vlerick innovation network slideshare

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


A fundamental shift


The contribution revolution


Adidas insiders community


KLM In Touch community


Something to read


Voice of customer

Projects

Involving users in innovation

Knowledge broker

Virtual Knowledge

Brokers

Virtual Customer

environments

Firm Broker

Source

Environment

Virtual

Physical

5 goals to accomplish

In running a successful virtual customer environment


Key components of a successful online idea community

Customer

process


Novices vs experts

Customer

Engagement


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


Best Practices on customer experience

(Source: ComBlu, 2010)

5 Choices to make

When starting a virtual customer environment


OPEN CLOSED


ONLINE OFFLINE


DEFINED

TOPIC

UNDEFINED

TOPIC


TEMPORARY CONTINUOUS


IDEATION TESTING


OPEN

ONLINE

DEFINED TOPIC

TEMPORARY

IDEATION

CLOSED

OFFLINE

UNDEFINED TOPIC

CONTINUOUS

TESTING


Internal person

in contact with

external market

Simple Internal Network

Internal network

Market insights

discussed and

evaluated

No

customers/users/part

ners involved

29 |


customers/

shoppers/

users

Simple Customer Forum

External network

Continuous

Coupling

customer ideas

with traditional

R&D

30 |


Semi-open Radical Innovation Network

Idea outside the

competences of the

company

Network open to

selected individuals

and entities

31 |

Selected

external

parties

(experts)


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


Prof. dr. ir. Marion Debruyne

Associate Professor & Partner

Vlerick Business School

Contact me:

[email protected]

Follow me:

Thank you!

MarionDebruyne

vlerick innovation network slideshare

Education

customer experiencesource

companyscompetencieslead

internal person

radical innovationexternal

value chain

best practices

external innovators

key components