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http://dx.doi.org/10.21219/jitam.2021.28.3.001

Ideation Methodology of Startup Using Netnography Analysis on Online Community  

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)
Publication Information
Journal of Information Technology Applications and Management / v.28, no.3, 2021 , pp. 1-21 More about this Journal
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
Customer Needs; Ideation; Online Community; Startup; and Netnography;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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