Digital Strategies of Consumer Involvement and Innovation Dynamics: A Cross-Sector Explorative Study
Eleonora Paolocci · International Journal of Marketing Studies · 2014
The study aims at exploring the collaborative dynamics between firms and consumers through Web tools. Atpresent, there is limited empirical research aimed at investigating if and how the involvement of consumers inthe implementation of open approaches, mediated by digital technologies, is actually implemented. The studypresents a recent multifactorial investigation of the topic where literature lacks in. Through the Web-analysis ofpractices of a sample group of 180 companies operating in different market sectors, the author wants to explorespread and type profiles of collaborative strategies, investigating the existence of a possible correlation with theserved markets and other moderator variables. Findings, identifying a ‘spectrum’ of engagement and co-creationmechanisms, suggest forms of aggregation and profiling in the approach followed by the firms and illustrate howthe characteristics of virtual spaces allow them to explore new frontiers in the implementation of openapproaches, with different degrees of involvement.