Riassunto analitico
In a global landscape increasingly marked by the saturation of markets and the frantic pursuit of innovation, the emerging frontier of user innovation plays a central role in enhancing and facilitating the New Product Development process. This phenomenon, characterized by the close collaboration between the company and the final customer, provides useful insights for elements of creativity and attractiveness embedded in new products. While the establishment of such a relationship may assume different forms and levels of engagement, of particular interest are the digital platforms that promote this type of producer-consumer collaboration. Within these digital realms, the so-called online brand communities emerge, where groups of brand enthusiasts and individuals who share the same passion contribute to the crowdsourcing activities encouraged by the manufacturer.
This study seeks to analyse one of the most pioneering and active online brand communities, namely the LEGO Ideas platform run by the LEGO Group. Specifically, our research paper focuses on the selection process employed for identifying the most promising ideas, that will be turned into official LEGO sets to be launched on the market. The emphasis of the study lies in examining the potential correlation between the likelihood of success of a user-developed design and the intrinsic characteristics that are inherent to both the project and its creator. By adopting statistical and econometric methodologies, we intend to compare our findings with those obtained by previous studies. This comparative analysis will unveil new implications for contemporary and future research in the field of crowdsourcing and user innovation.
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Abstract
In a global landscape increasingly marked by the saturation of markets and the frantic pursuit of innovation, the emerging frontier of user innovation plays a central role in enhancing and facilitating the New Product Development process. This phenomenon, characterized by the close collaboration between the company and the final customer, provides useful insights for elements of creativity and attractiveness embedded in new products. While the establishment of such a relationship may assume different forms and levels of engagement, of particular interest are the digital platforms that promote this type of producer-consumer collaboration. Within these digital realms, the so-called online brand communities emerge, where groups of brand enthusiasts and individuals who share the same passion contribute to the crowdsourcing activities encouraged by the manufacturer.
This study seeks to analyse one of the most pioneering and active online brand communities, namely the LEGO Ideas platform run by the LEGO Group. Specifically, our research paper focuses on the selection process employed for identifying the most promising ideas, that will be turned into official LEGO sets to be launched on the market. The emphasis of the study lies in examining the potential correlation between the likelihood of success of a user-developed design and the intrinsic characteristics that are inherent to both the project and its creator. By adopting statistical and econometric methodologies, we intend to compare our findings with those obtained by previous studies. This comparative analysis will unveil new implications for contemporary and future research in the field of crowdsourcing and user innovation.
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