ISBN: 978-981-08-8408-6
Authors: Santi Effendi and Lukas Prochazka
Abstract:
Benefits of online co-creation communities in new product development are well-recognized. Studies investigating the motivation of joining and contributing to such community mostly consider only the community’s current state, ignoring the dynamic aspect of online community. Our study addresses this research gap by examining the conditions affecting motivation and the characteristic of motivation in each condition. Our netnographic study on the Business Model Generation online cocreation community explores its motivational transformation from the co-creation phase into the commercialization phase. We find that motivation changes depending on different purpose and policy in the two phases, during which the community underwent a transition involving struggles and confusion concerning its existence and purpose. Managers should be aware of such transitions and understand all the implications such shifts may have.
Keywords: Online co-creation community management, collective innovation
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