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<p>While existing literature on collaborative innovation with consumers (CIC) highlights the significant role of unique consumers like leading users and opinion leaders, there is a notable scarcity of studies examining the contributions of ordinary consumers, whose importance is increasingly amplified by the embeddedness of advanced digital technologies. How can enterprises improve their innovation by collaborating with ordinary consumers under the enablement of digital technologies? We conduct an exploratory analysis on <i>Kute Smart,</i> which adopted digital technologies to facilitate collaboration with ordinary consumers to innovate customized clothing products. We elucidate that enterprises can harness the enthusiasm of ordinary consumers by enhancing the accessibility and simplicity of collaboration, while also strengthening their capability to complete customized products. In this regard, we establish a framework to illustrate enterprises’ collaborative innovation with ordinary consumers (CIOC) by identifying three fundamental digital capabilities, namely, digital interface capability, digital modularity capability, and data-driven production capability. We unveil the mechanism of CIOC from the digital enablement perspective, thereby enriching the CIC literature and capability theory.</p>

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Valuing every voice: study on the mechanism of collaborative innovation with ordinary consumers from the digital enablement perspective

  • 期刊论文

  • 出版模式：

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  • 发表日期：

    2025年3月21日

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  • Qingrui Xu,
  • Zhonghai Su,
  • Jiang Wei

摘要

While existing literature on collaborative innovation with consumers (CIC) highlights the significant role of unique consumers like leading users and opinion leaders, there is a notable scarcity of studies examining the contributions of ordinary consumers, whose importance is increasingly amplified by the embeddedness of advanced digital technologies. How can enterprises improve their innovation by collaborating with ordinary consumers under the enablement of digital technologies? We conduct an exploratory analysis on Kute Smart, which adopted digital technologies to facilitate collaboration with ordinary consumers to innovate customized clothing products. We elucidate that enterprises can harness the enthusiasm of ordinary consumers by enhancing the accessibility and simplicity of collaboration, while also strengthening their capability to complete customized products. In this regard, we establish a framework to illustrate enterprises’ collaborative innovation with ordinary consumers (CIOC) by identifying three fundamental digital capabilities, namely, digital interface capability, digital modularity capability, and data-driven production capability. We unveil the mechanism of CIOC from the digital enablement perspective, thereby enriching the CIC literature and capability theory.