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首页> 外文期刊>International Journal of Business Process Integration and Management >How to use the innovative potential of online communities? Netnography - an unobtrusive research method to absorb the knowledge and creativity of online communities
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How to use the innovative potential of online communities? Netnography - an unobtrusive research method to absorb the knowledge and creativity of online communities

机译：如何利用在线社区的创新潜力？网络志-一种吸收网络社区知识和创造力的简便方法

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摘要

This article investigates how the enormous knowledge-pool of online communities can be used for new product development. Except for a few examples provided in the literature, little is known about how to best absorb the knowledge of online communities and incorporate it systematically into a company's innovation process. In this article, we introduce a modified form of the netnography method, an unobtrusive, qualitative research method, to access consumers' experiences, thoughts, unsatisfied needs and ideas for new product development. The netnographic approach we propose in this paper is adapted to new product development. Two introduced cases prove its practical applicability for innovation. The quantity and quality of consumer contributions impressively demonstrate the potential of online communities for new product development. Although netnography is very valuable for new product development, it is quite time consuming. Until now, no adequate software tools exist which satisfactorily enable automated data collection and analysis.
机译：本文研究了如何将庞大的在线社区知识库用于新产品开发。除了文献中提供的一些示例外，对于如何最好地吸收在线社区的知识并将其系统地纳入公司的创新过程知之甚少。在本文中，我们介绍了网络志方法的一种改进形式，这是一种客观的，定性的研究方法，可以访问消费者对新产品开发的经验，思想，未满足的需求和想法。我们在本文中提出的网络志方法适用于新产品开发。引入的两个案例证明了其创新的实际适用性。消费者贡献的数量和质量令人印象深刻，显示了在线社区开发新产品的潜力。尽管网络志对于新产品开发非常有价值，但它非常耗时。到目前为止，还没有足够的软件工具来令人满意地实现自动数据收集和分析。

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