Complementing toolkits with virtual user-to-user networks

In this research project, we aim to analyze the potentially complementary function of virtual user-to-user networks to manufacturer-initiated toolkits for user innovation and design. The toolkit approach constitutes a new way of integrating customers into the process of product development. They allow the customer to design his/her product herself/himself and thus make use of the proven innovativeness of the user. Research so far focuses on toolkit-customer dyads and hardly takes into account that in some industries, the toolkit`s functionality is propelled by user activities organized in virtual user-to-user networks. User-to-user networks gained much importance by recent developments in IT and communication technologies, particularly the internet. The most prominent example is Open Source Software (like Linux, Apache, and about 80,000 other projects) but also other user-to-user networks exist in which users discuss problems, assist each other and sometimes jointly generate innovative output. In this context we aim to answer the following questions: 1. Why do users complement toolkits? 2. In which patterns and processes does such behavior occur? 3. Under what conditions can such behavior be expected? 4. What are the consequences of this behavior? In order to answer these questions, we plan a large-scale research project in the computer gaming industry that is in many ways a precursor in the use of toolkits and the integration of user-to-user networks. Being funded, we are confident to generate fruitful insights that can both be published in international academic journals and constitutes instrumental knowledge beneficial to companies aiming to improve or implement toolkits for user innovation and design.

The project aimed to study the complementary effect and the implications of toolkits for user innovation and design and horizontal user networks. Toolkits are a new method in order to integrate the customer into the process of product development. They allow the customer to design his/her product himself and thus make use of the proven ability to innovativeness of the user. Research and applications in practice so far focus on toolkit-customer dyads and do not take into account that a toolkits function might be complemented by user-to-user-assistance provided by horizontal user networks.Horizontal user networks are an old phenomenon that gained much importance by recent developments in IT and communication technologies, particularly the internet. The most prominent example is Open Source Software (Linux, Apache, and circa 80,000 other projects) but also other horizontal user networks exist in which users discuss problems, assist each other and sometimes jointly generate innovative output. Due to the new media and communication technologies information is available today at any time and in almost any location. Thus, virtual networks play a crucial role in the interaction between companies and their customers. Such networks offer customers numerous opportunities for cooperation in the innovation process and exchange of views, so that certain processes (e.g. user innovation through toolkits) are not limited to the company and individual customers, but take place between companies and entire virtual groups of users, called user communities.Research that aims to link this phenomenon with the concept of toolkits was only at its very beginnings at the start of the project. Only few industries understood the huge potential benefit resulting from a systematic combination. We aimed to empirically analyze the benefits and drawbacks of this concept from both, the manufacturers and the customers perspective. Thanks to the funding of the FWF the following topics were studied: (1) the motivation of customers to participate in such user networks and the innovation process (2) the process of complementing toolkits with horizontal user-networks, and (3) the effects and consequences of this new phenomenon of innovative (online) user communities. We explored these issues with qualitative methods in form of case studies, in-depth interviews, behavioral analysis and observations of the participants in selected user networks, and quantitative methods in the form of experiments, social network analysis and agent-based modeling. For example a behavioral analysis of the participants from various communities was performed. About 60,000 different user posts in social networks were analyzed to gain insights into the motives and motivations of participants (see question 1). Furthermore, a social network analysis of other communities served to evaluate the impact of community structures, gender roles or areas of interest as well as other network parameters to the cooperation between manufacturers and user innovation communities. The goal of agent-based modeling was to obtain insights into the dynamics and emergence of such processes within user networks. Several articles of the project manager are currently in the review process of high-ranking journals. One of the scientific articles was already accepted in Organization Science (A +) and another one in the Journal of Product Innovation Management (A). The first article examines the incentive structures that must be in place for members of a user community in order to contribute to innovation processes through an online toolkit. In another article psychological learning theories are used to explain how "toolkits for user innovation" can significantly increase the value of customers by supporting their learning preferences. To offer customers the option of toolkits, products are perfectly adapted to their preferences, but are also suited to support learning preferences or encourage customers. The project team presented the results at renown international conferences, organized the User and Open Innovation Conference with more than 200 leading researchers in Vienna in 2011 and published in A + and A journals (other papers are still under review). The research projects show highly relevant and interesting scientific results.