Inviting Lead-users from Virtual Communities to Co-create Innovative IS Services in a Structured Groupware Environment

Bragge, Johanna; Tuunanen, Tuure; Marttiin, Pentti

doi:10.1287/serv.1.4.241

Cited by 8 publications

(6 citation statements)

References 88 publications

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“…Scholars classify crowdsourced contributions as use knowledge (i.e., about user needs and wants) or needs‐related inputs, and technology knowledge (i.e., knowledge to understand and analyze the technical feasibility) or solution‐related inputs (i.e., knowledge in designing and engineering) (Chang and Taylor, ; Magnusson, ) . Conventional wisdom echoes that innovation success comes from combining a tacit understanding of user needs with the idiosyncratic intelligence of technical solutions, domains of expertise believed to largely relate to marketing and engineering, respectively (Bragge, Tuunanen, and Marttii, ). We similarly classify ideator expertise into two nonexclusive domains: marketing and engineering.…”

Section: Conceptual Frameworkmentioning

confidence: 99%

Ideator Expertise and Cocreator Inputs in Crowdsourcing‐Based New Product Development

Zhu

Li²,

Andrews

2017

J of Product Innov Manag

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Crowdsourcing-based new product development (NPD) involves consumers in contributing ideas as ideators in the ideation phase, and providing inputs as cocreators in self-selected subtasks in the product development phase. The novelty of this NPD approach furnishes little understanding about the effect of crowds' self-select participation into ideation and development subtasks, and this study aims to bridge this gap. This article draws on the attention allocation perspective of online knowledge sharing to identify the domains of ideator expertise based on the types of development subtasks they self-selected to perform as cocreators in prior projects. It separately examines the impact of different domains of ideator expertise (marketing and engineering) and the interaction between ideators' expertise and cocreators' inputs on crowdsourcing-based NPD outcomes. Large-scale, longitudinal data from a crowdsourcingbased NPD platform reveal that ideators' engineering expertise helps convert ideas into final products more than ideators' marketing expertise. In contrast, ideators' marketing expertise helps these products achieve more sales than ideators' engineering expertise. Moreover, final products achieve more sales if ideators' marketing expertise embedded in initial product ideas is later augmented with either marketing or engineering-related development inputs by crowd cocreators. However, ideas generated by ideators with engineering expertise achieve fewer product sales when those ideas are complemented by more marketing-related development inputs by cocreators. These findings extend crowdsourcing-based NPD theory and furnish insight on managing crowdsourcing-based NPD platforms. Practitioner PointsThe success of crowdsourcing-based NPD is driven by outsourcing different subtasks to the right group of crowds across different NPD phases;Selecting too many engineering-oriented ideas for further development may jeopardize their market performance;Collaborations among professionals and crowd representatives, and the transparency and openness of the idea evaluation process help the long-term sustainability of crowdsourcing platforms;Firms should prioritize engineering subtasks and mobilize suitable consumer experts to participate in development phases such as design and prototyping to concretize the potential of crowdsourced ideas.Ideas with more marketing expertise tend to enjoy more market success than ideas generated by R&D departments (Souder, 1988). The sales of products that 602 J PROD INNOV MANAG 2017;34(5):598-616 J. J. ZHU ET AL.

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Section: Conceptual Frameworkmentioning

confidence: 99%

Ideator Expertise and Cocreator Inputs in Crowdsourcing‐Based New Product Development

Zhu

Li²,

Andrews

2017

J of Product Innov Manag

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“…In future research, we would also like to investigate alternative ways of conducting interviews with the lead users. For example, companies could use social networking environments, such as Facebook or LinkedIn, for this purpose and invite the lead users to a gated virtual community [Nambisan andWilemon, 2000, Sawhney andPrandelli, 2000] and then utilize web-based Group Support Systems (GSS) tools for the service design activities [Bragge et al, 2009]. Although the use of GSS tools has been extensively researched in groupwork and innovation settings, it remains yet to be seen whether these tools would suit for engaging the lead users in a gated virtual community as well.…”

Section: Discussionmentioning

confidence: 99%

A Method for Recruitment of Lead users from Virtual Communities to Innovate IT Enabled Services for Consumers in Global Markets

Tuunanen

Bragge

Häivälä³

et al. 2011

PAJAIS

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Contemporary information technologies enable firms to re-think and innovate with their service offerings. The difficult challenge with new service development (NSD) is how to engage the potential new service users in firm's NSD activities. The lead user method has been a promising approach to tackle this problem. However, the finding and recruiting of the lead users has been found very arduous for the firms. The paper designs and tests a method for identifying and contacting the lead users, and employs laddering interviewing for subsequent data collection. The data consists of 55 laddering interviews conducted in Finland and Hong Kong. Our findings demonstrate that the proposed method can be considered effective. The results of the study show that with the proposed method we can facilitate design activities between new service developers and potential new service users. Our study also reveals interesting differences in the data sets regarding how interviewees provide reasoning for their potential service use. This finding provides basis for future research in understanding how culture affects new service development.

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“…In this case, lead-users play an especially important role (e.g. Sawhney et al, 2005, Franz and Wolkinger, 2003, Fuller et al, 2004, Bragge et al, 2010, Jeppesen and Frederiksen, 2006. For instance, Microsoft promotes the Most Valuable Professional (MVP) Program, where it recognizes some hundreds of independent professionals, among the more than 100 million people who participate in technology communities around the world, for sharing their knowledge about Microsoft technologies with others in an exceptional manner .…”

Section: Innovationmentioning

confidence: 99%

Oportunidades para la cocreación de contenidos en los diarios nativos digitales

García

Bran

2020

EPI

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The participation of readers in the creation of information products increases the value of the media and the satisfaction of co-creators. Such involvement of the public especially affects productive processes, although without ignoring their participation in development and marketing, and implies a democratization of information, personalized experiences, and diverse points of view that favor informative pluralism. In this research we analyze an international sample of five digital native newspapers to verify the extent to which they allow their audiences to co-create content. We use an exploratory methodology to verify the existence of spaces designed for co-creation and prepare evaluation scales for the level of utility of these sites and examine their accessibility from the perspective of citizen empowerment, openness of content, and web architecture. The results show that the degree of implementation achieved by newspapers is lower than may be expected for purely digital media and provide a warning about the need to devise new formulas for co-creation and involve audiences more in generating content, while also indicating the need to review in depth the role of readers as sources. The limitations on citizen empowerment that derive from the absence of advertising in business models restrict open access, while web hierarchies hamper collaboration. The need for citizens to clearly identify which products have been produced by journalists versus co-creators is also diagnosed. Resumen La participación de los usuarios en la creación de productos informativos aumenta el valor de los medios de comunicación e incrementa la satisfacción de los cocreadores. La involucración de los lectores afecta en especial a los procesos productivos, aunque sin desmerecer la implicación en el desarrollo y en el marketing, e implica democratización de la información, experiencias personalizadas y puntos de vista diversos que favorecen el pluralismo informativo. En esta investigación se analiza una muestra internacional compuesta por cinco diarios nativos digitales para comprobar en qué medida permiten a sus públicos cocrear contenidos. Se utiliza una metodología exploratoria para comprobar la existencia de espacios concebidos para la cocreación. Se confeccionan unas escalas de evaluación del grado de utilidad de la idoneidad de esos sitios y se examina su accesibilidad desde la perspectiva del empoderamiento ciudadano, la apertura de contenidos y la arquitectura web. Los resultados demuestran que los grados de implantación alcanzados por los diarios son más bajos de lo que pudiera esperarse de medios puramente digitales y alertan sobre la necesidad de idear nuevas fórmulas de cocreación e implicar más a las audiencias en la generación de contenidos, al tiempo que se hace necesario revisar con profundidad cuál es su papel como fuentes. Las limitaciones al empoderamiento ciudadano derivadas de la ausencia de publicidad en los modelos de negocio restringen los accesos en abierto y las jerarquías web obstaculizan las colaboraciones. Se diagnostica, asimismo, la necesidad de que los ciudadanos puedan identificar con claridad qué productos han sido elaborados por periodistas y cuáles por cocreadores.

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Inviting Lead-users from Virtual Communities to Co-create Innovative IS Services in a Structured Groupware Environment

Cited by 8 publications

References 88 publications

Ideator Expertise and Cocreator Inputs in Crowdsourcing‐Based New Product Development

Ideator Expertise and Cocreator Inputs in Crowdsourcing‐Based New Product Development

A Method for Recruitment of Lead users from Virtual Communities to Innovate IT Enabled Services for Consumers in Global Markets

Oportunidades para la cocreación de contenidos en los diarios nativos digitales

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