Title: Extending the DART model for social media
Authors: Francesco Schiavone; Concetta Metallo; Rocco Agrifoglio
Addresses: Department of Management and Quantitative Studies, University of Naples 'Parthenope', Via GeneraleParisi, 80133 Naples, Italy; Department of Strategy and Management, ESG Management School, 25 Rue Saint-Ambroise, 75011, Paris, France ' Department of Business and Economic Studies, University of Naples 'Parthenope', Via GeneraleParisi, 80133 Naples, Italy ' Department of Business and Economic Studies, University of Naples 'Parthenope', Via GeneraleParisi, 80133 Naples, Italy
Abstract: The DART framework is one of the most appreciated theoretical arguments about the co-creation of new products and services by firms with the support of customers. In the internet age, companies very often started using web and social media in order to develop and/or design their new products and services with the support of users. This spread innovation approach made the DART framework somehow incomplete (at least for this form of co-creation) owing to its scant attention to technology. The aim of this study is to extend the traditional DART framework with a fifth dimension: technology management. The study reports the case of 'Lost in Google', a web-series of an Italian independent video-making company. The analysis shows that technology management is equally as important as the other four dimensions in order to manage properly co-creation by social media. A revised version of this model (DARTT) should fit better for the understanding of this phenomenon.
Keywords: social media; innovation; user co-creation; technology management; DART model; Italy; user involvement; product design; service design; product development; service development.
International Journal of Technology Management, 2014 Vol.66 No.4, pp.271 - 287
Received: 23 Nov 2012
Accepted: 06 Sep 2013
Published online: 30 Sep 2014 *