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Making Consumer Knowledge Available and Useful

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It has been demonstrated that users occasionally innovate. However, it can now be observed thateven end-consumers act as a source novel product designs. A case study of a firm, and “its”consumers - from the computer games industry - illustrates how sourcing of consumer knowledgehas enabled the firm to improve product design. Two conditions favor the results firms can obtainfrom consumer’s knowledge. First, is firm’s ability to exploit new opportunities of information andcommunication technology - on-line communities - to establish interfaces connecting them withconsumers. Second, is firm’s ability to initiate a mode of organization by which the consumers areguided and motivated to reveal merely relevant knowledge.

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Lars Bo Jeppesen

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