Customer preferences versus managerial decision-making in open innovation communities: the case of Starbucks
Customers can participate in open innovation communities posting innovation ideas, which in turn can receive comments and votes from the rest of the community, highlighting user preferences. However, the final decision about implementing innovations corresponds to the company. This paper is focused...
| Autores: | , , |
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| Tipo de recurso: | artículo |
| Estado: | Versión enviada para evaluación y publicación |
| Fecha de publicación: | 2015 |
| País: | España |
| Institución: | Universidad de Sevilla (US) |
| Repositorio: | idUS. Depósito de Investigación de la Universidad de Sevilla |
| OAI Identifier: | oai:idus.us.es:11441/32287 |
| Acceso en línea: | http://hdl.handle.net/11441/32287 https://doi.org/10.1080/09537325.2015.1061121 |
| Access Level: | acceso abierto |
| Palabra clave: | Open innovation Innovation policies Customer communities Collective intelligence Decision-making |
| Sumario: | Customers can participate in open innovation communities posting innovation ideas, which in turn can receive comments and votes from the rest of the community, highlighting user preferences. However, the final decision about implementing innovations corresponds to the company. This paper is focused on the customers’ activity in open innovation communities. The aim is to identify the main topics of customers’ interests in order to compare these topics with managerial decision-making. The results obtained reveal first that both votes and comments can be used to predict user preferences; and second, that customers tend to promote those innovations by reporting more comfort and benefits. In contrast, managerial decisions are more focused on the distinctive features associated with the brand image |
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