Interesting sounding paper out of the Marketing Science Institute. I didn’t read the paper, but their conclusion hits home:
These findings suggest that denser, tightly interconnected communities—which are very typical in online communities and social networks—are counterproductive to the generation of more-innovative ideas. This implies that managers who use online communities and networks for ideation purposes should reconsider how they allow consumers to interact. “Engineering” networks that allow for many connections that are relatively independent of each other is likely to lead to optimal outcomes. However, the current practice of allowing consumers to be tightly interconnected is likely to lead to underperformance and, overall, less creative ideas.
This makes sense. It’s the same idea as weak ties. You strong ties will tend to agree with you.
Paper is $18. Find it here: http://www.msi.org/publications/publication.cfm?pub=2140&utm_source=NewReleases&utm_medium=Email&utm_campaign=Pubs2013May#ViewOrder
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