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The purpose of this article is to obtain an in-depth insight into the nature and impact of customers´ cocreation experiences in online communities and the effects of customer cocreation on innovation processes.

This study is focused on an online cocreation community created by a market research company on behalf of a company. By means of a case study approach and through in-depth interviews, the authors identify the actual customer experiences and measure (or assess) the degree of involvement of customer creativity and experience in new idea generation.

Cocreation experience can be enhanced through evoking pragmatic, sociability, usability and hedonic experiences and more positive experiences and therefore, outcomes of collaborative innovation in online communities can be achieved. Findings show a classification of each role the community moderator/community manager and peer online community members perform as antecedents of cocreation experience, highlight the value of group feeling/sense of community/sense of belonging and homophily/communality in achieving that, the nature of a supportive online platform and give an overview of positive and negative outcomes of cocreation experience.

This case study provides with valuable insights in the phenomenon of customer cocreation and how to enhance participation of community members in collaborative innovation in online communities through positive experience, which is important for businesses involved in innovation trajectories and product and service improvement efforts.

The founder of paperbackswap.com, Bobby Swarthout, developed the idea for his venture while he was a college student. As a student on a limited budget, he had become tired of paying high prices for textbooks. So he developed and launched an online textbook swapping service. Along with a small group of students, he managed to assemble a group of 12 colleges and universities across the United States to participate in textbook swapping. However, after a few months, very few students had used the site. By listening to the potential customers who chose not to participate, Bobby found out that there were too many easy substitutes for the swapping service (e.g. bookstore returns, half.com, efollett, etc.). These alternatives offered either greater convenience or cash in return for used books (especially appealing to students who did not pay for their books themselves), or other appealing features. However, Mr. Swarthout believed in his concept and also listened to the ‘voice-of-the-consumer’ (VOC) and moved his business idea into different consumer/product space: that of paperback books. Along with a few lead users attracted to his original idea, he refined the original idea, gathered resources (an angel who invested in the business) and added technological capabilities. One year later he launched paperbackswap.com. From inception, the firm embraced the VOC as the key tool in driving product development and improvement efforts. For paperbackswap.com listening to the VOC has become part of a closed-loop system where inputs from consumers are analysed and product improvements developed in response and where the loop is closed by listening to how consumers respond to product changes.

Knowledge theories have developed over the past 30 years (Polanyi, 1966). However, it is only recently that knowledge has become regarded valuable asset in corporate boardrooms. Knowledge acquisition has become a critical resource for creating and sustaining competitive advantage as the competitive environment continues to intensify (Hitt, Ireland, & Lee, 2000). As with other corporate assets, the processes surrounding the creation and transfer of knowledge must be managed with significant insight to derive the most value from knowledge investments (Bhagat, Kedia, Harveston, & Triandis, 2002; Conner & Prahalad, 1996; Davenport & Prusak, 1998; Edvinsson & Malone, 1997; Stewart, 1997). The purpose of this chapter is to examine the significance of managing knowledge both within firm (internal knowledge) and across the value chain (external knowledge) for small and large firms. First, we review the literature on knowledge management systems and propose some hypotheses for internal and external knowledge management. Next, we present the data and follow this with the results. Discussion of the results follows, and the chapter closes with a number of managerial implications, limitations, and suggestions for future research.

The purpose of this research is to investigate knowledge management in the textile industry specifically through the relationships and interconnections of knowledge management systems, strategy and firm performance across the value chain.

This research examines the process of acquisition, retention, maintenance, and retrieval of knowledge both within the firm through organizational memory and across the value chain. A series of case studies examines how Invista (a Du Pont subsidiary) manages knowledge internally and externally through relationships with downstream partners across a single value‐chain within the textile industry. Qualitative interviews assess the “state of the industry” regarding knowledge management systems.

Differentiation through knowledge is difficult in practice. Invista has taken the first steps to develop knowledge management systems that connect the internal and external knowledge base to gain competitive advantage. Establishing internal knowledge management systems for organizational memory creates opportunities to minimize knowledge isolation in functional departments and creates a greater base for tacit learning to be leveraged. External knowledge management systems bring value chain members closer together and add value to the product (i.e. increased quality, customer perceptions of brand platforms) throughout the value chain. Active external knowledge systems create opportunities to reap the full benefits of internal knowledge and knowledge from other firms within the network.

This paper describes the process of acquisition, retention, maintenance, and retrieval of knowledge within the firm by improving organizational memory and across the value chain through knowledge management systems to gain competitive advantage.

Consumer resistance has been a popular research area in the previous decades, and concepts such as boycotting, brand avoidance, voluntary simplicity and anti-consumption appeared to be hot topics in exploring the ways the consumers resist market dominance in the postmodern culture. However, research on this topic in the Turkish (and partly Eastern) context is very limited, inhibiting our understanding of the topic in different economic and cultural settings. Through a comprehensive discussion that provides institutional-, structural- and community-level perspectives relating to consumer resistance phenomena in Turkey, a developing country with historical and cultural roots in both the East and the West, the chapter intends to equip scholars and practitioners with a better insight to conceptualise this phenomenon as well as to formulate further studies and marketing strategies.

Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Like many other industries, textiles companies in the US no longer have things all their own way. The increasing threat from low cost manufacturers in countries like China, India and Vietnam has seen to that. And since competing on price is effectively a no go, remaining competitive demands an alternative approach. Invista is one organization clearly up for the challenge. The company employs differentiation strategies in its apparel division and can boast products with features distinctive enough to enable them to stand out from the low cost crowd. Invista is not a world leader in integrated fibers for nothing. Dr. Samuel Johnson once said that the next best thing to knowing something is knowing where to find it. Almost three centuries on, the English writer's words are no less significant. Invista obviously endorses his sentiments because knowledge management (KM) is at the core of the company's differentiation strategies. And since differentiation requires the transfer of complex knowledge, the importance of effective KM cannot be overstated.

Provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.

The purpose of this paper is to examine current and prospective consumer perceptions, purchase intent and parent brand evaluation due to green brand – line and category extensions by marketers of established (non‐green) brands for products with high vs low perceived environmental impact.

The paper analyses responses to online surveys by 602 pet‐owners at social networking websites. The quasi‐experiment considered perceived environmental impact of core product, parent‐brand user status, and green extension strategy (line vs category). Brand extension evaluation, purchase intent, and parent brand evaluation were then measured.

Results suggest that consumers are more likely to purchase green extensions of products with high perceived environmental impact and that current consumers prefer green line extensions to green category extensions. Both have similar reciprocal impact on parent brand evaluation among current consumers.

The data have external validity but lack the control possible in laboratory experiments. Future research should replicate the study in other product categories.

Managers of established brands should consider brand extensions of products associated with high environmental impact only.

This paper examines managerial implications of line vs category extension strategies for green brand extensions of established brands.