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Customer creativity and willingness to contribute to co-creative innovation in online communities
Citation
Laud, G and Karpen, I and Conduit, J, Customer creativity and willingness to contribute to co-creative innovation in online communities, 25TH IPDMC: Innovation and product development management conference, 10-13 June 2018, Porto, Portugal, pp. 1-2. ISSN 1998-7374 (2018) [Conference Extract]
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Abstract
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.
Item Details
| Item Type: | Conference Extract |
|---|---|
| Keywords: | innovation, customer creativity, co-creation |
| Research Division: | Commerce, Management, Tourism and Services |
| Research Group: | Marketing |
| Research Field: | Marketing Theory |
| Objective Division: | Economic Framework |
| Objective Group: | Management and Productivity |
| Objective Field: | Marketing |
| Author: | Laud, G (Dr Gauri Laud) |
| ID Code: | 123916 |
| Year Published: | 2018 |
| Deposited By: | Tasmanian School of Business and Economics |
| Deposited On: | 2018-02-01 |
| Last Modified: | 2018-11-12 |
| Downloads: | 0 |
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