vlerick innovation network slideshare
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CROWDSOURCING: How to use online communities for collaborative innovationProf. dr. ir. Marion debruyne
© Vlerick Leuven Gent Management School© Vlerick Leuven Gent Management School
Value co-creation is the new paradigm
Value co-creationCustomers are part of value chain
From product-centric to personalize customer experiences
Word of mouth
Peer influenceCustomers are the best or the worst
marketing tool
Commoditization risk?More products and innovations
How to be different?
More Information,
more choicesMore informed, network and
empowered customer
Sources: Adapted from Prahalad, C.K, Ramaswamy (2004). The future of Competition: Co-creating Valur with Customers. Harvard Business Review
MARKETForum of conversations
between customers, companies & communities
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A fundamental shift
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The contribution revolution
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Adidas insiders community
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KLM In Touch community
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Something to read
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Voice of customer
Projects
Involving users in innovation
Knowledge broker
Virtual Knowledge
Brokers
Virtual Customer
environments
Firm Broker
Source
Environment
Virtual
Physical
© Vlerick Leuven Gent Management School© Vlerick Leuven Gent Management School
Voice of customer
Projects
Involving users in innovation
Knowledge broker
Virtual Knowledge
Brokers
Virtual Customer
environments
Firm Broker
Source
Environment
Virtual
Physical
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5 goals to accomplish
In running a successful virtual customer environment
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Key components of a successful online idea community
Customer
process
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Novices vs experts
Customer
Engagement
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What motivates external innovators?
Extrinsic
MotivationsIntrinsic
Motivations
Open Markets Communities
Fun
Reputation
Belonging
StatusMoney
Intellectual
challenge
Excitement
Recognition
User need
Idea
Generation
Integration
Customer
Experience
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Best Practices on customer experience
(Source: ComBlu, 2010)
5 Choices to make
When starting a virtual customer environment
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OPEN CLOSED
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ONLINE OFFLINE
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DEFINED
TOPIC
UNDEFINED
TOPIC
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TEMPORARY CONTINUOUS
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IDEATION TESTING
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OPEN
ONLINE
DEFINED TOPIC
TEMPORARY
IDEATION
CLOSED
OFFLINE
UNDEFINED TOPIC
CONTINUOUS
TESTING
© Vlerick Leuven Gent Management School© Vlerick Leuven Gent Management School
Internal person
in contact with
external market
Simple Internal Network
Internal network
Market insights
discussed and
evaluated
No
customers/users/part
ners involved
29 |
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customers/
shoppers/
users
Simple Customer Forum
External network
Continuous
Coupling
customer ideas
with traditional
R&D
30 |
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Semi-open Radical Innovation Network
Idea outside the
competences of the
company
Network open to
selected individuals
and entities
31 |
Selected
external
parties
(experts)
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Customer-driven Radical Innovation
External network
loosely connected with
internal one
Solutions and ideas
outside the company’s
competencies
lead users and external
experts invited to co-
create solutions
32 |
Lead Users
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Prof. dr. ir. Marion Debruyne
Associate Professor & Partner
Vlerick Business School
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Thank you!
MarionDebruyne