• The Journal of Society for e-Business Studies
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• v.16 no.3
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• pp.169-190
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• 2011

The growth rates of manufacturer M, the domestic market leader in the infant formula and dairy industry, has slowed because of the market reduction which is caused by the falling birth rates, the increasing growth in import of foreign~made infant formula and fierce competition with other rivals in domestic market. In this situation, they find a way to make new opportunities of service innovation by using 'Open Collaboration Innovation Methodology(OCIM)'. As s result, they can provide their customers with the differentiated service which is created by collaborating with the external partners, exchanging the value each other and connecting the accumulated internal capabilities to the external resources. This study focused on the application of the Open Collaboration Innovation Methodology which is used to the manufacturer M's servicitization. Also it is described in the direction of forth study based on the limits that occurred when the M company use the methodology and the matters that have to be considered when other companies apply the methodology.