how to (crowd-)fund and manage the (user-)innovation: the case of big buck bunny
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Background Creative Commons Main questions Literature Data Model Conclusion
How to (Crowd-)Fund andManage the (User-)Innovation:The case of Big Buck Bunny
Massimiliano [email protected]
EconomiX, University Paris Ouest
Organizations, Institutions and Innovation in the ICT sector:
Where do we stand?
Paris June, 25-26 2012
Massimiliano Gambardella [email protected] EconomiX, University Paris Ouest
How to (Crowd-)Fund and Manage the (User-)Innovation: The case of Big Buck Bunny
Background Creative Commons Main questions Literature Data Model Conclusion
Introduction
The Non-Senses
It seems a non-sense that:
a producer decides to invest in a different industry without anadvantage
a producer assembles, manages and pays experts to produce aquasi-public good (non-rival & non-excludable)
experts decide to work underpaid
customers decide to pay for a freely available product
...this is what happened to produce Big Buck Bunny
Massimiliano Gambardella [email protected] EconomiX, University Paris Ouest
How to (Crowd-)Fund and Manage the (User-)Innovation: The case of Big Buck Bunny
Background Creative Commons Main questions Literature Data Model Conclusion
Introduction
Blender Foundationstarted in october 2007published in april 2008diffused in may 2008150.000 e6 months9 team members
(6 artists and 3 developers)
30 e: credits250 e: main sponsorCreative Commons - by
Massimiliano Gambardella [email protected] EconomiX, University Paris Ouest
How to (Crowd-)Fund and Manage the (User-)Innovation: The case of Big Buck Bunny
Background Creative Commons Main questions Literature Data Model Conclusion
Licenses
Formal Institution
All organization structures are based on Formal Institutions:
understandable
accepted
shared
...Creative Commons licenses represent the Formal Institution
Massimiliano Gambardella [email protected] EconomiX, University Paris Ouest
How to (Crowd-)Fund and Manage the (User-)Innovation: The case of Big Buck Bunny
Background Creative Commons Main questions Literature Data Model Conclusion
Licenses
Creative Commons licenses
These licenses allow creators to communicate which rights theyreserve, and which rights they waive for the benefit of recipients orother creators
Massimiliano Gambardella [email protected] EconomiX, University Paris Ouest
How to (Crowd-)Fund and Manage the (User-)Innovation: The case of Big Buck Bunny
Background Creative Commons Main questions Literature Data Model Conclusion
Licenses
Clauses
1 Attribution alone (by)
2 Attribution + Non-commercial (by-nc)
3 Attribution + NoDerivs (by-nd)
4 Attribution + ShareAlike (by-sa)
5 Attribution + Non-comm. + NoDerivs (by-nc-nd)
6 Attribution + Non-comm. + ShareAlike (by-nc-sa)
7 (Public Domain) (PD)
Massimiliano Gambardella [email protected] EconomiX, University Paris Ouest
How to (Crowd-)Fund and Manage the (User-)Innovation: The case of Big Buck Bunny
Background Creative Commons Main questions Literature Data Model Conclusion
Questions
How to absorb User-Innovation
how to start it
how to manage User’s contributions (funds)
Massimiliano Gambardella [email protected] EconomiX, University Paris Ouest
How to (Crowd-)Fund and Manage the (User-)Innovation: The case of Big Buck Bunny
Background Creative Commons Main questions Literature Data Model Conclusion
User-Innovation
User-Innovation
...end of value chain
describes how user-innovations are organized
new products from 10% to 40% of users (in differentindustries)
users tend to use Communities
Massimiliano Gambardella [email protected] EconomiX, University Paris Ouest
How to (Crowd-)Fund and Manage the (User-)Innovation: The case of Big Buck Bunny
Background Creative Commons Main questions Literature Data Model Conclusion
User-Innovation
Horizontal User-Innovation
* von Krogh - http://www.smi.ethz.ch/research/CollaborativeInnovation
�
Massimiliano Gambardella [email protected] EconomiX, University Paris Ouest
How to (Crowd-)Fund and Manage the (User-)Innovation: The case of Big Buck Bunny
Background Creative Commons Main questions Literature Data Model Conclusion
User-Innovation
The Crowd
Crowdsurcing: feedback and contribution
Crowdfunding: use the “crowd” to raising money from it
Massimiliano Gambardella [email protected] EconomiX, University Paris Ouest
How to (Crowd-)Fund and Manage the (User-)Innovation: The case of Big Buck Bunny
Background Creative Commons Main questions Literature Data Model Conclusion
User-Innovation
Motivations
1 Extrinsic Monetary Motivations
administrative commands; monetary
2 Extrinsic Non-Monetary Motivations
reputation; career concerning; peer recognition; sharinginnovation
3 Intrinsic Motivations
activity itself; ego gratification; need
...the extrinsic non-monetary and intrinsic motivations compensatefor a lower salary and incentivise volunteering and donations
* Gambardella, M. 2011. The Scope of Open Licenses in Cultural Contents Production and Distribution
Massimiliano Gambardella [email protected] EconomiX, University Paris Ouest
How to (Crowd-)Fund and Manage the (User-)Innovation: The case of Big Buck Bunny
Background Creative Commons Main questions Literature Data Model Conclusion
User-Innovation
Characteristics
urestrictive licenses
non-profit legal status
...tend to attract users’ efforts
* Gambardella, M. 2011. The Scope of Open Licenses in Cultural Contents Production and Distribution
Massimiliano Gambardella [email protected] EconomiX, University Paris Ouest
How to (Crowd-)Fund and Manage the (User-)Innovation: The case of Big Buck Bunny
Background Creative Commons Main questions Literature Data Model Conclusion
Survey
“Grounded Theory” Approach
qualitative analysis
15 interviewd3 members of the team
Ton Roosendal - Leader & ProducerEnrico Valenza - Lead ArtistAndy Goralczyk - Art Director
12 members of Blender Community
Massimiliano Gambardella [email protected] EconomiX, University Paris Ouest
How to (Crowd-)Fund and Manage the (User-)Innovation: The case of Big Buck Bunny
Background Creative Commons Main questions Literature Data Model Conclusion
Propotition
A three-phase process of innovation
Massimiliano Gambardella [email protected] EconomiX, University Paris Ouest
How to (Crowd-)Fund and Manage the (User-)Innovation: The case of Big Buck Bunny
Background Creative Commons Main questions Literature Data Model Conclusion
Conclusion
Two different communities form the whole BlenderCommunity
Artists and Developers are not really able to communicateeach other
Massimiliano Gambardella [email protected] EconomiX, University Paris Ouest
How to (Crowd-)Fund and Manage the (User-)Innovation: The case of Big Buck Bunny
Background Creative Commons Main questions Literature Data Model Conclusion
Conclusion
Step 1
Creative Commons
encourages Crowdfunding and Crowdsourcing
Massimiliano Gambardella [email protected] EconomiX, University Paris Ouest
How to (Crowd-)Fund and Manage the (User-)Innovation: The case of Big Buck Bunny
Background Creative Commons Main questions Literature Data Model Conclusion
Conclusion
Step 2
The Team was able to
innovate (horizontal user-innovation)
Massimiliano Gambardella [email protected] EconomiX, University Paris Ouest
How to (Crowd-)Fund and Manage the (User-)Innovation: The case of Big Buck Bunny
Background Creative Commons Main questions Literature Data Model Conclusion
Conclusion
Step 3
Blender Foundation was able to
absorb innovations
...“Bunny Release” of Blender (2.46)
Massimiliano Gambardella [email protected] EconomiX, University Paris Ouest
How to (Crowd-)Fund and Manage the (User-)Innovation: The case of Big Buck Bunny
Background Creative Commons Main questions Literature Data Model Conclusion
Conclusion
Thank youfor your attention!
Comments? Questions?
Massimiliano GAMBARDELLA
EconomiX, University Paris [email protected]
This document is under Creative Commons license 3.0 Attribution -
*picture undercc-by-nd 2.0
Massimiliano Gambardella [email protected] EconomiX, University Paris Ouest
How to (Crowd-)Fund and Manage the (User-)Innovation: The case of Big Buck Bunny