CROWDSOURCING:How to use online communities forcollaborative innovationProf. dr. ir. Marion debruyne
Value co-creation is the new paradigm                                                            Commoditization risk?    ...
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                               ...
Involving users in innovation                       Physical              Voice of customer                               ...
© 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                                                                             ...
IdeaGeneration
Integration
CustomerExperience
Best Practices on customer experience                                          (Source: ComBlu, 2010)© Vlerick Leuven Gent...
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 Managem...
TEMPORARY                          CONTINUOUS© Vlerick Leuven Gent Management School
IDEATION                             TESTING© Vlerick Leuven Gent Management School
OPEN                              CLOSED           ONLINE                            OFFLINE        DEFINED TOPIC         ...
Simple Internal Network              Internal network              Market insights              discussed and             ...
Simple Customer Forum              External network              Continuous              Coupling              customer id...
Semi-open Radical Innovation Network              Idea outside the              competences of the              company   ...
Customer-driven Radical Innovation              External network              loosely connected with              internal...
Thank you!Prof. dr. ir. Marion DebruyneAssociate Professor & PartnerVlerick Business SchoolContact me:Marion.Debruyne@vler...
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Vlerick innovation network slideshare

  1. 1. CROWDSOURCING:How to use online communities forcollaborative innovationProf. dr. ir. Marion debruyne
  2. 2. 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
  3. 3. A fundamental shift© Vlerick Leuven Gent Management School
  4. 4. The contribution revolution© Vlerick Leuven Gent Management School
  5. 5. Adidas insiders community© Vlerick Leuven Gent Management School
  6. 6. KLM In Touch community© Vlerick Leuven Gent Management School
  7. 7. Something to read© Vlerick Leuven Gent Management School
  8. 8. 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
  9. 9. 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
  10. 10. © Vlerick Leuven Gent Management School
  11. 11. 5 goals to accomplishIn running a successful virtual customer environment
  12. 12. Key components of a successful online idea community© Vlerick Leuven Gent Management School
  13. 13. Customerprocess
  14. 14. Novices vs experts© Vlerick Leuven Gent Management School
  15. 15. CustomerEngagement
  16. 16. 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
  17. 17. IdeaGeneration
  18. 18. Integration
  19. 19. CustomerExperience
  20. 20. Best Practices on customer experience (Source: ComBlu, 2010)© Vlerick Leuven Gent Management School
  21. 21. 5 Choices to makeWhen starting a virtual customer environment
  22. 22. OPEN CLOSED© Vlerick Leuven Gent Management School
  23. 23. ONLINE OFFLINE© Vlerick Leuven Gent Management School
  24. 24. DEFINED UNDEFINED TOPIC TOPIC© Vlerick Leuven Gent Management School
  25. 25. TEMPORARY CONTINUOUS© Vlerick Leuven Gent Management School
  26. 26. IDEATION TESTING© Vlerick Leuven Gent Management School
  27. 27. OPEN CLOSED ONLINE OFFLINE DEFINED TOPIC UNDEFINED TOPIC TEMPORARY CONTINUOUS IDEATION TESTING© Vlerick Leuven Gent Management School
  28. 28. 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
  29. 29. Simple Customer Forum External network Continuous Coupling customer ideas with traditional R&D customers/ shoppers/ users30 | © Vlerick Leuven Gent Management School
  30. 30. 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
  31. 31. 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
  32. 32. Thank you!Prof. dr. ir. Marion DebruyneAssociate Professor & PartnerVlerick Business SchoolContact me:Marion.Debruyne@vlerick.comFollow me: MarionDebruyne© Vlerick Leuven Gent Management School

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