Customer preferences versus managerial decision-making in open innovation communities: the case of Starbucks

Customers can participate in open innovation communities posting innovation ideas, which in turn can receive comments and votes from the rest of the community, highlighting user preferences. However, the final decision about implementing innovations corresponds to the company. This paper is focused...

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Bibliographic Details
Published in:	Technology analysis & strategic management 2015-11, Vol.27 (10), p.1226-1238
Main Authors:	Martínez-Torres, María del Rocío, Rodriguez-Piñero, F., Toral, Sergio L.
Format:	Article
Language:	eng
Subjects:	Brand image Brand preferences Coffeehouses collective intelligence Comfort Communities customer communities Customers Decision making Image contrast Innovation innovation policies Innovations open innovation Rest Strategic management Studies Technology assessment
Online Access:	Get full text
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Summary:	Customers can participate in open innovation communities posting innovation ideas, which in turn can receive comments and votes from the rest of the community, highlighting user preferences. However, the final decision about implementing innovations corresponds to the company. This paper is focused on the customers' activity in open innovation communities. The aim is to identify the main topics of customers' interests in order to compare these topics with managerial decision-making. The results obtained reveal first that both votes and comments can be used to predict user preferences; and second, that customers tend to promote those innovations by reporting more comfort and benefits. In contrast, managerial decisions are more focused on the distinctive features associated with the brand image.
ISSN:	0953-7325 1465-3990