Theory and Analysis of Company-Sponsored Value Co-Creation.

Author List: Chen, Li; Marsden, James R.; Zhang, Zhongju (John);
Journal of Management Information Systems, 2012, Volume 29, Issue 2, Page 141-172.
In today's dynamic business environment, companies are under tremendous pressure to become more innovative and maintain a steady stream of ideas that can lead to new and improved products and services. Companies have begun to explore the possibility of capturing consumers' "collective intelligence" by establishing firm-sponsored online brainstorming sites where individuals can share their ideas and offer comments on the ideas contributed by others. We term these sites "Company-Sponsored Online Co-Creation Brainstorming" (COCB). The value of this open and voluntary co-creation depends largely on members' contribution levels, the quality of the contributions, and sustained participation. In this paper, utilizing Zwass's taxonomy of co-creation value as a base, we structure a taxonomic framework of COCBs and an accompanying basic model of COCBs. We then present a series of hypotheses concerning the relationships between the model's various factors and specific COCB activities. We validate the model using empirical data collected over two and a half years, starting from the initiation of a pioneering company-sponsored online brainstorming site. Our analyses demonstrate that the level of peer feedback and the responsiveness (speed) of sponsor company feedback have significant influences on both members' contribution levels and duration of active participation. The sponsoring company's feedback, however, seems to influence only the quality of member's contribution level. On the practical side, the outcomes suggest that sponsoring companies should develop efficient processes for reviewing and responding to submitted ideas. Regarding theory, our findings provide an initial piece of contextualized research that offers implications for theory building in the COCB context, most notably the identification of key relationships between feedback (both peer and company) and participant activity levels and duration of participation.
Keywords: brainstorming; co-creation; contribution quality; sustained participation
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#108 0.154 model research data results study using theoretical influence findings theory support implications test collected tested based empirical empirically context paper
#238 0.090 shared contribution groups understanding contributions group contribute work make members experience phenomenon largely central key common especially major conceptualizing study
#142 0.089 creativity ideas idea creative individual generation techniques individuals problem support cognitive ideation stimuli memory generate enhance generated solutions solving quality
#265 0.074 collaborative groups feedback group work collective individuals higher effects efficacy perceived tasks members environment writing experiment did task intelligence compared
#130 0.068 online users active paper using increasingly informational user data internet overall little various understanding empirical despite lead cascades help availability
#254 0.061 level levels higher patterns activity results structures lower evolution significant analysis degree data discussed implications stable cluster exist relationships identify
#269 0.061 participation activities different roles projects examined outcomes level benefits conditions key importance isd suggest situations contextual furthermore benefit levels focus
#212 0.058 business digital strategy value transformation economy technologies paper creation digitization strategies environment focus net-enabled services processes insights challenges key response
#222 0.053 research researchers framework future information systems important present agenda identify areas provide understanding contributions using literature studies paper potential review