Innovate with an Online User Communities

Guy Parmentier (guy.parmentier@univ-grenoble-alpes.fr)
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Guy Parmentier: CERAG - Centre d'études et de recherches appliquées à la gestion - UGA - Université Grenoble Alpes, UGA - Université Grenoble Alpes, Grenoble INP - Institut polytechnique de Grenoble - Grenoble Institute of Technology - UGA - Université Grenoble Alpes

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Abstract: The chapter "Innovate with an online user community" by Guy Parmentier explores how firms leverage online user communities to drive innovation in products and services. Companies like Lego, SNCF, Iliad, Orange, Decathlon, and Nadeo engage with users through digital technologies, fostering creativity and content creation. However, building and maintaining such communities presents challenges, including aligning user ideas with firm strategy and sustaining long-term interest. Nadeo, developer of the Trackmania game, and Iliad, with its Freebox, successfully integrated user communities into their innovation processes. Nadeo's Trackmania attracted a highly active gamer community, contributing to the game's success through content creation and competitions. Iliad's Freebox community similarly drove innovations in internet services. Both firms provided tools and support to encourage user engagement and incorporated user-generated ideas into their products. Key practices for fostering innovative communities include openness to user contributions, developing multiple relationships within the community, active facilitation, and integrating user creations rapidly. Communities organized into complementary user groups, such as creators, managers, and competitors, enhance the value of products and services. Additionally, sharing value between the community and the firm strengthens the innovation process. However, managing innovation with user communities has limitations, especially for larger organizations. Professionalization of active users and the need for remuneration can pose challenges. Success depends on the brand's trust capital and its ability to involve users meaningfully in the innovation process.

Keywords: community; innovation; user (search for similar items in EconPapers)
Date: 2021-04-01
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Published in Communities of innovation. How Organizations Harness Collective Creativity and Build Resilience, World Scientific Publishing, 2021, 978-981-12-3428-6

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