An agreed definition of metaphor does not appear to exist, with theorists and researchers agreeing only to a more general type of description of metaphor (Cameron, 1999). These general descriptions build on the derivation of the word metaphor from the Greek word meta, meaning above or over, and phorein, meaning to carry or bear from one place to another. Metaphor is, therefore, described as carrying meaning from one domain to another (Kopp, 1995)
In this paper we turn to the field of innovation management and the use of metaphors to address the question: what kind of alternative metaphors and narratives have some open-innovation organizations introduced highlighting and fostering knowledge-intensive organizational change? First we draw a comparative overview of characteristics of knowledge flows in general, that are specific for open innovation strategies, and that organizations want to highlight. Then we describe the use of metaphors by Philips, Pfizer, Chevron and RABO on their way towards open innovation strategies. Methodologically, the interpretation of the described metaphors will be based on a metaphor theory derived from the works of Joseph Campbell, Mircea Eliade, Carl Gustav Jung and Eugen Drewermann. Our analysis concludes by providing guidelines for necessary future research about the aptness of innovation metaphors for idea generation and knowledge creation.
