Open innovation marketing. A case study
| dc.contributor.author | Delden, Catharina van | |
| dc.contributor.author | Wünderlich, Nancy | |
| dc.contributor.editor | Fähnrich, Klaus-Peter | |
| dc.contributor.editor | Franczyk, Bogdan | |
| dc.date.accessioned | 2019-01-11T10:12:23Z | |
| dc.date.available | 2019-01-11T10:12:23Z | |
| dc.date.issued | 2010 | |
| dc.description.abstract | Social networks and communities like facebook and myspace gain increasing importance in people's everyday lives. Companies start to see these platforms as a chance for communicating to an attractive target group and deriving innovation ideas from this group. Yet, methods and tools to efficiently initiate and use open innovation projects in these environments are limited. This article explores open innovation projects as a new method for systematically utilizing the creative potential of social community users and turning them into brand ambassadors. | en |
| dc.identifier.isbn | 978-3-88579-269-7 | |
| dc.identifier.pissn | 1617-5468 | |
| dc.identifier.uri | https://dl.gi.de/handle/20.500.12116/19177 | |
| dc.language.iso | en | |
| dc.publisher | Gesellschaft für Informatik e.V. | |
| dc.relation.ispartof | INFORMATIK 2010. Service Science – Neue Perspektiven für die Informatik. Band 1 | |
| dc.relation.ispartofseries | Lecture Notes in Informatics (LNI) - Proceedings, Volume P-175 | |
| dc.title | Open innovation marketing. A case study | en |
| dc.type | Text/Conference Paper | |
| gi.citation.endPage | 978 | |
| gi.citation.publisherPlace | Bonn | |
| gi.citation.startPage | 973 | |
| gi.conference.date | 27.09.-1.10.2010 | |
| gi.conference.location | Leipzig | |
| gi.conference.sessiontitle | Regular Research Papers |
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