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User innovation på brand communities: en studie av salesforce.com
Karlstad University, Faculty of Economic Sciences, Communication and IT, Department of Business Administration.
Karlstad University, Faculty of Economic Sciences, Communication and IT, Department of Business Administration.
2014 (Swedish)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesisAlternative title
User Innovation on Brand Communities : a study of Salesforce.com (English)
Abstract [sv]

Bakgrund och problemformulering - Vi har valt att studera och analysera i vilket avseende det sker user innovation på ett forum skapat av företaget Salesforce. Forumet är ett brand community för användare som utvecklar Salesforce tjänster. Frågeställningarna behandlar om det sker olika typer av user innovation och vad det är som driver användarna till att innovera på det forum vi har valt att studera. Vår studie syftar till att bidra med en bredare kunskap och förståelse kring ämnet då det finns begränsad forskning kring user innovation inom online brand communities idag.

Teori - Begreppet brand communities förklaras utifrån Muniz och O’Guinns (2001) synsätt som innebär att ett online brand community är en samlingsplats på internet dedikerat till ett specifikt varumärke. På vårt valda brand community innoverar användarna och vi utgår från Gault (2012) för att redogöra för begreppet innovation som i sin tur möjliggör en fördjupad förståelse för user innovation. Vi utgår från en definition av user innovation som innebär att användare innoverar för sin egen skull (von Hippel & Euchner 2013).

Metodologi - Vi eftersträvar en djupare förståelse för user innovation på vårt specifika forum och då lämpar sig en kvalitativ explorativ ansats bäst. Inspiration har hämtats från Kozinets (2006, 2011) kvalitativa metod netnografi som innebär en deltagande-observerande forskning på nätet.

Resultat - I detta avsnitt presenterar vi de likheter och skillnader som Salesforce forum har med Muniz och O’Guinns (2001) kriterier för vad ett brand community är. Vidare presenteras vårt resultat i form av två kategorier av user innovations: modifierade innovationer och skapande innovationer. Kategorierna förklaras och illustreras med exempel som klargör deras innebörd.

Analys och diskussion - I analysen diskuterar vi vad som driver användarna på vårt valda forum att innovera och analyserar likheter och skillnader med redan befintliga teorier kring user innovation. Vi resonerar oss fram till en ny term vi väljer att kalla user co-innovation samt spekulerar i huruvida innovationerna genererar någonting för Salesforce.

Slutsats - Vårt teoretiska bidrag till forskningen presenteras genom vår modell som illustrerar sambandet mellan user innovation, user co-innovation och våra två kategorier. Modellen innefattar vilka användare som innoverar, vilkafaktorer som driver dem till att innovera och resultatet av user co-innovation på vårt valda brand community.Nyckelbegrepp - Innovation, user innovation, lead users, brand community, online community, netnografi.

Abstract [en]

Background and problematization -We have chosen to study to what extent user innovation occurs on a forum created by the company Salesforce. This forum is a brand community devoted to user development of Salesforce services. Our main research question is whether there occur different types of user innovations on the brand community we are studying and what it is that drives these users to innovate. Our study aims to contribute with a wider knowledge and understanding of user innovation on brand communities since the research of today on the subject is limited.

Theory - In this chapter we explain the concept of brand community based on Muniz and O’Guinns (2001) definition which implies that an online brand community is an online meeting place for people dedicated to a specific brand. User innovation occurs on our chosen brand community and we base ourselves on Gaults (2012) theory to explain innovation in order to explain the term user innovation. We use one definition of user innovation which implies that users innovate for themselves (von Hippel & Euchner 2013).

Methodology - We seek a deeper understanding of user innovation on our specific brand community and that makes a qualitative exploratory approach best suited. Inspiration has been taken from Kozinets (2006, 2011) netnography which is a qualitative method and involves participatory observation research online.

Results - In this chapter we present the similarities and differences that we have been able to identify between Salesforce forum and the criteria for a brand community set by Muniz and O’Guinn (2001). Furthermore we introduce our result which consists of two categories of user innovations: modified innovations and creativity innovations. The categories are explained and illustrated with examples that clarify their meaning.

Analysis and discussion - In this chapter we discuss what drives users on our chosen brand community to innovate and analyze similarities and differences between already existing theory on user innovation. Our discussion results in a new term which we choose to name user co-innovation. We also speculate whether the user innovations generate something of value for Salesforce.

Conclusion - Our theoretical contribution to the subject is presented by our model that illustrates the connection between user innovation, user co-innovation and our two categories. The model includes which users that innovate, the factors driving them to innovate and the results of user co-innovation on our chosen brand community.

Place, publisher, year, edition, pages
2014. , 50 p.
Keyword [en]
Innovation, user innovation, lead users, brand community, online community, netnography.
Keyword [sv]
Innovation, user innovation, lead users, brand community, online community, netnografi.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:kau:diva-32513OAI: oai:DiVA.org:kau-32513DiVA: diva2:725128
Subject / course
Business Administration
Educational program
Master Programme in Service Management: Master (60 ECTS credits)
Presentation
2014-05-26, 11A223, Universitetsgatan 2, Karlstad, 11:00 (Swedish)
Supervisors
Examiners
Available from: 2014-06-16 Created: 2014-06-15 Last updated: 2014-06-16Bibliographically approved

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