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The Contribution of Different Online
Communities in Open Innovation Projects
Michael A. Zeng
Helmut-Schmidt-University Ham...
Michael A. Zeng The Contribution of Different Online Communities
in Open Innovation Projects
Agenda
1. Research Questions
...
Michael A. Zeng The Contribution of Different Online Communities
in Open Innovation Projects
Motivation
August 27, 2014
3
Michael A. Zeng The Contribution of Different Online Communities
in Open Innovation Projects
Research Questions
August 27,...
Michael A. Zeng The Contribution of Different Online Communities
in Open Innovation Projects
Theoretical Background: Onlin...
Michael A. Zeng The Contribution of Different Online Communities
in Open Innovation Projects
Empirical Field
August 27, 20...
Michael A. Zeng The Contribution of Different Online Communities
in Open Innovation Projects
Example 1: Nail Polish
7
Augu...
Michael A. Zeng The Contribution of Different Online Communities
in Open Innovation Projects
Example 2: Jewelry
August 27,...
Michael A. Zeng The Contribution of Different Online Communities
in Open Innovation Projects
Empirical Field
August 27, 20...
Michael A. Zeng The Contribution of Different Online Communities
in Open Innovation Projects
Method: Sample
August 27, 201...
Michael A. Zeng The Contribution of Different Online Communities
in Open Innovation Projects
Method: Research design
Augus...
Michael A. Zeng The Contribution of Different Online Communities
in Open Innovation Projects
Findings
August 27, 2014
12
I...
Michael A. Zeng The Contribution of Different Online Communities
in Open Innovation Projects
Future Research
• Does this h...
Michael A. Zeng The Contribution of Different Online Communities
in Open Innovation Projects
Thank you! Questions?
Contact...
Michael A. Zeng The Contribution of Different Online Communities
in Open Innovation Projects
BACKUP
August 27, 2014
15
Michael A. Zeng The Contribution of Different Online Communities
in Open Innovation Projects
References
• Chesbrough, H. W...
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The Contribution of Different Online Communities in Open Innovation Projects

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Online communities used as resource enlargement in open innovation processes are a promising concept. Yet, to date few comparative studies on characteristics of different online communities have been done. This paper identifies the cultures of innovation communities and brand communities in the environment of the Web 2.0 and shows how to use and further exploit their potential in different steps of open innovation projects. To analyze these online communities, an exploratory case study design with ten small- and medium-sized enterprises (SMEs) was chosen. All ten enterprises worked with the same innovation intermediary, which implemented an innovation community platform into a social network and possess a brand community in the respective social network.
The key findings suggest that the potential of both communities should be brought together and used as a harmonized strategy for open innovation and social media. Based on these findings, a conceptual framework was developed which illustrates how to integrate such online communities into each stage of a new product development process as well as to interconnect them.

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The Contribution of Different Online Communities in Open Innovation Projects

  1. 1. The Contribution of Different Online Communities in Open Innovation Projects Michael A. Zeng Helmut-Schmidt-University Hamburg Institute of Technology and Innovation Management Prof. Dr. Hans Koller
  2. 2. Michael A. Zeng The Contribution of Different Online Communities in Open Innovation Projects Agenda 1. Research Questions 2. Theoretical Background 3. Empirical Field 4. Method 5. Findings 6. Future Research August 27, 2014 2
  3. 3. Michael A. Zeng The Contribution of Different Online Communities in Open Innovation Projects Motivation August 27, 2014 3
  4. 4. Michael A. Zeng The Contribution of Different Online Communities in Open Innovation Projects Research Questions August 27, 2014 4 Idea generation Screening Development Testing Launch How do brand communities and innovation communities differ? How could they be used best in new product development processes? Innovation community Brand community ? ? ?
  5. 5. Michael A. Zeng The Contribution of Different Online Communities in Open Innovation Projects Theoretical Background: Online Communities • Online communities: – Individuals with same interests or common goals – Discussion via an Internet platform, especially Web 2.0 (Janzik, Raasch 2011; Kim 2000) • Innovation communities: – Include Lead User characteristics and innovative skills – Ideas are collaboratively developed and discussed (Janzik, Raasch 2011; Shani, Sena, Olin 2003) • Brand communities: – Strong connection to the brand and/or the product – Can be used as innovation sources (Schau, Muniz, Arnould 2009; Janzik, Raasch 2011; Muniz, O’Guinn 2001; Füller, Matzler, Hoppe 2008) August 27, 2014 5
  6. 6. Michael A. Zeng The Contribution of Different Online Communities in Open Innovation Projects Empirical Field August 27, 2014 6 Innovation community powered by
  7. 7. Michael A. Zeng The Contribution of Different Online Communities in Open Innovation Projects Example 1: Nail Polish 7 August 27, 2014
  8. 8. Michael A. Zeng The Contribution of Different Online Communities in Open Innovation Projects Example 2: Jewelry August 27, 2014 8
  9. 9. Michael A. Zeng The Contribution of Different Online Communities in Open Innovation Projects Empirical Field August 27, 2014 9 Innovation community Brand community powered by
  10. 10. Michael A. Zeng The Contribution of Different Online Communities in Open Innovation Projects Method: Sample August 27, 2014 10 Company Business area Number of employees unserAller Project α Jewelry eight Ring; collection set β Hosiery/ legwear three Garter for Oktoberfest γ Restaurant ten Wafer topping δ Restaurant two Breakfast; business lunch ε Fashion two Belt ζ Town planning two Suggestions for donations η Cosmetic two Face care set θ Public bath one Suggestions to renew a public bath ι Distillery three Carnival liqueur κ Social aid programs two Language application
  11. 11. Michael A. Zeng The Contribution of Different Online Communities in Open Innovation Projects Method: Research design August 27, 2014 11 Interview guideline developed Interviews conducted Interviews transcribed using the software F5 Category system developed (qualitative content analysis (Mayring 2010)) Interviews categorized in MaxQDA Inter-rater reliability: 89%
  12. 12. Michael A. Zeng The Contribution of Different Online Communities in Open Innovation Projects Findings August 27, 2014 12 Idea generation Screening Development Testing Launch Innovation community on crowdsourcing platform Brand loyalty Innovative members Open innovation process Marketing effect  Would be best to bring the potential of both communities together in a harmonized form Brand community on social network Idea generation Screening Development Testing Launch
  13. 13. Michael A. Zeng The Contribution of Different Online Communities in Open Innovation Projects Future Research • Does this harmonized strategy work with a larger sample? And how? • What about other fields? More complex products or processes? • Brand communities with stronger social relations than among Facebook fans? August 27, 2014 13
  14. 14. Michael A. Zeng The Contribution of Different Online Communities in Open Innovation Projects Thank you! Questions? Contact Michael Zeng Helmut-Schmidt-University/ University of the Federal Armed Forces Hamburg Institute of Technology and Innovation Management Holstenhofweg 85 22043 Hamburg Germany +49 40 6541 3735 michael.zeng@hsu-hh.de August 27, 2014 14
  15. 15. Michael A. Zeng The Contribution of Different Online Communities in Open Innovation Projects BACKUP August 27, 2014 15
  16. 16. Michael A. Zeng The Contribution of Different Online Communities in Open Innovation Projects References • Chesbrough, H. W. (2006). Open Business Models: How to Thrive in the New Innovation Landscape. Boston, MA: Harvard Business School Press. • Füller, J., Matzler, K., & Hoppe, M. (2008). Brand community members as a source of innovation. Journal of Product Innovation Management, 25(6), 608–619. • Janzik, L., & Raasch, C. (2011). Online communities in mature markets: Why join, why innovate, why share? International Journal of Innovation Management, 15(04), 797–836. • Mayring, P. (2010). Qualitative Inhaltsanalyse: Grundlagen und Techniken (11th ed.). Weinheim: Beltz. • Kim, A. J. (2000). Community Building on the Web: Includes Index. Berkeley, CA: Peachpit Press. • Möslein, K. M., Reichwald, R., & Kölling, M. (2011). Open innovation in der Dienstleistungsgestaltung. WSI Mitteilungen, 64(9), 484–490. • Muniz Jr., A.M., and O’Guinn, T.C. (2001). Brand Community. Journal of Consumer Research. 27, 4, 412–432. • Ollila, S., & Elmquist, M. (2011). Managing open innovation: Exploring challenges at the interfaces of an open innovation arena. Creativity and Innovation Management, 20(4), 273–283. • Shani, A. B., Sena, J. A., & Olin, T. (2003). Knowledge management and new product development: A study of two companies. European Journal of Innovation Management, 6(3), 137–149. • Schau, H. J., Muniz Jr., A. M., & Arnould, E. J. (2009). How Brand Community Practices Create Value. Journal of Marketing(73)5, 30-51. • Schroll, A., & Römer, S. (2011). Open Innovation heute: Instrumente und Erfolgsfaktoren. Zeitschrift für Information Management und Consulting, 26(1), 58–64. August 27, 2014 16

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