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عنوان فارسی مقاله:
اعمال نفوذ کاربران به عنوان نوآوران: مدیریت پتانسیل خلاق مصرف کنندگان فردی
عنوان انگلیسی مقاله:
Leveraging users as innovators: Managing the creative potential of individual consumers
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مقدمه از مقاله انگلیسی:
become ubiquitous and are at the heart of many physical products. The fact that a vast range of products today contain computer chips (cars, washing machines, telephones, kitchen appliances, etc.) has three key implications. First, the firm with the best computers (and therefore information) in its products wins. Second, computers are programmable, not only by the companies who produce the products, but also by the consumers who purchase and own them. This, combined with modularity, has meant that consumers can modify proprietary offerings by reprogramming them, and in doing so repurposing them, improving them and changing them in a manner never intended by their original producers. Third, firms must manage the ‘consumer generated intellectual property’ (CGIP) and the ‘emotional property’ that comes with user innovation (Berthon et al., 2015). Emotional property is the ‘‘emotional investment in an act of creation, and the attachment to the creation itself, such thatthe creator feels ownership ofthe creation’’(Berthon et al., 2015). Firms need to recognize that emotional property can be the primary driver of consumer innovation. Consumers are no longer passive users or ‘ingesters’ of offerings; they have in many ways become part of both the innovation and production processes of firms (Gales and Mansour-Cole, 1995; Lettl, 2007). This is in line with the notion of open innovation proposed by Chesbrough (2003), which holds that innovation is a distributed process that involves a purposeful management of knowledge flows across organizational boundaries (Chesbrough and Bogers, 2014). It is also in line with the notion of service-dominant logic, proposed by Vargo and Lusch (2004), which holds that instead of firms producing for, and marketing to consumers, instead they co-create and market with consumers. Thus, rather than a firm marketing goods to its marketplace, it now exchanges services with that customer base to the benefit of both parties. Of course, this raises substantial challenges for managers, as the customer innovation phenomenon is a double-edged sword.
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کلمات کلیدی:
Leveraging Users as Innovators: Managing the Creative Potential of ... https://wciw.org/.../leveraging-users-as-innovators-managing-the-creative-potential-of... Oct 4, 2013 - See on Scoop.it - Innovation Articles fresh, inspiring and rehashedSubmission 1st February 2014 Guest Editors Marcel Bogers, University of ... Leveraging users as innovators - Search research.ku.dk/search/?.../leveraging-users-as-innovators(148bbf59... Translate this page Leveraging users as innovators : managing the creative potential of individual consumers. / Bogers, Marcel; McCarthy, Ian P.; Pitt, Leyland. In: Journal of ... Leveraging users as innovators - Staff at Department of Food and ... ifro.ku.dk/.../staff/?...en%2Fpublications%2Fleveraging-users-as-in... - Translate this page Original language, English. Journal, Journal of Engineering and Technology Management. Volume, 37. Pages (from-to), 3-5. Number of pages, 3. ISSN, 0923- ... [PDF]Leveraging user relationships for innovation within sustained producer ... www.diva-portal.org/smash/get/diva2:748041/FULLTEXT02.pdf by C WADELL - Cited by 2 - Related articles Leveraging user relationships for innovation within sustained producer-user ecosystems. Observations from the medical technology industry. CARL WADELL. Emergent and Strategic Open Innovation Ecosystems:Leveraging ... proceedings.aom.org/content/2016/1/16673.short by P Ek - 2016 The paper presents a terminology of open innovation ecosystem, platform and user as ecosystem innovator concepts. It then proceeds by drawing on a case ... Call for Papers - Elsevier - Journals https://www.journals.elsevier.com/journal-of-engineering-and.../call-for-papers The purpose of this special issue is to examine the challenges and opportunities for technology roadmapping as an imperative to innovation, and their relevance ...
