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.

Marchi G., GIACHETTI, C., de Gennaro P. (2011). Extending lead-user theory to online brand communities: The case of the community Ducati. TECHNOVATION, 31(8), 350-361 [10.1016/j.technovation.2011.04.005].

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

GIACHETTI, Claudio;
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.
2011
Marchi G., GIACHETTI, C., de Gennaro P. (2011). Extending lead-user theory to online brand communities: The case of the community Ducati. TECHNOVATION, 31(8), 350-361 [10.1016/j.technovation.2011.04.005].
Marchi G.; GIACHETTI, Claudio; de Gennaro P.
File in questo prodotto:
Eventuali allegati, non sono esposti

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11585/952860
 Attenzione

Attenzione! I dati visualizzati non sono stati sottoposti a validazione da parte dell'ateneo

Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus 96
  • ???jsp.display-item.citation.isi??? 80
social impact