Online consumer communities and their value to new product developers

A previously unrecognized source of direct consumer input and cooperation in the design and valuation of new products is uncovered, which may increase the success and accuracy of resulting new products.

Abstract

Purpose To explore an emerging area in internet practice that has implications for new product developers. Design/methodology/approach The paper integrates concepts including a range of recently published (1993‐2004) theoretical works and ongoing case developments in internet practice. Findings Provides information and action approaches to new product developers that may increase the success and accuracy of resulting new products. Outlines the benefits of monitoring and participating in online consumer communities and offers practical suggestions for maximizing their value in the product development process. Research limitations/implications The theoretical concepts that form the foundation of the paper appear to have a significant application to the product development process but have not been tested empirically. Practical implications Uncovers a previously unrecognized source of direct consumer input and cooperation in the design and valuation of new products. Originality/value This paper describes the nature and application of online consumer communities to an important marketing process. It offers the potential of improving the success of new products in the marketplace reducing significant waste.