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Vlerick innovation network slideshare Vlerick innovation network slideshare Presentation Transcript

  • CROWDSOURCING:How to use online communities forcollaborative innovationProf. dr. ir. Marion debruyne
  • Value co-creation is the new paradigm Commoditization risk? More products and innovations How to be different? More Information, MARKET Value co-creation more choices Forum of conversations Customers are part of value chain More informed, network and between customers, From product-centric to personalize companies & communities customer experiences empowered customer Word of mouth Peer influence Customers are the best or the worst marketing toolSources: Adapted from Prahalad, C.K, Ramaswamy (2004). The future of Competition: Co-creating Valur with Customers. Harvard Business Review © Vlerick Leuven Gent Management School
  • A fundamental shift© Vlerick Leuven Gent Management School
  • The contribution revolution© Vlerick Leuven Gent Management School
  • Adidas insiders community© Vlerick Leuven Gent Management School
  • KLM In Touch community© Vlerick Leuven Gent Management School
  • Something to read© Vlerick Leuven Gent Management School
  • Involving users in innovation Physical Voice of customer Knowledge broker ProjectsEnvironment Virtual Virtual Customer Virtual Knowledge environments Brokers Firm Broker Source © Vlerick Leuven Gent Management School
  • Involving users in innovation Physical Voice of customer Knowledge broker ProjectsEnvironment Virtual Virtual Customer Virtual Knowledge environments Brokers Firm Broker Source © Vlerick Leuven Gent Management School
  • © Vlerick Leuven Gent Management School
  • 5 goals to accomplishIn running a successful virtual customer environment
  • Key components of a successful online idea community© Vlerick Leuven Gent Management School
  • Customerprocess
  • Novices vs experts© Vlerick Leuven Gent Management School
  • CustomerEngagement
  • What motivates external innovators? Extrinsic IntrinsicMotivations Motivations Fun Reputation Excitement Money Status User need Belonging Intellectual Recognition challenge Open Markets Communities © Vlerick Leuven Gent Management School
  • IdeaGeneration
  • Integration
  • CustomerExperience
  • Best Practices on customer experience (Source: ComBlu, 2010)© Vlerick Leuven Gent Management School
  • 5 Choices to makeWhen starting a virtual customer environment
  • OPEN CLOSED© Vlerick Leuven Gent Management School
  • ONLINE OFFLINE© Vlerick Leuven Gent Management School
  • DEFINED UNDEFINED TOPIC TOPIC© Vlerick Leuven Gent Management School
  • TEMPORARY CONTINUOUS© Vlerick Leuven Gent Management School
  • IDEATION TESTING© Vlerick Leuven Gent Management School
  • OPEN CLOSED ONLINE OFFLINE DEFINED TOPIC UNDEFINED TOPIC TEMPORARY CONTINUOUS IDEATION TESTING© Vlerick Leuven Gent Management School
  • Simple Internal Network Internal network Market insights discussed and evaluated No customers/users/part ners involved Internal person in contact with external market29 | © Vlerick Leuven Gent Management School
  • Simple Customer Forum External network Continuous Coupling customer ideas with traditional R&D customers/ shoppers/ users30 | © Vlerick Leuven Gent Management School
  • Semi-open Radical Innovation Network Idea outside the competences of the company Network open to selected individuals and entities Selected external parties (experts)31 | © Vlerick Leuven Gent Management School
  • Customer-driven Radical Innovation External network loosely connected with internal one Solutions and ideas outside the company’s competencies lead users and external experts invited to co- create solutions Lead Users32 | © Vlerick Leuven Gent Management School
  • Thank you!Prof. dr. ir. Marion DebruyneAssociate Professor & PartnerVlerick Business SchoolContact me:Marion.Debruyne@vlerick.comFollow me: MarionDebruyne© Vlerick Leuven Gent Management School