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Customer creativity and willingness to contribute to co-creative innovation in online communities

conference contribution
posted on 2023-05-24, 17:12 authored by Gaurangi LaudGaurangi Laud, Karpen, I, Conduit, J
The benefits of co-creating with customers for innovation are widely acknowledged within service marketing and innovation literature (e.g. Trischler et. al., 2017; Gustafsson et al., 2012 and Chan et al., 2010). However, as more organizations utilise customer resources in the co-creation of innovation, there is competitive pressure to enable customers to perform better as creative agents. Yet, little is known about how to activate and leverage customer creativity · to enhance the co-creation of innovation, particularly within online communities. Research recognises the complexities regarding co-creation with customers for the purpose of innovation (e.g. Gemser and Perks, 2015; Mahr et al., 2014; Trischler et al., 2017). These complexities are apparent, as managers must manage for the individual, socio-cultural and environmental factors that facilitate meaningful new ideas through individual and collective creativity within online communities (Amabile and Conti, 1997).Therefore, activating the link between customer creativity and co-creation for innovation requires a deeper understanding of the conditions that drive such pursuits.

History

Pagination

1-2

ISSN

1998-7374

Department/School

TSBE

Publisher

European Institute for Advanced Studies in Management

Place of publication

Portugal

Event title

25TH IPDMC: Innovation and product development management conference

Event Venue

Porto, Portugal

Date of Event (Start Date)

2018-06-10

Date of Event (End Date)

2018-06-13

Rights statement

Copyright unknown

Repository Status

  • Restricted

Socio-economic Objectives

Marketing

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