Innovation Management Models: A Literature Review, A New Framework, A Case Study

The study of a complex phenomenon such as innovation, the influences and effects of which are tangible in manifold contexts, traditionally requires the integration of different levels of analysis and the interaction among distant disciplines. The enterprise appears to be the fundamental agent of economic change; in this context innovation, by intervening in the sphere of technology, constitutes a fundamental dimension also for social change. In addition, it interacts in the circle of a complex matrix of cultural, economic and institutional factors which are the base of social and economical evolution. In such a scenario, the research questions investigated by the authors are: "what is innovation?" [1] and "how can innovation be managed inside a firm?" [2]. Literature on this matter has exponentially evolved in recent years. Nevertheless, innovation literature presents a large heterogeneity of results, while the innovation process concept itself is still poorly understood. In order to investigate the first research question, authors review the forms and structures of innovation models developed throughout the years, discussing the characteristics of literature evolution and achieving a definition of innovation. Through the analysis carried out, a classification of the models reviewed is proposed by using the methodology of Rothwell (1992), which highlights five generations of innovation. Based on this analysis, the authors developed a new innovation model, the 3C model, which represents a step-by-step useful guide to manage innovation within a firm and is an attempt to answer the second research question proposed. The paper concludes with a case study of three Italian companies operating in the packaging sector, where the 3C model has been adopted for managing innovation. The case study highlights in a qualitative way how the 3C model application notably increased the innovation tendency and innovation management capability of the three companies. Feedbacks coming from the case study are discussed and further improvement for the model is suggested.