CONJOINT INNOVATION: BUILDING A BRIDGE BETWEEN INNOVATION AND ENTREPRENEURSHIP

Abstract

Research on innovation has focussed on management structures, processes and tools, whereas research on entrepreneurship and creativity has been more interested in individual personal traits. However, many of the most successful innovative firms and technologies were co-created, by multiple founders. Moreover, these founders typically have different but complementary capabilities, and we argue that it is this interaction of talent that is at the core of many innovative new ventures, what we refer to as Conjoint Innovation. We examine 15 case studies, historical and contemporary, to demonstrate the prevalence and utility of the concept of Conjoint Innovation. We identify three generative mechanisms in such interactions: complementary capabilities; contrasting cognitive and creative styles; and adjacent networks. Whilst multiple founders are a defining condition for Conjoint Innovation, all three generative mechanisms appear to be necessary for constructive interaction and innovation.