IRS André Witzel
Wednesday, 27 June 2018, 12:15, TIM Social Area
Why Consumer beats Company Innovation: Assessment of Creativity in Hedonic Products
Recent research indicates the potential of users as innovators. However, little research draws a direct comparison between innovations from users and producers. Moreover, existing studies are limited due to the empirical settings, either by conducting studies on a firm-level or examining one product only (e.g. Poetz & Schreier 2012; Nishikawa et al. 2013). In my study, I explore whether the reported superiority of user products can be replicated in an established market where both - users and producer - act simultaneously. To do so, I empirically examine products designed by users or companies on an industry-wide level by comparing their product creativity. In this session, I introduce in my planned research and hope for extensive feedback on my idea.