Open innovation through social media in the idea generation phase of the design consultancy process. Case company: CaseCompany X
Oladimeji Joseph Fakayode
Bachelor’s Thesis
Degree Programme in InternationalBusinessNovember 2012
Abstract
Date of presentationDegree programme
Author
Oladimeji J. Fakayode
Group or year of entry
GLOBBA ‘09
Title of report
Crowdsourcing input from end users using social media in the ideageneration phase of the design consultancy process. Casecompany: Case Company X
Number of pages andnumber of appendices pages
79 + 31
Supervisor(s)
Jari Luomakoski & Maija SuonpääIn a competitive business environment, innovation among others present companiesand organizations the opportunity to differentiate themselves from competitors. Whilein the past, internal R&D activities of companies could provide the magic required for world class innovation, the fast changing demand of users requires their involvementin the innovation process refered to as open innovation. This paradigm shift fromclosed innovation to open innovation is applicable at different stages of the designprocess. Furthermore, the proliferation of digital technology especially in the form of social media and online communities supports this paradigm shift. Social media hasnot only been utilized for engaging customers and enhancing brand images of companies but also for generating input from end users especially in the business toconsumer category. In addition, weak ties such as public creative thinkers orprofessionals who do not work for such firms in the design consulting process arerarely looked upon for such inputs. Therefore, this study explored social media platforms that enables contribution of input by such creative thinkers, their profile, as well as establish techniques, strategiesand processes required to make this function. The entire study was carried out in thesecond half of year 2012 through a qualitative research method of indepth interviews, video analysis and benchmarking. The selected method was due to the exploratory nature of the research and rarity of materials in the field. The convergence of theoretical concepts and collected data was utilized in establishing different strategies and techniques utilizable in online open innovation. In addition, theresult of the study pointed to online open innovation as a new way of producing thingsas well as the source of new business models for a design consulting firm.
Keywords
Open innovation, crowdsourcing, social media, online community management,business model, competitive advantage.
Table of contents
1
Introduction .......................................................................................................................... 1
1.1
Background of this study ........................................................................................... 1
1.2
Case company introduction ....................................................................................... 4
1.3
Research problem and objectives .............................................................................. 5
1.4
Key concepts ................................................................................................................ 6
1.5
Scope and limitation of the study.............................................................................. 7
2
Theoretical concepts ............................................................................................................ 8
2.1
Open innovation ......................................................................................................... 8
2.2
Crowdsourcing............................................................................................................. 9
2.2.1
Collective intelligence or wisdom of crowd ............................................... 10
2.2.2
Crowd creation .............................................................................................. 11
2.2.3
Crowd voting ................................................................................................. 12
2.2.4
Implicit crowdsourcing ................................................................................. 12
2.2.5
Summary of crowdsourcing techniques ..................................................... 12
2.3
Social Media ............................................................................................................... 13
2.4
Online Community Management ............................................................................ 14
2.5
Competitive advantage and Business model generation ...................................... 17
2.6
Relationship between theories ................................................................................. 20
3
Field research design .......................................................................................................... 21
3.1
Research methodology and design .......................................................................... 21
3.2
Research method ....................................................................................................... 22
3.3
Data collection technique ......................................................................................... 24
3.4
Data quality assurance .............................................................................................. 26
3.5
Type of data collected ............................................................................................... 27
3.6
Interviewees and benchmarked platforms ............................................................. 27
3.7
Data analysis and main issues .................................................................................. 29
4
Results .................................................................................................................................. 30
4.1
Type of social media that enables crowdsourcing ................................................ 30
4.2
Strategies, techniques and processes utilizable in online open innovation ........ 30
4.2.1
Categories of open innovation .................................................................... 31
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4.4.3 Customer engagement effort as obtained in benchmarked platforms for Open innovation through social media in the idea generation phase of the design consultancy process. Case company: Case Company X
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