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Which way to follow? : developing an innovation strategy for indenty

Horvàth, Alexander (2009) Which way to follow? : developing an innovation strategy for indenty.

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Abstract:This research is conducted on request of the management of Indenty. Indenty is an organization with around twenty employees and is operating in the business of search engine optimization (SEO). The research is aiming at the development of a proper innovation strategy for the organization of Indenty. For the realization of this a research model of Roozenburg & Eekels (1998) is used. To guarantee the validity of the research the methodology of the research is focused on multiple data-gathering methods. A literature study makes clear that an organization needs to have an innovation focusing on both sustaining as well as disruptive developments. For the developments the use of a firm’s network is important. Network theories advocate a close relationship with important players in a network. An organization needs to be in a position in which it can create information benefits. An open innovation strategy is advisable in order to enhance the organizational resources. The external analysis shows that the current SEO market will rapidly change, because of new influences of social media, universal search and personalized search. This will make sustaining developments much more difficult, although the outcomes makes clear that there are still possibilities to earn revenues with current SEO techniques. Long-term developments will focus on the development of products which support a firm’s management with information about the visibility of its website on the internet. This is confirmed by the experts, although Web 3.0 developments can disturb these forecasts.
Item Type:Essay (Master)
Clients:
Indenty BV
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:http://purl.utwente.nl/essays/60004
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