INNOVATION CO-CREATION IN A VIRTUAL WORLD

The emergence of web-based technologies has radically influenced the ways in which individuals around the world communicate, represent themselves, share ideas, and otherwise interact with one another (Ward and Sonneborn, 2009; Rogers, 2003). In particular, these technologies allow people to communicate directly with one another and to share and shape their own experiences; as a result, customers and other organisational stakeholders are increasingly involved in the design of products and services (Ramaswamy and Gouillart, 2010, p. 102). During innovation co-creation specifically, customers take an active and creative role in the intentional and successful adoption and application of ideas, processes, products or procedures that are new to the adopting organization. This study carries out six case studies of innovation co-creation in the virtual world of Second Life. Virtual worlds allow users to engage in highly active and participatory forms of co-creation that are difficult if not impossible to replicate in other environments. The study explores collaborative processes used for innovation co-creation in virtual worlds. In particular, the study presents an analysis of behaviours used to facilitate innovation co-creation in virtual world projects and the factors that affect it. The study leverages this analysis to derive practical recommendations for virtual world users and virtual world designers that can be used to stimulate and support innovation co-creation in virtual worlds

Innovation co-creation in a virtual world

The emergence of web-based technologies has radically influenced the ways in which individuals around the world communicate, represent themselves, share ideas, and otherwise interact with one another (Ward and Sonneborn, 2009; Rogers, 2003). In particular, these technologies allow people to communicate directly with one another and to share and shape their own experiences; as a result, customers and other organisational stakeholders are increasingly involved in the design of products and services (Ramaswamy and Gouillart, 2010, p. 102). During innovation co-creation specifically, customers take an active and creative role in the intentional and successful adoption and application of ideas, processes, products or procedures that are new to the adopting organization. This study carries out six case studies of innovation co-creation in the virtual world of Second Life. Virtual worlds allow users to engage in highly active and participatory forms of co-creation that are difficult if not impossible to replicate in other environments. The study explores collaborative processes used for innovation co-creation in virtual worlds. In particular, the study presents an analysis of behaviours used to facilitate innovation co-creation in virtual world projects and the factors that affect it. The study leverages this analysis to derive practical recommendations for virtual world users and virtual world designers that can be used to stimulate and support innovation co-creation in virtual worlds

From geographical innovation clusters towards virtual innovation clusters: The innovation virtual system

The opportunities of the new economic landscape have determined radical changes in the organizational structures of the firms, till the creation of new virtual clusterization forms, that is distinct systems of suppliers, distributors, service providers and clients that use the 'internetworking technologies' as a principal way for co-operating and competing. These 'virtual clusterization forms' that have been also defined as 'e-business communities' or 'b-web communities' (Tapscott, Lowy & Ticoll, 2000), are here defined as 'virtual clusters'. In a virtual cluster (VC), each enterprise adds one or more distinct aspects of product/service value to the value of the network, by exchanging digital knowledge with other members. Recent studies, focused on VCs, highlight that the VC enabling factors may be identified in ICTs ubiquity (increasingly wireless) and bandwidth robustness, that allow firms to access real-time what they need and to co-ordinate their intra and inter-firm activities, creating value both by offering innovative and personalized products, services and by cutting transaction costs. (Davin and Botkin, 1994) (Rayport and Sviokla, 1995). This paper focuses on these VCs innovation processes, in order to make some comparisons between the traditional geographical innovation clusters and the emerging virtual innovation clusters. To this end, the paper is organized in two logical patterns: Some empirical evidence for describing ad discussing the more important features of the emerging VCs. Specifically, the paper focuses on the following issues: - Some first results on VCs characteristics, regarding four distinctive features of their new world of business: i. Agents: radical increase in the number of agents that form a cluster. ii. Connections: virtually unlimited increase in the number of connections and therefore in the potential size of the cluster. iii. Space: delocalization of transactions which become space independent. iv. Time: information transmission takes place at the speed of electronic communication. - The analysis of the VC basic unit, the Internetworked Enterprise (IE), and of its learning process with customers and trough strategic alliances. A model of the VCs global virtual learning environment, here conceived as a system of innovation, defined as 'Innovation Virtual System' (IVS). IVS is here interpreted as a new way of projecting the traditional systems of innovation into a global scale.

Innovate with living labs: an empirical analysis of their role during knowledge creation

In Living Labs, customers experiment with innovations in an everyday context. Policy makers, firms and research institutions increasingly invest in such knowledge brokers which facilitate collaboration between diverse parties. This study establishes common characteristics of Living Labs and investigates their role during experiential knowledge creation. Drawing on a unique sample of 64 Living Labs, this research blends quantitative and qualitative research in two steps. First, Categorical Principal Components Analysis extracts two meta-characteristics, user contribution and contextual reality which identify four clusters of Living Labs. Second, the assessment of in-depth interviews offers a fine-grained picture of the impact of these characteristics on knowledge outcomes and its limitation in generating radical changes

Their memory:exploring veterans’ voices, virtual reality and collective memory

This paper focuses on the virtual reality (VR) project Their Memory and details the development and evaluation of virtual reality environments and experiences with respect to its impact on young people (14-35 demographic) with the narratives of veterans in Scotland. As part of the AHRC Immersive Experiences program, Their Memory was created to explore how game design techniques and immersive technology could be used to enhance existing historical research and enrich narratives to bring expansive experiences to hard-to-reach audiences. The project worked directly with the veterans’ charity, Poppyscotland, to create an environment and experience that would resonate with new audiences, and explore documentary and storytelling techniques for the commemoration of war and conflict. The design of the project evolved through co-design sessions with veterans and young people and culminated in the creation of a short, thought-provoking, narrative-driven experience. The VR experience enabled players to connect with the memories of veterans in Scotland and exploring the different conflicts or situations they experienced and how they make sense of them. The project brought together cross-sector expertise to research how immersive experiences can help memory-based organizations in engaging with wider audiences, raise awareness, and diversify current learning outputs. The paper details the design and development of the Virtual Reality project, through co-design, and how this engaged the audience and evolved the experience created. The paper includes a summative evaluation of events conducted with schoolchildren to assess the project and concludes with how the project evidences impact upon audiences and the potential for both technology and the experience

A fourfold typology of living labs: an empirical investigation amongst the ENoLL community

Living Labs can be seen as a means to structure user involvement in innovation processes. However, in this rather young research domain, there is no consensus yet regarding supporting theories and frameworks. This has resulted in a wide variety of projects and approaches being called ‘Living Labs’, which leaves a clear conceptualization and definition a task in progress. Within this research paper we propose a fourfold categorization of Living Labs based on a literature review and validated by an empirical investigation of the characteristics of 64 ICT Living Labs from the European Network of Living Labs (ENoLL). The four types are Living Labs for collaboration and knowledge support activities, original ‘American’ Living Labs, Living Labs as extension to testbeds and Living Labs that support context research and co-creation with users

Collaborative Development of Open Educational Resources for Open and Distance Learning

Open and distance learning (ODL) is mostly characterised by the up front development of self study educational resources that have to be paid for over time through use with larger student cohorts (typically in the hundreds per annum) than for conventional face to face classes. This different level of up front investment in educational resources, and increasing pressures to utilise more expensive formats such as rich media, means that collaborative development is necessary to firstly make use of diverse professional skills and secondly to defray these costs across institutions. The Open University (OU) has over 40 years of experience of using multi professional course teams to develop courses; of working with a wide range of other institutions to develop educational resources; and of licensing use of its educational resources to other HEIs. Many of these arrangements require formal contracts to work properly and clearly identify IPR and partner responsibilities. With the emergence of open educational resources (OER) through the use of open licences, the OU and other institutions has now been able to experiment with new ways of collaborating on the development of educational resources that are not so dependent on tight legal contracts because each partner is effectively granting rights to the others to use the educational resources they supply through the open licensing (Lane, 2011; Van Dorp and Lane, 2011). This set of case studies examines the many different collaborative models used for developing and using educational resources and explain how open licensing is making it easier to share the effort involved in developing educational resources between institutions as well as how it may enable new institutions to be able to start up open and distance learning programmes more easily and at less initial cost. Thus it looks at three initiatives involving people from the OU (namely TESSA, LECH-e, openED2.0) and contrasts these with the Peer-2-Peer University and the OER University as exemplars of how OER may change some of the fundamental features of open and distance learning in a Web 2.0 world. It concludes that while there may be multiple reasons and models for collaborating on the development of educational resources the very openness provided by the open licensing aligns both with general academic values and practice but also with well established principles of open innovation in businesses