4Cs of innovation: a conceptual framework for evaluating innovation strategy

While innovation is on the agenda of almost all organizations, successful innovation management remains quite elusive for many managers. This paper on innovation management strategy identifies four key interrelated areas that an innovator needs to concurrently define and organize for a systemic and effective innovation: the innovation concept, the consumer context, the competitive context, and the collaborative context. We refer to the framework involving these four areas as the 4Cs of innovation. Careful consideration of each of these four areas addresses specific issues, regarding operations, marketing, finance, and regulations, for the organization to enhance the effectiveness of the innovation strategy. We offer a practical diagnostic tool to implement the 4Cs of innovation framework. Further, we discuss our research on 99 highly innovative clean technology projects funded by the Advanced Research Projects Agency-Energy as an example of how to utilize the 4Cs of innovation framework. Our analysis brings out important insights for managers of established firms and startups on how to prioritize innovation activities and highlights the effective use of 4Cs of innovation for guiding successful innovation strategies.