Extending lead-user theory to online brand communities: The case of the community Ducati

Technovation

Volumn 31, Issue 8, 2011, Pages 350-361

  Marchi, Gianluca ^a   Giachetti, Claudio ^a   De Gennaro, Pamela ^b  

^a UNIVERSITY OF MODENA AND REGGIO EMILIA   (Italy)

^b KPMG   (Netherlands)

Author keywords

Lead user; Online brand community; User innovation

Indexed keywords

BRAND IDENTITY; COLLABORATIVE INNOVATION; INNOVATIVE ACTIVITIES; LEAD USERS; NEW PRODUCT DEVELOPMENT; OFF-LINE CONTEXT; ONLINE BRAND COMMUNITY; ONLINE COMMUNITIES; PRODUCT KNOWLEDGE; STRATEGIC ALIGNMENT; USER INNOVATION; VIRTUAL COMMUNITY;

VIRTUAL REALITY;

PRODUCT DEVELOPMENT;

EID: 79959994467     PISSN: 01664972     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.technovation.2011.04.005     Document Type: Article

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