Stepping into the internet: Leveraging the affordances of virtual worlds for co-creation SMS C.K. Prahalad Conference June...
Theoretical foundations “ An individual-centered co-creation of value between consumers and companies”  C.K. Prahalad & Ra...
Research Question “ What enables the co-creation of innovation-relevant knowledge in virtual worlds? ”
Case Study <ul><li>Swedish web start-up </li></ul><ul><li>Launched in Summer 2009 </li></ul><ul><li>User driven developmen...
RunAlong Clip http://www.youtube.com/watch?v=2kMNWBU1Yb8
Mini SECI Model Nonaka & Toyama 2003
Preposition1 <ul><li>Proposition 1: The more the virtual world co-creation environment and process enables telepresence, t...
Preposition 2 Nonaka & Toyama 2003  <ul><li>Proposition 2:  The greater the degree that the designs of avatars are in alig...
Preposition 3 Nonaka & Toyama 2003  <ul><li>Proposition 3:  The greater the variety of communication and information chann...
Preposition 4 Nonaka & Toyama 2003  <ul><li>Proposition 4: The greater enhanced interactivity and behavior archiving are l...
Implication for co-creation research <ul><li>Extend literature concerning the use of Technology for co-creation activities...
<ul><li>www.nordicworlds.net </li></ul><ul><li>#NVWN </li></ul><ul><li>SL: Evan Adder </li></ul><ul><li>Twitter: @eliagh <...
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Stepping into the internet: Leveraging the affordances of virtual worlds for co-creation

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  • 10 min The theoretical drivers Research question The Run Along case -Video The insights collected from the WS showed the existence of a knowledge process that was well informed by the SECI model by Nonaka&amp; Takeushi of knowledge creation. Specifically it helped us to structure the and ascribe a number of affordances of VWs particularly supportive to the co-creation process. The Mini SECI model and a slide with the principal affordance for each stage The concluding preposition that we would like to explore in a potential future study looking at a different co-creation process.
  • Literature loo
  • From the insights emerged from the workshop it became clear that virtual worlds enabled certain type of the affordances that were of relevance to the co-creation of innovation-relevant knowledge. The co-creation activity were going through We developed a mini SECI model of knowledge creation developed by Nonaka and Toyama which helped to both structure and inform our investigation. The SECI process of knowledge creation describes four different modes of knowledge conversion: socialization, externalization, combination and internalization based on the classic distinction between tacit and explicit knowledge as proposed by Polanyi ba creates a playing field in which the knowledge conversion processes can take place. Ba is not necessarily a physical place but can also be a virtual or mental space “cyber-ba” as a virtual space that supports the combination of explicit knowledge to generate new knowledge. the participants went through three of the knowledge conversion processes in a condensed SECI model and the virtual co-creation environment had the characteristics of cyber-ba. the SECI model – placing it within the context of co-creation in a virtual world environment. to propose a series of relationships between various virtual world affordances and the different knowledge conversion modes in the SECI model. These can serve as guidance to both academics interested in investigating innovation and knowledge creation in virtual worlds
  • The first mode in the knowledge creation process is socialization or the process of sharing and creating new tacit knowledge by individuals as they &amp;quot;indwell&amp;quot;, “empathize” or &amp;quot;live in&amp;quot; the world and directly experience it 58 . Tacit knowledge is difficult to formalize thus actually
  • process of externalization in which individuals or groups articulate their tacit knowledge into explicit knowledge so that it can be shared by others to become the basis of new knowledge creation 12 . tacit knowledge is dialogue since it is through dialogue between individuals that contradictions between one’s tacit knowledge and the structure or that contradictions among tacit knowledge of individuals are made explicit and synthesized the aspect of social presence 44 – the sense of being together and communicating with someone. Previous research has found that participants with a strong sense of social presence have closer and personal co-creation tends to bring together unacquainted and even potentially acquainted individuals to interact through their avatars, the design and looks of the participants&apos; avatars will affect the dynamics of the externalization process. Thus, serious thought must be given to co-creation design principles related to the looks of the avatars involved in co-creation and this leads us to our second proposition: co-creation tends to bring together unacquainted and even potentially acquainted individuals to interact through their avatars, the design and looks of the participants&apos; avatars will affect the dynamics of the externalization process
  • combination , explicit knowledge is combined with other explicit knowledge. During this step both knowledge from inside and outside the organization is combined in more complex and systematic explicit knowledge 58 . Existing explicit knowledge can be found through all kinds of digital communication networks and databases. importantly, the result of combination can be shared through the same media so that others can find and use the new explicit knowledge in their knowledge creation activities. In the RunAlong workshops,
  • internalization in which explicit knowledge is shared with others who then embody this explicit knowledge into tacit knowledge in a process closely related to “learning by doing” 59 . While externalization and combination are primarily group level activities, internalization occurs at the individual level in which individuals try to understand and integrate new knowledge into their mental models of existing experiences and models through the application and use of knowledge in practical situations 78 . Simulation and experimentation facilitate this process user innovation and co-creation is the stickiness of knowledge, or the ability of the user to communicate their needs and wants to the producer in a way that is useful 11 . The ability of both the users and producers to internalize the knowledge through simulation leads to the creation of shared mental models, which then can lead to a new spiral of knowledge creation when shared with others through socialization. Clearly this continued spiral depends on how the organization decides to continue the co-creation process after the first three modes of the SECI knowledge creation cycle.
  • Stepping into the internet: Leveraging the affordances of virtual worlds for co-creation

    1. 1. Stepping into the internet: Leveraging the affordances of virtual worlds for co-creation SMS C.K. Prahalad Conference June 11, 2011
    2. 2. Theoretical foundations “ An individual-centered co-creation of value between consumers and companies” C.K. Prahalad & Ramaswamy (2004) “ Dominating approach in leveraging the web to support collaborative innovation is still incremental, and apparently companies are gradually integrating the traditional activities of new product development with online tools to promote systematic customer interaction” Prandelli, Verona, & Raccagni (2006) “ Avatar-based innovation presents an opportunity for companies to engage with customers in new and interesting ways during an interactive new product development process” Kohler et al. (2009)
    3. 3. Research Question “ What enables the co-creation of innovation-relevant knowledge in virtual worlds? ”
    4. 4. Case Study <ul><li>Swedish web start-up </li></ul><ul><li>Launched in Summer 2009 </li></ul><ul><li>User driven development approach </li></ul><ul><li>Aiming to internationalize </li></ul><ul><li>Limited resources </li></ul>
    5. 5. RunAlong Clip http://www.youtube.com/watch?v=2kMNWBU1Yb8
    6. 6. Mini SECI Model Nonaka & Toyama 2003
    7. 7. Preposition1 <ul><li>Proposition 1: The more the virtual world co-creation environment and process enables telepresence, the greater the quality of socialization. </li></ul>Nonaka & Toyama 2003
    8. 8. Preposition 2 Nonaka & Toyama 2003 <ul><li>Proposition 2: The greater the degree that the designs of avatars are in alignment with the purpose of virtual world co-creation, the greater the quality of externalization. </li></ul>
    9. 9. Preposition 3 Nonaka & Toyama 2003 <ul><li>Proposition 3: The greater the variety of communication and information channels are available in virtual world co-creation, the greater the quality of combination . </li></ul>
    10. 10. Preposition 4 Nonaka & Toyama 2003 <ul><li>Proposition 4: The greater enhanced interactivity and behavior archiving are leveraged in virtual world co-creation, the greater the quality of internalization. </li></ul>
    11. 11. Implication for co-creation research <ul><li>Extend literature concerning the use of Technology for co-creation activities </li></ul><ul><li>Opportunity to use VWs to conduct experiments with co-creation activities controlling for specific factors </li></ul>
    12. 12. <ul><li>www.nordicworlds.net </li></ul><ul><li>#NVWN </li></ul><ul><li>SL: Evan Adder </li></ul><ul><li>Twitter: @eliagh </li></ul><ul><li>Email: elia.giovacchini@fek.su.se </li></ul>Thank you!

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