This paper explores the potential of online communities in open innovation processes, focusing on the cultures of innovation communities and brand communities within the Web 2.0 environment. Through an exploratory case study involving ten small- and medium-sized enterprises (SMEs) working with the same innovation intermediary, the study analyzes the characteristics and utilization of these communities. Key findings suggest that integrating the potential of both innovation and brand communities can enhance open innovation strategies. A conceptual framework is proposed to illustrate how these online communities can be integrated into each stage of the new product development process and interconnected for maximum impact.
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Zeng, Michael A. "The contribution of different online communities in open innovation projects." Proceedings of The International Symposium on Open Collaboration. 2014.
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