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The Role Of Online Brand Community In New Product Development: Case Studies On Digital Product Manufacturers In Korea

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  • JOONG HYUN KIM

    (KAIST Graduate School of Management, 207-43 Cheongryangri-dong, Dondaemun-gu, Seoul, 130-722, Korea)

  • ZONG-TAE BAE

    (KAIST Graduate School of Management, 207-43 Cheongryangri-dong, Dondaemun-gu, Seoul, 130-722, Korea)

  • SHIN HYUNG KANG

    (LG Electronics, Seoul, Korea)

Abstract

The focus of this study is on how online brand communities are utilised throughout the new product development (NPD) process by promoting communications between firms and communities. We investigate leading MP3 player manufacturers and mobile phone handset manufacturers in Korea. The results of our case studies show that the roles of online brand communities vary along the NPD stages — from trendsetters (lead users) to innovation facilitators (users as innovators), and information disseminators (early adopters). These communities can help firms gain insight into customer needs, desirable characteristics of new products and trends for future development. Furthermore, various inputs from online brand communities can stimulate firms' internal communication among several departments involved in the NPD. Finally, this study suggests the extended research model and generates hypotheses on the roles and impacts of online brand communities.

Suggested Citation

  • Joong Hyun Kim & Zong-Tae Bae & Shin Hyung Kang, 2008. "The Role Of Online Brand Community In New Product Development: Case Studies On Digital Product Manufacturers In Korea," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 12(03), pages 357-376.
    • Handle: RePEc:wsi:ijimxx:v:12:y:2008:i:03:n:s1363919608002011
    DOI: 10.1142/S1363919608002011
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    Cited by:

    1. Alaa Eddine El Moussaoui & Brahim Benbba & Anicia Jaegler & Taoufiq El Moussaoui & Zineb El Andaloussi & Loqman Chakir, 2023. "Consumer Perceptions of Online Shopping and Willingness to Use Pick-Up Points: A Case Study of Morocco," Sustainability, MDPI, vol. 15(9), pages 1-19, April.
    2. Renard, Damien & Davis, Joseph G., 2019. "Social interdependence on crowdsourcing platforms," Journal of Business Research, Elsevier, vol. 103(C), pages 186-194.
    3. Zhigang Wang & Yu Wang (Avery. W) & Shaobao Wu, 2018. "The Activity Evaluation Model and Sustainable Interactive Management Strategies of Online User Innovation Community," Sustainability, MDPI, vol. 10(7), pages 1-23, June.
    4. Li, Stacey & Modi, Pratik & Wu, Meng-Shan (Sharon) & Chen, Cheng-Hao (Steve) & Nguyen, Bang, 2019. "Conceptualising and validating the social capital construct in consumer-initiated online brand communities (COBCs)," Technological Forecasting and Social Change, Elsevier, vol. 139(C), pages 303-310.
    5. Nadeem, Waqar & Khani, Amir H. & Schultz, Carsten D. & Adam, Nawal Abdalla & Attar, Razaz Waheeb & Hajli, Nick, 2020. "How social presence drives commitment and loyalty with online brand communities? the role of social commerce trust," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    6. Jordan Robert Gamble & Michael Brennan & Rodney Mcadam, 2016. "A Contemporary And Systematic Literature Review Of User-Centric Innovation: A Consumer Perspective," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 20(01), pages 1-45, January.
    7. Demiray, Melek & Burnaz, Sebnem, 2019. "Exploring the impact of brand community identification on Facebook: Firm-directed and self-directed drivers," Journal of Business Research, Elsevier, vol. 96(C), pages 115-124.
    8. Liu, Jialing & Wei, Jiang & Liu, Yang & Jin, Duo, 2022. "How to channel knowledge coproduction behavior in an online community: Combining machine learning and narrative analysis," Technological Forecasting and Social Change, Elsevier, vol. 183(C).
    9. Zhenzhen Zhao & Damien Renard & Mehdi Elmoukhliss & Christine Balague, 2016. "What Affects Creative Performance In Idea Co-Creation: Competitive, Cooperative Or Coopetitive Climate?," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 20(04), pages 1-24, May.

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