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Presentation of the Nordic Virtual Worlds Research Project (www.nordicworlds.net) for the KIN Research Group at Vrije Universiteit in Amsterdam in February 2011.
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Stepping into the Internet: Stepping into the Internet: Exploring a new world of value-Exploring a new world of value-creation with the Nordic Virtual creation with the Nordic Virtual
Worlds NetworkWorlds Network
February 2011February 2011www.hhs.sewww.hhs.se
TodayToday’’s presentations presentation
• What is NVWN researching?What is NVWN researching?• QuestionsQuestions
NVWNNVWN• Team of 9 PartnersTeam of 9 Partners
• Interdisciplinary: Communication, Design, Economic Interdisciplinary: Communication, Design, Economic
Geography, Entrepreneurship, IT, Innovation, Strategy Geography, Entrepreneurship, IT, Innovation, Strategy
• International: Denmark, Finland, Iceland, Norway, Sweden, International: Denmark, Finland, Iceland, Norway, Sweden,
USAUSA
• Interorganizational: Academia, Industry, Public SectorInterorganizational: Academia, Industry, Public Sector
• Timing: March 2010 to February 2012Timing: March 2010 to February 2012• Total budget approx. USD 1 mlnTotal budget approx. USD 1 mln
• Nordic Innovation Center: USD 500,000Nordic Innovation Center: USD 500,000
• Co-financing by partners: USD 500,000Co-financing by partners: USD 500,000
An international and interdisciplinary An international and interdisciplinary teamteam
Sweden Sweden Stockholm School of Economics, Stockholm School of Economics,
Center for Strategy & Center for Strategy & CompetitivenessCompetitiveness− Associate Professor Robin TeiglandAssociate Professor Robin Teigland− Assistant Professor Göran LindquistAssistant Professor Göran Lindquist− Research Associate Eilif TrondsenResearch Associate Eilif Trondsen− Research Assistant Serdar TemizResearch Assistant Serdar Temiz
Stockholm University, School of Stockholm University, School of BusinessBusiness− PhD Candidate Hanna von Schantz PhD Candidate Hanna von Schantz − PhD Candidate Elia GiovacchiniPhD Candidate Elia Giovacchini
Uppsala Univ, CIND - Centre for Uppsala Univ, CIND - Centre for Research on Innovation and Research on Innovation and Industrial DynamicsIndustrial Dynamics− Professor Dominic PowerProfessor Dominic Power
MindArk ABMindArk AB− Christian Björkman, Chief Marketing OfficerChristian Björkman, Chief Marketing Officer
Silver Design ABSilver Design AB− Ulf Berlin, CEOUlf Berlin, CEO− Patrick GeuderPatrick Geuder
IcelandIceland Icelandic Academy of ArtsIcelandic Academy of Arts
− Director Fashion Dept Linda Björg Director Fashion Dept Linda Björg ArnadottirArnadottir
FinlandFinland Univ of Turku, Institutions and Univ of Turku, Institutions and
Social MechanismsSocial Mechanisms− Professor Antti Ainamo Professor Antti Ainamo − Dr. Titiana-Petra MoldovanDr. Titiana-Petra Moldovan
TEKES TEKES − Development Manager Riku MäkeläDevelopment Manager Riku Mäkelä
DenmarkDenmark Roskilde Univ, Dept of Comm, Business and Roskilde Univ, Dept of Comm, Business and
Info TechnologiesInfo Technologies− Professor Sisse Siggaard Jensen Professor Sisse Siggaard Jensen − Assistant Professor Lisbeth FrØlundeAssistant Professor Lisbeth FrØlunde
NorwayNorway Univ of Agder, Center for Univ of Agder, Center for
EntrepreneurshipEntrepreneurship− Professor Jan Inge Jenssen Professor Jan Inge Jenssen − Assistant Professor Björn-Tore FlåtenAssistant Professor Björn-Tore Flåten− PhD Student Ahmad AlarajPhD Student Ahmad Alaraj
USAUSA Western Carolina UniversityWestern Carolina University
− Assistant Professor Paul M DiGangiAssistant Professor Paul M DiGangi
Project objectivesProject objectives
− To explore how entrepreneurs and To explore how entrepreneurs and SMEs globally use and could use VWs SMEs globally use and could use VWs to improve competitiveness to improve competitiveness
− To create a Virtual Center for VW To create a Virtual Center for VW Entrepreneurship & InnovationEntrepreneurship & Innovation
Five evolving project areasFive evolving project areas
1.1. Next practices in entrepreneurship through Next practices in entrepreneurship through virtual worldsvirtual worlds
2.2. Innovation and co-creation through virtual Innovation and co-creation through virtual worldsworlds
3.3. Postcards from the Metaverse Postcards from the Metaverse edited bookedited book
4.4. The future of virtual worldsThe future of virtual worlds
5.5. Virtual center for entrepreneurshipVirtual center for entrepreneurship
USD 635,000 for an asteroid!USD 635,000 for an asteroid!
http://blogs.forbes.com/oliverchiang/2010/11/13/meet-the-man-who-just-made-a-cool-half-million-from-the-sale-of-virtual-property/
USD 500,000 profit in 5 yearsUSD 500,000 profit in 5 years-Jon -Jon ““NeverdieNeverdie”” Jacobs Jacobs
““As soon as the Facebook As soon as the Facebook generation wakes up and generation wakes up and
embraces virtual reality, we embraces virtual reality, we are going to see a giant are going to see a giant
wave of virtual world wave of virtual world millionairesmillionaires””
-Jon -Jon ““NeverdieNeverdie”” JacobsJacobs
Emergent organizing in VWsEmergent organizing in VWs
Avapreneurs and Avapreneurs and born virtuals born virtuals challenging challenging
traditional MNCs?traditional MNCs?
Teigland, JVWR, 2010, Teigland, JVWR, 2010, http://journals.tdl.org/jvwr/article/view/866
Entrepreneurship in NVWNEntrepreneurship in NVWN
Leveraging the affordances of emerging 3D Leveraging the affordances of emerging 3D internet for entrepreneurial internet for entrepreneurial ””next practicesnext practices””: : Selected case studies from the Nordic creative Selected case studies from the Nordic creative industriesindustries−MachinimaMachinima
By Lisbeth Frölunde & Björn-Tore FlåtenBy Lisbeth Frölunde & Björn-Tore Flåten
Accepted for presentation at BCERC Accepted for presentation at BCERC 2011:Babson College Entrepreneurship 2011:Babson College Entrepreneurship Research ConferenceResearch Conference
Armed with new connective tools, consumers want to interact and co-create value...
Prahalad and Ramaswamy, 2003
„“
Innovation
Study #1Study #1
How are virtual world platform providers How are virtual world platform providers managing innovation processes? Case managing innovation processes? Case studies of the Nordic playersstudies of the Nordic players−Habbo, MindArk/Entropia Universe, RealXtend, IC Habbo, MindArk/Entropia Universe, RealXtend, IC
YouYou
Antti Ainamo, Titiana MoldovanAntti Ainamo, Titiana Moldovan
Study #2Study #2
Helms, Giovacchini, Teigland, Kohler, JVWR 2010Helms, Giovacchini, Teigland, Kohler, JVWR 2010
Integrating users in Integrating users in development development
processprocesshttp://www.youtube.com/watch?http://www.youtube.com/watch?
v=2kMNWBU1Yb8v=2kMNWBU1Yb8
RunAlong
Swedish web startup
Web community for female runners
Goal: Enable knowledge exchange from disperse locations about local markets
Travel for Change
Non-profit project
Volunteer travel platform
Goal: Co-Design of Service Experience
16
Interested in joining a
workshop?
Please register at
tiny.cc/t4c or email
Thomas at
Travel for ChangeTravel for Change
Kohler, Teigland, Giovacchini 2010Kohler, Teigland, Giovacchini 2010
How do users’ representations as avatars influence their contribution to
co-creation workshop?
What is the real value of virtual co-creation?
A
B
Open Open questionquestion
ss
Study #3: OpenSim Project: Study #3: OpenSim Project: Exploring private-collective model Exploring private-collective model
in virtual world development in virtual world development communitiescommunities
Teigland, Giovacchini, DiGangi, Flåten 2011Teigland, Giovacchini, DiGangi, Flåten 2011
Organizational AgentsOrganizational Agents
Dahlander & Wallin (2006)
A Private-collective Community Model
von Hippel & von Krogh (2006)
User Interests
Balancing the needs of both parties
Organizational Interests
vs
Clothes/shoes
MODELLING AGENCIES
Topmodels
Photo-graphers
Photo studio makers
Modelling furniture
Poses and animations
Furniture
HairSkins
Event builders
MAGAZINES
MODELLINGSCHOOLS
Shop builders
Accessories
Body shapes
DJsStudy #4: Virtual agglomerations
Fashionindustry in SL
Viachka, Giovacchini, Teigland, Lindqvist 2011Viachka, Giovacchini, Teigland, Lindqvist 2011
Five evolving project areasFive evolving project areas
1.1. Next practices in entrepreneurship through Next practices in entrepreneurship through virtual worldsvirtual worlds
2.2. Innovation and co-creation through virtual Innovation and co-creation through virtual worldsworlds
3.3. Postcards from the Metaverse Postcards from the Metaverse edited bookedited book
4.4. The future of virtual worldsThe future of virtual worlds
5.5. Virtual center for entrepreneurshipVirtual center for entrepreneurship
Postcards from the MetaversePostcards from the Metaverse
• E-book by leading-edge voices from diverse backgrounds E-book by leading-edge voices from diverse backgrounds on how they imagine the future immersive internet will on how they imagine the future immersive internet will shape or misshape society, politics, and economyshape or misshape society, politics, and economy
• Collection of short thought-provoking piecesCollection of short thought-provoking pieces
• Confirmations by Boellstorff, Castranova, O’Driscoll, Confirmations by Boellstorff, Castranova, O’Driscoll, Wellman among several othersWellman among several others
• 300 word abstract due March 1, 2011300 word abstract due March 1, 2011
• CFP on our blog, www.nordicworlds.netCFP on our blog, www.nordicworlds.net
Future of VWs?Future of VWs?
VWs on VWs on stickstick
Browser-Browser-based VWsbased VWs
SeamlessnessSeamlessness
http://www.hypergridbusiness.com/2009/05/hypergrid-101-why-its-good-for-business/http://www.hypergridbusiness.com/2009/05/hypergrid-101-why-its-good-for-business/http://mediagrid.org/groups/technology/OFF.TWG/http://mediagrid.org/groups/technology/OFF.TWG/
"Create Once, "Create Once, Experience Experience
EverywhereEverywhere”” Expanding Expanding usesuses
For smart For smart phones and phones and tablet PCstablet PCs
TomorrowTomorrow’’s education & training?s education & training?
Learning virtual Learning virtual teaming skills teaming skills
through experiencethrough experience
http://www.youtube.com/watch?v=N8XPmp0qGyghttp://www.youtube.com/watch?v=N8XPmp0qGyg
My strategy course at SSEMy strategy course at SSE
•2011: http://nordicworlds.net/2011/01/21/strategy-course-2011: http://nordicworlds.net/2011/01/21/strategy-course-focuses-on-virtual-worlds-and-gaming-industries/focuses-on-virtual-worlds-and-gaming-industries/
•2010: 2010: http://tinasuniversum.blogspot.com/2010/01/utbildning-i-http://tinasuniversum.blogspot.com/2010/01/utbildning-i-
second-life-avapreneurship.htmlsecond-life-avapreneurship.html
The last generation to The last generation to ““attendattend”” college? college?
http://features.csmonitor.com/innovation/2009/10/15/the-future-of-college-may-be-http://features.csmonitor.com/innovation/2009/10/15/the-future-of-college-may-be-virtual/virtual/
Virtual center for entrepreneurshipVirtual center for entrepreneurship
➢ ““Under construction”Under construction”
➢ All ideas welcome!All ideas welcome!
➢ Hope for strong Nordic, but also broader Hope for strong Nordic, but also broader European and non-European participationEuropean and non-European participation
➢ Knowledge sharing, including "lessons Knowledge sharing, including "lessons learned" by practitionerslearned" by practitioners
➢ Innovation and experimentationInnovation and experimentation
Center for Entrepreneursh
ip and Innovation
From the mobility of goods From the mobility of goods to the mobility of financial capital to … to the mobility of financial capital to …
...the ...the ““mobilitymobility”” of labor? of labor?Teigland 2010Teigland 2010
TodayToday’’s presentations presentation
• What is NVWN researching?What is NVWN researching?• QuestionsQuestions
Karinda RhodeKarinda Rhode
aka Robin Teiglandaka Robin [email protected]@hhs.se
www.knowledgenetworking.owww.knowledgenetworking.orgrg
www.slideshare.net/www.slideshare.net/eteiglandeteigland
www.nordicworlds.net www.nordicworlds.net RobinTeiglandRobinTeigland
Karinda RhodeKarinda Rhode
aka Robin Teiglandaka Robin [email protected]@hhs.se
www.knowledgenetworking.owww.knowledgenetworking.orgrg
www.slideshare.net/www.slideshare.net/eteiglandeteigland
www.nordicworlds.net www.nordicworlds.net RobinTeiglandRobinTeigland
Photo: Lindholm, Metro
Photo: Nordenskiöld
Photo: Lindqvist
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