14. Tools Supporting Collaborative Innovation Flashcards
role of internet in customer behaviour
inform on product features + prices compare product features + prices verify quality before purchase organize + share experience advise providing feedback
three dimensions for customer knowledge extraction
customer knowledge:
- codification (explicit vs tacit)
- source (individual vs social)
- breadth (core vs peripheral)
collaboration mechanisms through virtual environments
individual dialogue: Ben & Jerry flavours (company answered)
- customer centric
- individual
knowledge import: Starbucks ideas
- firm centric
- individual
mediated dialogue: yet2
- customer centric
- community
social dialogue: GoPro community
- firm centric
- community
role of the web in supporting collaboration with customers
reach interactivity scalability persistence speed peer to peer indirect ties
open innovation process
idea generation concept development + testing detailed design + development prototype development + selection product approval + process development ram up and commercial launch
role of customers in open innovation process
collaborative:
- generation of value proposition
- selection of ideas + concepts
- design
- development
- testing
- communication + launch
collaborative idea generation: crowdsourcing
Dell’s Ideastorm
Lego Ideas
collaborative selection of ideas
online surveys to determine next flavour:
- Danone
- Kit Kat
collaborative design
product configurator:
- cereal club
- choccreate
collaborative testing
Future Lab
- test protoype and give feedback
Volvo interception
users tweeted #volvocontest wheenver they saw a car commercial
- shifted focus to volvo and encouraged communication
