The value of marketing crowd sourced new products as such
- Author(s)
- Hidehiko Nishikawa, Martin Schreier, Christoph Fuchs, Susumu Ogawa
- Abstract
To complement their in-house, designer-driven efforts, companies are increasingly experimenting with crowdsourcing initiatives in which they invite their user communities to generate new product ideas. Although innovation scholars have begun to analyze the objective promise of crowdsourcing, the current research is unique in pointing out that merely marketing the source of design to customers might bring about an incremental increase in product sales. The findings from two randomized field experiments reveal that labeling crowdsourced new products as such—that is, marketing the product as “customer-ideated” at the point of purchase versus not mentioning the specific source of design—increased the product's actual market performance by up to 20%. Two controlled follow-up studies reveal that the effect observed in two distinct consumer goods domains (food and electronics) can be attributed to a quality inference: consumers perceive “customer-ideated” products to be based on ideas that address their needs more effectively, and the corresponding design mode is considered superior in generating promising new products.
- Organisation(s)
- External organisation(s)
- Wirtschaftsuniversität Wien (WU), Technische Universität München, Hosei University, Kobe University, Massachusetts Institute of Technology
- Journal
- Journal of Marketing Research
- Volume
- 54
- Pages
- 525-539
- No. of pages
- 15
- ISSN
- 0022-2437
- DOI
- https://doi.org/10.1509/jmr.15.0244
- Publication date
- 08-2017
- Peer reviewed
- Yes
- Austrian Fields of Science 2012
- 502019 Marketing
- Keywords
- ASJC Scopus subject areas
- Economics and Econometrics, Marketing, Business and International Management
- Portal url
- https://ucrisportal.univie.ac.at/en/publications/32de6a9d-ad24-4768-915e-43eed827a274