IDEAS home Printed from https://ideas.repec.org/a/wsi/ijimxx/v24y2020i07ns136391962050067x.html
   My bibliography  Save this article

It’S All In The Mix: How User-Designed Products And Company-Designed Products Can Peacefully Coexist

Author

Listed:
  • MICHAEL SCHULZ

    (University of Cologne, Department of Marketing and Brand Management, Albertus-Magnus Platz, 50923 Cologne, Germany)

  • FRANZISKA VÖLCKNER

    (University of Cologne, Department of Marketing and Brand Management, Albertus-Magnus Platz, 50923 Cologne, Germany)

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 1a and 1b 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.

Suggested Citation

  • Michael Schulz & Franziska Völckner, 2020. "It’S All In The Mix: How User-Designed Products And Company-Designed Products Can Peacefully Coexist," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 24(07), pages 1-36, October.
    • Handle: RePEc:wsi:ijimxx:v:24:y:2020:i:07:n:s136391962050067x
    DOI: 10.1142/S136391962050067X
    as

    Download full text from publisher

    File URL: http://www.worldscientific.com/doi/abs/10.1142/S136391962050067X
    Download Restriction: Access to full text is restricted to subscribers
    File URL: https://libkey.io/10.1142/S136391962050067X?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:wsi:ijimxx:v:24:y:2020:i:07:n:s136391962050067x. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Tai Tone Lim (email available below). General contact details of provider: http://www.worldscinet.com/ijim/ijim.shtml .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.