How to Attract Customers to Innovate in an Online Community Maintained by a Company?
نویسندگان
چکیده
Online communities and Web 2.0 are hot topics today in media as well as in consumers’ discussions. The challenge of company online communities is to support the creativity of its members. These online communities aimed for customer innovation are called innovation communities. To be able to build and manage innovation communities companies need more knowledge about the motivational factors of customers. This study focuses on how to attract customers to participate in an innovation community. Case study conducted in Owela innovation community showed that interesting objectives of innovation, creating open and trustworthy atmosphere as well as supporting community with appropriate tools are important factors in attracting customer to participate in the activities.
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تاریخ انتشار 2007