2

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ARTICLES • BBR, Braz. Bus. Rev. 16 (3) • May-Jun 2019 • https://doi.org/10.15728/bbr.2019.16.3.2 copy

The influence of open innovation on domestic sales in Brazilian industry: an analysis of the Innovation Survey 2014 based on structural equation modeling

Authorship SCIMAGO INSTITUTIONS RANKINGS

ABSTRACT

This research analyzes the influence of open innovation strategy on the participation of innovations in the context of domestic sales in the Brazilian industrial sector. To perform this analysis, available data were extracted from the PINTEC 2014PINTEC, 2014. Tables. Rio de Janeiro: IBGE, 2015. Available at: <http://www.pintec.ibge.gov.br/index.php?option=com_content&view=category&layout=blog&id=30&Itemid=46>. Accessed June 2017.
http://www.pintec.ibge.gov.br/index.php?... Innovation Survey. In applying structural equation modeling (SEM), we found that open innovation has a direct and positive influence on the sales of new products and services in the domestic market, albeit with a modest effect. The same analysis was applied to the relationship between open innovation and domestic sales, which was found to be mediated by the impacts caused by innovation. In other words, open innovation influences the participation of innovations in domestic sales, both directly and indirectly. Besides verifying the relationship among the concepts presented in this study, it was possible to estimate their effects and make a realistic contribution to the debate, emphasizing that innovation, despite being an essential condition, is not sufficient to generate strong impacts on domestic sales, according to PINTEC 2014 respondents. To achieve high impacts, it is necessary to continuously promote and support innovation for the generation of growth.

Keywords:
Domestic Sales; Innovation Survey; PINTEC 2014; Open Innovation; Structural Equation Modeling

Concept	Description	Authors
Open innovation (OI)	OI refers to the innovation process, or an organizational strategy, that counts on internal and external collaboration and combines competences to develop new products or services, processes, or business models. OI aims to generate value for the business and growth in the market, now or in the future. It is expected that an OI strategy will positively influence a business's operational or financial results.	OECD (1997OECD. Oslo Manual: Proposed Guidelines for Collecting and Interpreting Technological Innovation Data, 2nd ed. Oslo: OECD, European Commission, Eurostat, 1997. Available at: <http://www.oecd-ilibrary.org/science-and-technology/proposed-guidelines-for-collecting-and-interpreting-technological-innovation-data_9789264192263-en>. Accessed June 2017. http://www.oecd-ilibrary.org/science-and... ; 2005)OECD. Oslo Manual: Guidelines for collecting and interpreting innovation data, 3rd ed. Oslo: OECD, European Commission, Eurostat, 2005. Available at: <http://www.oecd-ilibrary.org/science-and-technology/oslo-manual_9789264013100-em>. Accessed June 2017. http://www.oecd-ilibrary.org/science-and... ; Tidd, Pavitt, & Bessant (2001)TIDD, BESSANT J.J; PAVITT, K. Managing innovation: integrating technological, market and organizational change. 2nd ed. Chichester: John Wiley & Sons, 2001.; Chesbrough (2003)CHESBROUGH, H. Open Innovation: the new imperative for creating and profiting from Technology. Harvard Business School Press, Boston, MA: 2003.; Gassmann, Enkel, & Chesbrough (2010)GASSMANN, O.; ENKEL, E.; CHESBROUGH, H. W. The future of open innovation. R & D Management, v. 40, n. 3, pp. 213-221, 2010.; Dereli, Durmusoglu, & Daim (2011)DERELI, T.; DURMUSOGLU, A.; DAIM, T. U. Buyer/seller collaboration through measurement of beliefs on innovativeness of products. Computers in Industry, v. 62, n. 2, pp. 205-212, 2011.; Kostopoulos et al. (2011)KOSTOPOULOS, K.; PAPALEXANDRIS, A.; PAPACHRONI, M.; IOANNOU, G. Absorptive capacity, innovation, and financial performance. Journal of Business Research, v. 64, pp. 1335-1343, 2011.; Bueno & Balestrin (2012)BUENO, B.; BALESTRIN, A. Collaborative innovation: an open approach in the development of new products. RAE: Revista de Administração de Empresas, v. 52, n. 5, pp. 517-530, 2012.; Pires, Teixeira, & Hastenreiter Filho (2012)PIRES, A. M. B.; TEIXEIRA, F. L. C.; HASTENREITER FILHO, H. N. Collaboration in activities of research, development and innovation: the who teaches us the model of centers and networks of excellence Petrobras/Coppe UFRJ. O&S, v. 19, n. 62, pp. 507-526, 2012.; Cheng & Huizingh (2014)CHENG, C. J.; HUIZINGH, E. K. R. E. When is open innovation beneficial? The role of strategic orientation. Journal of Production Innovation Management, v. 31, n. 6, pp. 1235-1253, 2014.; PINTEC (2014)PINTEC, 2014. Instructions for completing the questionnaire. Rio de Janeiro: IBGE, 2015. Available at: <http://www.pintec.ibge.gov.br>. Accessed June 2017. http://www.pintec.ibge.gov.br... ; Saebi & Foss (2015)SAEBI, T; FOSS, N. J. Business models for open innovation: Matching open innovation strategies with business model dimensions. European Management Journal, v. 33, pp. 201-213, 2015.; Ci-Rong & Che-Ju (2015)CI-RONG, L.; CHE-JU, L. New product adoption and sales performance from the importer perspective. Industrial Marketing Management, v. 44, pp. 98-106, 2015.; Caputo et al. (2016)CAPUTO, M.; LAMBERTI, E.; CAMMARANO, A.; MICHELINO, F. Exploring the impact of open innovation on firm performance. Management Decision, v. 54, n. 7, pp. 1788-1812, 2016.
Impacts of innovation (II)	II refers to the results of a given innovation process, in relation to the creation of new products or services, processes, or business models, with a positive influence on business performance, such as reduction in production costs, improvements in quality and/or productivity, and increases in efficiency, sustainability, and market growth.	OECD (1997OECD. Oslo Manual: Proposed Guidelines for Collecting and Interpreting Technological Innovation Data, 2nd ed. Oslo: OECD, European Commission, Eurostat, 1997. Available at: <http://www.oecd-ilibrary.org/science-and-technology/proposed-guidelines-for-collecting-and-interpreting-technological-innovation-data_9789264192263-en>. Accessed June 2017. http://www.oecd-ilibrary.org/science-and... ; 2005)OECD. Oslo Manual: Guidelines for collecting and interpreting innovation data, 3rd ed. Oslo: OECD, European Commission, Eurostat, 2005. Available at: <http://www.oecd-ilibrary.org/science-and-technology/oslo-manual_9789264013100-em>. Accessed June 2017. http://www.oecd-ilibrary.org/science-and... ; Rubera & Droge, (2013)RUBERA, G.; DROGE, C. Technology versus design innovation's effects on sales and Tobin's Q: the moderating role of branding strategy. Journal Production Innovation Management, v. 30, n. 3, pp. 448-464, 2013.; Janeiro, Proença, & Gonçalves (2013)JANEIRO, P.; PROENÇA, I.; GONÇALVES, V. C. Open Innovation: factors explaining universities as service firm innovation sources. Journal of Business Research, v. 66, pp. 2017-2023, 2013.; Cheng & Huizingh (2014)CHENG, C. J.; HUIZINGH, E. K. R. E. When is open innovation beneficial? The role of strategic orientation. Journal of Production Innovation Management, v. 31, n. 6, pp. 1235-1253, 2014.; PINTEC (2014)PINTEC, 2014. Questionnaire. Rio de Janeiro: IBGE, 2015. Available at: <http://www.pintec.ibge.gov.br>. Accessed June 2017. http://www.pintec.ibge.gov.br... ; Hausman & Johnston (2014)HAUSMAN, A.; JOHNSTON W. J. The role of innovation in driving the economy: lessons from the global financial crisis. Journal of Business Research, v. 67, pp. 2720-2726, 2014.; Terra, Barbosa, & Bouzada (2015)TERRA, N.M.; BARBOSA, J. G. P.; BOUZADA, M. A. C. The influence of innovation in products and processes in the performance of Brazilian companies. RAI: Revista de Administração e Inovação, v. 12, n. 3, pp. 183-208, 2015.; Frederiksen & Knudsen (2017)FREDERIKSEN, M. H.; KNUDSEN, M. P. From creative ideas to innovation performance: the role of assessment criteria. Creativity and Innovation Management, v. 26, n. 1, pp. 60-74, 2017.
Participation of innovations in sales (PIS)	PIS represents the sum of efforts and investments in innovation and the relationship between them and sales results, taking into account the scope of the defined objectives that guide the innovation strategy and positively influence the sales of products and/or services. The expectation is that the adoption of an OI strategy can create impacts on PIS in terms of sales volumes.	OECD (2005)OECD. Oslo Manual: Guidelines for collecting and interpreting innovation data, 3rd ed. Oslo: OECD, European Commission, Eurostat, 2005. Available at: <http://www.oecd-ilibrary.org/science-and-technology/oslo-manual_9789264013100-em>. Accessed June 2017. http://www.oecd-ilibrary.org/science-and... ; Chiang & Hung (2010)CHIANG, Y.; HUNG, K. Exploring open search strategies and perceived innovation performance from the perspective of interorganizational knowledge flows. R&D Management, v. 40, pp. 292-299, 2010.; Kostopoulos et al. (2011)KOSTOPOULOS, K.; PAPALEXANDRIS, A.; PAPACHRONI, M.; IOANNOU, G. Absorptive capacity, innovation, and financial performance. Journal of Business Research, v. 64, pp. 1335-1343, 2011.; Laursen (2011)LAURSEN, K. User-producer interaction as a driver of innovation: costs and advantages in an open innovation model. Science and Public Policy, v. 38, n. 9, pp. 713-723, 2011.; Cheng & Huizingh (2014)CHENG, C. J.; HUIZINGH, E. K. R. E. When is open innovation beneficial? The role of strategic orientation. Journal of Production Innovation Management, v. 31, n. 6, pp. 1235-1253, 2014.; Terra, Barbosa. & Bouzada (2015)TERRA, N.M.; BARBOSA, J. G. P.; BOUZADA, M. A. C. The influence of innovation in products and processes in the performance of Brazilian companies. RAI: Revista de Administração e Inovação, v. 12, n. 3, pp. 183-208, 2015.; Rubera (2015)RUBERA, G.; DROGE, C. Technology versus design innovation's effects on sales and Tobin's Q: the moderating role of branding strategy. Journal Production Innovation Management, v. 30, n. 3, pp. 448-464, 2013.

Tables on PINTEC (2014)PINTEC, 2014. Instructions for completing the questionnaire. Rio de Janeiro: IBGE, 2015. Available at: <http://www.pintec.ibge.gov.br>. Accessed June 2017. http://www.pintec.ibge.gov.br...	Concept	Aspects considered	# Item on the Questionnaire	Table Item (Questionnaire synthesis)	Item Code
1.1.13	Impacts of Innovation on	Product	93	Product quality improvement (good or service)	V260
		Product	94	Increasing the range of products offered (good or service)	V264
		Market	95	Maintenance of the participation of the company in the market	V268
			96	Increasing company´s market share	V272
			97	Opening of new markets	V276
		Process	98	Increase in production capacity	V280
			99	Increase in production flexibility	V284
			100	Reduction in the production costs	V288
			101	Reduction in the working costs	V292
			102	Reduction in the consumption of raw materials	V296
			103	Reduction in the consumption of energy	V300
			104	Reduction in the water consumption	V304
		Other	105	Reduction in the environmental impacts	V312
			106	Improvement of the control of health and safety aspects	V316
			107	Adjustment to standard rules and regulations	V320
1.1.14	Participation of Innovations in sales	Percentage participation of new products (goods or services) or substantially improved in total domestic sales	85, 86, 87 e 88	Less than 10 percent	V325
				From 10 up to 40	V327
				Over 40 percent	V329
1.1.17	Open Innovation	Companies that have implemented innovations with cooperation relations with other organizations, by the degree of importance of the partnership	135	Clients or consumers	V430
			136	Suppliers	V434
			137	Competitors	V438
			138	Another company of the group	V442
			139	Consulting Company	V446
			140	Universities and Research Institutes	V450
			141	Professional training centers and technical assistance	V454
			141.1	Testing and certification institutions	V458

Latent variable	AVE (convergent validity)	Composite reliability	Cronbach's α
OI - 1.1.17	0.7066	0.9505	0.9433
II - 1.1.13	0.5517	0.8517	0.8353
PIS - 1.1.14	0.6321	0.8359	0.7030
Reference values	> 0.50	> 0.70

Latent variable	OI - 1.1.17	II - 1.1.13	PIS - 1.1.14
OI - 1.1.17	0.8406
II - 1.1.13	0.3804	0.7428
PIS - 1.1.14	0.4514	0.6381	0.7950

VM/VL	II - 1.1.13	OI - 1.1.17	PIS - 1.1.14
V260	0.5162	0.0353	0.2248
V264	0.9553	0.4184	0.6104
V268	0.5989	0.0054	0.2033
V272	0.5726	-0.0228	0.1576
V276	0.9450	0.4195	0.6781
V430	0.5456	0.8788	0.5798
V434	0.3877	0.9418	0.3959
V438	0.3428	0.7790	0.2152
V442	0.1948	0.7709	0.2266
V446	0.0603	0.8200	0.1522
V450	0.1497	0.8312	0.4549
V454	0.1576	0.8281	0.3070
V458	0.3001	0.8623	0.3481
V325	0.3896	0.4180	0.6701
V327	0.5555	0.1594	0.8376
V329	0.5664	0.4517	0.8635

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[1] † Universidade Municipal de São Caetano do Sul, São Caetano do Sul, SP, Brazil. E-mail: hiroshi_fabio@hotmail.com