Finding Innovation Success with Users and AI

Category: Marketing Seminar
When: 23 January 2024
, 12:15
 - 13:30
Where: RuW 1.201
Speaker: Univ.-Prof. Dr. Martin Schreier (Professor of Marketing at WU Vienna)

Finding Innovation Success with Users and AI


In recent years, more and more consumer goods firms have started to tap into the creative potential of their user communities to fuel their new product development pipelines. In this talk I will present a series of studies on the value of involving users into the firm’s innovation process via methods such as crowdsourcing. The studies address questions pertaining to innovation-related outcomes (quality of new product ideas) as well perceptual effects on participating and observing consumers. The talk will also discuss how recent advancements in the context of AI may further help leverage the innovation potential of user communities.

The working paper can be found on SSRN


More information on Univ.-Prof. Dr. Martin Schreier can be found here.

The talk will take place from 12:15-13:30 in RuW 1.201 and via Zoom.