Exploring the Inbound and Outbound Strategies Enabled by User Generated Big Data: Evidence from Leading Smartphone Applications

14 Pages Posted: 20 Feb 2018

See all articles by Daniel Trabucchi

Daniel Trabucchi

Polytechnic University of Milan

Tommaso Buganza

Polytechnic University of Milan - Department of Management, Economics and Industrial Engineering

Claudio Dell'Era

Polytechnic University of Milan

Elena Pellizzoni

Polytechnic University of Milan - Department of Management, Economics and Industrial Engineering

Date Written: March 2018

Abstract

The Open Innovation paradigm has been increasingly considered as a relevant approach to innovation. Among the different sources, end users are particularly meaningful. Scholars have highlighted several methods and strategies to involve them in the innovation process by asking, observing, and giving them the chance to actually co‐create. Digital technologies are expanding the span of opportunities in this direction, gathering a huge amount and variety of data, while the end user enjoys a digital product; these data can be called “user generated big data” (UGBD). The aim of this research is to understand whether UGBD can contribute in user innovation and to highlight the enabled strategies to create value through them. Leveraging on a multiple case study (Twitter, Spotify, Strava, and Deliveroo), the paper first classifies UGBD among the methods to foster user centered innovation, and then it defines two strategies to create value relying on UGBD. First, companies can leverage on a “using data” strategy—addressing both the end user or other player in the ecosystem—fostering service innovation through an inbound approach. Second, a “selling data” strategy can be pursued, addressing new clients and fostering business model innovation, enlarging the company's value chain in an outbound perspective.

Suggested Citation

Trabucchi, Daniel and Buganza, Tommaso and Dell'Era, Claudio and Pellizzoni, Elena, Exploring the Inbound and Outbound Strategies Enabled by User Generated Big Data: Evidence from Leading Smartphone Applications (March 2018). Creativity and Innovation Management, Vol. 27, Issue 1, pp. 42-55, 2018. Available at SSRN: https://ssrn.com/abstract=3126534 or http://dx.doi.org/10.1111/caim.12241

Daniel Trabucchi (Contact Author)

Polytechnic University of Milan ( email )

Piazza Leonardo da Vinci
Milan, Milano 20100
Italy

Tommaso Buganza

Polytechnic University of Milan - Department of Management, Economics and Industrial Engineering ( email )

Via Lambruschini 4C - building 26/A
Milano, 20156
Italy

Claudio Dell'Era

Polytechnic University of Milan ( email )

Elena Pellizzoni

Polytechnic University of Milan - Department of Management, Economics and Industrial Engineering ( email )

Via Lambruschini 4C - building 26/A
Milano, 20156
Italy

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