Q: Should every company establish a virtual community to benefit from user input? Over 80% of high-tech firms listed in the S&P 500 have virtual communities that help generate user input (Mahr & Lievens, 2012). This may lead some managers to believe that a virtual community is a “must have” for Read more…
Introduction The challenges of digitization services are multiple; however, the benefits are considerable if successful. It has been called “one of the biggest opportunities and challenges facing enterprises — and their CIOs — today” (Weill & Woerner, 2013). Defined as “the practice of taking processes, content or objects that used to Read more…
Q: Is the best motivation for involving customers or virtual user communities into product development to give monetary rewards in exchange of their use experiences and knowledge? Many will agree with the statement that customers must have incentives to innovate and communicate about innovations within the community (Smith et al., Read more…