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Orchestrating External User Communities and Balancing Control and Autonomy in Fast Growing Community Contexts: Lego Group and Ankama

In: COMMUNITIES OF INNOVATION How Organizations Harness Collective Creativity and Build Resilience

Author

Listed:
  • Ruiz Émilie
  • Romain Gandia
  • Sébastien Brion

Abstract

The benefits of innovating with users are well established from both academic and managerial perspectives. Successful, well-known examples (e.g. LEGO, Procter & Gamble, Samsung) have induced many firms to pursue orchestrated efforts with user communities. Yet these efforts remain challenging: Unlike employees, users do not fall under the authority of the firm and are free to enter or leave user communities at will. An orchestration model, as proposed by Dhanaraj and Parkhe (2006), suggests a central actor might undertake a set of deliberate, purposeful actions to create and extract value from a network. But the vast promise of potential market growth and/or access to sticky and valuable knowledge sourced from potential customers (von Hippel, 1986) might tempt firms so much that they underestimate the coordination demands of user communities, especially as they grow…

Suggested Citation

  • Ruiz Émilie & Romain Gandia & Sébastien Brion, 2021. "Orchestrating External User Communities and Balancing Control and Autonomy in Fast Growing Community Contexts: Lego Group and Ankama," World Scientific Book Chapters, in: Patrick Cohendet & Madanmohan Rao & Émilie Ruiz & Benoit Sarazin & Laurent Simon (ed.), COMMUNITIES OF INNOVATION How Organizations Harness Collective Creativity and Build Resilience, chapter 12, pages 263-283, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789811234286_0012
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    Keywords

    Innovation Management; Creativity Management; Communities of Innovation; Resilience and Creativity; Business Creativity; Business Innovation; Managerial Innovation; Collaborative Innovation; Open Innovation; Crisis Management; Communities of Practice; Communities of Knowledge; Collective Modes of Learning; Collective Innovation; Middleground;
    All these keywords.

    JEL classification:

    • O36 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Open Innovation
    • O31 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Innovation and Invention: Processes and Incentives
    • O32 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Management of Technological Innovation and R&D
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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