DOI QR코드

DOI QR Code

Challenges and Solutions in Online Community-based Open Innovation: The Case of MyStarbucksIdea.com

온라인 커뮤니티 기반 개방형 혁신의 도전적 문제들과 그 대응방안: 마이스타벅스아이디어닷컴 사례를 중심으로

  • Lee, Hanjun (Center for Defense Management, Korea Institute for Defense Analyses) ;
  • Suh, Yongmoo (Business School, Korea University)
  • Received : 2016.04.01
  • Accepted : 2015.12.15
  • Published : 2017.04.30

Abstract

Open innovation, a new paradigm which utilizes customer ideas for organizational innovation directly, is evaluated as a useful method to innovate the organization itself. In this research, we analyze the case of Starbucks' online community, MyStarbucksIdea.com to examine how collective intelligence is formed out of mass customers in the community and how open innovation is to be implemented successfully. We review various challenges in implementing open innovation and then suggest practical approaches to the challenges, including customer relationship management, utilization of opinion leaders, application of engineering techniques, etc.

최근 여러 기업들에 의해 시도되고 있는 개방형 혁신은 고객의 의견을 조직혁신에 활용하는 유용한 방법론으로 평가받고 있다. 그러나 이를 효과적으로 구현하여 실효를 거두기 위해서는 전략적인 접근이 필요하다. 본 연구에서는 온라인 커뮤니티를 활용한 개방형 혁신의 대표적인 성공사례로 알려진 스타벅스의 커뮤니티에 대한 사례연구를 통해 고객들의 집단 지성이 어떻게 해당 커뮤니티를 통해 개방형 혁신으로 구현되었는지 살펴보고 구축 성과와 함께 성공요인에 대해 논의하였다. 이를 토대로 개방형 혁신에 따르는 다양한 도전들을 분석하고 이에 대응하기 위하여 고객관리와의 연계, 오피니언 리더 활용, 공학적 기법 도입 등 효과적이고 효율적인 개방형 혁신 구현을 위한 방안을 제안하였다.

Keywords

References

  1. S. Mazzocchi, "Open Innovation: the new imperative for creating and profiting from technology. Innovation", Vol. 6, No. 3, pp. 474-474, 2004. https://doi.org/10.5172/impp.2004.6.3.474
  2. M. Rogers, "The Definition and Measurement of Innovation", Melbourne: Melbourne Institute of Applied Economic and Social Research, 1998. http://citeseerx.ist.psu.edu/viewdoc/summary?doi=10.1.1.194.4269
  3. M. Gloet and M. Terziovski, "Exploring the Relationship between Knowledge Management Practices and Innovation Performance", Journal of Manufacturing Technology Management, Vol. 15, No. 5, pp. 402-409, 2004. https://doi.org/10.1108/17410380410540390
  4. D. Ahlstrom, "Innovation and Growth: How Business Contributes to Society", The Academy of Management Perspectives, Vol. 24, No. 3, pp. 11-24, 2010. https://doi.org/10.2139/ssrn.2643390
  5. D.C. Wyld, "Speaking up for Customers: Can Sales Professionals Spark Product Innovation?", The Academy of Management Perspectives, Vol. 24, No. 2, pp. 80-82, 2010. https://doi.org/10.5465/amp.2010.51827778
  6. P. Greenberg, "The Impact of CRM 2.0 on Customer Insight", Journal of Business & Industrial Marketing, Vol. 25, No. 6, pp. 410-419, 2010. https://doi.org/10.1108/08858621011066008
  7. L. Dahlander and M.W. Wallin, "A Man on the Inside: Unlocking Communities as Complementary Assets", Research Policy, Vol. 35, No. 8, 2006. https://doi.org/10.1016/j.respol.2006.09.011
  8. K. Laursen and A.J. Salter, "Open for Innovation: the Role of Openness in Explaining Innovation Performance among UK Manufacturing Firms", Strategic Management Journal, Vol. 27, No. 2, 2006. https://doi.org/10.1002/smj.507
  9. M. J. Antikainen and H. K. Vaataja, "Rewarding in open innovation communities-how to motivate members", International Journal of Entrepreneurship and Innovation Management, Vol. 11, No. 4, pp. 440-456, 2010. https://doi.org/10.1504/ijeim.2010.032267
  10. P.M. Di Gangi and M. Wasko, "Steal my idea! Organizational adoption of user innovations from a user innovation community: A case study of Dell IdeaStorm", Decision Support Systems, Vol. 48, No. 1, pp. 303-312, 2009. https://doi.org/10.1016/j.dss.2009.04.004
  11. H. Lee, S. Seo and Y. Suh, "A Comparative Analysis between Organization-Adoptable and User-Favorable Ideas in a Crowdsourcing Community", Asia Pacific Journal of Information Systems, Vol. 24, No. 1, pp. 51-66, 2014. https://doi.org/10.14329/apjis.2014.24.1.051
  12. S. Jung, H. Lee, and Y. Suh, "The Influence of Negative Emotions on Customer Contribution to Organizational Innovation in an Online Brand Community", Journal of Internet Computing and Services, Vol. 14, No. 4, pp. 91-100, 2013. https://doi.org/10.7472/jksii.2013.14.4.91
  13. H. Lee, J. Han and Y. Suh, "Gift or threat? An examination of voice of the customer: The case of MyStarbucksIdea.com", Electronic Commerce Research and Applications, Vol. 13, No. 3, pp. 205-219, 2014. https://doi.org/10.1016/j.elerap.2014.02.001
  14. W.T. Coombs and S.J. Holladay, "Managing corporate social responsibility: A communication approach", John Wiley & Sons. 2011. https://doi.org/10.1002/9781118106686
  15. D. Yoo, K. Choi, H. Lee and Y. Suh, "An Ontology-based Co-creation Enhancing System for Idea Recommendation in an Online Community", ACM SIGMIS Database, Vol. 46 No. 3, pp. 9-22. 2015. https://doi.org/10.1145/2804075.2804077
  16. H. Lee, K. Choi, D. Yoo, Y. Suh, G. He and S. Lee, "The More the Worse? Mining Valuable Ideas with Sentiment Analysis for Idea Recommendation", In PACIS, 2013. http://aisel.aisnet.org/cgi/viewcontent.cgi?article=1029&context=pacis2013
  17. H. Lee and Y. Suh, "Who Creates Value in a User Innovation Community? A Case Study of MyStarbucksIdea.com", Online Information Review, 40(2), 170-186, 2016. https://doi.org/10.1108/oir-04-2015-0132

Cited by

  1. Secure Healthcare Data Management and Sharing Platform Based on Hyperledger Fabric vol.21, pp.1, 2020, https://doi.org/10.7472/jksii.2020.21.1.95