Users in Persistant Action: The Case of the 1,5 L "Urge" Beverage

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review

Abstract

This study adds to the concept of lead users by investigating the role users´ post launch. The case of the 1.5 litre Urge bottle in Norway shows that what constitutes a ‘lead’ becomes an effect of the product displaced in a hybrid collective in time and space. The hybrid collective is an assumption in which realities are constructed in contrast to the assumption of diffusion in society, where reality is given and determined. The theory lead users is closely related to the product life cycle in the diffusion perspective, as they both progress linearly. The 1.5 litres was removed from the market 8 years before a 15 years-old- boy wanted the 1.5 litres back to the market, even though Coca-Cola resisted, he managed by the hybrid collective to struggle with Coca-Cola and convince them to re-introduce the 1.5 litres volume by various interessment devices, including buy-cot to frame the power relation of the hybrid collective to include the press and distribution channels to want it back. All actors in collective actions can become lead users when supported by establishing alliances. This perspective is different from Von Hippel (1986) who is claiming that the trend needs to be defined before the lead users; in the hybrid collectives the trend and the lead users are co-constructed. At the same time, we introduce the notion of network- active paradigm by combining Von Hippel (1978) notion of manufacturer- active paradigm and customer- active paradigm.
Original languageEnglish
Title of host publicationProceedings from the 19th International Product development Management Conference : Transformative Research in Product and Service Innovation
Number of pages21
Place of PublicationBrussels
PublisherEuropean Institute for Advanced Studies in Management
Publication date2012
ChapterPaper no. 34908
Publication statusPublished - 2012
EventThe 19th International Product Development Management Conference. IPDMC 2012 - The University of Manchester , Manchester, United Kingdom
Duration: 17 Jun 201219 Jun 2012
Conference number: 19
http://www.eiasm.org/frontoffice/event_announcement.asp?event_id=762

Conference

ConferenceThe 19th International Product Development Management Conference. IPDMC 2012
Number19
LocationThe University of Manchester
CountryUnited Kingdom
CityManchester
Period17/06/201219/06/2012
Internet address
SeriesEIASM Conference Proceedings Series
Volume19
ISSN1998-7374

Bibliographical note

CBS Library does not have access to the material (DVD)

Cite this

Christiansen, J. K., Gasparin, M., & Varnes, C. J. (2012). Users in Persistant Action: The Case of the 1,5 L "Urge" Beverage. In Proceedings from the 19th International Product development Management Conference: Transformative Research in Product and Service Innovation Brussels: European Institute for Advanced Studies in Management. EIASM Conference Proceedings Series, Vol.. 19
Christiansen, John K. ; Gasparin, Marta ; Varnes, Claus J. / Users in Persistant Action : The Case of the 1,5 L "Urge" Beverage. Proceedings from the 19th International Product development Management Conference: Transformative Research in Product and Service Innovation. Brussels : European Institute for Advanced Studies in Management, 2012. (EIASM Conference Proceedings Series, Vol. 19).
@inproceedings{978ccd8cb0df4b358e4b861f91e61c78,
title = "Users in Persistant Action: The Case of the 1,5 L {"}Urge{"} Beverage",
abstract = "This study adds to the concept of lead users by investigating the role users´ post launch. The case of the 1.5 litre Urge bottle in Norway shows that what constitutes a ‘lead’ becomes an effect of the product displaced in a hybrid collective in time and space. The hybrid collective is an assumption in which realities are constructed in contrast to the assumption of diffusion in society, where reality is given and determined. The theory lead users is closely related to the product life cycle in the diffusion perspective, as they both progress linearly. The 1.5 litres was removed from the market 8 years before a 15 years-old- boy wanted the 1.5 litres back to the market, even though Coca-Cola resisted, he managed by the hybrid collective to struggle with Coca-Cola and convince them to re-introduce the 1.5 litres volume by various interessment devices, including buy-cot to frame the power relation of the hybrid collective to include the press and distribution channels to want it back. All actors in collective actions can become lead users when supported by establishing alliances. This perspective is different from Von Hippel (1986) who is claiming that the trend needs to be defined before the lead users; in the hybrid collectives the trend and the lead users are co-constructed. At the same time, we introduce the notion of network- active paradigm by combining Von Hippel (1978) notion of manufacturer- active paradigm and customer- active paradigm.",
author = "Christiansen, {John K.} and Marta Gasparin and Varnes, {Claus J.}",
note = "CBS Library does not have access to the material (DVD)",
year = "2012",
language = "English",
series = "EIASM Conference Proceedings Series",
publisher = "European Institute for Advanced Studies in Management",
booktitle = "Proceedings from the 19th International Product development Management Conference",

}

Christiansen, JK, Gasparin, M & Varnes, CJ 2012, Users in Persistant Action: The Case of the 1,5 L "Urge" Beverage. in Proceedings from the 19th International Product development Management Conference: Transformative Research in Product and Service Innovation. European Institute for Advanced Studies in Management, Brussels, EIASM Conference Proceedings Series, vol. 19, Manchester, United Kingdom, 17/06/2012.

Users in Persistant Action : The Case of the 1,5 L "Urge" Beverage. / Christiansen, John K.; Gasparin, Marta; Varnes, Claus J.

Proceedings from the 19th International Product development Management Conference: Transformative Research in Product and Service Innovation. Brussels : European Institute for Advanced Studies in Management, 2012. (EIASM Conference Proceedings Series, Vol. 19).

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review

TY - GEN

T1 - Users in Persistant Action

T2 - The Case of the 1,5 L "Urge" Beverage

AU - Christiansen, John K.

AU - Gasparin, Marta

AU - Varnes, Claus J.

N1 - CBS Library does not have access to the material (DVD)

PY - 2012

Y1 - 2012

N2 - This study adds to the concept of lead users by investigating the role users´ post launch. The case of the 1.5 litre Urge bottle in Norway shows that what constitutes a ‘lead’ becomes an effect of the product displaced in a hybrid collective in time and space. The hybrid collective is an assumption in which realities are constructed in contrast to the assumption of diffusion in society, where reality is given and determined. The theory lead users is closely related to the product life cycle in the diffusion perspective, as they both progress linearly. The 1.5 litres was removed from the market 8 years before a 15 years-old- boy wanted the 1.5 litres back to the market, even though Coca-Cola resisted, he managed by the hybrid collective to struggle with Coca-Cola and convince them to re-introduce the 1.5 litres volume by various interessment devices, including buy-cot to frame the power relation of the hybrid collective to include the press and distribution channels to want it back. All actors in collective actions can become lead users when supported by establishing alliances. This perspective is different from Von Hippel (1986) who is claiming that the trend needs to be defined before the lead users; in the hybrid collectives the trend and the lead users are co-constructed. At the same time, we introduce the notion of network- active paradigm by combining Von Hippel (1978) notion of manufacturer- active paradigm and customer- active paradigm.

AB - This study adds to the concept of lead users by investigating the role users´ post launch. The case of the 1.5 litre Urge bottle in Norway shows that what constitutes a ‘lead’ becomes an effect of the product displaced in a hybrid collective in time and space. The hybrid collective is an assumption in which realities are constructed in contrast to the assumption of diffusion in society, where reality is given and determined. The theory lead users is closely related to the product life cycle in the diffusion perspective, as they both progress linearly. The 1.5 litres was removed from the market 8 years before a 15 years-old- boy wanted the 1.5 litres back to the market, even though Coca-Cola resisted, he managed by the hybrid collective to struggle with Coca-Cola and convince them to re-introduce the 1.5 litres volume by various interessment devices, including buy-cot to frame the power relation of the hybrid collective to include the press and distribution channels to want it back. All actors in collective actions can become lead users when supported by establishing alliances. This perspective is different from Von Hippel (1986) who is claiming that the trend needs to be defined before the lead users; in the hybrid collectives the trend and the lead users are co-constructed. At the same time, we introduce the notion of network- active paradigm by combining Von Hippel (1978) notion of manufacturer- active paradigm and customer- active paradigm.

M3 - Article in proceedings

T3 - EIASM Conference Proceedings Series

BT - Proceedings from the 19th International Product development Management Conference

PB - European Institute for Advanced Studies in Management

CY - Brussels

ER -

Christiansen JK, Gasparin M, Varnes CJ. Users in Persistant Action: The Case of the 1,5 L "Urge" Beverage. In Proceedings from the 19th International Product development Management Conference: Transformative Research in Product and Service Innovation. Brussels: European Institute for Advanced Studies in Management. 2012. (EIASM Conference Proceedings Series, Vol. 19).