User generated brands and their contribution to the diffusion of user innovations
It has been argued that users can create innovations and also diffuse them peer-to-peer independent of support or involvement by producers: that “user-only” innovation systems can exist. It is known that users can be incented to innovate via benefits from in-house use. But users’ incentives to invest in diffusion are much less clear: benefits that others might obtain from their innovation can be largely or entirely an externality for user innovators.
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