From social media to social product development: the impact of social media on co-creation of innovation

Journal Article
Die Unternehmung, 65(1)
Authors

Frank T. Piller

Alexander Vossen

Christoph Ihl

Published

January 1, 2012

Doi

10.5771/0042-059x-2012-1-7

Abstract
The objective of this paper is to discuss the impact of social media on customer co-creation in the innovation process. Customer co-creation denotes an active, creative and social collaboration process between producers and customers (users), facilitated by a company, in the context of new product or service development. The authors propose a typology of co-creation activities in order to develop conceptual arguments how social media can impact relationships among customers involved in co-creation as well as the relationship between customers and the hosting firm. Social media can make economic-exchange relations more collaborative and social, but interestingly may also turn formerly social-exchange relations into money markets with strong competition among actors. As a result, the authors develop a set of questions that can lead to future research in these regards.

Research

© Anne Gärtner

  • Journal Article
  • Die Unternehmung
  • 2012
  • Vol. 65(1)
  • DOI

Authors

Frank T. Piller, Alexander Vossen, Christoph Ihl

Abstract

The objective of this paper is to discuss the impact of social media on customer co-creation in the innovation process. Customer co-creation denotes an active, creative and social collaboration process between producers and customers (users), facilitated by a company, in the context of new product or service development. The authors propose a typology of co-creation activities in order to develop conceptual arguments how social media can impact relationships among customers involved in co-creation as well as the relationship between customers and the hosting firm. Social media can make economic-exchange relations more collaborative and social, but interestingly may also turn formerly social-exchange relations into money markets with strong competition among actors. As a result, the authors develop a set of questions that can lead to future research in these regards.

Tags

Social Media Co-Creation Innovation