13. No one knows everything,
everyone knows something,
all knowledge resides in humanity.networks.
Adapted from Lévy 1997Image: Krebs
14. Armed with new connective tools,
consumers want to interact and
co-create value...
Prahalad and Ramaswamy, 2003
„“
Slide from Kohler 2011
15. Community platform
Hierarchicalfirm
VS
E.g., Electrolux, Ford
~ Created by employees within
organizational boundaries
E.g., Quirky, Local Motors
~ Created by community collaborators
regardless of affiliation
Teigland, Di Gangi, & Yetis 2012
Changing models of value creation?
16. “Local Motors is the place for people to create
influential vehicles together.”
https://localmotors.com/microfactory/
• 1000x cheaper to produce new car model
• 5-22x faster production, depending on vehicle
17. Local Motors to print 3D cars
in one of its micro-factories
http://3dprint.com/79342/local-motors-reload-3d-car/
21. A 3D printer workshop on Lisette’s boat
RepRap community
E-commerce
22. What’s around the corner?
24x7 Global Internet Collaboration + Open Source + 3D Printing
http://mashable.com/2013/02/13/robohand/
$60,000
$150
Available for free
download on
$45
Where is
the firm?
23. Kids exploring the link between
virtual worlds and 3D printing
http://www.minecraftprint.com/
30. Hooker et al 2010
State of flow
- Greater purchase intent
- Positive brand attitudes
Marketing and branding
31. “Clearly, if social activity migrates to
synthetic worlds, economic activity will
go there as well.” Castronova, 2006
•US$ 635,000 for a virtual asteroid
•Entropia Universe with GDP >US$ 440 mln
32. The future of immersion…
http://www.bbc.com/news/technology-19568451