GET CONNECTED- DIE CHANCE FÜR DIE KREATIVWIRTSCHAFT

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1 Kreativwirtschaftsgespräche Neue Wege mit dem Kunden zum Ziel Co-Creation Design Thinking Open Innovation Montag, 6. Juni 2016, Uhr, Wien GET CONNECTED- DIE CHANCE FÜR DIE KREATIVWIRTSCHAFT Univ.-Prof. Dr. Katja Hutter Paris Lodron-Universität Salzburg Sozial- und Wirtschaftswissenschaften Marketing Residenzplatz 9 A-5010 Salzburg E katja.hutter@sbg.ac.at Visiting Scholar Harvard University NASA Tournament Lab Crowd Tournament Lab 1737 Cambridge Street Cambridge, MA 02138, USA Scientific Network Hyve AG Schellingstraße Munich I katja.hutter@hyve.net FB Sozial- und Wirtschaftswissenschaften Marketing 1

2 INNOVATIONSBERICHT KREATIVWIRTSCHAFT ÖSTERREICH Die österreichische Kreativwirtschaft hat sich überdurchschnittlich gut entwickelt und blickt optimistischer in die Zukunft als die Gesamtwirtschaft. INNOVATION FB Sozial- und Wirtschaftswissenschaften Marketing 2

3 360 INNOVATIONSFÄHIGKEIT radikal lokal offen individuell kollaborativ geschlossen global inkrementell Möslein, K.M. (2009): Innovation als Treiber des Unternehmenserfolgs Herausforderungen im Zeitalter der Open Innovation, S. 13 FB Sozial- und Wirtschaftswissenschaften Marketing 3

4 Die fortschreitende Digitalisierung und Vernetzung durchdringt unser Leben, privat und beruflich. FB Sozial- und Wirtschaftswissenschaften Marketing 4

5 Innovationsmanagement Toolbox 1. Ideengenerierung 2. Bewertung / Auswahl 3. Entwicklung / Umsetzung 4. Markteinführung FB Sozial- und Wirtschaftswissenschaften Marketing 5

6 Innovationsmanagement Toolbox 1. Ideengenerierung 2. Bewertung / Auswahl 3. Entwicklung / Umsetzung 4. Markteinführung FB Sozial- und Wirtschaftswissenschaften Marketing 6

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8 TOOLBOX: NETNOGRAPHY Netnography (Kozinets, 1999, 2002) originated from ethnography (e.g., Arnould and Wallendorf, 1994). Netnography uses information publicly available on the Internet to study the nature and behavior of online consumer groups (e.g., Muniz and Schau, 2005; Nelson, 2005). The netnography approach describes how to identify and contact online communities and how to analyze and check the trustworthiness of community insights. (Füller/Jawecki/Mühlbacher, 2007) FB Sozial- und Wirtschaftswissenschaften Marketing 8

9 STEPS OF THE NETNOGRAPHYINSIGHTS METHOD Determination of goals and user profile 1 2 Community identification and selection Observation and data gathering 3 4 Software-based data analysis and interpretation of results Transfer of results into Ideas and Strategic solutions 5 FB Sozial- und Wirtschaftswissenschaften Marketing 9

10 LISTENING TO WHAT CONSUMERS SAY ABOUT DEODORANTS Paula My husband s white linen and cotton shirts have this yellow deodorant stain. I have tried several ways to remove it, such as bleaching, soaking in the hot soppy water, rubbing with biochemical stain-removing stuff all failed. I even sent the shirts to a laundry. Anna74 That yellow stain is caused by the aluminum in the deodorant. You could try spraying the underarm of your shirts with scotchguard before wearing them, or if it is white, occasionally bleaching them in yur washing machine. I get the same thing on the underarm of my white t-shirts. I just throw them out and buy new ones when they start yellowing. Master mind #3. If you just can t get the stains out with detergent, hydrogen peroxide, or vinegar, make a paste to scrub in with your old toothbrush. The paste is formed with 1 Tablespoon of Cream of Tartar, 3 crushed aspirins (full-strength, ensure that they re white and have no colored coating), and a cup of warm water. Use the old toothbrush to work the paste into the fabric, and then leave for 20 minutes. Rinse the affected area in warm water until the paste is removed. This treatment and rinse cycle can be repeated as necessary. Good luck to you! vanilla87 How to get deodorant off of black shirts? I have a nice black tank top, but my deodorant, no matter what brand I buy, I always manage to get the white stuff under the arms. It looks bad, so what s a quick way to remove it if I m going out? doggi Today I noticed that the areas under the armpit, and even some areas around the chest on the underside, are completely white, as if they were bleached out Does anyone have any clue as to what caused this? Was it just from sweat? Was it from my deodorant? Was it some strange chemical reaction of both? Was it a poorly dyed shirt? prevention is the key: If you want to apply the deodorant I also have a husband who has problems after showering dry your with deodorant stains on his shirts. It is Sine7 armpits with a hair blower. 2 hard and crusty even after washing the minutes and there will be no shirt several times. I have tried several stains any more Gänsemama stain removers, but nothing seems to help. Any ideas? Would lemon juice or baking soda work on these stains? FB Sozial- und Wirtschaftswissenschaften Marketing 10

11 THOUSANDS OF CONSUMERS DISCUSS DEODORANT STAINS Deodorant stains are not all the same. A highly-discussed topic in online forums and communities are deodorant stains but for consumers deodorant stains are not all the same. In fact, they distinguish between 8 different categories and have their own language to label different stains. FB Sozial- und Wirtschaftswissenschaften Marketing 11

12 CONSUMERS TIPS AND TRICKS TO FIGHT DEODORANT STAINS Blow drying against deodorant stains? Don't you hate it when you notice a deodorant stain right as you are leaving the house? Use a baby wipe and its all gone! That yellow stain is caused by the aluminum in the deodorant. You could try spraying the underarm of your shirts with scotchguard before wearing them, or if it is white, occasionally bleaching them in yur washing machine. 1 Tablespoon of Cream of Tartar, 3 crushed aspirins (full-strength, ensure that they re white and have no colored coating), and a cup of warm water. Use the old toothbrush to work the paste into the fabric The everyday struggle with deodorant stains forces consumers to fight back with different preventive actions or simply exchange their advices to erase existing stains. For example, some users blow dry their armpits after using deodorant in order to prevent stains. Citric acid, aspirin, buttermilk, vinegar or baking powder are only some of the sometimes odd methods to remove stains. FB Sozial- und Wirtschaftswissenschaften Marketing 12

13 HERE IS THE RESULT, THE MOST SUCCESSFUL PRODUCT IN THE 130 YEARS HISTORY OF THE COMPANY. FB Sozial- und Wirtschaftswissenschaften Marketing 13

14 TOOLBOX: DESIGN THINKING Design thinking is a human-centered approach to innovation that draws from the designer's toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success. Tim Brown, president and CEO. FB Sozial- und Wirtschaftswissenschaften Marketing 14

15 Innovationsmanagement Toolbox 1. Ideengenerierung 2. Bewertung / Auswahl 3. Entwicklung / Umsetzung 4. Markteinführung (King/Lakhani, 2013) FB Sozial- und Wirtschaftswissenschaften Marketing 15

16 TOOLBOX: INNOVATIONSWETTBEWERBE FB Sozial- und Wirtschaftswissenschaften Marketing 16

17 THREADLESS YOU ARE THREADLESS. YOU MAKE THE IDEAS, YOU PICK WHAT WE SELL, YOU'RE WHY WE EXIST. about 2,523,313 global community members 1,529 designers have earned $7,120,000 and over designs have been submitted (Threadless, 2013) FB Sozial- und Wirtschaftswissenschaften Marketing 17

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20 TOOLBOX: CROWD VOTING ANTIDOTE TO HIPPO-DRIVEN DECISION MAKING CROWD- FUNDING HIPPO highestpaid person s opinion FB Sozial- und Wirtschaftswissenschaften Marketing 20

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23 Innovationsmanagement Toolbox 1. Ideengenerierung 2. Bewertung / Auswahl 3. Entwicklung / Umsetzung 4. Markteinführung FB Sozial- und Wirtschaftswissenschaften Marketing 23

24 TOOLBOX: LEAD USER many users - from 10 percent to nearly 40 percent - engage in developing or modifying products (Eric von Hippel, Democratizing Innovation, 2005) FB Sozial- und Wirtschaftswissenschaften Marketing 24

25 NUMEROUS INNOVATIONS HAVE INITIALLY NOT BEEN DEVELOPED BY MANUFACTURERS. OFTEN, USERS ARE THE SOURCE OF INNOVATIONS. FB Sozial- und Wirtschaftswissenschaften Marketing 25

26 But how can we find Lead Users? FB Sozial- und Wirtschaftswissenschaften Marketing 26

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28 Three Search Strategies Pyramiding approach Pyramiding (Sequential Search) Applied via idea contest Screening (Filtering) Signaling (Self-selection) Personal Network Filter Lead User Lead User Lead User Innovationtas k Methods: Personal interviews Community observation Private and professional networks Approach: Sequential search of candidates Methods: Screening questionnaire Community observation Idea contest Approach: Definition of LeadUser Characteristics Screening according to criteria catalogue Methods: Idea contest Posts, banner, Pop-ups, s Approach: Communication of innovation task Self-selection of potential candidates FB Sozial- und Wirtschaftswissenschaften Marketing 28

29 Innovationsmanagement Toolbox 1. Ideengenerierung 2. Bewertung / Auswahl 3. Entwicklung / Umsetzung 4. Markteinführung FB Sozial- und Wirtschaftswissenschaften Marketing 29

30 TOOLBOX: MARKENBOTSCHAFTER KONSUMENTEN KÖNNEN NOCH MEHR ALS NUR FB FANS ZU WERDEN... FB Sozial- und Wirtschaftswissenschaften Marketing 30

31 TOOLBOX: MARKENBOTSCHAFTER KONSUMENTEN KÖNNEN NOCH MEHR ALS NUR FB FANS ZU WERDEN... FB Sozial- und Wirtschaftswissenschaften Marketing 31

32 D I G I T A L I S I E R U N G V E R N E T Z U N G MOTIVATION TO PARTICIPATE? FB Sozial- und Wirtschaftswissenschaften Marketing 32

33 WHAT MOTIVATES PEOPLE TO PARTICIPATE IN CONTESTS/COMMUNITIES? Extrinsic Cash, Job Market Signals, Community Prestige Intrinsic Fun, Enjoyment, Learning, Autonomy, Task ProSocial Community Belonging, Identity Lakhani et al. (2013) FB Sozial- und Wirtschaftswissenschaften Marketing 33

34 IDEA GENERATOR ID designs in-degree 6 out-degree 3 SOCIALIZER ID DESIGNS IN-DEGREE 0 OUT-DEGREE 46 MASTER ID DESIGNS IN-DEGREE 76 OUT-DEGREE 149 FB Sozial- und Wirtschaftswissenschaften Marketing 34

35 CONFLICT NETWORK VIRAL DIFFUSION Phase I to Phase III: Complete Conflict Communication Network Blue = neutral comments, red = negative comments addressing conflict, green = calmative efforts of participants, and violet = conflict management by community management. FB Sozial- und Wirtschaftswissenschaften Marketing 35

36 WHEN DO CROWDS DON T WORK? 1 designer wins. 3,499 designers lose. Moleskine is the real winner here. If Moleskine redeem themselves by dropping this dreadful spec work competition I will continue to buy their products. Otherwise I ll boycott. It s that simple Asking their community to submit free work which as any freelancer will tell you is their means of existence is such an immense faux pas that it has shown more about how little the company understands who their customers are and what they want. Source: Moleskin Facebook Page FB Sozial- und Wirtschaftswissenschaften Marketing 36

37 WHEN DO CROWDS DONT T WORK? Having users stamp pre-defined flowers on a label and then hailing it as a crowdsourcing campaign struck copywriter Peter Breuer as, frankly, lame. So he chose the pen from the tool menu as his weapon of choice and produced a more, well, unique design: FB Sozial- und Wirtschaftswissenschaften Marketing 37

38 WHEN DO CROWDS DON T WORK? Missing Governance Incentives Mismatch Task Interdependence Lakhani et al FB Sozial- und Wirtschaftswissenschaften Marketing 38

39 THE NEW NORMAL OF INNOVATION MANAGEMENT radikal lokal offen individuell kollaborativ geschlossen inkrementell global Hutter, K.; Füller, J. (2015): The New Normal of Innovation Management: Towards a Dual-Open and Closed-Innovation Logic. In: Herstatt, Cornelius; Ehls, Daniel: Open Source Innovation: The Phenomenon, Participant's Behavior, Business Implications. London; New York [u.a.]: Routledge, REVOLUTIONIERT DIE ART WIE INNOVATION IN UNTERNEHMEN UND MÄRKTEN STATTFINDE FB Sozial- und Wirtschaftswissenschaften Marketing 39

40 Kreativwirtschaftsgespräche Neue Wege mit dem Kunden zum Ziel Co-Creation Design Thinking Open Innovation Montag, 6. Juni 2016, Uhr, Wien DANKE! Univ.-Prof. Dr. Katja Hutter Paris Lodron-Universität Salzburg Sozial- und Wirtschaftswissenschaften Marketing Residenzplatz 9 A-5010 Salzburg E katja.hutter@sbg.ac.at Visiting Scholar Harvard University NASA Tournament Lab Crowd Tournament Lab 1737 Cambridge Street Cambridge, MA 02138, USA Scientific Network Hyve AG Schellingstraße Munich I katja.hutter@hyve.net FB Sozial- und Wirtschaftswissenschaften Marketing 40