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How to innovate with a brand community

Author

Listed:
  • Guy Parmentier

    (CERAG - Centre d'études et de recherches appliquées à la gestion - UPMF - Université Pierre Mendès France - Grenoble 2 - CNRS - Centre National de la Recherche Scientifique, CNRS - Centre National de la Recherche Scientifique, UGA [2016-2019] - Université Grenoble Alpes [2016-2019])

Abstract

This study examines how a firm can innovate with a brand community via an inductive, longitudinal study of three brand communities. The proposed framework for building an innovative brand community features six mechanisms: animation, openness, structuring, linking, theorization, and integration that support three processes: generation, socializa- tion and adoption of user contributions. An innovative brand community can generate valuable innovations for the firm without reducing its own vitality. It brings together lead, creative, and other types of users to create ideas and new functions, uses, and contents pertaining to innovation. On the one hand, firms that partially open their boundaries by leaving space in the process of innovation for creation and discussion can benefit from the contribution of users without suffering appropriation problems. On the other hand, brand communities should receive toolkits for creation and animation, and encourage the development of both communities and innovation.

Suggested Citation

  • Guy Parmentier, 2015. "How to innovate with a brand community," Post-Print halshs-01344680, HAL.
    • Handle: RePEc:hal:journl:halshs-01344680
    DOI: 10.1016/j.jengtecman.2015.08.001
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    Citations

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    Cited by:

    1. Elia, Gianluca & Messeni Petruzzelli, Antonio & Urbinati, Andrea, 2020. "Implementing open innovation through virtual brand communities: A case study analysis in the semiconductor industry," Technological Forecasting and Social Change, Elsevier, vol. 155(C).
    2. Hajli, Nick & Shanmugam, Mohana & Papagiannidis, Savvas & Zahay, Debra & Richard, Marie-Odile, 2017. "Branding co-creation with members of online brand communities," Journal of Business Research, Elsevier, vol. 70(C), pages 136-144.
    3. Kamboj, Shampy & Sarmah, Bijoylaxmi & Gupta, Shivam & Dwivedi, Yogesh, 2018. "Examining branding co-creation in brand communities on social media: Applying the paradigm of Stimulus-Organism-Response," International Journal of Information Management, Elsevier, vol. 39(C), pages 169-185.
    4. Lin, Jie & Wang, Chao & Zhou, Lixin & Jiang, Xiaoyan, 2022. "Converting consumer-generated content into an innovation resource: A user ideas processing framework in online user innovation communities," Technological Forecasting and Social Change, Elsevier, vol. 174(C).
    5. Nambisan, Satish & Zahra, Shaker A., 2016. "The role of demand-side narratives in opportunity formation and enactment," Journal of Business Venturing Insights, Elsevier, vol. 5(C), pages 70-75.
    6. Ghasemzadeh, Khatereh & Bortoluzzi, Guido & Yordanova, Zornitsa, 2022. "Collaborating with users to innovate: A systematic literature review," Technovation, Elsevier, vol. 116(C).
    7. Carla Rossi, 2021. "Organizational Challenges of Online Customer Co-Creation for Innovation: A Middle-Managers’ Perspective in the Italian Food Context," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 13(1), pages 1-42, February.

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