How to innovate with a brand community

International audienceThis study examines how a firm can innovate with a brand community via an inductive, longitudinal study of three brand communities. The proposed framework for building an innovative brand community features six mechanisms: animation, openness, structuring, linking, theorization, and integration that support three processes: generation, socializa- tion and adoption of user contributions. An innovative brand community can generate valuable innovations for the firm without reducing its own vitality. It brings together lead, creative, and other types of users to create ideas and new functions, uses, and contents pertaining to innovation. On the one hand, firms that partially open their boundaries by leaving space in the process of innovation for creation and discussion can benefit from the contribution of users without suffering appropriation problems. On the other hand, brand communities should receive toolkits for creation and animation, and encourage the development of both communities and innovation