Unsuccessful fan-centred innovation of thick value for a music festival: what went wrong?

摘要

The aim of this study is to model the phenomenon of comprehensive fan innovation of thick value. The action research was utilised in studying innovation of jewellery for a music festival. As a result, the study proposes a new model how fans can participate in comprehensive thick value innovation. The model was tested in the jewellery case. However, something went clearly wrong. The article critically examines an unsuccessful, or, moreover, an erroneous thick value innovation experiment. The study provides practitioners with practical knowledge of how to avoid pitfalls in fan innovation.