Extending lead-user theory to online brand communities: The case of the community Ducati

While research on user innovations within communities exists mainly in offline contexts, few studies have attempted to define the profile of lead users in online (or virtual) communities, and even fewer have been conducted in the specific context of online brand communities, formed by people with a “common interest in a brand,” in its evolution and in the discourse about it. This study focuses on innovative activities within the Ducati Motor online community. The research reveals the following characteristics as crucial factors for the identification of lead users in online brand communities: willingness to collaborate, product knowledge and strategic alignment with the brand identity. Our sample consists of 2071 messages posted by 572 Ducati Motor virtual community members in a specific blog developed by Ducati Motor with the purpose of involving members in a collaborative innovation process that took nearly 14 months. Several implications for scholars and new product development managers are discussed.

► Few authors have explored the role of lead users in online “brand” communities.
► “Strategic alignment with the brand identity” is added as a lead-user attribute.
► Our sample consists of 2071 messages posted by 572 Ducati Motor virtual members.
► Our indicators are based on unintrusive techniques.
► Willingness to collaborate is the main factor explaining users' level of innovativeness.