Sharing economy
Two-sided platform management
How switching roles between buyer and provider affects trust on sharing economy platforms, and why trust must be measured in several dimensions.
Read more → Multidimensional trust →Research
New product development and co-creation.
I study marketing challenges related to new product development and co-creation. As a researcher, I seek to offer insights on innovation contests, branding, co-creation and the sharing economy, together with their implications for practice.
My research has been published in leading academic journals in marketing and innovation, including the Journal of Business Research, Technological Forecasting and Social Change, Journal of Travel Research, Recherche et Applications en Marketing and Décisions Marketing. See all publications →
Crowdsourcing
Crowdsourcing and innovation contests
How to design compelling innovation contests on crowdsourcing platforms.
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Innovation signals
Patent perception by consumers
How to show your audience that you are an innovative company: signaling that your product is patented with a “patent marking” strategy.
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Co-creation
Motivating consumers to be creative
How to reward creativity on crowdsourcing platforms.
Read more →Innovation signals
Innovation signals
User-designed products
How telling customers that a product was designed by fans or consumers signals innovation.
Read more →Technology acceptance
Technology acceptance
AI-automated delivery drones
Perceived benefits and risks of drone delivery for consumers, and the role of environmental concerns.
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