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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
UTAS Author:Laud, G (Dr Gauri Laud)
ID Code:123916
Year Published:2018
Deposited By:TSBE
Deposited On:2018-02-01
Last Modified:2018-11-12
Downloads:0

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