While research on user innovations within communities exists mainly in offline contexts, few studies have attempted to define the profile of lead users in online (or virtual) communities, and even fewer have been conducted in the specific context of online brand communities, formed by people with a “common interest in a brand,” in its evolution and in the discourse about it. This study focuses on innovative activities within the Ducati Motor online community. The research reveals the following characteristics as crucial factors for the identification of lead users in online brand communities: willingness to collaborate, product knowledge and strategic alignment with the brand identity. Our sample consists of 2071 messages posted by 572 Ducati Motor virtual community members in a specific blog developed by Ducati Motor with the purpose of involving members in a collaborative innovation process that took nearly 14 months. Several implications for scholars and new product development managers are discussed.

Extending lead-user theory to online brand communities:The case of the community Ducati / Marchi, Gianluca; Giachetti, Claudio; DE GENNARO, Pamela. - In: TECHNOVATION. - ISSN 0166-4972. - STAMPA. - 8:(2011), pp. 350-361. [10.1016/j.technovation.2011.04.005]

Extending lead-user theory to online brand communities:The case of the community Ducati

MARCHI, Gianluca;GIACHETTI, Claudio;DE GENNARO, PAMELA
2011

Abstract

While research on user innovations within communities exists mainly in offline contexts, few studies have attempted to define the profile of lead users in online (or virtual) communities, and even fewer have been conducted in the specific context of online brand communities, formed by people with a “common interest in a brand,” in its evolution and in the discourse about it. This study focuses on innovative activities within the Ducati Motor online community. The research reveals the following characteristics as crucial factors for the identification of lead users in online brand communities: willingness to collaborate, product knowledge and strategic alignment with the brand identity. Our sample consists of 2071 messages posted by 572 Ducati Motor virtual community members in a specific blog developed by Ducati Motor with the purpose of involving members in a collaborative innovation process that took nearly 14 months. Several implications for scholars and new product development managers are discussed.
8
350
361
Extending lead-user theory to online brand communities:The case of the community Ducati / Marchi, Gianluca; Giachetti, Claudio; DE GENNARO, Pamela. - In: TECHNOVATION. - ISSN 0166-4972. - STAMPA. - 8:(2011), pp. 350-361. [10.1016/j.technovation.2011.04.005]
Marchi, Gianluca; Giachetti, Claudio; DE GENNARO, Pamela
File in questo prodotto:
File Dimensione Formato  
MarchiGiachettideGennaro_Technovation_2011.pdf

non disponibili

Descrizione: articolo
Tipologia: Post-print dell'autore (bozza post referaggio)
Dimensione 386.02 kB
Formato Adobe PDF
386.02 kB Adobe PDF   Visualizza/Apri   Richiedi una copia
Pubblicazioni consigliate

Caricamento pubblicazioni consigliate

Licenza Creative Commons
I metadati presenti in IRIS UNIMORE sono rilasciati con licenza Creative Commons CC0 1.0 Universal, mentre i file delle pubblicazioni sono rilasciati con licenza Attribuzione 4.0 Internazionale (CC BY 4.0), salvo diversa indicazione.
In caso di violazione di copyright, contattare Supporto Iris

Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11380/661835
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus 82
  • ???jsp.display-item.citation.isi??? 66
social impact