Online Consumer Communities, Collaborative Learning and Innovation
Online Consumer Communities, Collaborative Learning and Innovation
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在线消费者社区、协作学习和创新
DOI：
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发表时间：
2011
期刊：
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通讯作者：
Carla Rossi
中科院分区：
文献类型：
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作者：
Carla Rossi
本文旨在概述那些有兴趣利用在线客户社区中嵌入的知识和创意人才来维持 B-2-C 行业创新的公司所面临的管理挑战。通过对一家领先食品生产商（Barilla Mulino Bianco）的详细案例研究分析，该生产商推出了一个在线开放协作平台来收集用户对新产品的想法，本文旨在强调企业必须做出的转型努力，以便在创新的背景下吸收客户的知识。该论文提出了传统公司吸引消费者参与知识（共同创造）和协作创新过程的潜在策略，并提出了一些假设，可以支持开发、维持和增加客户参与交换所需的能力的解释模型。在分析案例的基础上，本文提出了一些可以采取的管理行动，以促进客户参与协作学习和创新过程，并概述了可能阻碍成功结果的潜在障碍（首先是管理人员的不情愿）。该案例为共同创造的文献做出了贡献，展示了如何通过管理和营销策略的结合逐步实现和改进共同创造，不仅要提高用户的积极性，还要提高管理的承诺。
The paper aims to outline the managerial challenges faced by the companies interested in leveraging knowledge and creative talent embedded in online customers’ communities to sustain innovation in b-2-c industries. Through a detailed case-study analysis of a leading food producer (Barilla Mulino Bianco) who launched an online open collaborative platform to gather users’ idea for new products, the paper aims to highlight the transformational effort that firms have to make in order to leverage knowledge absorption from customers in the context of innovation. The paper suggests potential strategies for conventional companies to engage consumers in knowledge (co-creation) and collaborative innovation processes, formulating some hypothesis that could support an interpretative model of the capabilities needed to develop, maintain and increase customer’s engagement in the exchange. On the basis of the case analyzed, the paper suggests some managerial actions that could be adopted to facilitate customers’ engagement in processes of collaborative learning and innovation, outlining the potential barriers (in primis the managerial reluctance) that could prevent a successful result. The case contributes to the literature on co-creation, demonstrating how it can be progressively achieved and improved, trough a combination of management and marketing strategies, addressed not only to accrue users’ motivation but also managerial commitment.