leveraging the 3d internet for entrepreneurial practices: opportunities for co-creation
DESCRIPTION
LEVERAGING THE 3D INTERNET FOR ENTREPRENEURIAL PRACTICES: OPPORTUNITIES FOR CO-CREATION. Lisbeth Frølunde , Roskilde University Bjørn-Tore Flåten, University of Agder Robin Teigland , Stockholm School of Economics - PowerPoint PPT PresentationTRANSCRIPT
LEVERAGING THE 3D INTERNET FOR ENTREPRENEURIAL PRACTICES:
OPPORTUNITIES FOR CO-CREATION
Lisbeth Frølunde, Roskilde UniversityBjørn-Tore Flåten, University of Agder
Robin Teigland, Stockholm School of Economics
38th European International Business Academy (EIBA) Conference held at the University of Sussex, December, 2012
Present
• Introduction to 3D Internet and approach• Research questions• Research methodology
– Overview of cases in 3 industries• Results• Implications
Social Media
Kilde: Shneor (2011) / Kaplan & Haenlein (2011)
Social Presence/ Media Richness
Low Medium HighHigh Blogs Social Networking
SitesVirtual Social
Worlds
Low Collaborative Projects
Content Communities
Virtual Game Worlds
Self-
pres
enta
tion/
Se
lf-di
sclo
sure
US$ 635,000 for a virtual asteroid!
http://blogs.forbes.com/oliverchiang/2010/11/13/meet-the-man-who-just-made-a-cool-half-million-from-the-sale-of-virtual-property/
• USD 500,000 profit in 5 years by Jon “Neverdie” Jacobs
• Entropia Universe with GDP >USD 440 mln
Teigland 2011
3D Internet becoming mainstream?
Aim
• Address the lack of overview regarding 3D Internet entrepreneurship practices
• Explore the value of enterprises and new technologies
• Gain insights into real challenges faced by entrepreneurs in 3D internet
• Focus on entrepreneurs located in or stemming from the Nordic countries, with global perspectives
Research Question (1)
• The diffusion of innovation (Rogers 2003)
• 3D Internet affordances
• Limited research investigating issues related specifically to innovation and co-design processes using the 3D Internet (Kohler et al., 2009)
RQ1) What affordances do 3D Internet technologies offer as a “space” for entrepreneurial practices?
Research Question (2)• Entrepreneurship is not a purely individualistic practice but
involves a dynamic of social interactions (Drakopoulou Dodd & Anderson, 2007)
• Social networked economy (Benkler 2006)– See entrepreneurship NOT as individualistic practice, but in
dynamics with social networks
RQ 2) How do entrepreneurs utilize their social networks to learn to leverage 3D Internet technologies?
Research Methodology
Research Method Qualitative (Cresswell 1994; Miles and Huberman 1994; Yin 2003)
Data Collection Semi-structured interviews:• 7 unique cases: eight in-depth interviews• All interviews were recorded and transcribed verbatim
Virtual observation• Virtual guided tours, participated in meetings, etc
Document analysis• Online newsletters and news clipping
Data Analysis Within-case analysis• Coding scheme of key themes• Grouped the content – aggregated dimensions• Narrative strategy in writing up the data
Overview of CasesCase Entrepreneur and NationalityMultimedia IndustryMy Avatar and Me
Film co-directed by Mikkel Stolt, Fenris Film & Multimedia ApS, and Bente Milton, Milton Media ApS, DK
Granny’s Dancing on the Table
Cross-media product under development by writer/co-director Hanna Sköld, Tangram Film, SE
Gzim Rewind Film Writer/director Knutte Wester, SE
Healthcare IndustryBE community Researcher and co-developer Mette Terp Høybye, DK/US, leads
project within youth cancer treatment wards at University Hospital Aarhus and University Hospital Copenhagen in connection with partner Sirikata/Katalabs, DK/US
Innovation in Learning
Researcher and co-developer Parvati Dev, IN/US in connection with partners such as Unity Technologies, DK/US
High-tech and Consultancy IndustryKatalabs Developer and CEO Henrik Bennetsen, DK/US develops Sirikata
platform and is connected with Google’s network of entrepreneurial developers working with new Chrome browser. (Katalabs cooperates with Mette Terp Høybye, DK/US, on BE Community project.)
Grönstedt Group Developer and consultant Anders Grönstad, SE/US, and his company use the latest information and communication technologies to train professionals.
ResultsRQ1) What affordances do 3D Internet technologies offer as a “space” for entrepreneurial practices?
• Flexibility– Open access and unrestricted development– Concerns with respect to business models and control issues
• Simulation– Simulate activities (e.g. training and education)– Training in an engaging and immersive manner– Concerns with respect to lack of sense of immersion
• Visualization– Interactive visuals and models– Multiple environments across media platforms
Results
RQ 2) How do entrepreneurs utilize their social networks to learn to leverage 3D Internet technologies?
• Social networks important for the acquisition of knowledge and other resources, such as human capital, reputation, access to networks, and customers, necessary for value creation by the entrepreneur.
Discussion and Implications• 3D Internet affordances of flexibility, simulation, and visualization
enable the process of co-creation within an entrepreneur’s social networks (Hoyer et al., 2010; Jeppesen and Frederiksen 2006; Kohler et al., 2009)
• Web 2.0 influencing the boundaries of the firm (Haefliger et al., 2011; von Krogh and Haefliger 2010)
• New business models
• Challenges with respect to legal issues, steep learning curve, lack of common design elements, cross-cultural communication, and instability of new technologies
Limitations
• Designers of the technology as the primary source
• Need for further theoretical development• Include issues related to motivation and
governance of new business models
Lisbeth Frølunde, Roskilde UniversityBjørn-Tore Flåten, University of Agder
Robin Teigland, Stockholm School of Economics
38th European International Business Academy (EIBA) Conference held at the University of Sussex, December, 2012
THANK YOU