The Case of the Computer Games

It has been demonstrated that users occasionally innovate. However, it can now be observed that even end-consumers act as a source novel product designs. A case study of a firm, and “its” consumers - from the computer games industry - illustrates how sourcing of consumer knowledge has enabled the firm to improve product design. Two conditions favor the results firms can obtain from consumer’s knowledge. First, is firm’s ability to exploit new opportunities of information and communication technology - on-line communities - to establish interfaces connecting them with consumers. Second, is firm’s ability to initiate a mode of organization by which the consumers are guided and motivated to reveal merely relevant knowledge