The Development of a User Network as a Way to Re-launch an Unwanted Product
2008 (English)In: Research Policy, ISSN 0048-7333, E-ISSN 1873-7625, Vol. 37, no 1, 115-130 p.Article in journal (Refereed) Published
A common situation in product development is that of product failure and the need for re-launch. This paper presents findings regarding how one firm successfully re-launched a product through the ex-post development of a user network. The producer, Biacore, had to re-launch its biosensor product or lose a €50 million investment. The firm identified and interacted with multiple potential lead-users in order to generate new use applications. The firm benefited from the successful development of a set of new applications, innovative users, and sales. As sales of the product increased, Biacore created marketing channels as diffusion mechanisms for the encouragement of direct and indirect user-to-user interaction. These were a way to spread the costs of user support when the firm standardised how it interacted with users. Some follower-users were able to benefit from lead-users who became lead teachers; other follower-users became non-users of the product. This paper illustrates three main roles for the firm in developing a user network: creating lead-users, organising directed applications development and facilitating user-to-user interaction.
Place, publisher, year, edition, pages
2008. Vol. 37, no 1, 115-130 p.
Interaction, Networks, Product development, User innovation
IdentifiersURN: urn:nbn:se:uu:diva-99608DOI: 10.1016/j.respol.2007.10.001ISI: 000253173600008OAI: oai:DiVA.org:uu-99608DiVA: diva2:208286