“Do consumers want to design unique products on the internet? A ...

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Chapter 3 Research Strategy, Methodology and Approach “Even if the content of the new theory is about cus<strong>to</strong>mization, our thinking remains standardized” (Lampel & Mintzberg 1996:29) Adam Fletcher – Do <strong>consumers</strong> <strong>want</strong> <strong>to</strong> <strong>design</strong> <strong>unique</strong> product on the internet. 2006 36
3.0 Research Strategy & Methodology (1000) This section will outline the primary research methods and the philosophy and strategy that underpin their use. The aim of this research is <strong>to</strong> try and answer the following research questions in relation <strong>to</strong> Threadless and its VC. 1. How much collaboration is there between <strong>design</strong>ers and the rest of community prior <strong>to</strong> submitting <strong>design</strong>s? 1.1 Do all community members submit <strong>design</strong>s? If not, what fac<strong>to</strong>rs s<strong>to</strong>p members submitting <strong>design</strong>s? 2. What is it that keeps community members visiting and interacting with Threadless and its VC? 2.1 Does this business model support aggregation of user requirements? If so, how? 2.2 Sawhney and Prandelli (2000) believe that “a business model that combines communities in<strong>to</strong> product development empowers peripheral players”, how much evidence of this can seen at Threadless? 3.1 Research Justification Threadless has been chosen as the focus of my research has it has an interesting and <strong>unique</strong> business model, which could be said <strong>to</strong> contradict some of the MC literature. In the Threadless model the <strong>consumers</strong> supply the cus<strong>to</strong>misation, collaboratively, while the Adam Fletcher – Do <strong>consumers</strong> <strong>want</strong> <strong>to</strong> <strong>design</strong> <strong>unique</strong> product on the internet. 2006 37
Page 1 and 2: “Do cons
Page 3 and 4: Abstract Mass Custo</strong
Page 5 and 6: Chapter 1 Introduction, Term Defini
Page 7 and 8: mass produced system.” Adam Fletc
Page 9 and 10: The Internet itself could be viewed
Page 11 and 12: With this renewed interest and opti
Page 13 and 14: 2.0 Literature Review (5000) This c
Page 15 and 16: Table 1: Description of Production
Page 17 and 18: Lampel and Mintzberg’s (1996) hav
Page 19 and 20: individualization” (Piller & Mull
Page 21 and 22: necessary discounting to</s
Page 23 and 24: significant value add or a way of g
Page 25 and 26: Figure 3: MC approaches used by VMs
Page 27 and 28: eceived less focus in the literatur
Page 29 and 30: - Access a communities’ publicly
Page 31 and 32: Some studies have proven that often
Page 33 and 34: In this approach the custo<
Page 35: Figure 5: “Conceptual framework s
Page 39 and 40: general. It can help to</st
Page 41 and 42: 3.3 Research Methodology It is sugg
Page 43 and 44: Chapter 4 Findings & Discussion “
Page 45 and 46: shows the different categories and
Page 47 and 48: commonly posted comments were givin
Page 49 and 50: community member adds a comment bel
Page 51 and 52: “This is pretty rough right now,
Page 53 and 54: “other” also responded in a way
Page 55 and 56: Surprisingly and contradict
Page 57 and 58: 4.5 Sawhney and Prandelli (2000) st
Page 59 and 60: customers
Page 61 and 62: Figure 10: Adapted Conceptual Frame
Page 63 and 64: Chapter 5 “Armed with new connect
Page 65 and 66: 5.1 Research Conclusions & Limitati
Page 67 and 68: 5.3 Recommendations The most obviou
Page 69 and 70: Chapter 6 References & Appendices
Page 71 and 72: participation in network and small
Page 73 and 74: Control. Vol. 15, N.4, June 2004, 4
Page 75 and 76: Von Hippel, E. (1986) “Lead users
Page 77 and 78: 1. Less than once a week 2. Once or
Page 79 and 80: 17. Do you design
Page 81 and 82: 30. Please rate from 1-10 (10 being
Page 83 and 84: The Virtual Community of Threadless

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