How to Co-create Value with Users: A Case Study on Local Motors’ Contest Community

Manuel Moritz () and Tobias Redlich ()
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Manuel Moritz: Helmut Schmidt University
Tobias Redlich: Helmut Schmidt University

A chapter in Co-Creation, 2019, pp 9-20 from Springer

Abstract: Abstract Web-based co-creation with users represents a promising approach for firms to improve their innovativeness, to search for unconventional solutions and very often to outperform traditional inhouse research and development (R&D). Collaborating with online communities is one way to go, using crowdsourcing contests another one. These days, we also find interesting hybrid structures in so-called contest communities that combine the best of both worlds, collaboration and competition. We present new insights from a case study on a contest community with special focus on participating users. Our results show that users greatly differ among their backgrounds, motivation and behavior and, thus, must be treated accordingly. Based on these insights, we derive management implications for firms that want to tap into co-creation.

Keywords: Co-creation; Innovation contest; Online communities (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-319-97788-1_2

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DOI: 10.1007/978-3-319-97788-1_2

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