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Avatar-Based Innovation and the Ideation Quest
 

Avatar-Based Innovation and the Ideation Quest

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Presentation held at the International Product Development Management Conference in July 2008.

Presentation held at the International Product Development Management Conference in July 2008.

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Avatar-Based Innovation and the Ideation Quest Avatar-Based Innovation and the Ideation Quest Presentation Transcript

  • Avatar-Based Innovation Using Virtual Worlds for Real World Innovation Thomas Kohler, Kurt Matzler, Johann Füller University of Innsbruck :: Department of Strategic Management, Marketing and Tourism
  • Armed with new connective tools, consumers want to interact and co-create value... Prahalad and Ramaswamy, 2003 „ “
    • Background and
    • Opportunities
    1 2 3 4
  • Virtual Worlds Computer-generated physical space Represented graphically in three dimensions Experienced by many people at once
    • Avatar
    • Virtual representation
    • Appearance
    • - Looks
    • Clothing
    • Accessoires
  • Virtual Worlds Open Innovation Avatar-Based Innovation = +
  • Opportunities Avatar Based Innovation
    • Integrating Open Innovation
    • Real-time
    • Media Richness
    • Interactive collaboration
    • Virtual Worlds
    • User-Generated Content
    • Native creativity
    • Playful environment
    • Freedom to experiment
  • Dissolving Boundaries “ They could use their virtual-world sensibility to design products with real-world potential (Hemp, 2006) „
    • Cases and their Challenge
    1 2 3 4
  • Need identification and idea generation Concept and design Test and launch Alcatel-Lucent Innovation Competiton
  • Steelcase Chair Designs Need identification and idea generation Concept and design Test and launch
  • Need identification and idea generation Concept and design Test and launch Aloft Testing the Virtual Hotel
  • The Challenge < Participation
    • Research Question and Research Design
    1 2 3 4
  • WHAT CREATES A COMPELLING CO-CREATION EXPERIENCE WITHIN VIRTUAL WORLDS ?
  • COMP CO-CRE EXPER ELLING ATION IENCE Virtual Worlds Open Innovation
  • Research Design context process users Expert Interviews Compelling co-creation process Participant Interviews and Observation Compelling co-creation in virtual worlds Focus Groups Compelling virtual world place
  • Participant Interviews - Practical Project
    • Idea Submission box vs. Compelling Co-Innovation Process
  • Ideation Quest
  • Sustainable living in 2020 The future motor biking experience
    • Preliminary Results and Conclusion
    1 2 3 4
    • Challenge
    • Desirability
    • Interactivity
    • Usability
    • Community
    • Challenge
    • Desirability
    • Interactivity
    • Usability
    • Community
    • Challenge
    • Desirability
    • Interactivity
    • Usability
    • Community
  • Challenge Desirability Interactivity Usability Community
    • Challenge
    • Desirability
    • Interactivity
    • Usability
    • Community
  • Conclusion
    • New approach to interactive new product development
    • Necessity of creating a compelling experience
    • High level of interactivity and usability
    • Capitalizing on media richness and playfulness
  • Discussion