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Lower connectivity is better: the effects of network structure on redundancy of ideas and customer innovativeness in interdependent ideation tasks

Abstract:

This paper examines the popular marketing practice of interdependent ideation where firms solicit ideas from customers through online platforms that allow for customers to be exposed to or “inspired” by other customers' ideas when generating their own. Although being exposed to others' ideas means that customers are “connected” (at least implicitly) in a communication network that facilities flows of ideas, the effect of network structure or interconnectivity on individual innovativeness has ...

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Publication status:
Accepted
Peer review status:
Peer reviewed

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Publisher copy:
10.1509/jmr.13.0127

Authors


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Institution:
University of Oxford
Division:
SSD
Department:
Said Business School
Role:
Author
Publisher:
American Marketing Association
Journal:
Journal of Marketing Research More from this journal
Volume:
53
Issue:
2
Pages:
263-279
Publication date:
2015-01-01
DOI:
ISSN:
0022-2437
Pubs id:
pubs:578823
UUID:
uuid:cccfb55b-fcdd-442f-89db-790a7cb61e51
Local pid:
pubs:578823
Source identifiers:
578823
Deposit date:
2015-12-07

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