stepping into the internet: leveraging the affordances of virtual worlds for co-creation
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Stepping into the internet:Leveraging the affordances
of virtual worlds for co-creation
SMS C.K. Prahalad ConferenceJune 11, 2011
Theoretical foundations“An individual-centered co-creation of value between consumers and companies” C.K. Prahalad & Ramaswamy (2004)
“Dominating approach in leveraging the web to support collaborative innovation is still incremental, and apparently companies are gradually integrating the traditional activities of new product development with online tools to promote systematic customer interaction” Prandelli, Verona, & Raccagni (2006)
“Avatar-based innovation presents an opportunity for companies to engage with customers in new and interesting ways during an interactive new product development process” Kohler et al. (2009)
Research Question
“What enables the co-creation of innovation-relevant knowledge in virtual worlds?”
Case Study
• Swedish web start-up
• Launched in Summer 2009
•User driven development approach
• Aiming to internationalize
• Limited resources
http://www.youtube.com/watch?v=2kMNWBU1Yb8
RunAlong Clip
Mini SECI Model
Nonaka & Toyama 2003
Preposition1
Nonaka & Toyama 2003
• Proposition 1: The more the virtual world co-creation environment and process enables telepresence, the greater the quality of socialization.
Preposition 2
Nonaka & Toyama 2003
• Proposition 2: The greater the degree that the designs of avatars are in alignment with the purpose of virtual world co-creation, the greater the quality of externalization.
Preposition 3
Nonaka & Toyama 2003
• Proposition 3: The greater the variety of communication and information channels are available in virtual world co-creation, the greater the quality of combination.
Preposition 4
Nonaka & Toyama 2003
• Proposition 4: The greater enhanced interactivity and behavior archiving are leveraged in virtual world co-creation, the greater the quality of internalization.
Implication for co-creation research
• Extend literature concerning the use of Technology for co-creation activities
• Opportunity to use VWs to conduct experiments with co-creation activities controlling for specific factors
