The document discusses the contributions of different online communities in open innovation projects. It presents research questions on how brand communities and innovation communities differ and how they could be used in new product development processes. The theoretical background covers online communities, innovation communities, and brand communities. The empirical field and methods are described, including interviews with 10 companies. The findings suggest innovation communities are best for idea generation while brand communities aid marketing, and both could be combined harmoniously. Future research ideas are presented.

1. The Contribution of Different Online
Communities in Open Innovation Projects
Michael A. Zeng
Helmut-Schmidt-University Hamburg
Institute of Technology and Innovation Management
Prof. Dr. Hans Koller

2. Michael A. Zeng The Contribution of Different Online Communities
in Open Innovation Projects
Agenda
1. Research Questions
2. Theoretical Background
3. Empirical Field
4. Method
5. Findings
6. Future Research
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3. Michael A. Zeng The Contribution of Different Online Communities
in Open Innovation Projects
Motivation
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4. Michael A. Zeng The Contribution of Different Online Communities
in Open Innovation Projects
Research Questions
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Idea generation Screening Development Testing Launch
How do brand communities and innovation communities differ?
How could they be used best in new product development processes?
Innovation community Brand community
? ? ?

5. Michael A. Zeng The Contribution of Different Online Communities
in Open Innovation Projects
Theoretical Background: Online Communities
• Online communities:
– Individuals with same interests or common goals
– Discussion via an Internet platform, especially Web 2.0
(Janzik, Raasch 2011; Kim 2000)
• Innovation communities:
– Include Lead User characteristics and innovative skills
– Ideas are collaboratively developed and discussed
(Janzik, Raasch 2011; Shani, Sena, Olin 2003)
• Brand communities:
– Strong connection to the brand and/or the product
– Can be used as innovation sources
(Schau, Muniz, Arnould 2009; Janzik, Raasch 2011; Muniz, O’Guinn 2001; Füller, Matzler, Hoppe 2008)
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6. Michael A. Zeng The Contribution of Different Online Communities
in Open Innovation Projects
Empirical Field
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Innovation community
powered by

7. Michael A. Zeng The Contribution of Different Online Communities
in Open Innovation Projects
Example 1: Nail Polish
7
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8. Michael A. Zeng The Contribution of Different Online Communities
in Open Innovation Projects
Example 2: Jewelry
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9. Michael A. Zeng The Contribution of Different Online Communities
in Open Innovation Projects
Empirical Field
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Innovation community Brand community
powered by

10. Michael A. Zeng The Contribution of Different Online Communities
in Open Innovation Projects
Method: Sample
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Company Business area Number of
employees
unserAller Project
α Jewelry eight Ring; collection set
β Hosiery/ legwear three Garter for Oktoberfest
γ Restaurant ten Wafer topping
δ Restaurant two Breakfast; business lunch
ε Fashion two Belt
ζ Town planning two Suggestions for donations
η Cosmetic two Face care set
θ Public bath one Suggestions to renew a public bath
ι Distillery three Carnival liqueur
κ Social aid programs two Language application

11. Michael A. Zeng The Contribution of Different Online Communities
in Open Innovation Projects
Method: Research design
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Interview guideline developed
Interviews conducted
Interviews transcribed using the software F5
Category system developed
(qualitative content analysis (Mayring 2010))
Interviews categorized in MaxQDA
Inter-rater reliability: 89%

12. Michael A. Zeng The Contribution of Different Online Communities
in Open Innovation Projects
Findings
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Idea generation Screening Development Testing Launch
Innovation community
on crowdsourcing platform
Brand loyalty
Innovative members
Open
innovation
process
Marketing effect
 Would be best to bring the potential of both communities together in a harmonized form
Brand community
on social network
Idea generation Screening Development Testing Launch

13. Michael A. Zeng The Contribution of Different Online Communities
in Open Innovation Projects
Future Research
• Does this harmonized strategy work with a larger sample? And how?
• What about other fields? More complex products or processes?
• Brand communities with stronger social relations than among
Facebook fans?
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14. Michael A. Zeng The Contribution of Different Online Communities
in Open Innovation Projects
Thank you! Questions?
Contact
Michael Zeng
Helmut-Schmidt-University/ University of the Federal Armed Forces Hamburg
Institute of Technology and Innovation Management
Holstenhofweg 85
22043 Hamburg
Germany
+49 40 6541 3735
michael.zeng@hsu-hh.de
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15. Michael A. Zeng The Contribution of Different Online Communities
in Open Innovation Projects
BACKUP
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16. Michael A. Zeng The Contribution of Different Online Communities
in Open Innovation Projects
References
• Chesbrough, H. W. (2006). Open Business Models: How to Thrive in the New Innovation
Landscape. Boston, MA: Harvard Business School Press.
• Füller, J., Matzler, K., & Hoppe, M. (2008). Brand community members as a source of innovation.
Journal of Product Innovation Management, 25(6), 608–619.
• Janzik, L., & Raasch, C. (2011). Online communities in mature markets: Why join, why innovate,
why share? International Journal of Innovation Management, 15(04), 797–836.
• Mayring, P. (2010). Qualitative Inhaltsanalyse: Grundlagen und Techniken (11th ed.). Weinheim:
Beltz.
• Kim, A. J. (2000). Community Building on the Web: Includes Index. Berkeley, CA: Peachpit Press.
• Möslein, K. M., Reichwald, R., & Kölling, M. (2011). Open innovation in der
Dienstleistungsgestaltung. WSI Mitteilungen, 64(9), 484–490.
• Muniz Jr., A.M., and O’Guinn, T.C. (2001). Brand Community. Journal of Consumer Research. 27, 4,
412–432.
• Ollila, S., & Elmquist, M. (2011). Managing open innovation: Exploring challenges at the interfaces
of an open innovation arena. Creativity and Innovation Management, 20(4), 273–283.
• Shani, A. B., Sena, J. A., & Olin, T. (2003). Knowledge management and new product development:
A study of two companies. European Journal of Innovation Management, 6(3), 137–149.
• Schau, H. J., Muniz Jr., A. M., & Arnould, E. J. (2009). How Brand Community Practices Create
Value. Journal of Marketing(73)5, 30-51.
• Schroll, A., & Römer, S. (2011). Open Innovation heute: Instrumente und Erfolgsfaktoren.
Zeitschrift für Information Management und Consulting, 26(1), 58–64.
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