RELATIONSHIP BETWEEN WEB BASED USER INNOVATION TOOLS AND FIRMS’ INNOVATIVENESS

Year 2016, Volume: 18 Issue: 2, 291 - 317, 12.07.2016

Banu Atrek Burcu İlter , Güzin Özdağoğlu

https://doi.org/10.16953/deusbed.48963

Abstract

The main objective of this study is to investigate the relationship between the usage of web based user innovation tools and firms’ innovativeness. Besides, it is also aimed to explore the tools that are used in conjunction and trigger innovativeness. 61 firms operating in consumer goods/services sector within the list of Fortune Top 500 Turkey List, published in 2014, responded to the questionnaire. Findings reveal that not all of the web based user innovation tools have a significant relationship with firms’ innovativeness. Hypotheses of the study are tested by correlation analysis and research questions are investigated via mining association rules with FP-Growth algorithm. The association rules mined pinpoint that 71% of the companies that use “virtual communities formed by users, and marketing intelligence services” together and 65% of the firms using market intelligence services in their new product development process are found to trigger innovativeness. Up to date, to the best of our knowledge, there has been no research focusing on the relationship between the usage of web based user innovation tools and firms’ innovativeness. Therefore, the most important contribution of this study is being a pioneer attempt to provide an empirical evidence for the aforementioned relationship by shedding light on each tools’ effect on firm’s innovativeness for consumer goods/services. Web based user innovation tools are the prominent enablers of customer integration into innovation processes of firms leading to customer generated value. Thus, it may be important for firms to decide on the bundle of the web based user innovation tools to be used; since the usage of these tools together or separately might have different effects on firms’ innovativeness.

Keywords: Innovativeness, Web Based User Innovation Tools, Association Rules, Innovation.

WEB TABANLI KULLANICI İNOVASYON ARAÇLARI VE FİRMA YENİLİKÇİLİĞİ İLİŞKİSİ

Abstract

Bu çalışmanın temel amacı, web tabanlı kullanıcı inovasyon araçları kullanımı ile
firma yenilikçiliği arasındaki ilişkiyi araştırmaktır. Bunun yanı sıra çalışmada, birlikte
kullanılan inovasyon araçlarının ve yenilikçiliği tetikleyen araçların ortaya çıkartılması
hedeflenmektedir. 2014 yılı Fortune ilk 500 Türkiye listesinde yer alan ve son tüketiciye
yönelik ürün ve hizmet üreten 61firma çalışmamızın örneklemini oluşturmaktadır.
Hipotezler korelasyon analizi ile test edilmiş olup, araştırma soruları ise FP-Büyüme
algoritmasıyla analiz edilmiş ve birliktelik kuralları elde edilmiştir. Bulgular, araştırmaya
konu olan web tabanlı kullanıcı inovasyon araçlarından sadece bazılarının firma
yenilikçiliği ile ilişkili olduğunu ortaya koymaktadır. Birliktelik kurallarından elde edilen
bulgular ise, yeni ürün geliştirme süreçlerinde, “kullanıcılar tarafından oluşturulan sanal
toplulukları” ve “pazar istihbarat hizmetlerini” birlikte kullanan firmaların %71’inde;
yalnızca “pazar istihbarat hizmetlerini” kullanan firmaların %65’inde yenilikçiliğin
tetiklendiğini işaret etmektedir. Bilgimiz çerçevesinde bugüne kadar, web tabanlı kullanıcı
inovasyon araçları ve firma yenilikçiliği arasındaki ilişkinin incelendiği bir çalışma
yazında bulunmamaktadır. Ülkemizde ve dünyada artan inovasyon çalışmaları göz önüne
alındığında, bu çalışmanın akademik alandaki en önemli katkısı, tüketim ürünleri için firma
yenilikçiliğini pozitif yönde etkileyen her bir aracın ortaya çıkarılarak, söz konusu ilişkiye
ampirik kanıt sağlayan öncü bir girişim olmasıdır. Web tabanlı kullanıcı inovasyon
araçları, firmalara, inovasyon süreçlerine kullanıcıları entegre ederek, kullanıcılar
tarafından oluşturulan değerin yaratılmasında önemli katkılarda bulunmaktadır. Bu
sebeple, kullanılacak araçların doğru olarak seçilmesi firmaların yenilikçilik kapasitelerini
arttırarak değer yaratmaları için de büyük önem taşımaktadır. Bu anlamda bu çalışmanın
firmalar açısından da faydalı olması beklenmektedir

Keywords

Yenilikçilik, Web Tabanlı Kullanıcı İnovasyon Araçları, Birliktelik Kuralları, İnovasyon.

References

• Aldas-Manzano, J., Küster, I. and Vila, N. (2005). Market orientation and innovation: An inter-relationship analysis. European Journal of Innovation Management, 8 (4): 437-452.
• Baldwin, C. and von Hippel, E. A. (2011). Modeling a paradigm shift: From producer innovation to user and open collaborative innovation: Organization Science, 22 (6): 1399-1417.
• Bengtsson, L. and Ryzhkova, N. (2013). Managing a strategic source of innovation: Online users. International Journal of Information Management, 33 (4): 655-662.
• Bogers, M., Afuah, A., and Bastian B. (2010). Users as innovators: A review, critique, and future research directions. Journal of Management, 36 (4): 857-875.
• Borgelt, C. (2005). An implementation of the FP-growth algorithm. In Proceedings of the 1st International Workshop on Open Source Data Mining: Frequent Pattern Mining Implementations: 1-5. 21-24 August 2005, Chicago, USA.
• Bosch-Sijtsema., P. and Bosch, J. (2015). User involvement throughout the innovation process in high-tech industries. Journal of Product Innovation Management, 32 (5): 793-807.
• Bughin, J., Chui, M., and Johnson, B. (2008). The next step in open innovation. The McKinsey Quarterly, 4. 112-122.
• Calantone, R. J., Cavusgil, S. T. and Zhao, Y. (2002). Learning orientation, firm innovation, and firm performance. Industrial Marketing Management, 31 (6): 515-524.
• Carbonell, P., Rodríguez-Escudero, A. I. and Pujari, D. (2009). Customer involvement in new service development: An examination of antecedents and outcomes. Journal of Product Innovation Management, 26 (5): 536-550.
• Cho, H. J. and Pucik, V. (2005). Relationship between innovativeness, quality, growth, profitability, and market value. Strategic Management Journal, 26 (6): 555-575.
• Crawford, C. M. and Di Benedetto, C. A. (2003). New products management. Burr Ridge, IL: Irwin/McGraw‐Hill.
• Damanpour, F. (1991). Organizational innovation: A meta-analysis of effects of determinants and moderators. Academy of Management Journal, 34 (3): 555-590.
• Desouza, K. C., Awazu, Y., Jha, S., Dombrowski, C., Papagari, S., Baloh, P. and Kim, J. Y. (2008). Customer-driven innovation: To be a marketplace leader, let your customers drive. Research Technology Management, 51 (3): 35-44.
• Dobni, C. B. (2008). Measuring innovation culture in organizations. European Journal of Innovation Management, 11 (4): 539-559.
• Dodgson, M., Gann, D. and Salter, A. (2006). The role of technology in the shift towards open innovation: The case of Procter & Gamble. R&D Management, 36 (3): 333-346.
• Durmuşoğlu, S. S. and Barczak, G. (2011). The use of information technology tools in new product development phases: Analysis of effects on new product innovativeness, quality, and market performance. Industrial Marketing Management, 40 (2): 321-330.
• Erdil, S., Erdil, O. and Keskin, H. (2004). The relationships between market orientation, firm innovativeness and innovation performance. The Journal of Global Business and Technology, 1 (1): 1-11.
• Flowers, S., de Jong, J., Sinozic, T. and Von Hippel, E. (2010). Measuring user innovation in the UK. London: NESTA.
• Franke, N. and Hader, C. (2014). Mass or only “niche customization”? Why we should interpret configuration toolkits as learning instruments: Journal of Product Innovation Management, 31 (6): 1214-1234.
• Füller, J., Mühlbacher, H., Matzler, K. and Jaweck, G. (2009). Consumer empowerment through internet-based co-creation. Journal of Management Information Systems, 26 (3): 71-102.
• Füller, J., Hutter, K., Hautz, J. and Matzler, K. (2014). User roles and contributions in innovation-contest communities. Journal of Management Information Systems, 31 (1): 273-307.
• Guellec, D. and Muzart, G. (2002). Innovative firms: How they are captured by innovation surveys. OECD, DSTI, EAS Division Working Paper.
• Gulati, R., Norhia, N. and Zahere, A. (2000). Strategic networks. Strategic Management Journal, 21 (3): 203-215.
• Han, J., Pei, J. and Yin, Y. (2000). Mining frequent patterns without candidate generation. ACM Sigmod Record, 29 (2): 1-12.
• Hienerth, C., Von hippel, E. and Jensen, M. B. (2014). User community vs. producer innovation development efficiency: A first empirical study. Research policy, 43 (1): 190-201.
• Hollenstein, H. (1996). A composite indicator of a firm’s innovativeness. An empirical analysis based on survey data for Swiss manufacturing. Research Policy, 25 (4): 633-645.
• Hult, G. T. M., Hurley, R. F. and Knight, G. A. (2004). Innovativeness: Its antecedents and impact on business performance. Industrial Marketing Management, 33 (5): 429-438.
• Hurley, R. and Hult, T. (1998). Innovation, market orientation, and organizational learning: An integration and empirical examination. Journal of Marketing, 62 (3): 42-54.
• Hurt, T. H., Joseph, K. and Cook, C. D. (1977). Scales for the measurement of innovativeness. Hum Commun Res, 4 (1): 58-65.
• Hurt, T. H. and Teigen, C. W. (1977). The development of a measure of perceived organizational innovativeness. Communication Yearbook, 1: 377-385.
• Iansiti, M. and Levien, R. (2004). Strategy as ecology. Harvard Business Review, (March): 1-10.
• Jaworski, B. and Kohli, A. (1993). Market orientation: Antecedents and consequences. Journal of Marketing, 57 (July): 53-70.
• Joshua, A. J. and Koshy, M. P. (2011). Usage patterns of electronic banking services by urban educated customers: Glimpses from India. Journal of Internet Banking and Commerce, 16 (1): 1-12.
• Kawakami, T., Barczak, G. and Durmuşoğlu, S. S. (2015). Information technology tools in new product development: The impact of complementary resources. Journal of Product Innovation Management, 32 (4): 622-635.
• Knowles, C. D. (2007). Measuring innovativeness in the North American softwood sawmilling industry. Doctoral Dissertation. Oregon State University, Corvallis, Oregon.
• Kohli, A. K. and Jaworski, B. J. (1990). Market orientation: The construct, research propositions, and managerial ımplications. Journal of Marketing, 54 (2): 1- 18.
• Kristensson, P., Gustafsson, A. and Archer, T. (2004). Harnessing the creativity among users. Journal of Product Innovation Management, 21 (1): 4-14.
• Kristensson, P., Matthing, J., and Johansson, N. (2008). Key strategies for the successful involvement of customers in the co-creation of new technology-based services. International Journal of Service Industry Management, 19 (4): 474-491.
• Kunz, W., Schmitt, B. and Meyer, A. (2011). How does perceived firm innovativeness affect the consumer?. Journal of Business Research, 64 (8): 816-822.
• Lawton, L. and Parasuraman, A. (1980). The impact of the marketing concept on new product planning. Journal of Marketing, 44 (1): 19-25.
• Lee, H. Y., Qu, H. and Kim, Y. S. (2007). A study of the impact of personal innovativeness on online travel shopping behavior-A case study of Korean travelers. Tourism Management, 28 (3): 886-897.
• Motoda, H. and Ohara, K. (2009). Apriori. In Wu, X. and Kumar, V. (Ed), Top Ten Algorithms in Data Mining: 61-92. Chapman & Hall Book. CRC Press.
• Nambisan, S. (2002). Designing Virtual Customer Environments for New Product Development: Toward a Theory. Academy of Management Review, 27 (3): 392-413.
• Narver, J. C. and Slater, S. F. (1990). The effect of a marketing orientation on business profitability. Journal of Marketing, 54 (4): 20-35.
• Narver, J. C., Slater, S. F. and MacLachlan, D. L. (2004). Responsive and proactive market orientation and new product success. Journal of Product Innovation Management, 21 (5): 334-347.
• O’Hern, M. S. and Rindfleisch, A. (2008). Customer co-creation: A typology and research agenda. Working paper.
• Piller, F., Ihl, C., Füller, J. and Stotko, C. (2004). Toolkits for open innovation-the case of mobile phone games. In Proceedings of the 37th Hawaii International Conference on System Sciences. Los Alamitos: IEEE Press.
• Piller, F. and Walcher, D. (2006). Toolkits for idea competitions: A novel method to integrate users in new product development. R&D Management, 36 (3): 307-318.
• Poetz, M. K. and Schreier, M. (2012). The value of crowdsourcing: Can users really compete with professionals in generating new product Ideas?. Journal of Product Innovation Management, 29 (2): 245-256.
• Prandelli, E., Verona, G. and Raccagni, D. (2006). Diffusion of web-based product innovation. California Management Review, 48 (4): 109-135.
• Radas, S. and Bozic, L. (2009). The antecedents of SME innovativeness in an emerging transition economy. Technovation, 9 (6-7): 438-450.
• Reichwald, R., Seifert, S., Walcher, D. and Piller, F. (2004). Customers as part of value webs: Towards a framework for webbed customer innovation tools. In Proceedings of the 37th Annual Hawaii International Conference on System Sciences, Hawaii.
• Rhee, J., Park, T. and Lee, D. H. (2010). Drivers if innovativeness and performance for innovation SMEs in South Korea: Mediation of learning orientation. Technovation, 30 (1): 65-75.
• Ryzhkova, N. (2015). Does online collaboration with customers drive innovation performance?. Journal of Service Theory and Practice, 25 (3): 327-347.
• Salter, A., Ter Wal, A. L., Criscuolo, J. P. and Alexy, O. (2015). Open for ideation: Individual-level openness and idea generation in R&D. Journal of Product Innovation Management, 32 (4): 488-504.
• Sawhney, M., Verona, G. and Prandelli, E. (2005). Collaborating to create: The internet as a platform for customer engagement in product innovation. Journal of Interactive Marketing, 19 (4): 4-17.
• Schuhmacher, M. C. and Kuester, S. (2012). Identification of lead user characteristics driving the quality of service innovation ideas. Creativity and Innovation Management, 21 (4): 427-442.
• Tajeddini, K., Trueman, M., and Larsen, G. (2006). Examining the effect of market orientation on innovativeness. Journal of Marketing Management, 22 (5-6): 529-551.
• Tan, P-N., Steinbach, M. and Kumar, V. (2005). Introduction to data mining. USA, Boston: Addison-Wesley.
• Thomke, S. and von Hippel, E. (2002). Customers as innovators a new way to create value. Harvard Business Review, (April): 5-11.
• Urban, G. L. and Hauser, J. R. (2004). Listening in to find and explore new combinations of customer needs. Journal of Marketing, 68 (2): 72-87.
• von Hippel, E. (2001). Perspective: User toolkits for innovation. The Journal of Product Innovation Management, 18 (4): 247-257.
• von Hippel, E. (2002). Open source projects as horizontal innovation networks by and for users. MIT Sloan School of Management Working Paper No. 4366-02.
• von Hippel, E. and Jin, C. (2008). The major shift towards user-centered innovation. Journal of Knowledge based Innovation in China, 1 (1):16-27.
• Wadell, C., Sandström, G.O., Björk, J. and Magnusson, M. (2013). Exploring the incorporation of users in an innovating business unit. International Journal of Technology Management, 61 (3-4): 293-308.
• Wang, C. L. and Ahmed, P. K. (2004). The development and validation of the organisational innovativeness construct using confirmatory factor analysis. European Journal of Innovation Management, 7 (4): 303-313.
• Zaltman, G., Duncan, R. and Holbek, J. (1973). Innovations and organizations. New York: John Wiley & Sons.