Ideation and the Spread of Innovative Ideas in Social Networks

Andrew Stephen , University of Pittsburgh, USA
Peter Zubcsek , University of Florida, USA
Jacob Goldenberg , Hebrew University of Jerusalem, Israel
This research examines how networks affect the spread of innovative ideas in product ideation communities. A series of experiments show that having more sources of inspiration (higher degree) helps spread good ideas, but only when one’s neighbors are not highly interconnected (lower clustering).
[ to cite ]:
Andrew Stephen , Peter Zubcsek , and Jacob Goldenberg (2012) ,"Ideation and the Spread of Innovative Ideas in Social Networks", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 232-235.