...Arjun Anujan; Pantea Foroudi; Maria Palazzo Purpose This paper delves into the transformative role of brand avatars within the digital transformation landscape, focusing on their capacity to enhance brand experiences and foster dedicated communities. Brand avatars that allow consumers to customize...

...Maria Antikainen; Marko Mäkipää; Mikko Ahonen Purpose The purpose of this paper is to explore collaboration in open innovation (OI) communities. The paper focuses on the following two research problems: how can users be motivated to collaborate in OI communities and what kind of tools and methods...

...María Paz Salmador; Bas Meeuwesen; Hans Berends Purpose In large companies, technological knowledge lies dispersed over individual specialists, business units and locations. Communities of practice (CoPs) are a structure for sharing this dispersed knowledge. However, CoPs are usually seen as being...

.... These two field studies lead to a final appraisal of the relevance of a discursive approach to better understand innovation processes and their contribution to organizational learning. © Emerald Group Publishing Limited 2004 Innovation Communities Conversation Organizational design...