マーケティングジャーナル
Online ISSN : 2188-1669
Print ISSN : 0389-7265
巻頭言・新編集委員長挨拶
企業によるユーザー・イノベーションの有効活用
西川 英彦
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2019 年 39 巻 2 号 p. 3-5

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In recent years, there have been many reports of “User Innovation”, in which companies and consumers that are users of products and services develop and improve these products and services for their own use. However, there is also a reality that these user innovations are not being effectively leveraged throughout society. In this environment, pioneering companies are leveraging user innovation. There are two typical approaches: the “Lead User Method”, in which companies search for cutting-edge users who are highly likely to generate commercially attractive innovations; and the “Crowdsourcing Method”, in which companies openly solicit publicly through the Internet, and users can post their own solutions. However, despite many pioneering efforts and progress with research in this area, user innovation approaches are still not well established. Therefore, we have dedicated this special issue to the theme of “How to Leverage User Innovation by Companies”, with four invited peer-reviewed papers. Finally, on a personal note, I would like to greet you as the new Editor-in-Chief of the Japan Marketing Journal. I was appointed to this position in April this year.

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