دانلود رایگان مقاله ایده های خلاقیت: جذب کاربران عادی در مرحله ایده ای از توسعه محصول جدید

abstract

The different roles of users in new product development (NPD) have been extensively described. Currently online idea crowdsourcing, via long-term open idea calls, is increasingly being used by companies to collect new product ideas from ordinary users. Such open idea calls can result in thousands of suggested ideas and detecting the ones that a company wants to implement can be problematic. Empirical research in this area is lacking. We therefore investigate which ideator and idea-related characteristics determine whether an idea for NPD is implemented by a crowdsourcing company. To answer this question, we use a cross-sectional research design to analyse publicly available data from an open idea call, run by an internationally active beverage producer. Our results reveal that ideators paying major attention to crowdsourced ideas of others, the idea popularity, as well as its potential innovativeness positively influence whether an idea is implemented by the crowdsourcing company. Counterintuitively, the motivation of an ideator, reflected in the number of ideas suggested, does not influence the likelihood of an idea being implemented.

5. Discussion and conclusion

Our paper provides insight into the ideator and idea-related characteristics that determine whether an idea suggested by an ordinary user in a long-term open idea call is implemented. We first assessed two importantideator-related characteristics: ideator motivation and attention paid towards other ideas. Our results show that – contrary to our expectations – highly motivated ideators who suggest many ideas are not more likely to generate ideas that are implemented than those users who only suggest one or a few ideas. The intrinsic enjoyment of the ideator to contribute ideas to a crowdsourcing platform does not lead to the generation of ‘better’ NPD ideas for the crowdsourcing company. This challenges the findings of Bayus (2013), who found that those ideators who suggested two or more ideas to the Dell IdeaStorm platform were more likely to suggest an idea the organization finds valuable enough to implement than those ideators who suggested only one 1152 B. Schemmann et al. / Research Policy 45 (2016) 1145–1154 idea3. The different outcomes of our study and the study by Bayus might be explained by the fact that an open idea call for IT goods and services might attract a different kind of crowd than an open call for food, beverage and retail ideas. Possibly the former attracts more users with special expertise than the latter.