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A Comparative Analysis between Organization-Adoptable and User-Favorable Ideas in a Crowdsourcing Community

크라우드소싱 커뮤니티 내 고객 선호와 조직 수용 아이디어 간 비교 연구

  • Received : 2013.12.23
  • Accepted : 2014.03.11
  • Published : 2014.03.31

Abstract

Open innovation concept is advocating the importance of the customer roles in firm's innovation. As a result, crowdsourcing community is drawing attention as a strategic asset for open innovation across diverse industries. Considering that the goal of crowdsourcing community is harnessing innovative ideas, understanding the characteristics of user-favorable and organization-adoptable ideas can enhance the effectiveness and efficiency of idea crowdsourcing. In our approach, we extracted idea content-based characteristics such as subjectivity, negativity, prosocialness, and depth of idea to examine what are the factors that affect user preference and organizational adoption. An analysis of 71,134 ideas from MyStarbucksIdea.com shows that there are significant differences between user-favorable and organization-adoptable ideas in terms of idea characteristics. Lastly, both theoretical and managerial implications are discussed.

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Cited by

  1. 온라인 커뮤니티 기반 개방형 혁신의 도전적 문제들과 그 대응방안: 마이스타벅스아이디어닷컴 사례를 중심으로 vol.18, pp.2, 2014, https://doi.org/10.7472/jksii.2017.18.2.75