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  Referencia 9990
Título: Obtener ideas de los clientes para trabajar para usted: Aprendiendo de Dell sobre cómo tener éxito con Comunidades de Usuarios de la Innovación Online
Título original: Getting Customers’ Ideas to Work for You: Learning from Dell how to Succeed with Online User Innovation Communities
Autor: Paul Michael Di Gangi, Molly Wasko, Robert Hooker
Resumen: Web 2.0 technologies present an opportunity for firms to create online communities where users engage in value creation by submitting product reviews, providing feedback, suggesting ideas, and identifying new sources of innovation. Our research suggests that there are four major challenges associated with successfully integrating an online user community into an organization's innovation processes: understanding the ideas posted, identifying the best ideas, balancing the needs of transparency with the community against disclosure to competitors, and sustaining the community. In this article, we analyze specific aspects of these four challenges that became evident during the first 18 months of Dell IdeaStorm, Dell Computer Corporation's online user innovation community. We describe the recommendations that we initially posted on Dell's site for improving IdeaStorm and the responses we received. The article concludes with seven recommendations for how to overcome these challenges, which we believe can be used by other firms to leverage user innovation communities using an open model with social media tools.
Idioma: Inglés     País: USA     ISBN / ISSN: 1540-1960     Año: 2010
Tipo: Artículo
Área: Aplicación de las TIC > Redes sociales
Entidad: Western Carolina Univ, Dept Global Management & Strategy, Cullowhee, NC 28723// Univ Alabama, Dept Management Informat Syst & Quantitat Methods, Birmingham, AL// Florida State Univ, Coll Business, Tallahassee, FL 32306
Fuente: MIS QUARTERLY EXECUTIVE
Localización en fuente: Volume: 9 Issue: 4 Pages: 213-228 Published: DEC
Descriptores: Comunidades online; Web 2.0; Innovación abierta; Open innovation
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