Consumer Cocreation in New Product Development

Hoyer, Wayne D.; Chandy, Rajesh; Dorotić, Matilda; Krafft, Manfred; Singh, Siddharth S.

doi:10.1177/1094670510375604

Cited by 1,090 publications

(1,193 citation statements)

References 53 publications

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“…Our findings have implications for organizations wishing to set up a crowdsourcing community, as there is consensus among scholars in this field that we need to deepen our understanding of the principles that facilitate the viability and success of such communities (e.g., Hoyer et al 2010, Nambisan and Baron 2010, Terwiesch and Xu 2008. Managing IP issues is generally crucial to the success of crowdsourcing , Nambisan 2002, Ogawa and Piller 2006.…”

Section: Managerial Implicationsmentioning

confidence: 99%

Intellectual Property Norms in Online Communities: How User-Organized Intellectual Property Regulation Supports Innovation

Bauer¹,

Franke

Tuertscher

2016

Information Systems Research

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I n many online communities, users reveal innovative and potentially valuable intellectual property (IP) under conditions that entail the risk of theft and imitation. When there is rivalry and formal IP law is not effective, this could lead to underinvestment or withholding of IP, unless user-organized norms compensate for these shortcomings. This study is the first to explore the characteristics and functioning of such a norms-based IP system in the setting of anonymous, large-scale, and loose-knit online communities. To do so, we use data on the Threadless crowdsourcing community obtained through netnography, a survey, and a field experiment. On this basis, we identify an integrated system of well-established norms that regulate the use of IP within this community. We analyze the system's characteristics and functioning, and we find that the "legal certainty" it provides is conducive to cooperation, cumulative effects, and innovation. We generalize our findings from the case by developing propositions aimed to spark further research. These propositions focus on similarities and differences between norms-based IP systems in online and off-line settings, and the conditions that determine the existence of norms-based IP systems as well as their form and effectiveness in online communities. In this way, we contribute to the literatures on norms-based IP systems and online communities and offer advice for the management of crowdsourcing communities.

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Section: Managerial Implicationsmentioning

confidence: 99%

Intellectual Property Norms in Online Communities: How User-Organized Intellectual Property Regulation Supports Innovation

Bauer¹,

Franke

Tuertscher

2016

Information Systems Research

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“…The individual's propensity to engage has been referred to in the literature in reference to behaviors such as WOM, complaint behavior, or co-creation activities (Bijmolt et al, 2010;Bowden, 2009;Dellarocas & Narayan, 2006;Fuchs, Prandelli, & Schreier, 2010;Hoyer, Chandy, Dorotic, Kra t, & Singh, 2010;Javornik & Mandelli, 2012;Wirtz et al, 2013). Since consumers often vary highly in their willingness to engage, rms will be confronted with engaged-prone customers and "other customers" (Bijmolt et al, 2010).…”

Section: Towards a Multidimensional Concept Of Customer Engagement: Pmentioning

confidence: 99%

Customer Engagement and Loyalty: A Comparative Study Between Service Contexts

Fernandes

Esteves

2016

Services Marketing Quarterly

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The article discusses the e ect of context on customer engagement and presents propensity to engage as an attitudinal antecedent of loyalty behaviors. We argue that customers may hold di erent propensity to engage depending on the speci c service context, which in turn will in uence more or less favorable behaviors. Data were collected through a convenience sample of consumers in two settings, high and low contact services. Results revealed that propensity to engage and loyalty behaviors vary signi cantly between the contexts studied. We also conclude that the majority of loyalty behaviors are correlated, in both contexts, with customers' propensity to engage.

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“…Our results indicate that customer integration negatively affects the degree to which service firms measure their productivity. This finding ties in with research that examines potential obstacles to efficient value co-creation with customers (Hoyer et al, 2010).…”

Section: Main Findings and Implicationsmentioning

confidence: 97%

Service Productivity: What Stops Service Firms from Measuring It?

Walsh

Walgenbach

Evanschitzky

et al. 2016

Journal of Organisational Transformation & Social Change

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Productivity measurement poses a challenge for service organizations. Conventional management wisdom holds that this challenge is rooted in the difficulty of accurately quantifying service inputs and outputs. Few service firms have adequate service productivity measurement (SPM) systems in place and implementing such systems may involve organizational transformation. Combining field interviews and literature-based insights, the authors develop a conceptual model of antecedents of SPM in service firms and test it using data from 276 service firms. Results indicate that one out of five antecedents affects the choice to use SPM, namely, the degree of service standardization. In addition, all five hypothesized antecedents and one additional antecedent (perceived appropriateness of the current SPM) predict the degree of SPM usage. In particular, the degree of SPM is positively influenced by the degree of service standardization, service customization, investments in service productivity gains, and the appropriateness of current service productivity measures. In turn, customer integration and the perceived difficulty of measuring service productivity negatively affect SPM. The fact that customer integration impedes actual measurement of service productivity is a surprising finding, given that customer integration is widely seen as a means to increase service productivity. The authors conclude with implications for service organizations and directions for research.

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Consumer Cocreation in New Product Development

Cited by 1,090 publications

References 53 publications

Intellectual Property Norms in Online Communities: How User-Organized Intellectual Property Regulation Supports Innovation

Intellectual Property Norms in Online Communities: How User-Organized Intellectual Property Regulation Supports Innovation

Customer Engagement and Loyalty: A Comparative Study Between Service Contexts

Service Productivity: What Stops Service Firms from Measuring It?

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