Sessions
Session 20
Beyond MCP: Co-Creation & Open Innovation
Tuesday Oct 6 2009
10:40-12:00
Weber, Marcel E.A. (Altuition BV, The Netherlands)
Customer Involved Open Innovation
Presentation
Freund, Robert (Germany)
Multiple Competencies in Open Innovation Business Model
Open Innovation can be considered as an organizational innovation by which companies seek to adapt to environmental changes. Successful Open Innovation also depends on the open character of the business model. Therefore knowledge must be applicable to different, new, and complex situations and contexts. It is against this background that the concept of competency has attracted increased research attention. An introduction to the concept of Multiple Competencies is presented and it is argued, that the concept of Multiple Competencies is highly useful to develop a competency model for Open Innovation. Also a framework is outlined.
Wu, Juanjuan (University of Minnesota, United States )
Co-Design Communities Online: Turning Public Creativity into Wearable and Sellable Fashions
This observational research investigates co-design community features and interactions between the company and co-designers, as well as among co-designers on two websites (Zazzle and Threadless). Both websites invite their consumers to co-design their product offerings and provide a platform for co-designers to interact. Interactions and communications among consumer co-designers mark a critical departure from early co-design practices that relied on a one-to-one relationship between the customer and the mass customizer. As a result of this research, a three-phased framework for apparel mass customization is developed, along with three corresponding models that depict and predict the multi-dimensional interactions between the mass customizer and consumer co-designers, and among consumer co-designers.
Herd, Kate (Middlesex University, United Kingdom)
Bardill, Andy (Middlesex University, United Kingdom)
Karamanoglu, Mehmet (Middlesex University, United Kingdom)
X-ray specs, stickers and colouring in: Seeing beyond the configurator using design probes
The broad spectrum of research within the field of MC to date has done much to further knowledge relating to the practical implementation of designing and manufacturing custom, co-designed products. However, research into the customer experience remains limited. There is a need to understand both the nature of the co-design experience in MC, and how to design for it? The selection of research methods used to explore this area appears imperative in uncovering useful and relevant data and insights. This paper discusses the application of design probes as a research method for a means of exploring what the literature refers to as the ‘multifaceted phenomenon’ of customer experience, and introduces a research project using these tools for the construction of conceptual models.