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Co-creating value in online innovation communities

Hande Akman (IRIS Research, North Wollongong, Australia and The University of Adelaide, Adelaide, Australia)
Carolin Plewa (The University of Adelaide, Adelaide, Australia)
Jodie Conduit (The University of Adelaide, Adelaide, Australia)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 15 August 2018

Issue publication date: 19 July 2019

2445

Abstract

Purpose

Online innovation communities are central for many organizations seeking to advance their innovation portfolio. While these communities rely on consumers to collaborate in the innovation process, it remains unclear what drives these consumers to perform value co-creation activities and what value dimensions they derive as a result. This paper aims to advance the understanding of value co-creation in the online collaborative innovation context. Specifically, it aims to examine social and individual factors driving such activities, and the value derived from the perspective of the member.

Design/methodology/approach

A self-administered online questionnaire was used to collect data from collaborative innovation community members yielding 309 complete responses. Structural equation modelling was used to analyse the data, using variance-based structural equation modelling with partial least squares path modelling in SmartPLS.

Findings

Results confirm that distinct social and individual factors facilitate individual value co-creation activities, including the provision of feedback, helping, rapport building and information sharing. Furthermore, the research confirms the mediating role of learning on these relationships.

Research limitations/implications

This study contributes to the micro-foundation movement in marketing by undertaking an independent examination of value co-creation activities and their nomological network.

Practical implications

A shift in the mindset of managing for collaborative innovation is required, from a focus on collaborative product development to the management of an online community where members derive value from their co-creation activities.

Originality/value

This research is the first to offer insight into important individual and social pre-conditions and subsequent value outcomes of four common value co-creation activities. It informs practice about how to facilitate value co-creation activities and contribute to the co-creation of value for online innovation community members.

Keywords

Citation

Akman, H., Plewa, C. and Conduit, J. (2019), "Co-creating value in online innovation communities", European Journal of Marketing, Vol. 53 No. 6, pp. 1205-1233. https://doi.org/10.1108/EJM-12-2016-0780

Publisher

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Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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