SlideShare is now on Android. 15 million presentations at your fingertips.  Get the app

×
  • Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
 

Turning Co-Creators into Brand Ambassadors

by Design at coworkingsalzburg.com on Dec 04, 2012

  • 263 views

The project builds on experiences of Innosabi concerning the execution of open innovation projects: To date, Innosabi used online, and collective work, for instance by means of communities, to ...

The project builds on experiences of Innosabi concerning the execution of open innovation projects: To date, Innosabi used online, and collective work, for instance by means of communities, to integrate users in innovation processes, and product development. As part of this work Innosabi found that existing open innovation methods not yet realize their full potential: most methods aim at bringing marketing products. However, Innosabi was able to show that integrating users reduces risks of product launches to become a flop. Beside a growing interest to include customers in the innovation process, it seems surprising that no currently applied open innovation approach focuses on transforming participants of open innovation processes into actual buyers. Although many cases describe the interest of participants to benefit from developed products in open innovation processes, the conversion of these participants into buyers is rather neglected. Some open innovation methods involve only very few users, such as the lead user method. Even if the products are purchased here, this makes no significant difference for the producing companies. Idea-contests as a second example, aims at generating a winner though, but the rest of the participants are ‘losers’, and have no higher interest than a normal consumer to buy the developed product, because they have no emotional connection. The project is anchored into the assumption that only users of a product really know what kind of needs, and requirements have to be met. That is the reason why innovation, and new product development processes should happen in cooperation with the future users of a product. Therefore, the project “from the co-creator to a brand ambassador” aims at developing a new, internet-based open innovation methodology, and transferring this methodology to a web-platform. The method should achieve efficient product development through consumers in a, for all parties, value-creating manner. Ideally, strong bonds between consumers and providers are established, especially concerning emotional bonds of developers regarding the resulting product. As a result, participating customers develop to brand ambassador, and buyers on their own initiative. Still, the fit between the company’s strategic innovation focus, and manufacture capabilities must be ensured so that products may be developed quickly to tap the participants’ willingness to buy. The specific objective of the Peter Pribilla-Foundation ““visualizing the invisible”“ is supported on the one hand, through the communication of the methodology’s benefits to end users, and on the other hand the visualization of the underlying mechanisms, and success factors for an open innovation project.

Statistics

Views

Total Views
263
Views on SlideShare
263
Embed Views
0

Actions

Likes
0
Downloads
2
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via SlideShare as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
Post Comment
Edit your comment

Turning Co-Creators into Brand Ambassadors Turning Co-Creators into Brand Ambassadors Presentation Transcript