Abstract
Dynamic and turbulent business environment with constant interventions
of new technological, social and management innovations force the companies to
seek new ways to bind the existing customers more tightly in the innovation
process and at the same time, to attract new customers. The fierce competition
of customer attention forces companies to create new attractive value
creation methods to distinct from masses. Customizing products and services
according to customer preferences might do the job for most of the customers
but some advanced and enthusiastic customers want to have even more influence
on defining process. Open innovation is a new emerging paradigm that includes
close collaboration with customers in the innovation process, not just in
defining the product features from predefined set of alternatives. Recent
studies emphasize the need to support of collective creativity instead of
individual creativity. Therefore, the aim of this study is to explore what
motivates customers to collaborate in the innovation process and how this
process can be enhanced by offering appropriate tools. A literature review of
motivations to participate in online communities is presented and thereafter
certain commercial web-based services supporting community collaboration and
brokering are illustrated. These cases are also contrasted with Web 2.0
business models to find out what kinds of information systems and toolkits
should be used in different communities with different members’ motivations.
Original language | English |
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Title of host publication | Proceedings of the European Academy of Management (EURAM) Conference. Paris, France, 16 - 19 June 2007 |
Publisher | European Academy of Management (EURAM) |
Pages | 6-8 |
Publication status | Published - 2007 |
MoE publication type | A4 Article in a conference publication |
Keywords
- Brokering
- creativity
- collaboration
- community
- information system
- open innovation, motivation
- mass customisation
- Web 2.0