Ideator Expertise and Cocreator Inputs in Crowdsourcing-Based New Product Development

35 Pages Posted: 28 Jun 2017

See all articles by John Zhu

John Zhu

Lawrence Technical University

Stella Li

City University of Hong Kong

Michelle Andrews

Emory University

Date Written: June 27, 2017

Abstract

Crowdsourcing-based new product development (NPD) involves consumers in both the ideation and product development phases. The success of crowdsourcing-based NPD depends on both the ideators’ expertise and the interplay of their expertise with other cocreators’ inputs due to knowledge integration. Large-scale, longitudinal data from a crowdsourcing-based NPD platform reveal that ideators’ engineering expertise helps convert ideas into final products more than ideators’ marketing expertise. In contrast, ideators’ marketing expertise helps these products achieve more sales than ideators’ engineering expertise. Moreover, final products achieve more sales if ideators’ marketing expertise embedded in initial product ideas is later augmented with either marketing or engineering-related development inputs by crowd cocreators. However, ideas generated by ideators with engineering expertise achieve fewer product sales when those ideas are complemented by more marketing-related development inputs by cocreators. These findings extend crowdsourcing-based NPD theory and furnish insight on managing crowdsourcing-based NPD platforms.

Keywords: crowdsourcing, new product development, marketing expertise, engineering expertise, knowledge integration, cocreation

JEL Classification: M11, M31, M13, C34

Suggested Citation

Zhu, John and Li, Stella and Andrews, Michelle, Ideator Expertise and Cocreator Inputs in Crowdsourcing-Based New Product Development (June 27, 2017). Available at SSRN: https://ssrn.com/abstract=2993562 or http://dx.doi.org/10.2139/ssrn.2993562

John Zhu (Contact Author)

Lawrence Technical University ( email )

21000 West Ten Mile Road
Southfield, MI 48075

Stella Li

City University of Hong Kong ( email )

Tat Chee Avenue
Kowloon
Hong Kong

Michelle Andrews

Emory University ( email )

1300 Clifton Road
Atlanta, GA 30322-2722
United States

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