An emerging literature in marketing has investigated the effects of online users generated content (UGC) on sales. This study approaches online UGC from the opposite angle; how online UGC influences marketers. Specifically, this study investigates how online UGC influences the product development process. The user generated innovation literature (e.g., von Hippel 1978, 1988, 2005; Bendapudi and Leone 2003; Raymond 1999) suggests that users can contribute to product development in two ways. First, manufacturers can actively solicit users for product improvement ideas or new product opportunities (von Hippel 1988, 2005; Griffin and Hauser 1993). Second, users can submit product development ideas to manufacturers (Moorman and Rust 1999; Lilien et al. 2002). This user active paradigm has been also extended to the open source software (OSS) context (e.g., Mallapragada, Grewal, and Lilien 2011; O'Hern et al. 2011). This literature shows that users can be a good source of product development information. However, that information is influential only if developers seek to learn from that kind of information.
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机译：营销中的新兴文献已经调查了在线用户生成的内容（UGC）对销售的影响。本研究从相反的角度接近在线UGC;在线UGC如何影响营销人员。具体而言，本研究调查了在线UGC如何影响产品开发过程。用户生成的创新文献（例如，Von Hippel 1978,1988,2005; Bendapudi和Leone 2003; Raymond 1999）表明用户可以通过两种方式促进产品开发。首先，制造商可以积极征集用户提高产品改进的想法或新产品机会（冯·河马，2005年，2005年;格里芬和Hauser 1993）。其次，用户可以向制造商提交产品开发理念（Moorman and Rust 1999; Lilien等，2002）。此用户活动范例也已扩展到开源软件（OSS）上下文（例如，Mallapragada，Grewal和Lilien 2011; o'hern等人2011）。这个文献表明，用户可以成为产品开发信息的良好来源。但是，只有当开发人员寻求从那种信息中学习时，信息才有影响力。
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