The value of marketing crowd sourced new products as such

Autor(en)

Hidehiko Nishikawa, Martin Schreier, Christoph Fuchs, Susumu Ogawa

Abstrakt

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(en)

Externe Organisation(en)

Wirtschaftsuniversität Wien (WU), Technische Universität München, Hosei University, Kobe University, Massachusetts Institute of Technology

Journal

Journal of Marketing Research

Band

54

Seiten

525-539

Anzahl der Seiten

15

ISSN

0022-2437

DOI

https://doi.org/10.1509/jmr.15.0244

Publikationsdatum

08-2017

Peer-reviewed

Ja

ÖFOS 2012

502019 Marketing

Schlagwörter

ASJC Scopus Sachgebiete

Economics and Econometrics, Marketing, Business and International Management

Link zum Portal

https://ucrisportal.univie.ac.at/de/publications/32de6a9d-ad24-4768-915e-43eed827a274