Kreativwirtschaftsgespräche Neue Wege mit dem Kunden zum Ziel Co-Creation Design Thinking Open Innovation Montag, 6. Juni 2016, 18.30 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 45 80799 Munich I www.uni-salzburg.at/marketing katja.hutter@hyve.net FB Sozial- und Wirtschaftswissenschaften Marketing 1
INNOVATIONSBERICHT KREATIVWIRTSCHAFT ÖSTERREICH Die österreichische Kreativwirtschaft hat sich überdurchschnittlich gut entwickelt und blickt optimistischer in die Zukunft als die Gesamtwirtschaft. INNOVATION https://www.kreativwirtschaft.at/kreativwirtschaftspolitik/kreativwirtschaftsberichte/ FB Sozial- und Wirtschaftswissenschaften Marketing 2
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
Die fortschreitende Digitalisierung und Vernetzung durchdringt unser Leben, privat und beruflich. FB Sozial- und Wirtschaftswissenschaften Marketing 4
Innovationsmanagement Toolbox 1. Ideengenerierung 2. Bewertung / Auswahl 3. Entwicklung / Umsetzung 4. Markteinführung FB Sozial- und Wirtschaftswissenschaften Marketing 5
Innovationsmanagement Toolbox 1. Ideengenerierung 2. Bewertung / Auswahl 3. Entwicklung / Umsetzung 4. Markteinführung FB Sozial- und Wirtschaftswissenschaften Marketing 6
FB Sozial- und Wirtschaftswissenschaften Marketing 7 http://blog.wiwo.de/look-at-it/files/2014/01/social_media_2014.jpg
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
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
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
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
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
HERE IS THE RESULT, THE MOST SUCCESSFUL PRODUCT IN THE 130 YEARS HISTORY OF THE COMPANY. FB Sozial- und Wirtschaftswissenschaften Marketing 13
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. https://www.ideo.com/about/ FB Sozial- und Wirtschaftswissenschaften Marketing 14
Innovationsmanagement Toolbox 1. Ideengenerierung 2. Bewertung / Auswahl 3. Entwicklung / Umsetzung 4. Markteinführung (King/Lakhani, 2013) FB Sozial- und Wirtschaftswissenschaften Marketing 15
TOOLBOX: INNOVATIONSWETTBEWERBE http://www.history.co.uk/biographies/george-stephenson http://www.charleslindbergh.com/plane/orteig.asp FB Sozial- und Wirtschaftswissenschaften Marketing 16
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 278 000 designs have been submitted (Threadless, 2013) FB Sozial- und Wirtschaftswissenschaften Marketing 17
https://www.threadless.com/ FB Sozial- und Wirtschaftswissenschaften Marketing 18
https://www.spreadshirt.com/ FB Sozial- und Wirtschaftswissenschaften Marketing 19
TOOLBOX: CROWD VOTING ANTIDOTE TO HIPPO-DRIVEN DECISION MAKING CROWD- FUNDING HIPPO highestpaid person s opinion https://hbr.org/2016/02/the-antidote-to-hippos-crowd-voting FB Sozial- und Wirtschaftswissenschaften Marketing 20
http://www.crowdfundinsider.com/2013/11/26030-real-estate-crowdfundingcompany-prodigy-network-partners-announce-acquisition-84-william-street/ FB Sozial- und Wirtschaftswissenschaften Marketing 21
http://en.prodigynetwork.com/ FB Sozial- und Wirtschaftswissenschaften Marketing 22
Innovationsmanagement Toolbox 1. Ideengenerierung 2. Bewertung / Auswahl 3. Entwicklung / Umsetzung 4. Markteinführung FB Sozial- und Wirtschaftswissenschaften Marketing 23
TOOLBOX: LEAD USER many users - from 10 percent to nearly 40 percent - engage in developing or modifying products (Eric von Hippel, Democratizing Innovation, 2005) http://www.camelbak.com/sports-recreation/about-us/our-story.aspx FB Sozial- und Wirtschaftswissenschaften Marketing 24
NUMEROUS INNOVATIONS HAVE INITIALLY NOT BEEN DEVELOPED BY MANUFACTURERS. OFTEN, USERS ARE THE SOURCE OF INNOVATIONS. FB Sozial- und Wirtschaftswissenschaften Marketing 25
But how can we find Lead Users? 06.06.2016 26 FB Sozial- und Wirtschaftswissenschaften Marketing 26
FB Sozial- und Wirtschaftswissenschaften Marketing 27
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, emails Approach: Communication of innovation task Self-selection of potential candidates FB Sozial- und Wirtschaftswissenschaften Marketing 28
Innovationsmanagement Toolbox 1. Ideengenerierung 2. Bewertung / Auswahl 3. Entwicklung / Umsetzung 4. Markteinführung FB Sozial- und Wirtschaftswissenschaften Marketing 29
TOOLBOX: MARKENBOTSCHAFTER KONSUMENTEN KÖNNEN NOCH MEHR ALS NUR FB FANS ZU WERDEN... FB Sozial- und Wirtschaftswissenschaften Marketing 30
TOOLBOX: MARKENBOTSCHAFTER KONSUMENTEN KÖNNEN NOCH MEHR ALS NUR FB FANS ZU WERDEN... FB Sozial- und Wirtschaftswissenschaften Marketing 31
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
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
IDEA GENERATOR ID 2245 21 designs in-degree 6 out-degree 3 SOCIALIZER ID 2191 6 DESIGNS IN-DEGREE 0 OUT-DEGREE 46 MASTER ID 1921 34 DESIGNS IN-DEGREE 76 OUT-DEGREE 149 FB Sozial- und Wirtschaftswissenschaften Marketing 34
CONFLICT NETWORK VIRAL DIFFUSION 457 1299 2555 1426 843 98 485 317 486 702 939 399 2608 231 1088 1428 1618 1642 503 12 1315 1099 234 1072 815 2123 940 29 975 67 1604 1615 1536 1030 2271 941 59 989 484 570 453 1195 1459 927 1839 107 1591 1380 2288674 1129 579 286 1606 4 561 871 1955 624 1971 1745 446 298 2006 1444 304 38 2506 2554 1107 785 619 1592 292 117 174 1649 1282 884 1795 800 302 846 153 438 3 1782 2122 68 2437 1084 65 102 1693 1264 364 1818 1149 534 839 290 352 160 1648 185 655 1650 159 1213 34 1117 2663 149 111 1184 2225 827 1214 2016 1922 294 1056 16 2263 2661 1593 371 768 1985 1183 1182 1133 321 2595 22 186 2592 1981 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
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
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
WHEN DO CROWDS DON T WORK? Missing Governance Incentives Mismatch Task Interdependence Lakhani et al. 2013 FB Sozial- und Wirtschaftswissenschaften Marketing 38
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, 290-301.... REVOLUTIONIERT DIE ART WIE INNOVATION IN UNTERNEHMEN UND MÄRKTEN STATTFINDE FB Sozial- und Wirtschaftswissenschaften Marketing 39
Kreativwirtschaftsgespräche Neue Wege mit dem Kunden zum Ziel Co-Creation Design Thinking Open Innovation Montag, 6. Juni 2016, 18.30 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 45 80799 Munich I www.uni-salzburg.at/marketing katja.hutter@hyve.net FB Sozial- und Wirtschaftswissenschaften Marketing 40