Web 2.0 transforms Internet users into media producers. Unasked and
without payment, users publish ideas and information about product
innovations in blogs, ‘wikis’ or on social networking
sites. The “new power of the Internet users” to which
this gives rise represents both a great opportunity and a major
challenge for communication when introducing innovations onto the
market. On account of the high degree of interlinking between
networks on Web 2.0, information can reach a very broad target
audience within an extremely short space of time. This is
advantageous and desirable for companies - provided the news is
positive and the information concerned is not sensitive. If,
however, users publish internal company information or reports that
are critical of the innovation, the dynamics of Web 2.0 can multiply
the negative effects exponentially.
As a result there is a great deal of uncertainty in companies as to how best to use Web 2.0 applications to communicate innovations in order to exploit the opportunities while minimising the risks. The research question that arises from this situation is: “How can the communication of innovations to end-users be successfully structured using Web 2.0 applications? This issue has to be explored in order to provide support to practitioners and theorists in the form of a reference process and guidelines on the implementation of the requisite conceptual structural criteria for innovation communication using Web 2.0 applications.
This research intends to develop an implementation process and the structural criteria for the communication of innovations with Web 2.0 applications defined by means of a comparative analysis of four case studies. The case studies to be evaluated are taken from international large-scale enterprises in the Business-to-Consumer sector; the target group to be examined are the end consumers of product innovations. The intention is then to revise and, if necessary, to modify the reference process and the structural criteria ascertained through the case studies in the course of a pilot project at the Stanford Center for Design Research.
Communication of innovations, communications management, the introduction of innovative products, customer communication, Web 2.0, design process
|start of project||2009|
|end of project||2009|
Communication of innovations, communications management, the
introduction of innovative products, customer communication, Web
2.0, design process