The virtual customer

Avatar-based innovation: Consequences of the virtual co-creation experience

“…Instead of the firm creating innovations and exchanging it with their customers, during open innovation consumers take an active role and co-create value together with the company [59]. Ever since the emergence of the Internet, unique and inventive opportunities to capitalize on users' innovative potential and knowledge have emerged, resulting in various approaches to integrate consumers into new product development [17,47]. Recent Internet-based virtual reality technologies like virtual worlds -and its most prominent example Second Life -point out the latest technological developments.…”

Independent inventors and inbound open innovation: using a resource-based approach to create a tool for screening inventor approaches in order to facilitate technology in-licensing

“…While other cited external knowledge sources: competitors, users, suppliers, universities and research institutes have received considerable levels of academic attention concerning their ability to contribute towards an organisations new product development processes (Kaufman et al, 2000;Sobrero and Roberts, 2002;Olson and Bakke, 2001;Lilien et al, 2002;Bonner and Walker, 2004;Dahan and Hauser, 2002;von Hippel and Katz, 2002;Gassmann et al, 2006;Dittrich et al, 2007;Perkmann and Walsh, 2007) we have found little evidence to suggest that the integration of independent inventors within the open innovation business model has received consideration.…”

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“…In this concept, the firm carried out the whole process of product design, product development, and marketing strategy creation with little or no interaction with its consumers (Normann & Ramirez, 1994;Prahalad & Ramaswamy, 2004a;Wikstrom, 1996). The interaction between customers and firms, however, has become more significant to innovation and value creation with the development of new communication technologies in the new media environments (Bitner, Brown & Meuter, 2000;Dahan & Hauser, 2002;Nambisan & Baron, 2009;Sawhney et al, 2005;Thomke & von Hippel, 2002). Firms have recognized the power of new media as a platform for cocreating value with their customers (Sawhney et al, 2005), and the process of value creation has shifted from a firm-centric perspective to personalized customer experiences through informed, networked, empowered, and active customers (Prahalad & Ramaswamy, 2004a).…”