The Development of a User Network as a Way to Re-launch an Unwanted Product

• A common situation in product development is that of product failure and the need for re-launch. This paper presents findings regarding how one firm successfully re-launched a product through the ex-post development of a user network. The producer, Biacore, had to re-launch its biosensor product or lose a €50 million investment. The firm identified and interacted with multiple potential lead-users in order to generate new use applications. The firm benefited from the successful development of a set of new applications, innovative users, and sales. As sales of the product increased, Biacore created marketing channels as diffusion mechanisms for the encouragement of direct and indirect user-to-user interaction. These were a way to spread the costs of user support when the firm standardised how it interacted with users. Some follower-users were able to benefit from lead-users who became lead teachers; other follower-users became non-users of the product. This paper illustrates three main roles for the firm in developing a user network: creating lead-users, organising directed applications development and facilitating user-to-user interaction.

Ämnesord

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business -- Business Administration (hsv//eng)

Nyckelord

Interaction

Networks

Product development

User innovation

Business studies

Företagsekonomi

Publikations- och innehållstyp

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