Customer-driven innovation: Digital channels and community

Garrett, Alexander, Straker, Karla, & Wrigley, Cara (2015) Customer-driven innovation: Digital channels and community. In 3rd International Conference on Contemporary Marketing Issues, 30 June - 3 July 2015, London, United Kingdom.

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This study investigates the role of digital channels in community-led businesses by exploring two case study companies, Uber and Airbnb. At present, these community-led businesses are disrupting traditional industries by connecting with customers via digital channels and facilitating transactions between two parties. A deductive structured qualitative content analysis approach utilising a predetermined categorization matrix was implemented to decipher the digital channels used by both companies. The results discovered that both company’s digital channels push the customer to their core channel, allowing, customers to create their own physical, largely self-governed communities. However, little research exists which explores and analyses the role of digital channels in forming community-led businesses. Therefore, this paper aims to instigate future research and discussion in this emerging area by concluding with future research agendas.

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ID Code: 84860
Item Type: Conference Paper
Refereed: Yes
Additional URLs:
Keywords: design-led innovation, digital innovation, digital strategy
Subjects: Australian and New Zealand Standard Research Classification > BUILT ENVIRONMENT AND DESIGN (120000) > DESIGN PRACTICE AND MANAGEMENT (120300) > Design Innovation (120302)
Divisions: Current > Schools > School of Design
Current > QUT Faculties and Divisions > Creative Industries Faculty
Copyright Owner: Copyright 2015 [Please consult the author]
Deposited On: 17 Jun 2015 22:38
Last Modified: 31 Mar 2017 14:47

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