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Orchestrating External User Communities and Balancing Control and Autonomy in Fast Growing Community Contexts: Lego Group and Ankama

Author

Listed:
  • Ruiz Emilie
  • Romain Gandia
  • Sébastien Brion

    (IREGE - Institut de Recherche en Gestion et en Economie - USMB [Université de Savoie] [Université de Chambéry] - Université Savoie Mont Blanc, CRET-LOG - Centre de Recherche sur le Transport et la Logistique - AMU - Aix Marseille Université, InCIAM - Institut de Créativité et d'Innovation d'Aix-Marseille Université)

Abstract

The benefits of innovating with users are well established from both academic and managerial perspectives. Successful, well-known examples (e.g. LEGO, Procter & Gamble, Samsung) have induced many firms to pursue orchestrated efforts with user communities. Yet these efforts remain challenging: Unlike employees, users do not fall under the authority of the firm and are free to enter or leave user communities at will. An orchestration model, as proposed by Dhanaraj and Parkhe (2006), suggests a central actor might undertake a set of deliberate, purposeful actions to create and extract value from a network. But the vast promise of potential market growth and/or access to sticky and valuable knowledge sourced from potential customers (von Hippel, 1986) might tempt firms so much that they underestimate the coordination demands of user communities, especially as they grow…
(This abstract was borrowed from another version of this item.)

Suggested Citation

  • Ruiz Emilie & Romain Gandia & Sébastien Brion, 2021. "Orchestrating External User Communities and Balancing Control and Autonomy in Fast Growing Community Contexts: Lego Group and Ankama," Post-Print hal-03198466, HAL.
    • Handle: RePEc:hal:journl:hal-03198466
    DOI: 10.1142/12208
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    JEL classification:

    • O36 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Open Innovation
    • O31 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Innovation and Invention: Processes and Incentives
    • O32 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Management of Technological Innovation and R&D
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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