نبذة مختصرة : Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics ; This master thesis examines the role of user-generated Content as a driver to feed the Open Innovation Process with relevant Consumer-Centric insights. The study draws on a review of relevant literature, a data collection of 9600 reviews from Amazon Iberia, focusing on the Fast-Moving Consumer Goods (from hereon: FMCG) confectionery category, plus text mining analyses exercise identifying possible trends in product development respecting real consumer needs. An in-depth interview with five senior-level executives from different businesses that are known to have innovation as their core activities tries to figure out how important it is to have consumer opinion as the center of an Open Innovation strategy compared with the web scrapping results. The findings suggest that User-Generated Content can be a powerful catalyst for Innovation. Still, its effective utilization requires careful consideration of the motivations and behaviors of users, the quality of data captured, the possible drawbacks of not having the proper context when using the information collated, as well as the Integration of appropriate incentives and governance mechanisms. The implications of these findings for companies are discussed and recommendations are provided for future research in this area.
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