New service development (NSD) processes are often ineffective in bringing about successful services because companies miss what is fundamentally important to their consumers (Kumar and Whitney 2003). Therefore it has been advocated to better align key activities in development projects with the needs of actual and potential consumers (Jaworski and Kohli 1993) and to integrate consumers into the development process (von Hippel 1986). Thus, the integration of consumers for cocreating value has been stressed as critically important (e.g., Kristensson and Magnusson 2005). Idea competitions are one way to integrate consumers (Piller and Walcher 2006). For example, Volkswagen calls for ideas about possible applications regarding eco mobility, games and fun, networking and communication, productivity and travel utilities (www.app-myride. com). Even though there is a huge agreement that consumers are able to contribute useful ideas during the ideation phase, there is little examination of which consumers should be involved and how they should be targeted in ideation of NSD (e.g., Piller and Walcher 2006). Based on the notion of the lead user concept (von Hippel 1986) it can be proposed that consumers are different regarding their qualifications for NSD (Rogers 2003). In this context, a clear understanding of critical user characteristics enhances the effectiveness of the search for valuable consumers. Following Nambisan’s (2002) classification of consumer roles in innovation development, a company integrates consumers via idea competitions to make use of them as a resource. Using consumers as resources for new service ideas provides companies with challenges such as the selection of consumer innovators, the establishment of ties with them and the creation of appropriate incentives to foster consumer motivation to contribute new service ideas (Nambisan 2002). These challenges are addressed with this study. This paper investigates the relationships between different consumer characteristics supplying ideas as well as their influence regarding ideas for new online services. In particular, this study examines whether consumers’ ideas become of higher or lower quality for companies depending on specific characteristics
- Partial Little Square
- Intrinsic Motivation
- Product Knowledge
- Idea Quality
- Online Service
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
This is a preview of subscription content, access via your institution.
Unable to display preview. Download preview PDF.
Cohen, J. 1960. “A Coefficient of Agreement for Nominal Scales.” Educational and Psychological Measurement 20:37-46.
Enkel, E., Kausch, C. and O. Gassmann. 2005. “Managing the Risk of Customer Integration.” European Management Journal 23: 203-213.
Fornell, C. and D. Larcker. 1981. “Evaluating Structural Equation Models with Unobservable Variables & Measurement Error.” Journal of Marketing Research 18: 39-50.
Jawecki, G. 2010. “How “open” does your company want to be towards external creativity?” Proceedings of the 5 th European Conference on Innovation and Entrepreneurship. 16-17th of September, 2010, Athens, Greece.
Jaworski, B. and A. Kohli, 1993. Market Orientation: Antecedents and Consequences.” Journal of Marketing 57: 53-70.
Kristensson, P. and P.R. Magnusson. 2005. “Involving Users for Incremental or Radical Innovation – A Matter of Tuning.” Winner of the Best Paper Award at the 13 th IPDM Conference. Copenhagen, Denmark, June 12-14, 2005.
Kristensson, P. and P.R. Magnusson. 2010. “Tuning Users’ Innovativeness During Ideation.” Creativity and Innovation Management 19: 147-159.
Kumar, V. and P. Whitney. 2003. “Faster, Cheaper, Deeper User Research.” Design Management Journal 14: 50-57.
Nambisan, S. 2002. “Designing Virtual Customer Environments for New Product Development: Toward a Theory.” Academy of Management Review 27: 392-413.
Piller, F. T. and D. Walcher. 2006. “Toolkits for idea competitions: a novel method to integrate users in new product development.” R&D Management 36: 307-318.
Reinartz, W., Haenlein, M. and J. Henseler 2009. ‘A comparison of the efficacy of covariance-based and variance-based SEM.” International Journal of Research in Marketing 26: 332-344.
Ringle, C., Wende, S. and A. Will. 2005. SmartPLS 2.0, Hamburg, http://www.smartpls.de.
Rogers, E. M. (2003). Diffusion of Innovations. 5th ed. New York: Free Press.
Vanhamme, J. and D. Snelders. 2003. “What if you surprise your customers…will they be more satisfied.2 Advances in Consumer Research 30. 48-55.
Von Hippel, E. 1986. “Lead Users: A Source of Novel Product Concepts.” Management Science 32: 791-805.
Vroom, V. H. 1964. Work and Motivation. New York: Wiley.
Editors and Affiliations
Rights and permissions
© 2017 Academy of Marketing Science
About this paper
Cite this paper
Schuhmacher, M.C., Kuester, S., FlÖtotto, D. (2017). Idea Competitions in New Service Development: Co-creation with a Certain Consumer Group. In: Campbell, C.L. (eds) The Customer is NOT Always Right? Marketing Orientationsin a Dynamic Business World. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-50008-9_118
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-50006-5
Online ISBN: 978-3-319-50008-9
eBook Packages: Business and ManagementBusiness and Management (R0)