Abstract

http://ssrn.com/abstract=1533575
 
 

References (57)



 
 

Citations (1)



 


 



Sourcing Innovation from You Customer: How Multinational Enterprises Use Web Platforms for Virtual Customer Integration


René Rohrbeck


University of Aarhus - Business and Social Sciences, Department of Business Administration

Fee Steinhoff


Deutsche Telekom Laboratories

Felix Perder


TU Berlin

January 8, 2010

Technology Analysis & Strategic Management, Vol. 22, No. 4, pp. 117–131, 2010

Abstract:     
Integrating the customer in the innovation process is believed to be a powerful means to reduce failure rates and to increase the revenue from new products. Although many companies have launched programs to enable such integration, the understanding of the mechanisms behind successful programs remains limited. Furthermore, the benefit of integrating customers in the innovation process has to be weighed against the costs. Virtual customer integration has been discussed as a way to limit these costs and bring the benefits of potentially unlimited scalability. Using a sample of the Euro Stoxx 50 companies, we shed light on the various types of virtual customer integration platforms, their limitations, their benefits and the mechanisms that have to be put in place to make them succeed. Results indicate that only a limited number of platforms go beyond the sourcing of ideas. Especially the integration of the customer in the execution phase of the innovation process remains largely limited to digital goods.

Number of Pages in PDF File: 17

Keywords: Virtual-customer integration, customer-active paradigm, innovation management, lead user, developer platforms

JEL Classification: E17, M1, M19

Accepted Paper Series





Download This Paper

Date posted: January 9, 2010 ; Last revised: June 9, 2014

Suggested Citation

Rohrbeck, René and Steinhoff, Fee and Perder, Felix, Sourcing Innovation from You Customer: How Multinational Enterprises Use Web Platforms for Virtual Customer Integration (January 8, 2010). Technology Analysis & Strategic Management, Vol. 22, No. 4, pp. 117–131, 2010. Available at SSRN: http://ssrn.com/abstract=1533575

Contact Information

René Rohrbeck (Contact Author)
University of Aarhus - Business and Social Sciences, Department of Business Administration ( email )
Bartholins Allé 10
Aarhus, 8000
Denmark
+45-871 64929 (Phone)
HOME PAGE: http://www.rene-rohrbeck.de
Fee Steinhoff
Deutsche Telekom Laboratories ( email )
Berlin
Germany
Felix Perder
TU Berlin ( email )
Straße des 17
Berlin, 10623
Germany
Feedback to SSRN


Paper statistics
Abstract Views: 2,516
Downloads: 1,082
Download Rank: 10,118
References:  57
Citations:  1
Paper comments
No comments have been made on this paper

© 2014 Social Science Electronic Publishing, Inc. All Rights Reserved.  FAQ   Terms of Use   Privacy Policy   Copyright   Contact Us
This page was processed by apollo1 in 0.297 seconds