1. CROWDSOURCING:
How to use online communities for
collaborative innovation
Prof. dr. ir. Marion debruyne

2. Value co-creation is the new paradigm
Commoditization risk?
More products and innovations
How to be different?
More Information, MARKET Value co-creation
more choices Forum of conversations Customers are part of value chain
More informed, network and between customers, From product-centric to personalize
companies & communities customer experiences
empowered customer
Word of mouth
Peer influence
Customers are the best or the worst
marketing tool
Sources: Adapted from Prahalad, C.K, Ramaswamy (2004). The future of Competition: Co-creating Valur with Customers. Harvard Business Review
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3. A fundamental shift
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4. The contribution revolution
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6. Adidas insiders community
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7. KLM In Touch community
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8. Something to read
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9. Involving users in innovation
Physical Voice of customer
Knowledge broker
Projects
Environment
Virtual Virtual Customer Virtual Knowledge
environments Brokers
Firm Broker
Source
© Vlerick Leuven Gent Management School

10. Involving users in innovation
Physical Voice of customer
Knowledge broker
Projects
Environment
Virtual Virtual Customer Virtual Knowledge
environments Brokers
Firm Broker
Source
© Vlerick Leuven Gent Management School

11. © Vlerick Leuven Gent Management School

12. 5 goals to accomplish
In running a successful virtual customer environment

13. Key components of a successful online idea community
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14. Customer
process

15. Novices vs experts
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16. Customer
Engagement

17. What motivates external innovators?
Extrinsic Intrinsic
Motivations Motivations
Fun
Reputation
Excitement
Money Status
User need Belonging
Intellectual
Recognition challenge
Open Markets Communities
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18. Idea
Generation

19. Integration

20. Customer
Experience

21. Best Practices on customer experience
(Source: ComBlu, 2010)
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22. 5 Choices to make
When starting a virtual customer environment

23. OPEN CLOSED
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24. ONLINE OFFLINE
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25. DEFINED UNDEFINED
TOPIC TOPIC
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26. TEMPORARY CONTINUOUS
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27. IDEATION TESTING
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28. OPEN CLOSED
ONLINE OFFLINE
DEFINED TOPIC UNDEFINED TOPIC
TEMPORARY CONTINUOUS
IDEATION TESTING
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29. Simple Internal Network
Internal network
Market insights
discussed and
evaluated
No
customers/users/part
ners involved
Internal person
in contact with
external market
29 | © Vlerick Leuven Gent Management School

30. Simple Customer Forum
External network
Continuous
Coupling
customer ideas
with traditional
R&D
customers/
shoppers/
users
30 | © Vlerick Leuven Gent Management School

31. Semi-open Radical Innovation Network
Idea outside the
competences of the
company
Network open to
selected individuals
and entities
Selected
external
parties
(experts)
31 | © Vlerick Leuven Gent Management School

32. Customer-driven Radical Innovation
External network
loosely connected with
internal one
Solutions and ideas
outside the company’s
competencies
lead users and external
experts invited to co-
create solutions
Lead Users
32 | © Vlerick Leuven Gent Management School

33. Thank you!
Prof. dr. ir. Marion Debruyne
Associate Professor & Partner
Vlerick Business School
Contact me:
Marion.Debruyne@vlerick.com
Follow me:
MarionDebruyne
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