To be or not to be in the ad?: Which Advertising Strategy to Promote a Co-Created Product with Users?

Abstract

The mountain bike, Napster or Kleenex paper tissues (von Hippel, 2005) are examples of successful new products developed by creative and innovative users. Widely recognized and extensively documented for the last forty years,... [ view full abstract ]

Authors

  1. Cyrielle Vellera (Toulouse University)
  2. Sylvie Borau (University of Toulouse-Toulouse Business School)
  3. Linda Hamdi-Kidar (University of Toulouse)

Topic Area

User Innovation and Diffusion

Session

MMTr2 » User Innovation & Diffusion (Papers & Posters) (11:00 - Monday, 1st August, Room 112, Aldrich Hall)

Paper

Borau_Hamdi-Kidar_and_Vellera_OUI_Conference_Abstract_Poster_Session.pdf

Presentation Files

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