Innovation Through Repurposing in Times of Crisis: An Exploratory Study

Abstract

This research examines the concept of Innovation Through Repurposing (ITR), a strategic alternative to traditional innovation from scratch, particularly in the face of crises. ITR, as defined for the purpose of this study, involves the creative utilization of existing resources, often enhanced by information technologies, to generate novel solutions. This study seeks to understand the factors that contribute to a firm's decision to undertake ITR, drawing on current innovation literature and theoretical precepts related to adaptability and resourcefulness. We advance the notion of ITR, particularly under crisis conditions, where it may present a more viable option for innovation due to heightened uncertainty, constrained timelines, and limited resources. Recent examples indicate that firms may prefer or benefit from ITR during crises, underscoring the need for a deeper understanding of this phenomenon. This research is an exploratory study that further examines the conditions under which firms might be motivated to undertake ITR. We propose that the urgency to innovate, coupled with the interplay of information technology and organizational capabilities, plays a significant role in shaping the direction and success of ITR. Our methodology involves a mixed-method research design. Initially, we adopt a qualitative approach involving individual interviews with executives and managers. Their experiences and insights form a preliminary model for understanding crisis-driven innovation. Following this, we validate and further probe these emergent ideas through focus group discussions. This approach allows us to cross verify findings and explore different perspectives, enhancing the richness and robustness of our understanding. The findings from our qualitative study provided critical insights into how firms navigate and pivot their strategies during crises by leveraging existing resources, confirming the potential and importance of ITR in times of crisis. These results can form a substantive basis for further theorization and quantitative empirical studies in the future. Ultimately, this research aims to construct a well-structured nomological network of crisis-driven innovation, offering actionable insights for organizations navigating future crises. By shedding light on the dynamics of ITR, we aspire to enrich the literature on IS innovation and crisis management.