Collaborative Ventures are also another indicator of Innovation. For instance, Facebook recently partnered with Stripe to introduce an ecommerce channel for its consumer base, as did Shopify, mirroring the strategy adopted by Apple in the past to leap market boundaries and compete in a new sector. Shopify are now flexing their muscle in the Fulfilment space to compete with Amazon.
Ryanair, and indeed other airlines, employ Collaborative Ventures known in the industry as Ancillary Sales / Revenue. In fact, Ryanair accrues over 20 percent of its revenue through this channel i.e. More than 1 Billion in revenue from non−core sales, an indicator of innovative effectiveness and a final one at that.
Romijn and Albaladejo