Customer-favourable idea versus company-adoptable idea: comparative analysis through elaboration likelihood model

Recent years have witnessed the growing trend of open innovation, and participating customers have become an important source of innovation for companies. The effectiveness of this open approach remains a matter of controversy, however. We examine the value of customer ideation in a coffee brand community by employing the ideas posted by community members and investigating whether they are customer-favourable and/or company-adoptable. Using the...