New product development and Social

commerce:
Community based innovation is the new phenomena in the market place (Fller, J., Bartl, M., Ernst,
H., & Mhlbacher, H. 2006) (Mladenow, A., Bauer, C., & Strauss, C. (2014)

Social communities exchange the knowledge they posses and discusses new product opportunities.
(Fller, J., Bartl, M., Ernst, H., & Mhlbacher, H. (2006).

At niketalk.com social communities memebers discuss about improving existing basket ball shoes(Fller,
J., Bartl, M., Ernst, H., & Mhlbacher, H. (2006).

According to Mladenow, A., Bauer, C., & Strauss, C. (2014). New product innovation begins with
customer actively participating in the product development process. These interactions are two way and
goals of creating the product together.

The fisrt stage of new product innovation through community begins with identifying right online
community Fller, J., Bartl, M., Ernst, H., & Mhlbacher, H. (2006).

Customer who is highly dissatisfied with existing product, very creative, and strong commitment to the
brand generates new ideas for the organization. The higher brand dissatisfaction among loyal customer
generates more new product ideas than others. (Ernst, H., Hoyer, W., Krafft, M., & Soll, J. H. 2017).

Reference:
Fller, J., Bartl, M., Ernst, H., & Mhlbacher, H. (2006). Community based innovation: How to integrate
members of virtual communities into new product development. Electronic Commerce Research, 6(1), 57-
73.

Mladenow, A., Bauer, C., & Strauss, C. (2014). Social crowd integration in new product development:
Crowdsourcing communities nourish the open innovation paradigm. Global Journal of Flexible Systems
Management, 15(1), 77-86.

Ernst, H., Hoyer, W., Krafft, M., & Soll, J. H. (2017). Virtual Co-Creation with Customers in the Early
Stages of New Product Development.