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Abstract:
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It has been demonstrated that users occasionally innovate. However, it can now be observed that
even end-consumers act as a source novel product designs. A case study of a firm, and “its”
consumers - from the computer games industry - illustrates how sourcing of consumer knowledge
has enabled the firm to improve product design. Two conditions favor the results firms can obtain
from consumer’s knowledge. First, is firm’s ability to exploit new opportunities of information and
communication technology - on-line communities - to establish interfaces connecting them with
consumers. Second, is firm’s ability to initiate a mode of organization by which the consumers are
guided and motivated to reveal merely relevant knowledge. |
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