The Value of Marketing Crowdsourced New Products as Such: Evidence from Two Randomized Field Experiments (Record no. 48880)
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| 000 -LEADER | |
|---|---|
| fixed length control field | nam a22 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20180115154612.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 180115b xxu||||| |||| 00| 0 eng d |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Nishikawa, Hidehiko |
| 9 (RLIN) | 29174 |
| 245 ## - TITLE STATEMENT | |
| Title | The Value of Marketing Crowdsourced New Products as Such: Evidence from Two Randomized Field Experiments |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 525-539. p. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | To complement their in-house, designer-driven efforts, companies are increasingly experimenting with crowdsourcing initiatives in which they invite their user communities to generate new product ideas. Although innovation scholars have begun to analyze the objective promise of crowdsourcing, the current research is unique in pointing out that merely marketing the source of design to customers might bring about an incremental increase in product sales. The findings from two randomized field experiments reveal that labeling crowdsourced new products as such—that is, marketing the product as “customer-ideated” at the point of purchase versus not mentioning the specific source of design—increased the product’s actual market performance by up to 20%. Two controlled follow-up studies reveal that the effect observed in two distinct consumer goods domains (food and electronics) can be attributed to a quality inference: consumers perceive “customer-ideated” products to be based on ideas that address their needs more effectively, and the corresponding design mode is considered superior in generating promising new products. |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | crowdsourcing |
| Uncontrolled term | idea generation |
| Uncontrolled term | user involvement |
| Uncontrolled term | new products |
| Uncontrolled term | customer-centric innovation |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Schreier, Martin |
| 9 (RLIN) | 29175 |
| Personal name | Fuchs, Christoph |
| 9 (RLIN) | 29176 |
| Personal name | Ogawa, Susumu |
| 9 (RLIN) | 29177 |
| 773 0# - HOST ITEM ENTRY | |
| Host Biblionumber | 29534 |
| Host Itemnumber | 66987 |
| Main entry heading | ERDEN, TULIN |
| Other item identifier | 5557769 |
| Title | JOURNAL OF MARKETING RESEARCH |
| International Standard Serial Number | 0022-2437 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Journal Article |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Date acquired | Total Checkouts | Full call number | Barcode | Date last seen | Price effective from |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | Main Library | Main Library | 15/01/2018 | Vol 74, No 4/ 5557769JA2 | 5557769JA2 | 15/01/2018 | 15/01/2018 |