A new study has been completed by Oxford University Internet Institute (UK) and will be published next month that was funded by McKinsey and Company. Titled “The Wisdom of Collaborative Network Organizations: Capturing the Value of Networked Individuals” the study abstract says…
“Digital networks, particularly the Internet, are used widely to search for information and to share expertise and knowledge between peers. Such collaborative problem solving and co-creation of services and products go beyond traditional organizational boundaries and geographical constraints, raising major questions about how to manage networked individuals and capture the value of their activities. This paper conveys the findings of a series of case studies designed to explore these questions. This led to a framework for categorizing the networks which suggests the management and performance of ‘collaborative network organizations’ will be contingent on the ways in which they are used to reconfigure information and communication flows for the distributed sharing, generation or co-creation of content..”
OII’s research observations included the following:
- Distributed Problem Solving Networks (DPSNs) do indeed present major opportunities to their participants.
- DPSNs offer clear challenges to managers and professionals who wish to create and sustain them that will address their goals and objectives.
- DPSNs encompass more approaches than originally envisioned which led the OII team to add new cases during the course of the project and to develop a range of competing typologies of these organizational forms.
For those of you who need a non-research-centric translation… open innovation (and networking sites whose business models or product/service experiences are “open”) is indeed a significant and viable strategy to use to add member value. We just need to think through the customer experience, governance, product development, and incentive model.
In the coming months, the OII will be considering ways to further develop selected case studies and topics, such as the investigation of governance structures and the multiple points of control within several distributed problem solving networks.
Among the current case studies is Sermo an online community of 50,000 licensed physicians in the US that we profiled last year on os.a. Physicians can ask and answer questions and surveys posed primarily by doctors and pharmaceutical firms. The Sermo community identifies interesting health trends, case and other novel health insights for the benefit of multiple stakeholders.
The reason my view of Sermo is different than say InnoCentive as a model to consider is in how it constructs participation and information flow. The former seems opaque to me while the latter is much more transparent. Sermo needs to be more transparent and one would hope the AMA (if they are still involved) wants that too.
Here’s an interesting story from NBC’s chief science and health correspondent Robert Brazell from last month on Sermo.
There doesn’t seem to be any update in 2008 on this partnership and how it has worked for the AMA. If anyone can provide an update it would be appreciated.