Universität zu Köln

Schulz, Michael and Voelckner, Franziska (2020). IT'S ALL IN THE MIX: HOW USER-DESIGNED PRODUCTS AND COMPANY-DESIGNED PRODUCTS CAN PEACEFULLY COEXIST. Int. J. Innov. Manag., 24 (7). SINGAPORE: WORLD SCIENTIFIC PUBL CO PTE LTD. ISSN 1757-5877

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Abstract

Across industries, companies operate open innovation platforms that encourage users to share ideas and become product designers. Likewise, companies explicitly promote products based on user ideas as user-designed (e.g., McDonald's MyBurger, LEGO Ideas). This paper introduces and empirically investigates two managerially relevant factors that can influence the effect of user-designed products on consumers' reactions. Specifically, Studies la and lb reveal an inverted U-shaped relationship between the share of user-designed products in a company's product portfolio and consumers' purchase intentions, which is mediated by consumers' perceptions of the company's innovation ability. Study 2 examines the role of the market entry strategy for user-designed products. While the inverted U-shaped effect holds for followers, the relationship between the share of user-designed products and consumers' purchase intentions becomes U-shaped for first movers. These results suggest that user-designed products can have unexpected consequences that managers need to be aware of and consider in their actions.

Item Type:	Journal Article
Creators:	Creators Email ORCID ORCID Put Code Schulz, Michael UNSPECIFIED UNSPECIFIED UNSPECIFIED Voelckner, Franziska UNSPECIFIED UNSPECIFIED UNSPECIFIED
URN:	urn:nbn:de:hbz:38-317852
DOI:	10.1142/S136391962050067X
Journal or Publication Title:	Int. J. Innov. Manag.
Volume:	24
Number:	7
Date:	2020
Publisher:	WORLD SCIENTIFIC PUBL CO PTE LTD
Place of Publication:	SINGAPORE
ISSN:	1757-5877
Language:	English
Faculty:	Unspecified
Divisions:	Unspecified
Subjects:	no entry
Uncontrolled Keywords:	Keywords Language TO-MARKET STRATEGIES; MODERATING ROLE; CORPORATE ASSOCIATIONS; RADICAL INNOVATION; CUSTOMER; BRAND; PERFORMANCE; MASS; IDENTIFICATION; EMPOWERMENT Multiple languages Management Multiple languages
URI:	http://kups.ub.uni-koeln.de/id/eprint/31785