University of Tasmania
Browse

File(s) under permanent embargo

Innovation in Online Communities: Conditions for Customer Creativity and Contribution

conference contribution
posted on 2023-05-24, 17:25 authored by Gaurangi LaudGaurangi Laud, Karpen, IO, Conduit, J
Collaboration with and among customers is considered an important means of enhancing the effectiveness of innovation outcomes (Greer ad Lei, 2012; Gustafsson et al., 2012; Chan et al., 2010). Gambardella, Raascha and von Hippel (2017, p. 1450) acknowledge this emerging user innovation paradigm and attest that “extensive theoretical and empirical research has now led to an understanding that users are also a major source of innovation development”. Given this recognised perspective of customers as potential drivers of innovation, firms are now driven to understand how to harness the customers’ potential for this purpose. Taking a services marketing lens to this problem enables a service ecosystems (e.g. Vargo and Lusch 2016) or network perspective (e.g. Taatila et al., 2006) to understand how customers, in collaboration, result in more creative and effective innovation solutions. As such, we here focus specifically on the central role of customers within those systems or networks and seek to understand the conditions under which individual customer creativity and participation in co-creative innovation is enhanced.

History

Publication title

SERVSIG Proceedings

Pagination

807-811

ISBN

978-2-9516606-3-2

Department/School

TSBE

Publisher

IESEG: School of Management

Place of publication

France

Event title

10th SERVSIG 2018: Opportunities for Services in a Challenging World

Event Venue

Paris, France

Date of Event (Start Date)

2018-06-14

Date of Event (End Date)

2018-06-16

Rights statement

Copyright unknown

Repository Status

  • Restricted

Socio-economic Objectives

Marketing

Usage metrics

    University Of Tasmania

    Exports

    RefWorks
    BibTeX
    Ref. manager
    Endnote
    DataCite
    NLM
    DC