Organising User Communities for Innovation Management

Dr. Celine Schulz obtained her doctorate at the Institute for Innovation Research, Technology Management and Entrepreneurship (Ludwig-Maximilians-Universität Munich) under the supervision of Prof. Dietmar Harhoff, Ph.D.

With the astounding success of social networking systems such as Facebook, Bebo, LinkedIn, and MySpace, interest in social networks soared amongst researchers and pr- titioners. Organised groups of individuals can be of considerable value to ?rms, but a deeper understanding of the phenomenon is still lacking. User communities are social networks of individuals who group together with the purpose of exchanging ideas, insights and experiences with each other. Although the concept of leveraging user communities for innovation management is not new, most of the literature has assumed the ready existence of user communities and has concentrated on examining how ?rms can cooperate with them. Research on the emergence and persistence of user communities has mostly been neglected. Celine Schulz attempts to ?ll this gap by focussing on why user communities exist, what their goals are and how they function. In her dissertation, Celine Schulz undertakes a study of individuals in user communities of the software ?rm Computer Associates (CA). Using an online survey, a unique data set of users in 161 di?erent CA user groups was assembled. Thisdissertationconsistsofthreeempiricalstudiesbasedonthisdataset. The ?rst two studies analyse why individuals communicate with other members in their user communities, that is why they are willing to share information with each other and how they bene?t from the interaction with their user communities. The third study examines how user communities can be leveraged for ?rms' innovation processes, by speci?cally investigating the individual- and group-speci?c attributes of customer collaborators from user communities.

How groups of users can be leveraged by firms for their innovation processes

Mit einem Geleitwort von Prof. Dr. Carl-Christian Freidank

Firms are increasingly realising the importance of social networks. Such networks of customers can play an essential role in assisting firms to organise and prioritise the pool of user information regarding their needs, feedback on existing products as well as ideas for new products. To profit from these communities, it is essential to understand why they exist, how they function and which goals they pursue. Based on survey data from users who are members in user groups of the management software firm Computer Associates, Celine Schulz examines how groups of users can be organised and leveraged by firms for their innovation processes.

Determinants of Sharing Information in User Communities.- Maximising Benefits from Participating in User Communities.- Selecting User Community Collaborators for Innovation Management.- Conclusion.