The Journal of Society for e-Business Studies (한국전자거래학회지)

Society for e-Business Studies (한국전자거래학회)
권호 표지
DOI QR코드

DOI QR Code

Open Collaboration Innovation Methodology (OCIM) : A Methodology for New Service Development

개방형 협업을 통한 서비스 혁신 방법론

  • 이준기 (연세대학교 정보대학원) ;
  • 이민혜 (한국정보화진흥원 정보화역량개발센터장, 연세대학교 정보대학원) ;
  • 추요한 (연세대학교 정보대학원)
  • Received : 2011.01.07
  • Accepted : 2011.02.03
  • Published : 2011.02.28
Download PDF
⟨ Previous Next ⟩

Abstract

While new service development has become one of the most popular topics among practitioners and academics, methodologies development for new service development is only in its infancy. Especially, despite the growing interests in open innovations that effectively utilize external resources for R&D, existing research on new service development methodology designed to use external resources is scant. This article proposes a new methodology to generate new service business models that utilize massive external resources in combination with internal resources using ICT. The "Open Collaboration Innovation Methodology (OCIM)" is built based upon the theory of open innovation model and social psychology theories on behavioral motivation for cooperation. The model begins with the procedures to identify external resources that meet service objectives and requirements, and suggests motivation, control and monitoring mechanisms to implement a new service model. A business case is followed to demonstrate the use of the model. We expect that this model can be practically used by companies that are planning for developing new business models, and will provide a better understanding on open collaboration models, collective intelligence and crowd sourcing models.

신서비스 개발이 업계와 학계의 화두로 떠오르고 그 수요가 날로 증가하고 있음에 비해 신서비스 개발을 위한 방법론에 관한 연구는 아직 초기단계에 머무르고 있다. 특히, 외부자원을 이용한 개방형 협업에 관한 관심이 커지고 있음에도 불구하고 외부자원을 이용한 신서비스 개발 방법론에 관한 연구는 극히 드물다. 본 연구는 인터넷과 모바일 등의 정보통신기술 발달을 바탕으로 외부자원을 내부자원과 결합하여 신서비스 개발 아이디어를 창출하고 신서비스 기반의 비즈니스 모델을 개발하기 위한 새로운 방법론을 제안한다. 본 논문에서 제안하는 이른바 "개방형 협업을 통한 혁신 방법론"은 최근 주목 받고 있는 개방형 혁신 모델의 이론과 사회심리학에서의 인간의 협력 의지에 관한 연구에 이론적 근거를 둔다. 이 방법론을 통해 서비스 개발의 목적에 따라 적정한 외부 참여자를 식별하여 동기를 부여하고 통제 및 모니터링 할 수 있는 시스템을 디자인하여 신서비스 모델을 창출해 나가는 과정을 제안한다. 끝으로 우리는 사례를 통하여 어떻게 이 모델이 실제 비즈니스에 적용될 수 있는지를 보여준다. 본 연구를 통하여 신사업을 기획하는 기업에 실제적인 도움을 주는 동시에, 집단지성, 웹 2.0, 크라우드소싱 등으로 나타나고 있는 개방형 협업 모델에 관한 이해를 제고하는 데 기여할 수 있을 것으로 기대한다.

Keywords

References

  1. 김경규, 박성국, "유비쿼터스 컴퓨팅환경에서의 비즈니스 모델 개발 방법론-가치의 공동 창출 경험을 중심으로", 한국콘텐츠 학회논문지, 제9권, 제2호, 2009, pp. 326-338.
  2. 김선호, 이석조, "협업 비즈니스 프로세스의 연구 동향", 한국전자거래학회지, 제8권, 제2호, 2003, pp. 15-33.
  3. 박목민, 박정호, 신기태, 박진우, "제조 기업의 대응성 향상을 위한 로제타넷 기반 비즈니스 통합 모델", 한국전자거래학회지, 제15권, 제1호, 2010, pp. 88-101.
  4. Anne M. Smith, Moira Fischbacherb, and Francis A. Wilsonc, "New Service Development : From Panoramas to Precision," European Management Journal, Vol. 25, No. 5, 2007, pp. 370-383. https://doi.org/10.1016/j.emj.2007.06.007
  5. Barahona, O., Quiros, H., and Bollinger, T., "A Brief History of Free Software and Open Source," IEEE Software (January/February), 1999, pp. 32-33.
  6. Bullinger, H., Fahnrich, P., and Meiren, T., "Service engineering-methodical development of new service products," International Journal of Production Economics, Vol. 85, No. 3, 2003, pp. 275-287. https://doi.org/10.1016/S0925-5273(03)00116-6
  7. Cameron, J. and Perce, D., "Reinforcement, Reward and Intrinsic Motivation: A Meta Analysis," Review of Educational Research, Vol. 64, No. 3, 1994, pp. 363-423. https://doi.org/10.3102/00346543064003363
  8. Cesaltina, P., Soumodip, S., and Luisa, C., "Innovation in services-how different from manufacturing?," The Service Industries Journal, Vol. 28, No. 10, 2008, pp. 1339-1356. https://doi.org/10.1080/02642060802317812
  9. Chesbrough, W. V., "Open innovation: the new imperative for creating and profiting from technology," Oxford University Press, USA, 2006.
  10. Dawes, R. and Thaler, R., "Anomalies: Cooperation," Journal of Economic Perspectives, Vol. 2, No. 3, 1988, pp. 187-197. https://doi.org/10.1257/jep.2.3.187
  11. Deci, E., "Intrinsic Motivation, Extrinsic Reinforcement, and Inequity," Journal of Personality and Social Psychology, Vol. 22, No. 1, 1972, pp. 11-120.
  12. Edvardsson, B. and Olsson, J., "Key Concepts for New Service Development," The Service Industries Journal, Vol. 16, No. 2, 1996, pp. 140-164. https://doi.org/10.1080/02642069600000019
  13. Fisher, Len., "The Perfect Swarm : The Science of Complexity in Everyday Life," New York, NY 2010.
  14. Forte, A., Larco, V., and Bruckman, A., "Decentralization in Wikipedia Governance," Journal of Management Information Systems, Vol. 26, No. 1, 2009, pp. 49-72. https://doi.org/10.2753/MIS0742-1222260103
  15. G. Lynn Shostack., "How to Design a Service," European Journal of Marketing, Vol. 16, No. 1, 1982, pp. 49-63. https://doi.org/10.1108/EUM0000000004799
  16. Hars, A. and Ou, S., "Working for free? -Motivations of Participating in Open Sources Projects," Proceedings of the 34th Hawaii International Conference on System Sciences, Hawaii, USA, 2001.
  17. Hope, C. and A. Mühlemann, "Service Operations Management. Strategy, Design and Delivery," Prentice Hall, London, 1997.
  18. Howe, J., "Crowdsourcing : Why the Power of the Crowd Is Driving the Future of Business," Three Rivers Press, NY, 2009.
  19. Huston, L. and Sakkab, N., "Connect and Develop: Inside Procter and Gamble's new model for innovation," Harvard Business Review, Vol. 84, No. 3, 2006, pp. 58-66.
  20. Malone, T., Laubacher, R., and Dellarocas, C., "Harnessing Crows : Mapping the Genome of Collective Intelligence," MIT Sloan Research Paper, Vol. 4732-09, 2009.
  21. Morelli, N., "Developing new product service systems (PSS) : methodologies and operational tools," Journal of Cleaner Production, Vol. 14, 2006, pp. 1495-1501. https://doi.org/10.1016/j.jclepro.2006.01.023
  22. Ramaswamy R., "Design and management of service processes," In : Engineering process improvement series. Reading, MA : Addison-Wesley; xxvii, 1996, p. 424
  23. Rothenberg, S., "Sustainability Through Servicizing," MIT Sloan Management Review, Vol. 48 No. 2, 2007, pp. 83-91.
  24. Shostack, L. and J. Kingman-Brundage., "How to Design a Service," in : C. A. Congram, ed., TheAMA Handbook of Marketing for the Service Industries (AMACOM, New York), 1991, pp. 243-261.
  25. Stuart, F. I. and S. S. Tax., "Planning for Service Quality : Avoiding the High Cost of Service Failures," International Journal of Service Industry Management, Vol. 7, No. 4, 1996, pp. 58-77. https://doi.org/10.1108/09564239610129959
  26. Tapscott, D. and Williams, A., "Wikinomics: How mass collaboration changes everything," Portfolio, Penguin Group, 2006.
  27. Vargo, S. L. and Morgan, F. W., "An historical reexamination of the nature of exchange : The service-dominant perspective," Journal of Macromarketing, Vol. 25 No. 1, 2005, pp. 42-53. https://doi.org/10.1177/0276146705275294
  28. Viegas, F., Wattenberg, M., and McKeon M., "The Hidden Order of Wikipedia," OCSC'07 Proceedings of the 2nd international conference on Online communities and social computing, 2007.
  29. Von Hippel, E., "Lead users : A Source of Novel Product Concepts," Management Science, Vol. 32, 1986, pp. 791-806. https://doi.org/10.1287/mnsc.32.7.791
  30. Von Hippel, E., "Democratizing Innovation," MIT Press, Cambridge MA, (April), 2005.

Cited by

  1. A Study On Factors Influencing on Participation Intention of Open Collaboration Platform : Focused on Music Industry vol.13, pp.1, 2014, https://doi.org/10.9716/KITS.2014.13.1.161
  2. Adaptive Framework for Designing R&D Project Management Process Using Cloud Computing Technology vol.18, pp.4, 2013, https://doi.org/10.7838/jsebs.2013.18.4.025
  3. A Study on Modeling Framework of Convergence Business vol.17, pp.4, 2012, https://doi.org/10.7838/jsebs.2012.17.4.175
  4. A Study on the Problems and Policy Implementation for Open-Source Software Industry in Korea: Soft System Methodology Approach vol.20, pp.4, 2015, https://doi.org/10.7838/jsebs.2015.20.4.193
  5. Development of Case-based Service Improvement Methodology By Utilizing TRIZ Concept vol.18, pp.4, 2013, https://doi.org/10.7838/jsebs.2013.18.4.107
  6. A Measuring Model of Risk Impact on The App Development Project in The Social App Manufacturing Environment vol.3, pp.9, 2014, https://doi.org/10.3745/KTSDE.2014.3.9.335