Lower connectivity is better: the effects of network structure on redundancy of ideas and customer innovativeness in interdependent ideation tasks
This paper examines the popular marketing practice of interdependent ideation where firms solicit ideas from customers through online platforms that allow for customers to be exposed to or “inspired” by other customers' ideas when generating their own. Although being exposed to others' ide...
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| Format: | Journal article |
| Published: |
American Marketing Association
2015
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