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Looking at past economic downturns, such as the burst of the dot-com bubble, we found that top innovators continued to outperform their peers even during the tough times. | There may be an optimum level of innovation. Companies with the lowest innovation performance clearly suffered in the market. However the players that have the very highest IPS aren’t always rewarded proportionally in terms of higher TRS. So, while companies must make sure that they are well-positioned in the innovation game, it’s unclear whether being a distant leader pays off in higher TRS. We are still working on this intriguing question.

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Distributed cocreation is too new for us to draw definitive conclusions about whether and how companies should implement it. But our research into these online communities and our work with a number of open-innovation pioneers show that it isn’t too soon for senior executives to start seriously examining the possibilities for distributed cocreation or to identify the challenges, such as the ownership of intellectual property and increased operational risk, they face in adopting it.

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Companies with revenues exceeding $1 billion—along with business-to-business organizations—are more likely to report benefits than are smaller companies or consumer companies. Among functions, respondents in information technology, business development, and sales and marketing are more likely to report seeing benefits at various levels than are those in finance or purchasing. IT executives, in general, are more focused on using Web tools to achieve internal improvements, while business development and sales functions often rely on the technologies to deliver better insights into markets or to interact with consumers.

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So, Abrams then asks, how does a consumer goods company become consistently innovative? "Perhaps not surprising, in companies that innovate well, innovation is a corporate objective just like any other - revenue, profit, return on investment, return on assets, productivity or growth."

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