Crowdcrafting as a new manufacturing model: the experience of Berto Salotti
DOI:
https://doi.org/10.7433/s98.2015.10Keywords:
knowledge economy, experience economy, crowdsourcing, Made in Italy, quality craftmanship, value co-creation projectAbstract
Purpose of the paper: The paper aims to present two experimental projects (“#DivanoxManagua” and “#Sofa4Manhattan”) conducted by an Italian small-medium enterprise of the furniture industry in order to outline crowdcrafting as a new manufacturing model.
Methodology: An inductive research approach is followed. Our research strategy is a case study that works as an illustration and inspiration for new ideas.
Findings: Berto Salotti projects fully embodied Knowledge Economy principles are meaningful examples of Experience Economy and act as a good application of crowdsourcing logic as well. They do represent an empirical illustration of the “future craftmanship” approach.
Research limitations: The paper deals with one single case study, hardly generalizable, even if it is highly representative; the initiative is still in its starting phase and its results are hardly assessable.
Practical implications: Companies aspiring to apply crowdcrafting could improve their customers’ service by looking for new ways of interaction with them. Opening up themselves to social networks, finding competencies from the outside and providing customization and product quality together with unusual experiences are some suggestions.
Originality of the paper: Our work makes both scholars and practitioners aware of an Italian SME innovative in introducing crowdcrafting in its processes; at the same time, it highlights the feature of such an approach both theoretically and practically.
References
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CARBONE L., HAECKEL S. (1994), “Engineering Customer Experience”, Marketing Management, vol. 3, n. 3, pp. 8-19.
CHESBROUGH H. (2003), Open Innovation: The New Imperative for Creating and Profiting From Technology, Harvard Business School Press, Boston, MA.
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COLLINS J., HANSEN M.T. (2011), Great by Choice: Uncertainty, Chaos and Luck - Why some thrive despite them all, Random House Business Books, London.
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D’AVENI R.A., GUNTHER R. (1994), Hypercompetition: Managing the Dynamics of Strategic Maneuvering, The Free Press, New York.
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FONTANA A., SASSOON J., SORANZO R. (2010), Marketing Narrativo: Usare lo Storytelling nel Marketing Contemporaneo, Franco Angeli, Milano.
FUCHS C., SCHREIER M. (2011), “Customer Empowerment in New Product Development”, Journal of Product Innovation Management, vol. 28, n. 1, pp. 17-32.
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GUMMESSON E. (2006), “Qualitative Research in Management: Addressing Complexity, Context and Persona”, Management Decision, vol. 44, n. 2, pp. 167-179.
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KARIM M.A., SMITH A.J.R., HALGAMUGE S. (2008), “Empirical Relationships between some Manufacturing Practices and Performance”, International Journal of Production Research, vol. 46, n. 13, pp. 3583-3613.
LASCH C. (1981), La Cultura del Narcisismo: L’Individuo in Fuga dal Sociale in un’Età di Disillusioni Collettive, Bompiani, Milano.
LATOUCHE S. (2008), Breve Trattato sulla Decrescita Serena, Bollati Boringhieri, Torino.
LEVINTHAL D.A. (2011), “A Behavioral Approach to Strategy - What’s the Alternative?”, Strategic Management Journal, vol. 32, n. 13, pp. 1517-1523.
LORSCH J.W. (2009), “Regaining lost Relevance”, Journal of Management Inquiry, vol. 18, n. 2, pp. 108-117.
LYOTARD J.F. (1989), La Condizione Postmoderna: Rapporto sul Sapere, Feltrinelli, Milano.
MARJANOVIC S., FRY C., CHATAWAY J. (2012), “Crowdsourcing based Business Models? In Search of Evidence for Innovation 2.0”, Science and Public Policy, vol. 39, n. 3, pp. 318-332.
MCGRATH G.R. (2013), The End of Competitive Advantage: How to Keep your Strategy Moving as fast as your Business, Harvard Business Press, Boston.
MENDIKOA I., SORLI M., BARBERO J.I., CARRILLO A., GOROSTIZA A. (2008), “Collaborative Product Design and Manufacturing with Inventive Approaches”, International Journal of Production Research, vol. 46, n. 9, pp. 2333-2344.
MICELLI S. (2011), Futuro Artigiano: L’Innovazione nelle Mani degli Italiani, Marsilio, Venezia.
MICELLI S., RULLANI E. (2011), “Idee Motrici, Intelligenza Personale, Spazio Metropolitano: Tre Proposte per il Nuovo Made in Italy nell’Economia Globale di Oggi”, Sinergie, n. 84, pp. 127-156.
MINTZBERG H., WATERS J.A. (1985), “Of Strategies: Deliberate and Emergent”, Strategic Management Journal, vol. 6, n. 3, pp. 257-272.
MOFFITT S., DOVER M. (2011), Wikibrands: Reinventing your Company in a Customer-Driven Marketplace, McGraw-Hill, New York.
MORGAN R.E., PAGE K. (2008), “Managing Business Transformation to Deliver Strategic Agility”, Strategic Change, vol. 17, n. 5/6, pp. 155-168.
O’SULLIVAN E.L., SPANGLER K.J. (1998), Experience Marketing: Strategies for the new Millennium, Venture Publishing State College, PA.
PETERAF M., REED R. (2007), “Managerial Discretion and Internal Alignment under Regulatory Constraints and Change”, Strategic Management Journal, vol. 28, n. 11, pp. 1089-1112.
PFEFFER J. (2009), “Renaissance and Renewal in Management Studies: Relevance Regained”, European Management Review, vol. 6, n. 3, pp. 141-148.
PHILLIPS R., CORDELL G., CHURCH G., MOORE J. (2013), The Passion Conversation: Understanding, Sparking and Sustaining Word of Mouth Marketing, Wiley, Hoboken.
PIKETTY T. (2014), Capital in the Twenty-First Century, Belknap University Press of Harvard University Press, Cambridge.
PINE J.B., GILMORE J.H. (1998), “Welcome to the Experience Economy”, Harvard Business Review, July-August, pp. 97-105.
PINE J.B., GILMORE J.H. (1999), The Experience Economy: Work is Theatre and Every Business is a Stage, Harvard Business School Press, Boston, MA.
PORTER M.E., KRAMER M.R. (2011), “Creating Shared Value”, Harvard Business Review, vol. 89, n. 1/2, pp. 62-77.
POWELL T.C., LOVALLO D., FOX C.R. (2011), “Behavioral Strategy”, Strategic Management Journal, n. 32, pp. 1369-1386.
PRAHALAD C.K., RAMASWAMY V. (2000), “Co-Opting Customer Competence”, Harvard Business Review, vol. 78, n. 1, pp. 79-87.
PRANDELLI E., VERONA G. (2006), Marketing in Rete. Oltre Internet verso il Nuovo Marketing, McGraw-Hill, Milano.
PRANDELLI E., VON KROGH G. (2000), “Fare Leverage sulla Conoscenza Tacita dei Consumatori: Verso una Nuova Economia Cognitiva”, Sinergie, n. 51, pp. 49-84.
QUINN J.B. (1978), “Strategic Change: ‘Logical Incrementalism’”, Sloan Management Review, vol. 20, n. 1, pp. 7-21.
RAVENSWOOD K. (2011), “Eisenhardt’s impact on theory in case study research”, Journal of Business Research, vol. 64, n. 7, pp. 680-686.
RHEE B.W., WILLIAMS D., COULTON E.O., PETERSON M.V., LePAGE A. (2012), Next Generation Wargaming. Improving Strategic Agility in an Uncertain World, Accenture.
RULLANI E. (2004a), Economia della Conoscenza: Creatività e Valore nel Capitalismo delle Reti, Carocci, Roma.
RULLANI E. (2004b), La Fabbrica dell’Immateriale: Produrre Valore con la Conoscenza, Carocci, Roma.
RULLANI E. (2014), “Manifattura in Transizione”, Sinergie, n. 93, pp. 141-152.
SAWHNEY M., VERONA G., PRANDELLI E. (2005), “Collaborating to Create: The Internet as a Platform for Customer Engagement in Product Innovation”, The Journal of Interactive Marketing, vol. 19, n. 4, pp. 4-17.
SCHMITT B. (1999), Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, and Relate to your Company and Brands, The Free Press, New York, NY.
SCITOVSKY T. (1977), The Joyless Economy: An Inquiry into Human Satisfaction and Consumer Dissatisfaction, Oxford University Press, Oxford.
SENNETT R. (2008), L’Uomo Artigiano, Feltrinelli, Milano.
SIGGELKOW N. (2007), “Persuasion with Case Studies”, Academy of Management Journal, vol. 50, n. 1, pp. 20-24.
SIMULA H., AHOLA T. (2014), “A Network Perspective on Idea and Innovation Crowdsourcing in Industrial Firms”, Industrial Marketing Management, vol. 43, n. 3, pp. 400-408.
SIMULA H., VUORI M. (2012), “Benefits and Barriers of Crowdsourcing in B2B Firms: Generating Ideas with Internal and External Crowds”, International Journal of Innovation Management, vol. 16, n. 6, pp. 1-19.
SODA G. (2011), “Se l’Impresa Intercetta i Movimenti Sociali, il Processo Vince sul Prodotto”, Economia and Management, vol. 4, pp. 3-8.
TAPSCOTT D., WILLIAMS A.D. (2006), Wikinomics: How Mass Collaboration Changes Everything, Portfolio, New York.
VON HIPPEL E. (1982), “Getting New Products from Customers”, Harvard Business Review, March-April, pp. 117-122.
YIN R.K. (2003), Case Study Research: Design and Methods, Sage, London.
ZALAN T., LEWIS G. (2004), “Writing about Methods in Qualitative Research: Towards a more Transparent Approach”, in Marschan-Piekkari R., Welch C. (eds.), Handbook of Qualitative Research Methods in International Business, Edward Elgar, Cheltenham.
ZUBOFF S., MAXMIN J. (2002), The Support Economy: Why Corporations are Failing Individuals and the Next Episode of Capitalism, Viking, New York.
ALVESSON M., SANDBERG J. (2011), “Generating Research Questions through Problematization”, Academy of Management Review, vol. 36, n. 2, pp. 247-271.
ANDERSON C. (2012), Makers: The New Industrial Revolution, Random House Business, London.
ANTONIETTI R., ANTONIOLI D. (2011), “The Impact of Production Offshoring on the Skill Composition of Manufacturing Firms: Evidence from Italy”, International Review of Applied Economics, vol. 25, n. 1, pp. 87-105.
BARZAGHI G. (2009), “Artigiani Intraprendenti: Il caso della Berto Salotti”, in AA.VV., La Brianza Intraprendente: Persone, Idee, Relazioni, Valori per lo Sviluppo Locale, Franco Angeli, Milano.
BAUMAN Z. (2002), Dentro la Globalizzazione: Le Conseguenze sulle Persone, Laterza, Roma-Bari.
BERRY L.L., CARBONE L.P., HAECKEL S.H. (2002), “Managing the Total Customer Experience”, MIT Sloan Management Review, vol. 43, n. 3, pp. 85-89.
BRUNI L., ZAMAGNI S. (2004), Economia Civile: Efficienza, Equità, Felicità Pubblica, Il Mulino, Bologna.
CARBONE L., HAECKEL S. (1994), “Engineering Customer Experience”, Marketing Management, vol. 3, n. 3, pp. 8-19.
CHESBROUGH H. (2003), Open Innovation: The New Imperative for Creating and Profiting From Technology, Harvard Business School Press, Boston, MA.
COCKS G. (2010), “Emerging Concepts for Implementing Strategy”, TQM Journal, vol. 22, n. 3, pp. 260-266.
COLLINS J., HANSEN M.T. (2011), Great by Choice: Uncertainty, Chaos and Luck - Why some thrive despite them all, Random House Business Books, London.
COVA B., DALLI D. (2009), “Working Consumers: The Next Step in Marketing Theory”, Marketing Theory, vol. 9, n. 3, pp. 315-339.
COZZA C., MALERBA F., MANCUSI M.L., PERANID G., VEZZULLI A. (2012), “Innovation, Profitability and Growth in Medium and High-Tech Manufacturing Industries: Evidence from Italy”, Applied Economics, vol. 44, n. 15, pp. 1963-1976.
CRAWFORD M. (2010), Il lavoro Manuale come Medicina dell’Anima, Mondadori, Milano.
D’AVENI R.A. (2010), Beating the Commodity Trap: How to Maximize Your Competitive Position and Increase your Pricing Power, Harvard Business, Boston.
D’AVENI R.A., GUNTHER R. (1994), Hypercompetition: Managing the Dynamics of Strategic Maneuvering, The Free Press, New York.
DOAN A., RAMAKRISHNAN R., HALEVY A.Y. (2011), “Crowdsourcing Systems on the Web”, Communications of ACM, vol. 54, n. 4, pp. 86-96.
FIRAT A.F., DHOLAKIA N., VENKATESH A. (1995), “Marketing in a Post Modern World”, European Journal of Marketing, vol. 29, n. 1, pp. 40-56.
FONTANA A., SASSOON J., SORANZO R. (2010), Marketing Narrativo: Usare lo Storytelling nel Marketing Contemporaneo, Franco Angeli, Milano.
FUCHS C., SCHREIER M. (2011), “Customer Empowerment in New Product Development”, Journal of Product Innovation Management, vol. 28, n. 1, pp. 17-32.
GOTTSCHALL J. (2014), L’istinto del Narrare: Come le Storie chi hanno reso Umani, Bollati Boringhieri, Torino.
GUMMESSON E. (2001), “Are Current Research Approaches in Marketing Leading us Astray?”, Marketing Theory, vol. 1, n. 1, pp. 27-48.
GUMMESSON E. (2006), “Qualitative Research in Management: Addressing Complexity, Context and Persona”, Management Decision, vol. 44, n. 2, pp. 167-179.
GUMMESSON E. (2013), “In Support of Creative and Useful Science”, Sinergie, n. 91, pp. 167-170.
GUPTA S., VAJIC M. (2000), “The Contextual and Dialectical Nature of Experiences”, in Fitzsimmons J.A., Fitzsimmons M.J. (Eds.), New service development: Creating memorable experiences, Sage, Thousand Oaks, CA, pp. 33-51.
JOHANNESSEN J.A., OLSEN B. (2010), “The Future of Value Creation and Innovations: Aspects of a Theory of Value Creation and Innovation in a Global Knowledge Economy”, The International Journal of Information Management, vol. 30, n. 6, pp. 502-511.
KARIM M.A., SMITH A.J.R., HALGAMUGE S. (2008), “Empirical Relationships between some Manufacturing Practices and Performance”, International Journal of Production Research, vol. 46, n. 13, pp. 3583-3613.
LASCH C. (1981), La Cultura del Narcisismo: L’Individuo in Fuga dal Sociale in un’Età di Disillusioni Collettive, Bompiani, Milano.
LATOUCHE S. (2008), Breve Trattato sulla Decrescita Serena, Bollati Boringhieri, Torino.
LEVINTHAL D.A. (2011), “A Behavioral Approach to Strategy - What’s the Alternative?”, Strategic Management Journal, vol. 32, n. 13, pp. 1517-1523.
LORSCH J.W. (2009), “Regaining lost Relevance”, Journal of Management Inquiry, vol. 18, n. 2, pp. 108-117.
LYOTARD J.F. (1989), La Condizione Postmoderna: Rapporto sul Sapere, Feltrinelli, Milano.
MARJANOVIC S., FRY C., CHATAWAY J. (2012), “Crowdsourcing based Business Models? In Search of Evidence for Innovation 2.0”, Science and Public Policy, vol. 39, n. 3, pp. 318-332.
MCGRATH G.R. (2013), The End of Competitive Advantage: How to Keep your Strategy Moving as fast as your Business, Harvard Business Press, Boston.
MENDIKOA I., SORLI M., BARBERO J.I., CARRILLO A., GOROSTIZA A. (2008), “Collaborative Product Design and Manufacturing with Inventive Approaches”, International Journal of Production Research, vol. 46, n. 9, pp. 2333-2344.
MICELLI S. (2011), Futuro Artigiano: L’Innovazione nelle Mani degli Italiani, Marsilio, Venezia.
MICELLI S., RULLANI E. (2011), “Idee Motrici, Intelligenza Personale, Spazio Metropolitano: Tre Proposte per il Nuovo Made in Italy nell’Economia Globale di Oggi”, Sinergie, n. 84, pp. 127-156.
MINTZBERG H., WATERS J.A. (1985), “Of Strategies: Deliberate and Emergent”, Strategic Management Journal, vol. 6, n. 3, pp. 257-272.
MOFFITT S., DOVER M. (2011), Wikibrands: Reinventing your Company in a Customer-Driven Marketplace, McGraw-Hill, New York.
MORGAN R.E., PAGE K. (2008), “Managing Business Transformation to Deliver Strategic Agility”, Strategic Change, vol. 17, n. 5/6, pp. 155-168.
O’SULLIVAN E.L., SPANGLER K.J. (1998), Experience Marketing: Strategies for the new Millennium, Venture Publishing State College, PA.
PETERAF M., REED R. (2007), “Managerial Discretion and Internal Alignment under Regulatory Constraints and Change”, Strategic Management Journal, vol. 28, n. 11, pp. 1089-1112.
PFEFFER J. (2009), “Renaissance and Renewal in Management Studies: Relevance Regained”, European Management Review, vol. 6, n. 3, pp. 141-148.
PHILLIPS R., CORDELL G., CHURCH G., MOORE J. (2013), The Passion Conversation: Understanding, Sparking and Sustaining Word of Mouth Marketing, Wiley, Hoboken.
PIKETTY T. (2014), Capital in the Twenty-First Century, Belknap University Press of Harvard University Press, Cambridge.
PINE J.B., GILMORE J.H. (1998), “Welcome to the Experience Economy”, Harvard Business Review, July-August, pp. 97-105.
PINE J.B., GILMORE J.H. (1999), The Experience Economy: Work is Theatre and Every Business is a Stage, Harvard Business School Press, Boston, MA.
PORTER M.E., KRAMER M.R. (2011), “Creating Shared Value”, Harvard Business Review, vol. 89, n. 1/2, pp. 62-77.
POWELL T.C., LOVALLO D., FOX C.R. (2011), “Behavioral Strategy”, Strategic Management Journal, n. 32, pp. 1369-1386.
PRAHALAD C.K., RAMASWAMY V. (2000), “Co-Opting Customer Competence”, Harvard Business Review, vol. 78, n. 1, pp. 79-87.
PRANDELLI E., VERONA G. (2006), Marketing in Rete. Oltre Internet verso il Nuovo Marketing, McGraw-Hill, Milano.
PRANDELLI E., VON KROGH G. (2000), “Fare Leverage sulla Conoscenza Tacita dei Consumatori: Verso una Nuova Economia Cognitiva”, Sinergie, n. 51, pp. 49-84.
QUINN J.B. (1978), “Strategic Change: ‘Logical Incrementalism’”, Sloan Management Review, vol. 20, n. 1, pp. 7-21.
RAVENSWOOD K. (2011), “Eisenhardt’s impact on theory in case study research”, Journal of Business Research, vol. 64, n. 7, pp. 680-686.
RHEE B.W., WILLIAMS D., COULTON E.O., PETERSON M.V., LePAGE A. (2012), Next Generation Wargaming. Improving Strategic Agility in an Uncertain World, Accenture.
RULLANI E. (2004a), Economia della Conoscenza: Creatività e Valore nel Capitalismo delle Reti, Carocci, Roma.
RULLANI E. (2004b), La Fabbrica dell’Immateriale: Produrre Valore con la Conoscenza, Carocci, Roma.
RULLANI E. (2014), “Manifattura in Transizione”, Sinergie, n. 93, pp. 141-152.
SAWHNEY M., VERONA G., PRANDELLI E. (2005), “Collaborating to Create: The Internet as a Platform for Customer Engagement in Product Innovation”, The Journal of Interactive Marketing, vol. 19, n. 4, pp. 4-17.
SCHMITT B. (1999), Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, and Relate to your Company and Brands, The Free Press, New York, NY.
SCITOVSKY T. (1977), The Joyless Economy: An Inquiry into Human Satisfaction and Consumer Dissatisfaction, Oxford University Press, Oxford.
SENNETT R. (2008), L’Uomo Artigiano, Feltrinelli, Milano.
SIGGELKOW N. (2007), “Persuasion with Case Studies”, Academy of Management Journal, vol. 50, n. 1, pp. 20-24.
SIMULA H., AHOLA T. (2014), “A Network Perspective on Idea and Innovation Crowdsourcing in Industrial Firms”, Industrial Marketing Management, vol. 43, n. 3, pp. 400-408.
SIMULA H., VUORI M. (2012), “Benefits and Barriers of Crowdsourcing in B2B Firms: Generating Ideas with Internal and External Crowds”, International Journal of Innovation Management, vol. 16, n. 6, pp. 1-19.
SODA G. (2011), “Se l’Impresa Intercetta i Movimenti Sociali, il Processo Vince sul Prodotto”, Economia and Management, vol. 4, pp. 3-8.
TAPSCOTT D., WILLIAMS A.D. (2006), Wikinomics: How Mass Collaboration Changes Everything, Portfolio, New York.
VON HIPPEL E. (1982), “Getting New Products from Customers”, Harvard Business Review, March-April, pp. 117-122.
YIN R.K. (2003), Case Study Research: Design and Methods, Sage, London.
ZALAN T., LEWIS G. (2004), “Writing about Methods in Qualitative Research: Towards a more Transparent Approach”, in Marschan-Piekkari R., Welch C. (eds.), Handbook of Qualitative Research Methods in International Business, Edward Elgar, Cheltenham.
ZUBOFF S., MAXMIN J. (2002), The Support Economy: Why Corporations are Failing Individuals and the Next Episode of Capitalism, Viking, New York.
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2015-12-30
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