As far the innovative future of new media and for that matter customer relationship management is concerned, researchers are torn between which of three major forms of innovations would work perfectly for the customer relationship management systems for tomorrow.
The three forms of innovation that always come up for discussion are user innovation, cumulative innovation and open innovation. is commonly associated with user innovation and because his idea of user innovation cuts across several sectors of human and organizational endeavors, it is often related to the future of customer relationship management as far as new media is concerned. Advocators of user innovation see the user as a lead innovator.
This means that innovation is built around the inputs and views of the user. With new media as a reference point, user innovation would unzip the thoughts of the user of the media to suggest to developers, what the future should hold for the industry. Cumulative innovation advocators on the other hand believe that the new media is too volatile to be left in the hands of users to determine where its future should be.
By volatility, they mean to imply that user innovation would bring on board a lot of submissions that would make the idea of innovation too broad to focus. For this reason, researchers led by Scotchmer (1991) argue that there should be the development of radical innovations that will be controlled and monitored by new media developers.
With such centralization, they are of the opinion that developers can be more focused to undertake comprehensive research that would change the future of new media for good. The final group of innovators believes that the best innovation for the future of new media should be open innovation. Open innovation has been championed by Chesbrough since 2003.
The open innovation concept and idea makes room for more openness in the search for innovation. This is to say that open innovation barely regards one source of innovation as better than the other. Rather it makes way for alternate sources of innovation. As the need for new media becomes more and more inevitable in organizational customer relationship management, the search for innovation must never end.
As much as possible there should be dynamism to ensure that depending on a particular situation at hand, developers would use the most appropriate innovation format at the given time to bring about needed innovation