@article{FuellerHutterWahletal.2022, author = {F{\"u}ller, Johann and Hutter, Katja and Wahl, Julian and Bilgram, Volker and Tekic, Zeljko}, title = {How AI revolutionizes innovation management - Perceptions and implementation preferences of AI-based innovators}, series = {Technological Forecasting and Social Change}, volume = {178}, journal = {Technological Forecasting and Social Change}, publisher = {Elsevier BV}, issn = {0040-1625}, doi = {10.1016/j.techfore.2022.121598}, pages = {22}, year = {2022}, abstract = {The application of AI is expected to enable new opportunities for innovation management and reshape innovation practice in organizations. Our exploratory study among 150 AI-savvy innovation managers reveals four different clusters in terms of how organizations may use and implement AI in their innovation management ranging from (1) AI-Frontrunners, (2) AI-Practitioners, and (3) AI-Occasional innovators to (4) Non-AI innovators. The different groups vary not only in their strategy, organizational structure, and skill-building but also in their perceived potential, understanding of the required changes, encountered challenges, and organizational contexts. Our study contributes to a better understanding of the current state of AI-based innovation management, its impact on future innovation practice, and differences in organizations' AI ambitions and chosen implementation approaches.}, language = {en} } @article{FuellerBilgram2017, author = {F{\"u}ller, Johann and Bilgram, Volker}, title = {The moderating effect of personal features on the consequences of an enjoyable co-creation experience}, series = {Journal of Product \& Brand Management}, volume = {26}, journal = {Journal of Product \& Brand Management}, number = {4}, publisher = {Emerald}, issn = {1061-0421}, doi = {10.1108/JPBM-03-2016-1122}, pages = {386 -- 401}, year = {2017}, abstract = {Purpose This study aims to draw a more nuanced picture of the impact of co-creation experience shedding light on the moderating role of consumers' personal features. Virtual co-creation is considered a viable strategy to develop consumer-centered products in the digital era. As an additional effect, this research highlighted that co-creation experiences may establish beneficial consumer-brand relationships. Design/methodology/approach Using survey data stemming from 727 consumers who virtually engaged in new product development projects, the authors test the hypotheses, applying structural equation modeling. Findings The results of this study show that consumers' personal features such as novelty seeking and dissatisfaction with existing products moderate the impact of an enjoyable experience on aspects of the consumer-company relationship. Consumers' dissatisfaction with current product solutions is also found to moderate the relationship between an enjoyable co-creation experience and evoked product interest as well as between product involvement and evoked product interest. The study further substantiates previous findings on the relationship-effects of co-creation and particularly highlight the potential of co-creation experiences for nurturing "imaginary" relationships with the product being co-created significantly prior to market launch. Originality/value Participants in virtual co-creation approaches are widely heterogeneous individuals ranging from customers and Facebook fans to brand community members and innovative users. The study contributes to a better understanding of how the diversity of the crowd can be handled in virtual co-creation and advances the theory of value co-creation as a new marketing paradigm.}, language = {en} } @article{HutterFuellerHautzetal.2015, author = {Hutter, Katja and F{\"u}ller, Johann and Hautz, Julia and Bilgram, Volker and Matzler, Kurt}, title = {Machiavellianism or Morality: Which Behavior Pays Off In Online Innovation Contests?}, series = {Journal of Management Information Systems}, volume = {32}, journal = {Journal of Management Information Systems}, number = {3}, publisher = {Informa UK Limited}, issn = {0742-1222}, doi = {10.1080/07421222.2015.1099181}, pages = {197 -- 228}, year = {2015}, abstract = {Prior research on user behavior in online innovation contests has mainly focused on factors that positively impact prosocial, collaborative behavior, which should ultimately lead to innovative outcomes. However, little is known about the effects of more negative personal characteristics that might result in more competitive, antisocial, and even unethical behavior. This paper considers Machiavellianism as one of the traits that constitute the "dark triad of personality" and explores the relationship between Machiavellianism and participants' contribution behavior in online innovation contests. Specifically we investigate how Machiavellian characteristics influence individuals' contribution intensity, communication, and interaction behavior within the contest community as well as the quality and kind of their contributions. This study relies on multisource individual-level data from a large innovation contest in the field of public transportation. We find that the three dimensions of Machiavellianism—distrust of others, amorality, and desire for status—have very distinct behavioral consequences in the context of online innovation contests. Specifically, the oppositional consequences of amoral manipulation and striving for status on the one hand and showing distrust of others on the other hand concerning contribution quantity and contribution quality are found. This study contributes to a deeper understanding of negative personality traits such as Machiavellianism as powerful predictors of behavior and of success within competitive innovation environments and leads to important managerial implications regarding the design and management of innovation contests.}, language = {en} } @article{BremBilgram2015, author = {Brem, Alexander and Bilgram, Volker}, title = {The search for innovative partners in co-creation: Identifying lead users in social media through netnography and crowdsourcing}, series = {Journal of Engineering and Technology Management}, volume = {37}, journal = {Journal of Engineering and Technology Management}, publisher = {Elsevier BV}, issn = {0923-4748}, doi = {10.1016/j.jengtecman.2015.08.004}, pages = {40 -- 51}, year = {2015}, abstract = {Despite the extensive literature on the benefits of netnography and crowdsourcing for insight and idea generation, little research has been conducted on their practical relevance and application for identifying lead users. We address this gap through an analysis of 24 lead user projects investigating the viability, underlying processes, and main differences of these new search strategies. We argue that both methods justify the significant investments by additionally providing a user-centric basis for subsequent ideation sessions with lead users. Our findings contribute to user innovation literature by demonstrating new ways of identifying these highly valuable users in the social media age.}, language = {en} } @article{BirkeBilgramFueller2012, author = {Birke, Maja and Bilgram, Volker and F{\"u}ller, Johann}, title = {Spielerisch zur Innovation: Gamification in der gemeinsamen Ideengenerierung und -selektion mit Konsumenten}, series = {Ideen- und Innovationsmanagement}, journal = {Ideen- und Innovationsmanagement}, number = {3}, publisher = {Erich Schmidt Verlag GmbH \& Co. KG}, address = {Berlin}, issn = {2198-3151}, doi = {10.37307/j.2198-3151.2012.03.09}, pages = {93 -- 96}, year = {2012}, abstract = {Co-Creation ist bereits in zahlreichen Unternehmen ein etablierter Ansatz, um externe Akteure in die Neuproduktentwicklung zu integrieren. Eine der Hauptherausforderungen dieser Zusammenarbeit ist die Aktivierung von Konsumenten und die Sicherstellung eines anhaltenden Engagements. Der Erfolg von Co-Creation-Ans{\"a}tzen h{\"a}ngt deshalb stark davon ab, inwieweit die Teilnahme als herausforderndes und unterhaltsames Erlebnis empfunden wird. Anhand der „Style your Smart" Co-Creation-Initiative der Marke Smart wird gezeigt, wie Unternehmen gezielt Spielelemente einsetzen k{\"o}nnen, um Konsumenten sowohl f{\"u}r die Ideengenerierung als auch f{\"u}r die anschließende Ideenselektion zu begeistern. Sogenannte „Gamification"-Ans{\"a}tze sorgen in Co-Creation-Initiativen nicht nur f{\"u}r eine erh{\"o}hte Teilnahmebereitschaft und ein besseres Innovationsergebnis, sondern st{\"a}rken auch die emotionale Beziehung zwischen Konsumenten und Marken.}, language = {de} } @misc{BilgramFueller2012, author = {Bilgram, Volker and F{\"u}ller, Johann}, title = {Gamification in unterschiedlichen Disziplinen der Marktforschung}, year = {2012}, language = {de} } @misc{LakhaniFuellerBilgrametal.2014, author = {Lakhani, Karim and F{\"u}ller, Johann and Bilgram, Volker and Friar, Greta}, title = {Nivea (A)}, publisher = {Harvard Business School Case 614-042}, pages = {27}, year = {2014}, abstract = {The case describes the efforts of Beiersdorf, a worldwide leader in the cosmetics and skin care industries, to generate and commercialize new R\&D through open innovation using external crowds and "netnographic" analysis. Beiersdorf, best known for its consumer brand Nivea, has a rigorous R\&D process that has led to many successful product launches, but are there areas of customer need that are undervalued by the traditional process? A novel online customer analysis approach suggests untapped opportunities for innovation, but can the company justify a launch based on this new model of research?}, language = {en} } @inproceedings{BilgramFuellerRieder2009, author = {Bilgram, Volker and F{\"u}ller, Johann and Rieder, Birgit}, title = {How to be Successful in Co-Creation Research: The Swarovski Innovation Research Community}, year = {2009}, language = {en} } @article{KakatkarBilgramFueller2020, author = {Kakatkar, Chinmay and Bilgram, Volker and F{\"u}ller, Johann}, title = {Innovation analytics: Leveraging artificial intelligence in the innovation process}, series = {Business Horizons}, volume = {63}, journal = {Business Horizons}, number = {2}, publisher = {Elsevier BV}, issn = {0007-6813}, doi = {10.1016/j.bushor.2019.10.006}, pages = {171 -- 181}, year = {2020}, abstract = {Artificial intelligence (AI) is about imbuing machines with a kind of intelligence that is mainly attributed to humans. Extant literature—coupled with our experiences as practitioners—suggests that while AI may not be ready to completely take over highly creative tasks within the innovation process, it shows promise as a significant support to innovation managers. In this article, we broadly refer to the derivation of computer-enabled, data-driven insights, models, and visualizations within the innovation process as innovation analytics. AI can play a key role in the innovation process by driving multiple aspects of innovation analytics. We present four different case studies of AI in action based on our previous work in the field. We highlight benefits and limitations of using AI in innovation and conclude with strategic implications and additional resources for innovation managers.}, language = {en} } @article{BilgramFueller2020, author = {Bilgram, Volker and F{\"u}ller, Johann}, title = {Mit Emotion AI zu erfolgreichen Innovationen}, series = {Handelsblatt Journal}, journal = {Handelsblatt Journal}, publisher = {Euroforum}, pages = {31}, year = {2020}, language = {de} } @article{BilgramFuellerLeitl2018, author = {Bilgram, Volker and F{\"u}ller, Johann and Leitl, Michael}, title = {Wie Innovationen Erfolg haben}, series = {Harvard Business Manager}, volume = {40}, journal = {Harvard Business Manager}, number = {4}, publisher = {Manager Magazin}, address = {Hamburg}, pages = {22-33}, year = {2018}, abstract = {DAS PROBLEM Viele Innovationsinitiativen mit dem Ziel, Produkte oder Dienstleistungen zu entwickeln, die sich stark vom Kerngesch{\"a}ft unterscheiden, scheitern. Das liegt meist an mangelnder Vorbereitung. Sechs typische Probleme verhindern den Erfolg radikaler Innovationen. DIE L{\"O}SUNG Die Verantwortlichen f{\"u}r Innovationsinitiativen m{\"u}ssen sich zu Beginn ihrer Arbeit dar{\"u}ber klar werden, welche Rolle das Topmanagement {\"u}bernimmt und welche Talente, Ressourcen, F{\"u}hrungsmethoden und Innovationsinhalte ben{\"o}tigt werden. Erst wenn diese grunds{\"a}tzlichen Fragen gekl{\"a}rt sind, haben radikale Innovationen eine Chance.}, language = {de} } @inproceedings{MarchukBielBilgrametal.2018, author = {Marchuk, Anna and Biel, Stefan and Bilgram, Volker and Worning, Signe}, title = {Standing on the Shoulders of Giants}, year = {2018}, language = {en} } @misc{LakhaniFuellerBilgrametal.2014, author = {Lakhani, Karim and F{\"u}ller, Johann and Bilgram, Volker and Friar, Greta}, title = {Nivea (B)}, number = {Supplement 614-043}, publisher = {Harvard Business School}, pages = {27}, year = {2014}, abstract = {This supplementary case follows up on an innovative R\&D approach by Beiersdorf,a skin care and cosmetics company. The case relates what happened to the product launched by Beiersdorf, to its Nivea line, following the events of the A case, and how the commercial success of the product informed thinking by leaders in R\&D for the future.}, subject = {Innovation; Innovation Management; Marketing; Innovation Strategy; Innovation and Management; Research and Development; Product Design; Collaborative Innovation and Invention; Beauty and Cosmetics Industry; Consumer Products Industry}, language = {en} } @article{BilgramFuellerBartletal.2011, author = {Bilgram, Volker and F{\"u}ller, Johann and Bartl, Michael and Biel, Stefan and Miertsch, Heike}, title = {Eine Allianz gegen Flecken}, series = {Harvard Business Manager}, volume = {35}, journal = {Harvard Business Manager}, number = {3}, publisher = {Manager Magazin}, address = {Hamburg}, pages = {62-68}, year = {2011}, abstract = {F{\"u}r die Entwicklung eines neuen Deodorants entschied sich der Kosmetikkonzern Beiersdorf, die Ideen von Konsumenten und die Hilfe externer Experten zu nutzen. Ein Beispiel f{\"u}r gelungene Open Innovation.}, language = {de} } @article{BielHahnBilgrametal.2025, author = {Biel, Stefan and Hahn, Alexander and Bilgram, Volker and Rogers, Helen}, title = {From Hybrid to AI-First Innovation Management}, series = {IEEE Engineering Management Review}, journal = {IEEE Engineering Management Review}, publisher = {Institute of Electrical and Electronics Engineers (IEEE)}, issn = {0360-8581}, doi = {10.1109/EMR.2025.3527744}, pages = {1 -- 11}, year = {2025}, abstract = {The rise of generative Artificial Intelligence (AI) in traditionally human domains of creativity signifies a profound development in product innovation management. In this article, we investigate the evolving role of innovation managers, emphasizing a transition from problem-solving to sense-making and decision-making. Additionally, we delve into organizational strategies for effective AI integration, advocating for systematic experimentation, comprehensive training, and the development of AI-first innovation frameworks for new product development (NPD). Ultimately, we propose a paradigm shift to AI-first creative processes, where AI is not merely an extension but the foundational mechanism of the innovation workflow.}, language = {en} } @incollection{HahnHofmannBilgrametal.2016, author = {Hahn, Alexander and Hofmann, Rupert and Bilgram, Volker and Schwarz, Jan Oliver and Meinheit, Andreas and F{\"u}ller, Johann}, title = {Easy Rider}, series = {Die fr{\"u}he Phase des Innovationsprozesses}, booktitle = {Die fr{\"u}he Phase des Innovationsprozesses}, publisher = {Springer Fachmedien Wiesbaden}, address = {Wiesbaden}, isbn = {9783658097219}, doi = {10.1007/978-3-658-09722-6_5}, pages = {75 -- 98}, year = {2016}, abstract = {Dieser Beitrag f{\"u}hrt anhand eines konkreten Studienbeispiels aus, wie die AUDI AG komplexe zuk{\"u}nftige Entwicklungen wie „autonomes Fahren" mittels multidisziplin{\"a}rer Studien analysiert. Die Autoren beschreiben, welche Insight- und Foresight-Methoden dabei zum Einsatz kommen und was eine erfolgreiche Durchf{\"u}hrung ausmacht. Dabei gehen sie insbesondere auf das Konzept der Trend Receiver ein. Abschließend geben sie einen Ausblick auf zuk{\"u}nftige Weiterentwicklungen der Vorgehensweise.}, language = {de} } @article{Bilgram2019, author = {Bilgram, Volker}, title = {KI - der neue Partner der Innovationsmanager?}, series = {Handelsblatt KI Business Guide}, journal = {Handelsblatt KI Business Guide}, publisher = {Euroforum}, year = {2019}, abstract = {Viele Unternehmen sehen das gr{\"o}ßte Potenzial K{\"u}nstlicher Intelligenz darin, bei standardisierten Prozessen die bislang von Menschen geleistete Arbeit zu {\"u}bernehmen. Wie KI auch in Innovationsprozessen effektiv eingesetzt werden kann, erkl{\"a}rt Dr. Volker Bilgram, Gesch{\"a}ftsf{\"u}hrer der HYVE Innovation Research und Leiter der Artificial Intelligence Initiative bei HYVE The Innovation Company.}, language = {de} } @incollection{KroeperBilgramWehlig2017, author = {Kr{\"o}per, Madeleine and Bilgram, Volker and Wehlig, Ramona}, title = {Empowering Members of a Brand Community to Gain Consumer Insights and Create New Products}, series = {Strategy and Communication for Innovation}, booktitle = {Strategy and Communication for Innovation}, publisher = {Springer}, address = {Cham}, doi = {10.1007/978-3-319-49542-2_24}, pages = {403-414}, year = {2017}, abstract = {Online Research Communities (ORCs) have ushered marketing research into a new era and are one of the fastest growing segments in the industry. ORCs offer a selected number of consumers a closed online environment in which they interact and co-create with the company not only in "one-off" projects but over an extended period of time. The approach distinguishes itself by the flexibility and diversity of market research methodologies that can be applied. In our case study, we describe the set up, live phase, and post-processing of the Vorwerk Thermomix Research Community. Over the duration of 3 weeks, Thermomix invited customers, who are also registered users of the brand's official online receipe community, to participate in a moderated ORC. There were two major goals. First, Thermomix wanted to understand consumers' "cooking journeys," i.e., learn how they decide what to cook, plan their cooking, buy groceries, etc. Second, Thermomix aimed to co-create with its customers and develop new features and functionalities for the Thermomix recipe community which serves as a central meeting place for cooking enthusiasts and brand fans. In the study, we show how the ORC was designed to answer our research questions and what methodological benefits the method yields. Furthermore, we investigate the user types that contributed to the platform most and provide insights into how to boost activity levels on the platform. In today's social media context, ORCs are a valuable tool for brands to connect with their customers and engage them in value creating activities. This chapter sheds light on this new research approach and unveils the potential of brand community members for insight generation and co-innovation.}, language = {en} } @inproceedings{BilgramBartlHilgers2011, author = {Bilgram, Volker and Bartl, Michael and Hilgers, Dennis}, title = {Erfolgsmessung von Crowdsourcing Plattformen zur Ideengenerierung}, publisher = {Gito}, address = {Berlin}, isbn = {978-3-942183-45-1}, year = {2011}, language = {de} } @article{BilgramBartl2009, author = {Bilgram, Volker and Bartl, Michael}, title = {Innovation Communities}, series = {Planung \& Analyse}, journal = {Planung \& Analyse}, number = {5}, address = {Frankfurt}, pages = {48-51}, year = {2009}, abstract = {Innovation Communities sind die zentralen Instrumente f{\"u}r die Umsetzung von Open Innovation Vorhaben. Sie sind sowohl eine bew{\"a}hrte L{\"o}sung f{\"u}r das abteilungs{\"u}bergreifende unternehmensinterne Ideenmanagement als auch f{\"u}r die Integration von Konsumenten in den Innovationsprozess. Aus der Erfahrung mit Innovation Communities f{\"u}r Kunden wie Siemens Osram oder Swarovski wird erl{\"a}utert, wie durch die Kombination von Co-Creation Modulen und Evaluierungstools auf einer Online Plattform mit Community-Funktionalit{\"a}ten die Innovationskraft von Unternehmen gesteigert werden kann.}, language = {de} }