Tuning Users' Innovativeness During Ideation

13 Pages Posted: 12 May 2010

Abstract

Although there is increasing acknowledgement that consumers can contribute useful ideas during the development of innovative services, there has been little empirical examination of how such users can best be managed in order to contribute their ideas to the ‘fuzzy front end’ of new service development. The present study examines the relationship between the nature of user-created ideas regarding new technology-based services and the characteristics of the users supplying the ideas. In particular, the study investigates whether users' ideas become more incremental or more radical depending on the users' awareness of technological restrictions and their utilization of use experience. The results show that idea creators with high use experience who are unaware of any technological restrictions tend to produce service ideas that are more radical in nature, whereas idea creators with high use experience who are aware of technological restrictions tend to produce service ideas that are more incremental in nature. The study provides empirical support that, in order to provide innovative ideas, ordinary users involved in ideation must both have a contextual use experience and not be restricted in their ideation by ‘too much’ technology information and restrictions on potential feasibility.

Suggested Citation

Magnusson, Peter R. and Kristensson, Per, Tuning Users' Innovativeness During Ideation. Creativity and Innovation Management, Vol. 19, Issue 2, pp. 147-159, June 2010. Available at SSRN: https://ssrn.com/abstract=1604787 or http://dx.doi.org/10.1111/j.1467-8691.2010.00552.x

Peter R. Magnusson

Independent

No Address Available

Per Kristensson

affiliation not provided to SSRN ( email )

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