Good for the Crowd, Good for the Market? A Study of Crowd-Generated Ideas and Product Market Success

Heeseung Lee, Likoebe Maruping

Research output: Chapter in book/report/conference proceedingConference proceedingpeer-review

Abstract

A fundamental challenge in product innovation is the informational gap between a firm’s understanding of opportunities and actual needs in existing and untapped markets. Crowd-based digital platforms have been touted as an avenue to address this informational challenge. However, there remains a fundamentally unsubstantiated assumption regarding the efficacy of such platforms to capture and aggregate crowd information in a way that enhances product innovation success. We examine the extent to which innovation crowdsourcing communities enable firms to gauge demand preferences and unmet needs as manifested in two key ideation outputs: idea popularity and novelty. We theorize and empirically test the implications of these two attributes for product innovation performance based on evidence from Salesforce. Our findings shed light on the role of digital platforms as a useful aggregator of market information and shift the emphasis from the ideation phase of crowds’ knowledge engagement to their value proposition in the market.
Original languageEnglish
Title of host publicationAcademy of Management Proceedings 2023
EditorsSonia Taneja
PublisherAcademy of Management
DOIs
Publication statusPublished - 1 Aug 2023
Event83rd Annual Meeting of the Academy of Management, AOM 2023: Putting the Worker Front and Center - Boston, United States
Duration: 4 Aug 20238 Aug 2023
https://www.xcdsystem.com/aom/program/A5p5d1k/index.cfm?pgid=891&RunRemoveSessionFilter=1 (Link to conference programme )
https://journals.aom.org/toc/amproc/2023/1

Publication series

NameAcademy of Management Annual Meeting Proceedings
PublisherAcademy of Management
Number1
Volume2023
ISSN (Print)0065-0668
ISSN (Electronic)2151-6561

Conference

Conference83rd Annual Meeting of the Academy of Management, AOM 2023
Country/TerritoryUnited States
CityBoston
Period4/08/238/08/23
Internet address

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