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http://dx.doi.org/10.7472/jksii.2017.18.2.75

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

Lee, Hanjun (Center for Defense Management, Korea Institute for Defense Analyses)
Suh, Yongmoo (Business School, Korea University)
Publication Information
Journal of Internet Computing and Services / v.18, no.2, 2017 , pp. 75-85 More about this Journal
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.
Keywords
open innovation; online community; case study; collective intelligence; Starbucks;
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Times Cited By KSCI : 1  (Citation Analysis)
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