Innovation Analytics and Digital Innovation Experimentation: The Rise of Research-driven Online Review Platforms

Marcello M. Mariani and Satish Nambisan

Technological Forecasting and Social Change, 2021, vol. 172, issue C

Abstract: Big data analytics constitute one of the driving forces of the fourth industrial revolution and represent one of the founding pillars of Industry 4.0. They are increasingly leveraged to create business insights from online reviews of products and services by a wide range of organizations and firms. In this work, we develop a typology of online review platforms (ORPs) and describe a novel platform, research-driven online review platform (RORP), that combines the science and rigor of very large-scale, low-cost, fast-paced, and complex digital experimentation using real-world customers on digital platforms with the power of modern AI-based big data analytics capabilities (BDAC) to generate novel innovation insights for the digital age. Using multiple real-world case studies, we illustrate how RORPs operate and deliver value through innovation analytics, and serve as a powerful tool for digital innovation experimentation, enabling firms to innovate more effectively and transform their business models to adapt to rapidly changing market conditions. We shed light on the BDAC requirements, as well as the benefits and challenges of using RORPs and innovation analytics, particularly in the post-COVID-19 world, and offer strategic and operational implications for entrepreneurs and innovation managers.

Keywords: Big data analytics; Online review platforms; Digital innovation experimentation; Innovation analytics; Entrepreneurship (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (27)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0040162521004418
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:tefoso:v:172:y:2021:i:c:s0040162521004418

DOI: 10.1016/j.techfore.2021.121009

Access Statistics for this article

Technological Forecasting and Social Change is currently edited by Fred Phillips

More articles in Technological Forecasting and Social Change from Elsevier
Bibliographic data for series maintained by Catherine Liu ().