"Business associations in Navarra must strengthen their role among member companies as a driver of change", emphasized José Antonio Alfaro, director of the study "Business associations as drivers of innovation", presented today at the University of Navarra. The book "Las asociaciones empresariales como motores de la innovación estratégica en las empresas" has been published as result of this work .

According to this professor, 81% of business associations consider innovation as a fundamental part of their strategic approach, however, only 19% carry out innovation actions within their strategic direction. In this way, the activities of these entities could be more attractive to the business sector, according to Mónica Recalde, researcher at project: "Communication and leadership are an essential part of associations. They must work so that the services offered are shown in an attractive and creative way". 

Adapting to the new needs of the sector

The Navarre business associations were born with a role of representation and support among its members, however, Alfaro has claimed that this role must be adapted to the new needs of the sector: "They must take a more active role to improve the competitiveness of the sector, adapt to the new possibilities offered by technologies, digitization, etc.".

In addition, the agents that business associations rely on most to adapt to change are companies from consultancy service, other business associations and clusters, the study reveals. Thus, associations provide added value mainly in networking and business, customer service and customer engagement. In contrast, the study reveals that their support is lower in business model, brand and process innovation. "Associations are very good at networking activities, negotiation and adapting ideas from other sectors, they do a very positive job for their member companies," said Alfaro.

The search for solutions to the problems of member companies and the business sector, the location of experts to improve the competitiveness of the sector and the identification of the needs of management that companies have are the three predominant perceptions of the innovation capacity of the 21 Navarre associations that have been analyzed.

The work has been carried out by the group of research "Innovation Decisions in Business Environment", of the School of Economics of the University of Navarra, composed among others by José Antonio Alfaro, Mónica Recalde, Andrés Mejía, of the same center, and the professor of the School of Engineers Tecnun, María Isabel Rodríguez.

"The 21 Navarre associations, from 17 different sectors, have accompanied us throughout the process of research through the technique of research 'Action Research'", explained today the main researcher , José Antonio Alfaro. Through this model, the companies have been involved actors of project. In this way, the associations are given the opportunity to participate in a post-study phase based on training activities that "strengthen the associations' capabilities and make them the driving force behind innovation and improvement in the industry to which they belong", stressed Mónica Recalde.

7 steps as a driver of innovation

The "Innomediation Model" method has been presented as a response to the needs that associations face in order to innovate today. "Through seven steps the association will learn how to relate more effectively with their partner companies to boost their innovative activities," explained Monica Recalde. Also, with this model, entrepreneurs can apply a simple and concrete process to seek creative solutions to their innovation challenges, including: the implementation of new technologies, increased sales, the development of new business models, etc.  

The study, which will be presented today to the Navarre associations, is a first step in the development of other works of research on innovation intermediaries, and in the configuration of an international network of specialized researchers that will allow the development of projects of research international.