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1、Electronic copy available at: http:/ 1 From Social Media to Social Product Development: The Impact of Social Media on CoCreation of Innovation Frank Piller, Alexander Vossen and Christoph Ihl Abstract: The objective of this paper is to discuss the impact of social media on customer cocreation in the
2、 innovation process. Customer cocreation denotes an active, creative and social collaboration process between producers and customers (users), facilitated by a company, in the context of new product or service development. We propose a typology of cocreation activities in order to develop conceptual
3、 arguments how social media can impact the relationships among customers involved in cocreation as well as the relationship between customers and the hosting firm. Social media can make economicexchange relations more collaborative and social, but interestingly may also turn relations formerly based
4、 on socialexchange into “money markets“ with strong competition among actors. As a result, we develop a set of questions that can lead future research in these regards. Keywords: Open innovation, cocreation, social media, social product development Zusammenfassung: Das Ziel dieses Aufsatzes ist es,
5、die Bedeutung sozialer Medien fr Customer Co Creation im Innovationsprozess zu untersuchen. Der Begriff Customer CoCreation bezeichnet in diesem Zusammenhang eine aktive, kreative und soziale Zusammenarbeit zwischen Herstellern und Kunden (Nutzern) im Rahmen der Entwicklung neuer Produkte oder Diens
6、tleistungen. Wir schlagen eine Typologie von CoCreationAktivitten vor, um systematisch zu argumentieren, wie soziale Medien die Beziehungen zwischen Kunden untereinander und die Beziehungen dieser Kunden mit Unternehmen beeinflussen knnen. Soziale Medien knnen auf der einen Seite ursprnglich konomis
7、ch und kompetitiv geprgte Marktbeziehungen zu mehr Zusammenarbeit fhren (sie also “sozialer“ machen), auf der anderen Seite aber auch einen ursprnglich sozialen Austausch in kompetitive Marktbeziehungen wandeln. Als Ergebnis entwickeln wir eine Agenda fr weitere Forschung in diesem Themenfeld. Schla
8、gwrter: Open innovation, cocreation, social media, social product development Frank Piller, Prof. Dr., ist Inhaber des Lehrstuhls fr Technologie und Innovationsmanagement an der RWTH Aachen. Alexander Vossen, Dipl.Kfm., ist wissenschaftlicher Mitarbeiter und Doktorand am Lehrstuhl fr Technologie und
9、 Innovationsmanagement an der RWTH Aachen. Christoph Ihl, Dr., ist Habilitand am Lehrstuhl fr Technologie und Innovationsmanagement an der RWTH Aachen. Anschrift: RWTH Aachen, Lehrstuhl TIM, Templergraben 55, 52056 Aachen, Tel. +49 241 809 577, piller | ihl | vossen tim.rwthaachen.de Electronic copy
10、 available at: http:/ 2 1 Introduction Today, the common understanding of the innovation process builds on the observation that firms rarely innovate alone and that innovation is a result of interactive relationships among producers, users, and many other different institutions (Laursen/Salter 2006,
11、 Reichwald/ Piller 2009). Mansfield (1986) showed that innovation projects which are based to a large extent on external developments have shorter development times and demand less investments than similar projects based solely on internal research and development. As a result, the early Schumpeteri
12、an (1942) model of the lone entrepreneur bringing innovations to markets has been superseded by a richer picture of different actors in networks and communities (Laursen/Salter 2006). These actors are seen to work together in an interactive process of discovery, realization, and exploitation of a ne
13、w idea. Innovative performance today is seen to a large extent as the ability of an innovative organization to establish networks with external entities. Key actors in these networks are customers and users of a firms products and services. There is a rich literature today that has investigated the
14、role and contributions of customers and users in product innovation. Recently, the term cocreation has been established to denote special methods and strategies applied by firms to engage customers and users into their innovation process (Prahalad/Ramaswamy 2004). Customer cocreation describes as se
15、t of methods that establish an active, creative and social collaboration process between producers and customers (users) in the context of new product development (Roser et al. 2009; Piller/Ihl 2010). It denotes a paradigm shift from a manufacturingactive paradigm to a customeractive paradigm (von H
16、ippel 2005). At the same time, a similar paradigm shift has taken place in information and communica tion systems: from broadcast to social media (Kietzmann et al. 2011). The term social media denotes highly interactive platforms via which individuals and communities share, cocreate, discuss, and modify usergenerated content (Kaplan/Haenlein 2010). Examples for social media platforms include bl
