Social Crowd Integration in New Product Development: Crowdsourcing Communities Nourish the Open Innovation Paradigm

  • Andreas Mladenow
  • Christine Bauer
  • Christine Strauss
Original Article

Abstract

The core of the open innovation paradigm is based on the principle of collecting ideas from external sources into the organization, and bringing those adapted, transformed and enriched ideas to the market. However, under the constant pressure of being innovative, companies have to try harder to tap their customers’ knowledge and abilities. Crowdsourcing communities provide an arena for a vast amount of consumers to actively participate in innovation processes. However, as this kind of external participation in innovation processes is still in its infancy, organizations need guidance and analytic support to reveal the potential of the open innovation paradigm. Therefore, this paper analyses new product development using social crowd integration concepts and—as a result—points to further promising directions and subtopics to perform future research in this area.

Keywords

Co-creation Collaboration Crowdsourcing Innovation New product development Online community Open innovation Social communities Social CRM Social crowd 

References

  1. Alonso, O., Rose, D. E., & Stewart, B. (2008). Crowdsourcing for relevance evaluation. SIGIR Forum, 42(2), 9–15.CrossRefGoogle Scholar
  2. Bächle, M. (2008). Ökonomische Perspektiven des Web 2.0 - Open Innovation, Social Commerce und Enterprise 2.0. Wirtschaftsinformatik, 50, 129–132.CrossRefGoogle Scholar
  3. Bayus, B. L. (2013). Crowdsourcing new product ideas over time: An analysis of the Dell IdeaStorm community. Management Science, 59(1), 226–244.CrossRefGoogle Scholar
  4. Bonabeau, E., Dorigo, M., & Theraulaz, G. (1999). From natural to artificial swarm intelligence. New York: Oxford University Press.Google Scholar
  5. Boyd, M. D., & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication, 13(1), 210–230.CrossRefGoogle Scholar
  6. Brabham, D. C. (2008). Crowdsourcing as a model for problem solving—An introduction case. University of Utah, USA: Convergence.Google Scholar
  7. Chesbrough, H. W. (2003). Open innovation: The new imperative for creating and profiting from technology. Boston: Harvard Business School Press.Google Scholar
  8. Constantinides, E., & Fountain, S. (2008). Web 2.0: Conceptual foundations and marketing issues. Journal of Direct, Data and Digital Marketing Practice, 9(3), 231–244.CrossRefGoogle Scholar
  9. Dahan, E., & Hauser, J. R. (2002). The virtual customer. The Journal of Product Innovation Management, 19, 332–353.CrossRefGoogle Scholar
  10. Dalander, L., & Gahl, D. L. (2010). How open is innovation? Research Policy, 39, 699–709.CrossRefGoogle Scholar
  11. Franke, N., Schreier, M., & Kaiser, U. (2010). The ‘I designed it myself’ effect in mass customization. Management Science, 56(1), 125–140.CrossRefGoogle Scholar
  12. Fuchs, C., & Schreier, M. (2011). Customer empowerment in new product development. Journal of Product Innovation Management, 28, 17–32.CrossRefGoogle Scholar
  13. Füller, J., & Matzler, K. (2007). Virtual product experience and customer participation. Technovation, 27, 378–387.CrossRefGoogle Scholar
  14. Füller, J., Mühlbacher, H., & Rieder, B. (2004). An die Arbeit, lieber Kunde! Harvard Business Manager, 59–67.Google Scholar
  15. Füller, J., Bartl, M., Ernst, H., & Mühlbacher, H. (2006). Community based innovation. Electronic Commerce Research, 6, 57–73.CrossRefGoogle Scholar
  16. Heidemann, J., Klier, M., Landherr, A., & Probst, F. (2011). Soziale Netzwerke im Web. Wirtschaftsinformatik & Management, 3, 40–45.CrossRefGoogle Scholar
  17. Hendler, J., & Golbeck, J. (2008). Metcalfe’s law, Web 2.0, and the Semantic Web. Journal of Web Sematics, 6(1), 1–7.Google Scholar
  18. Horton, J., & Chilton, L. (2010). The labor economics of paid crowdsourcing. In Proceedings of the 11th ACM conference on electronic commerce.Google Scholar
  19. Howe, J. (2006). The rise of crowdsourcing. Wired 14(6), 176–183.Google Scholar
  20. Hoyer, W. D., Chandy, R., Dorotic, M., Krafft, M., & Singh, S. S. (2010). Consumer cocreation in new product development. Journal of Service Research, 13(3), 283–296.Google Scholar
  21. Ickler, H. (2012). Wertschöpfung durch webbasierte kollektive Intelligenz. Gechäftsmodelle, Prozessarchitekturen und informkjationstechnishe Umsetzung. Norderstedt: Books on Demand.Google Scholar
  22. Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59–68.CrossRefGoogle Scholar
  23. Kohler, T., Füller, J., Stieger, D., & Matzler, K. (2010). Avatar-based innovation. Computers in Human Behavior, 27, 160–168.CrossRefGoogle Scholar
  24. Kunz, W., Schmitt, B., & Meyer, A. (2011). How does perceived firm innovativeness affect the consumer? Journal of Business Research, 64(8), 816–822.CrossRefGoogle Scholar
  25. Lemeister, J. M., Huber, M., Bretschneider, U., & Krcmar, H. (2009). Leveraging crowdsourcing: Activation-supporting components for IT-based ideas competition. Journal of Management Information Systems (JMIS), 26, 197–224.CrossRefGoogle Scholar
  26. MIT. (2013). Handbook of collective intelligence. Retrieved on August 13, 2013, from http://cci.mit.edu/research/handbook.html.
  27. Nambisan, S. (2010). Virtual customer environments. Information Technology and Product Development, 5, 109–127.CrossRefGoogle Scholar
  28. O′Hern, M. S., & Rindfleisch, A. (2009). Customer co-creation: A typology and research agenda. In N. K. Malholtra (Ed.), Review of marketing research (vol. 6, pp. 84–106). Armonk, NY: M.E. Sharpe.Google Scholar
  29. Papsdorf, C. (2009). Wie Surfen zu Arbeit wird. Frankfurt/Main: Campus Verlag.Google Scholar
  30. Park, Y., & Lee, S. (2011). How to design and utilize online customer center to support new product concept generation. Expert Systems with Applications, 38, 10638–10647.CrossRefGoogle Scholar
  31. Prahalad, C. K., & Ramaswamy, V. (2004). Co-creating unique value with customers. Strategy & Leadership, 32(3), 4–9.CrossRefGoogle Scholar
  32. Ritzer, G., & Jurgensson, N. (2010). Production, Consumption, Prosumption: The nature of capitalism in the age of the digital ‘prosumer’. Journal of Consumer Culture, 10(1), 13–36.CrossRefGoogle Scholar
  33. Sawhney, M., Verona, G., & Prandelli, E. (2005). Collaborating to create. Journal of Interactive Marketing, 19(4), 4–17.CrossRefGoogle Scholar
  34. Thomke, S., & von Hippel, E. (2002). Customers as innovators. Harvard Business Review, 80, 74–81.Google Scholar
  35. Toffler, A. (1980). The third wave. William Collins Sons & Co Ltd: USA.Google Scholar
  36. Walcher, D. (2007). Der Ideenwettbewerb als Methode der aktiven Kundenintegration: Theorie, empirische Analyse und Implikationen für den Innovationsprozess. Wiesbaden: GWV Fachverlage.Google Scholar
  37. Wenger, E. C., & Snyder, W. M. (2000). Communities of practise: The organizational frontier. Harvard Business Review, 78, 139–145.Google Scholar

Copyright information

© Global Institute of Flexible Systems Management 2014

Authors and Affiliations

  • Andreas Mladenow
    • 1
  • Christine Bauer
    • 1
  • Christine Strauss
    • 1
  1. 1.Department of e-Business, School of Business, Economics and StatisticsUniversity of ViennaViennaAustria

Personalised recommendations