Initiatives for multi cross industry innovation: The case of future_bizz

Present times are marked by profound changes in industry and enterprises. Many of the ideas that have the capacity to create innovative businesses and markets in the future can only be realized through the co-operation of key partners from different industries. This phenomenon is referred to as Multi Cross Industry Innovation. Here, solutions are not solely created within a single industrial branch but also beyond that particular environment. One of the most important questions regarding Multi Cross Industry Innovation is how the initiatives for such an innovation are formed or how they emerge. Based upon an in-depth case study of future_bizz, a German inter-industry network, we derive several insights for scientists and managers alike: first, we provide empirical findings that highlight the unique problem quality of Multi Cross Industry Innovation (as a new research field). Secondly, we show how innovation initiatives emerge in such a volatile environment. The Multi Cross Industry Innovation Architect, knowledge intermediaries and future studies take a central role in the alignment of innovation activities. Thirdly, we highlight the need for managing absorptive and desorptive capacity in conjunction. The network approach makes it possible to directly influence both by tapping external knowledge bases.