Title :
Customer-Led Online Open Innovation of Consumer Goods: A Multiple-Case Study
Author :
Wei, Fachen ; Wei, Wei
Author_Institution :
Sch. of Humanity & Social Sci., Beijing Jiaotong Univ. Beijing, Beijing, China
Abstract :
Traditionally, studies of open innovation (OI) focused on high-tech industry. Though consumer goods industry is increasingly adopting online open innovation (OOI), managers are unclear about the trends of OOI. This study proposes a new classification of OOI in consumer goods industry: firm-led OOI and customer-led OOI, and identify the evolution trends of customer-led OOI. The finding is based on a longitudinal study of 138 cases. The results highlight the important areas that managers should pay particular attention to.
Keywords :
consumer products; customer profiles; electronic commerce; innovation management; production engineering computing; consumer goods industry; customer-led online open innovation; firm-led online open innovation; Collaboration; Communities; Companies; Industries; Technological innovation;
Conference_Titel :
Management and Service Science (MASS), 2011 International Conference on
Conference_Location :
Wuhan
Print_ISBN :
978-1-4244-6579-8
DOI :
10.1109/ICMSS.2011.5998927
