How to use the innovative potential of online communities? Netnography – an unobtrusive research method to absorb the knowledge and creativity of online communities
by Gregor Jawecki, Johann Fuller
International Journal of Business Process Integration and Management (IJBPIM), Vol. 3, No. 4, 2008

Abstract: This article investigates how the enormous knowledge-pool of online communities can be used for new product development. Except for a few examples provided in the literature, little is known about how to best absorb the knowledge of online communities and incorporate it systematically into a company's innovation process. In this article, we introduce a modified form of the netnography method, an unobtrusive, qualitative research method, to access consumers' experiences, thoughts, unsatisfied needs and ideas for new product development. The netnographic approach we propose in this paper is adapted to new product development. Two introduced cases prove its practical applicability for innovation. The quantity and quality of consumer contributions impressively demonstrate the potential of online communities for new product development. Although netnography is very valuable for new product development, it is quite time consuming. Until now, no adequate software tools exist which satisfactorily enable automated data collection and analysis.

Online publication date: Wed, 06-May-2009

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business Process Integration and Management (IJBPIM):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com