Journal of Information Technology Applications and Management

Korea Data Strategy Society (한국데이터전략학회)
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Ideation Methodology of Startup Using Netnography Analysis on Online Community

온라인 커뮤니티의 네트노그라피 분석을 통한 창업 아이디어 도출 통합모델 제안

  • Oh, Seunghee (Graduate School of Business, Hanyang University) ;
  • Park, Sanghyeok (Dept. of Entrepreneurship, Graduate School, Gyeongsang National University) ;
  • Park, Soonhwa (Department of Computer Science, Gyeongsang National University)
  • Received : 2021.06.01
  • Accepted : 2021.06.24
  • Published : 2021.06.30
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Abstract

Recently, the importance of entrepreneurship based on innovative ideas is being emphasized. Most startup companies misunderstand that a good solution is a good idea, so they try to start a business by choosing an idea that prioritizes solutions, products, and technology rather than problem-first. However, to be a successful startup, it is essential to focus on the quality of the problems your customers are trying to solve. The online community is a place where many people exchange their thoughts and communicate with each other through a network, and communities about consumption, a concern of modern people, are developing. Against this background, this study proposed an integrated methodology that combines big data and netnography analysis so that entrepreneurs can use online community data to derive customer-centered startup ideas. The integrated methodology was verified based on the actual start-up case, who derived a startup idea based on the data of domestic cloth diapers online cafe. The case company found customer problems based on online community data and used it to develop startup items and new products. The integrated methodology for deriving entrepreneurial ideas in this study is expected to be an important guideline that explains in detail the consumer-centered idea derivation process.

Keywords

Acknowledgement

This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea (NRF-2017S1A5A2A01026818).

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