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New Forms of Collaborative Innovation and Production on the Internet: an Interdisciplinary Perspective

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New Forms of Collaborative Innovation and Production on the Internet: an Interdisciplinary Perspective A Service of Leibniz-Informationszentrum econstor Wirtschaft Leibniz Information Centre Make Your Publications Visible. zbw for Economics Wittke, Volker (Ed.); Hanekop, Heidemarie (Ed.) Book — Published Version New forms of collaborative innovation and production on the internet: An interdisciplinary perspective Provided in Cooperation with: Universitätsverlag Göttingen Suggested Citation: Wittke, Volker (Ed.); Hanekop, Heidemarie (Ed.) (2011) : New forms of collaborative innovation and production on the internet: An interdisciplinary perspective, ISBN 978-3-86395-020-0, Universitätsverlag Göttingen, Göttingen, http://nbn-resolving.de/urn:nbn:de:gbv:7-isbn-978-3-86395-020-0-9 This Version is available at: http://hdl.handle.net/10419/181992 Standard-Nutzungsbedingungen: Terms of use: Die Dokumente auf EconStor dürfen zu eigenen wissenschaftlichen Documents in EconStor may be saved and copied for your Zwecken und zum Privatgebrauch gespeichert und kopiert werden. personal and scholarly purposes. Sie dürfen die Dokumente nicht für öffentliche oder kommerzielle You are not to copy documents for public or commercial Zwecke vervielfältigen, öffentlich ausstellen, öffentlich zugänglich purposes, to exhibit the documents publicly, to make them machen, vertreiben oder anderweitig nutzen. publicly available on the internet, or to distribute or otherwise use the documents in public. Sofern die Verfasser die Dokumente unter Open-Content-Lizenzen (insbesondere CC-Lizenzen) zur Verfügung gestellt haben sollten, If the documents have been made available under an Open gelten abweichend von diesen Nutzungsbedingungen die in der dort Content Licence (especially Creative Commons Licences), you genannten Lizenz gewährten Nutzungsrechte. may exercise further usage rights as specified in the indicated licence. https://creativecommons.org/licenses/by-nd/3.0/de www.econstor.eu Volker Wittke and he Internet has enabled new forms of large-scale collaboration. Voluntary contribu- tions by large numbers of users and co-producers lead to new forms of production Heidemarie Hanekop Tand innovation, as seen in Wikipedia, open source software development, in social (Eds.) networks or on user-generated content platforms as well as in many firm-driven Web 2.0 services. Large-scale collaboration on the Internet is an intriguing phenomenon for scholarly debate because it challenges well established insights into the gover- New Forms of nance of economic action, the sources of innovation, the possibilities of collective action and the social, legal and technical preconditions for successful collaboration. Collaborative Although contributions to the debate from various disciplines and fine-grained empirical studies already exist, there still is a lack of an interdisciplinary approach. Innovation This book provides interdisciplinary contributions addressing questions on new innova- tion and production processes on the Internet, their preconditions and further prospects. and Production It brings together the sociological perspective on the governance of collaborative on the Internet production and innovation, the perspective of innovation management on open inno- vation, customer co-creation and open intermediary arenas, the legal perspective on social production and the perspective of computer sciences on trust and reputation An Interdisciplinary management systems for Wikipedia and other online communities. It includes a social Perspective network analysis of the cooperation in Wikipedia, as well as empirical studies on the “working consumers in Web 2.0” and on motivation and coordination of “prosumers” in different firm-driven scenarios. Wittke WitWittke / Hanekop (Eds.) New Forms of Collaborative Innovation and Production on the Internet Forms Wittke WitWittke / Hanekop (Eds.) New ISBN: 978-3-86395-020-0 Universitätsverlag Göttingen Universitätsverlag Göttingen Volker Wittke, Heidemarie Hanekop (Eds.) New Forms of Collaborative Innovation and Production on the Internet This work is licensed under the Creative Commons License 3.0 “by-nd”, allowing you to download, distribute and print the document in a few copies for private or educational use, given that the document stays unchanged and the creator is mentioned. You are not allowed to sell printed copies of the free version. erschienen im Universitätsverlag Göttingen 2011 Volker Wittke and Heidemarie Hanekop (Eds.) New Forms of Collaborative Innovation and Production on the Internet An Interdisciplinary Perspective Universitätsverlag Göttingen 2011 Bibliographische Information der Deutschen Nationalbibliothek Die Deutsche Nationalbibliothek verzeichnet diese Publikation in der Deutschen Nationalbibliographie; detaillierte bibliographische Daten sind im Internet über <http://dnb.ddb.de> abrufbar. Address of the Editors Soziologisches Forschungsinstitut an der Universität Göttingen Friedländer Weg 31 D-37085 Göttingen [email protected] [email protected] This work is protected by German Intellectual Property Right Law. It is also available as an Open Access version through the publisher’s homepage and the Online Catalogue of the State and University Library of Goettingen (http://www.sub.uni-goettingen.de). Users of the free online version are invited to read, download and distribute it. Users may also print a small number for educational or private use. However they may not sell print versions of the online book. Satz und Layout: Jan Mielenhausen Umschlaggestaltung: Margo Bargheer © 2011 Universitätsverlag Göttingen http://univerlag.uni-goettingen.de ISBN: 978-3-86395-020-0 Acknowledgements The origin of this book was a workshop on “New Forms of Collaborative Produc- tion and Innovation: Economic, Social, Legal and Technical Characteristics and Conditions” that was held in May 2010 at the Lichtenberg-Kolleg Institute for Advanced Studies at the University of Göttingen. The goal of the workshop was to provide an interdisciplinary perspective on the new innovation and production processes on the Internet, which are characterized by voluntary collaboration among numerous users and co-producers. The workshop was prepared and orga- nized by a group of researchers at the University of Göttingen from the disciplines of multimedia law, sociology, economic policy, political science, computer science, microeconomics, e-business studies and international economic law. We are greatly indebted to Gerald Spindler, Kilian Bizer, Andreas Busch, Dieter Hogrefe, Claudia Keser, Matthias Schumann, and Peter-Tobias Stoll, who were deeply involved in the fruitful interdisciplinary cooperation and who helped to organize and contri- buted to the workshop without which the book would not have been written. We also appreciate the contributions of the speakers, many of whom are authors in this volume. The lively and inspiring discussion at the workshop has been very helpful, and the book chapters benefited from this input. We want to thank the Lichtenberg Kolleg for financing and hosting the workshop. We are most grateful to the director, Dagmar Coester-Waltjen for generous support and to Dominik Hünniger for professionell and friendly assistance in organizing the workshop. Thanks also go to Elizabeth Crawford for translation and revision and to Jan Mie- lenhausen for technical and organisational support. Contents Introduction 1 New Forms of Collaborative Innovation and Production on the Internet 9 Volker Wittke and Heidemarie Hanekop Interdisciplinary Perspectives on Collaborative Innovation and Production: Conceptual Debates 2 Customer Co-Creation: Open Innovation with Customers 31 Frank Piller, Christoph Ihl and Alexander Vossen 3 Governing Social Production 63 Niva Elkin-Koren 4 Trust Management in Online Communities 75 Audun Jøsang 5 Building a Reputation System for Wikipedia 89 Christian Damsgaard Jensen 6 Cooperation in Wikipedia from a Network Perspective 113 Christian Stegbauer Firm Driven Collaborative Innovation and Production: Case Studies 7 Managing a New Consumer Culture: “Working Consumers” in Web 2.0 as a Source of Corporate Feedback 131 Sabine Hornung, Frank Kleemann and G. Günter Voß 8 Prosuming, or when Customers Turn Collaborators: Coordination and Motivation of Customer Contribution 153 Birgit Blättel-Mink, Raphael Menez, Dirk Dalichau, Daniel Kahnert 9 Role Confusion in Open Innovation Intermediary Arenas 177 Tobias Fredberg, Maria Elmquist, Susanne Ollila, Anna Yström List of Contributors 193 1 New Forms of Collaborative Innovation and Production on the Internet Volker Wittke and Heidemarie Hanekop Large-Scale Collaboration on the Internet: The Intriguing Phenomenon Enabled by Internet and Web 2.0 technologies, a growing number of products and services are being developed with large numbers of autonomous actors participat- ing in the production process. The participating actors, many of whom are them- selves users of the products they co-produce, make their contributions voluntarily, without contract or salary, and are free to decide which tasks to undertake. The organization of co-production is highly decentralized and collaboration is underta- ken on a large scale. Although the contributors are autonomous and their activities are decentralized, they produce complex, sophisticated and competitive products and services, employing an elaborate division of labor in a highly efficient process. Many scholars take these phenomena as evidence for the emergence of new forms of production and innovation (Chesbrough, Vanhaverbeke and West 2006, von Hippel 2005, Tapscott 2006, Benkler
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