This study pioneers the application of netnography, the systematic observation and analysis of online communities, in the context of business-to-business high-tech industries, specifically services and systems for electric vehicles. Analyzing 15 online communities, the research demonstrates that netnography significantly enriches the knowledge base of research organizations in this domain, offering access to key individuals with lead user characteristics. The study discusses the process of applying netnography in this setting and provides implications for further research and management practice.
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Pollok, Patrick, Dirk Lüttgens, and Frank T. Piller. "Leading edge users and latent consumer needs in electromobility: Findings from a nethnographic study of user innovation in high-tech online communities." RWTH-TIM Working Paper, February (2014).
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