@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} } @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} } @incollection{MarchukBielBilgrametal.2020, author = {Marchuk, Anna and Biel, Stefan and Bilgram, Volker and Worning, Signe and Jensen, L{\o}gstrup}, title = {The Best of Both Worlds : Methodological Insights on Combining Human and AI Labor in Netnography}, series = {Netnography Unlimited : Understanding Technoculture Using Qualitative Social Media Research}, booktitle = {Netnography Unlimited : Understanding Technoculture Using Qualitative Social Media Research}, publisher = {Routledge}, address = {New York, NY}, isbn = {9781003001430}, doi = {10.4324/9781003001430}, pages = {21}, year = {2020}, abstract = {Rapidly growing volumes of data create opportunities. For netnographic researchers, they also create challenges. As the amount of data increases, collecting, understanding, and meaningfully combining data can become more difficult. Traditionally, the netnography research process was predominantly in the hands of humans with limited software support. We assert that advances in the field of artificial intelligence and deep learning in particular allow intelligent machines to take over more and more of the steps in netnography. The challenge is to understand what parts of netnography can be performed by machines, what is better accomplished by humans, and how both can outperform any prior approach by working together. In this chapter, we analyzed two HYVE innovation projects conducted with the company Beiersdorf. Both projects had exactly the same briefing. However, one project followed a human-driven insight process, and the other approach relied heavily on the latest technologies in the domain of machine learning. By comparing these two paths, our study reveals a new vision for a Golden Age of cooperation between human and machine netnographers that might exist in the near future of netnographic research.}, language = {en} } @incollection{JaweckiBilgram2012, author = {Jawecki, Gregor and Bilgram, Volker}, title = {Open Innovation im Enterprise 2.0}, series = {Enterprise 2.0 - die digitale Revolution der Unternehmenskultur}, booktitle = {Enterprise 2.0 - die digitale Revolution der Unternehmenskultur}, publisher = {Hermann Luchterhand}, isbn = {9783472080152}, pages = {292}, year = {2012}, language = {de} } @incollection{Bilgram2013, author = {Bilgram, Volker}, title = {Performance Assessment of Co-creation Initiatives: A Conceptual Framework for Measuring the Value of Idea Contests}, series = {Evolution of Innovation Management}, booktitle = {Evolution of Innovation Management}, publisher = {Palgrave Macmillan UK}, address = {London}, isbn = {9781349350193}, doi = {10.1057/9781137299994_2}, pages = {32 -- 51}, year = {2013}, abstract = {In 2010, more than 1,200 external users from 80 different countries answered an open call by the BMW Group and submitted 1,072 ideas within 8 weeks (Jawecki et al. 2010). The instrument involving users from outside the company in ideation is called an idea contest. The BMW Group's idea contests are just one example of a plethora of similar initiatives recently taken by leading innovative companies. Since the turn of the millennium, many companies such as 3M (von Hippel et al. 1999), Lego (Moon \& Sproull 2001), Ducati Motor (Sawhney et al. 2005, 10-12), Procter \& Gamble (Sakkab 2002), and Beiersdorf (Bilgram et al. 2011) have undergone a radical change in innovation strategy by opening up their innovation processes and making external stakeholders a part of their innovation endeavors (Bartl 2006; Brem \& Voigt 2007). For example, 3M embarked upon an extensive innovation program involving external lead users to generate breakthrough innovations with a revenue potential eight times higher than that of ideas from conventional ideation approaches (von Hippel et al. 1999). The foundations of this phenomenon have been laid by von Hippel's seminal work on the Customer Active Paradigm in the late 1970s (von Hippel 1978) and on the sources of innovation outside the company's walls (von Hippel 1988). Von Hippel found that innovations not only originate from the manufacturers' domain, but also to a large extent from users (von Hippel 1988, 2005).}, language = {en} } @incollection{NeussHottumBilgram2012, author = {Neuss, Andreas and Hottum, Peter and Bilgram, Volker}, title = {Innovation in information-based services}, series = {Methods in service innovation: Current trends and future perspectives}, booktitle = {Methods in service innovation: Current trends and future perspectives}, publisher = {Fraunhofer Verlag}, address = {Stuttgart}, isbn = {978-3839603604}, pages = {97}, year = {2012}, language = {en} } @incollection{BartlJaweckiBilgrametal.2011, author = {Bartl, Michael and Jawecki, Gregor and Bilgram, Volker and Philipp, Wiegandt}, title = {The BMW Group co-creation lab: from co-creation projects to programmes}, series = {Discontinuous innovation: Learning to manage the unexpected}, booktitle = {Discontinuous innovation: Learning to manage the unexpected}, editor = {Bessant, John}, publisher = {IMPERIAL COLLEGE PRESS}, isbn = {9781848167803}, issn = {0219-9823}, pages = {179 -- 203}, year = {2011}, language = {en} } @incollection{StadlerBilgram2016, author = {Stadler, Dorothee and Bilgram, Volker}, title = {Gamification: Best Practices in Research and Tourism}, series = {Open Tourism}, booktitle = {Open Tourism}, publisher = {Springer}, address = {Berlin ; Heidelberg}, isbn = {9783642540899}, pages = {363 -- 370}, year = {2016}, abstract = {Recently "gamification"—applying game-mechanics to a variety of non-game fields—has become a hot topic in a variety of industries, given its wide array of purposes. Simply put, gamification can incorporate existing products into part of an enjoyable experience, and turn business and innovation processes into compelling tasks. For instance, gamification applied to new market research has been found not only to stimulate user engagement but also to improve the quality of the data. The reasons are simple: participants who are deeply immersed in the process are more likely to reveal insights into latent needs and propose solutions to problems. In the following chapter, we will show examples on how gamification can be used in new market research and in tourism to boost consumers' experience and induce favourable results. We conclude by suggesting that the concept of gamification may be conceived as a powerful enabler and amplifier of individual value co-creation.}, language = {en} } @incollection{WoehrlKorteBartletal.2023, author = {W{\"o}hrl, Andrea and Korte, Sophia and Bartl, Michael and Bilgram, Volker and Brem, Alexander}, title = {HOW TO LEVERAGE THE RIGHT USERS AT THE RIGHT TIME WITHIN USER-CENTRIC INNOVATION PROCESSES}, series = {The PDMA Handbook of Innovation and New Product Development}, booktitle = {The PDMA Handbook of Innovation and New Product Development}, editor = {Bstieler, Ludwig and Noble, Charles}, edition = {4}, publisher = {Wiley}, address = {Hoboken}, isbn = {978-1-119-89021-8}, year = {2023}, language = {en} } @incollection{HahnJoostenKlugetal.2025, author = {Hahn, Alexander and Joosten, Jan and Klug, Katharina and Bilgram, Volker}, title = {Embracing Digital Empathy}, series = {Artificial Intelligence in Business and Engineering}, booktitle = {Artificial Intelligence in Business and Engineering}, editor = {Hofbauer, G{\"u}nter}, publisher = {Kohlhammer}, address = {Stuttgart}, isbn = {978-3-17-046742-2}, pages = {51 - 67}, year = {2025}, language = {en} }