Marketing to Foster Adoption of Smart Micro-Grid Technology Technology Innovation Management Review

engage-This article investigates how entrepreneurial marketing can encourage resellers to adopt smart micro-grid technology. An online survey based on the literature on user adoption and entrepreneurial marketing was used to gather data from 99 power systems resellers. The data were analyzed using the partial least squares method to validate a model of the relationships between reseller’s antecedents and intention to adopt smart micro-grid technology, and the role of vendor’s entrepreneurial marketing in the adoption. The results suggest that user adoption models can only partially be applied to the reseller context, and future research should develop models that can further explain reseller’s decision making with regards to becoming involved in an emerging technology. As to the implications for practice, vendors need to demonstrate proactive entrepreneurial marketing, particularly entrepreneurial orientation, to increase the performance expectancy perceived by their resellers by increasing awareness and understanding of smart micro-grid technology to cul-tivate its diffusion. In this article, we discuss the role of open innovation in collaborative design processes in mature industries such as the shipping industry. We examine the design of high-tech offshore service vessels in environments characterized by high volatility and complexity. We elaborate on the role that accumulating and sharing core competences plays in speeding up the innovation process and increasing product value. We present a longitudinal case study of a shipping company implementing an open innovation approach that integrates its own core competences in offshore operations with the competences of ship designers and ship builders to develop a new design for challenging environments. In this article, we draw on an open innovation approach and a competence-based view to demonstrate how the firm can "reach out" to gain novel competences related to innovation, which may transform the competitive environment to the firm’s advantage. The article would be useful to innovation scholars and practitioners who work with innovative product development. Overview The TIM Lecture Series is hosted by the Technology Innovation Management (TIM; timprogram.ca) program at Carleton University in Ottawa, Canada. The lectures provide a forum to promote the transfer of knowledge between university research to technology company ex-ecutives and entrepreneurs as well as research and development personnel. Readers are encouraged to share related insights or provide feedback on the presenta-tion or the TIM Lecture Series, including recommenda-tions of future speakers. The fifth TIM lecture of 2015 was held at Carleton University on August 24th, and was presented by Brian Hurley, President and CEO of Purple Forge (purple forge.com). Hurley described his company's use of IBM Watson (tinyurl.com/o3olq6c) and how cognitive computing systems such as Watson will transform how people interact with technology, business, and government. He also discussed how technologies such as Watson will transform how organizations deliver services, reduce costs, and improve customer experience.