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Kundenintegration in den Entwicklungsprozess von Produktinnovationen durch Crowdsourcing

Author

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  • Bookhagen, Andrea
  • Sperber, Sonja

Abstract

Nachdem sich die zentralen Prozesse zur Entwicklung neuer Produkte in den vergangenen Jahren in Richtung der Integration von Unternehmensexternen in den ursprünglich internen Innovationsprozess verschoben haben, sind diverse Begriffe wie die kollaborative Produktentwicklung, die Integration des Kundenwissens, Co-Design, Open Innovation und Crowdsourcing in den Fokus gerückt. Besonders das auf dem Grundsatz der "Weisheit der Masse" basierende Prinzip des Crowdsourcing wird dabei als wegweisendes Tool im Innovationsmanagement angesehen. Es bedarf demnach einer Evaluation der Erfolgsaussichten der Öffnung des internen Prozesses gegenüber der externen Umwelt im Zuge des Crowdsourcing und der damit verbundenen Herausforderungen. Dabei wird auch die Frage adressiert, inwiefern dieses - bisher üblicherweise in Massenmärkten Anwendung findende - Prinzip theoretisch auch für andere Märkte von Relevanz ist, bspw. den Luxusmarkt. Die Erkenntnis über das Potenzial des Crowdsourcing für die Unternehmenspraxis wird in diesem Beitrag ebenso vermittelt wie Handlungsempfehlungen für Innovationsmanager.

Suggested Citation

  • Bookhagen, Andrea & Sperber, Sonja, 2017. "Kundenintegration in den Entwicklungsprozess von Produktinnovationen durch Crowdsourcing," PraxisWISSEN Marketing: German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 2(01/2017), pages 21-37.
    • Handle: RePEc:zbw:afmpwm:261120
    DOI: 10.15459/95451.9
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    References listed on IDEAS

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