Harnessing user innovation for social media marketing: Case study of a crowdsourced hamburger

Abstract

User innovation is a form of open innovation in which the users of a product or service have an active role in shaping the product or service they want to use. It has been found particularly promising for innovating service solutions. The present study investigated the process of user innovation utilizing crowdsourcing on an online communication platform with thousands of customers. Building on an in-depth case study of a hamburger restaurant chain's co-innovation initiative, we analyzed key activities in customers' value-creating processes, the crowdsourcer's value-creating processes, and innovation encounter processes that determine co-innovation outcomes. In doing so, our study sheds light on factors that contribute to customers' commitment to co-innovation outcomes. We identified three key activities by which a crowdsourcer can facilitate the realization of desired innovation outcomes: development of opportunities for coinnovation, planning co-innovation activities, implementation and assessment of the outcomes. For customers, the innovation process should comprise cognitive, emotional and behavioral engagement for improved commitment to these outcomes. In light of the findings on these processes, we recommend possible future directions for research and practice.

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