IT’S ALL IN THE MIX: HOW USER-DESIGNED PRODUCTS AND COMPANY-DESIGNED PRODUCTS CAN PEACEFULLY COEXIST
Michael Schulz and
Franziska Völckner
Additional contact information
Michael Schulz: University of Cologne, Department of Marketing and Brand Management, Albertus-Magnus Platz, 50923 Cologne, Germany
Franziska Völckner: University of Cologne, Department of Marketing and Brand Management, Albertus-Magnus Platz, 50923 Cologne, Germany
International Journal of Innovation Management (ijim), 2020, vol. 24, issue 07, 1-36
Abstract:
Across industries, companies operate open innovation platforms that encourage users to share ideas and become product designers. Likewise, companies explicitly promote products based on user ideas as “user-designed” (e.g., McDonald’s MyBurger, LEGO Ideas). This paper introduces and empirically investigates two managerially relevant factors that can influence the effect of user-designed products on consumers’ reactions. Specifically, Studies 1a and 1b reveal an inverted U-shaped relationship between the share of user-designed products in a company’s product portfolio and consumers’ purchase intentions, which is mediated by consumers’ perceptions of the company’s innovation ability. Study 2 examines the role of the market entry strategy for user-designed products. While the inverted U-shaped effect holds for followers, the relationship between the share of user-designed products and consumers’ purchase intentions becomes U-shaped for first movers. These results suggest that user-designed products can have unexpected consequences that managers need to be aware of and consider in their actions.
Keywords: User-designed products; user innovation; open innovation; market entry strategy (search for similar items in EconPapers)
Date: 2020
References: Add references at CitEc
Citations:
Downloads: (external link)
http://www.worldscientific.com/doi/abs/10.1142/S136391962050067X
Access to full text is restricted to subscribers
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:wsi:ijimxx:v:24:y:2020:i:07:n:s136391962050067x
Ordering information: This journal article can be ordered from
DOI: 10.1142/S136391962050067X
Access Statistics for this article
International Journal of Innovation Management (ijim) is currently edited by Joe Tidd
More articles in International Journal of Innovation Management (ijim) from World Scientific Publishing Co. Pte. Ltd.
Bibliographic data for series maintained by Tai Tone Lim ().