download the paper at: http://dl.acm.org/citation.cfm?id=2316946 (buy) http://www.crowdsourcing.org/document/how-to-crowd-fund-and-manage-the-user-innovation-the-case-of-big-buck-bunny/16470 (free)

1. Background Creative Commons Main questions Literature Data Model Conclusion
How to (Crowd-)Fund and
Manage the (User-)Innovation:
The case of Big Buck Bunny
Massimiliano Gambardella
massimiliano.gambardella@gmail.com
EconomiX, University Paris Ouest
Organizations, Institutions and Innovation in the ICT sector:
Where do we stand?
Paris June, 25-26 2012
Massimiliano Gambardella massimiliano.gambardella@gmail.com EconomiX, University Paris Ouest
How to (Crowd-)Fund and Manage the (User-)Innovation: The case of Big Buck Bunny

2. Background Creative Commons Main questions Literature Data Model Conclusion
Introduction
The Non-Senses
It seems a non-sense that:
a producer decides to invest in a different industry without an
advantage
a producer assembles, manages and pays experts to produce a
quasi-public good (non-rival & non-excludable)
experts decide to work underpaid
customers decide to pay for a freely available product
...this is what happened to produce Big Buck Bunny
Massimiliano Gambardella massimiliano.gambardella@gmail.com EconomiX, University Paris Ouest
How to (Crowd-)Fund and Manage the (User-)Innovation: The case of Big Buck Bunny

3. Background Creative Commons Main questions Literature Data Model Conclusion
Introduction
Blender Foundation
started in october 2007
published in april 2008
diffused in may 2008
150.000 e
6 months
9 team members
(6 artists and 3 developers)
30 e: credits
250 e: main sponsor
Creative Commons - by
Massimiliano Gambardella massimiliano.gambardella@gmail.com EconomiX, University Paris Ouest
How to (Crowd-)Fund and Manage the (User-)Innovation: The case of Big Buck Bunny

4. Background Creative Commons Main questions Literature Data Model Conclusion
Licenses
Formal Institution
All organization structures are based on Formal Institutions:
understandable
accepted
shared
...Creative Commons licenses represent the Formal Institution
Massimiliano Gambardella massimiliano.gambardella@gmail.com EconomiX, University Paris Ouest
How to (Crowd-)Fund and Manage the (User-)Innovation: The case of Big Buck Bunny

5. Background Creative Commons Main questions Literature Data Model Conclusion
Licenses
Creative Commons licenses
These licenses allow creators to communicate which rights they
reserve, and which rights they waive for the benefit of recipients or
other creators
Massimiliano Gambardella massimiliano.gambardella@gmail.com EconomiX, University Paris Ouest
How to (Crowd-)Fund and Manage the (User-)Innovation: The case of Big Buck Bunny

6. Background Creative Commons Main questions Literature Data Model Conclusion
Licenses
Clauses
1 Attribution alone (by)
2 Attribution + Non-commercial (by-nc)
3 Attribution + NoDerivs (by-nd)
4 Attribution + ShareAlike (by-sa)
5 Attribution + Non-comm. + NoDerivs (by-nc-nd)
6 Attribution + Non-comm. + ShareAlike (by-nc-sa)
7 (Public Domain) (PD)
Massimiliano Gambardella massimiliano.gambardella@gmail.com EconomiX, University Paris Ouest
How to (Crowd-)Fund and Manage the (User-)Innovation: The case of Big Buck Bunny

7. Background Creative Commons Main questions Literature Data Model Conclusion
Questions
How to absorb User-Innovation
how to start it
how to manage User’s contributions (funds)
Massimiliano Gambardella massimiliano.gambardella@gmail.com EconomiX, University Paris Ouest
How to (Crowd-)Fund and Manage the (User-)Innovation: The case of Big Buck Bunny

8. Background Creative Commons Main questions Literature Data Model Conclusion
User-Innovation
User-Innovation
...end of value chain
describes how user-innovations are organized
new products from 10% to 40% of users (in different
industries)
users tend to use Communities
Massimiliano Gambardella massimiliano.gambardella@gmail.com EconomiX, University Paris Ouest
How to (Crowd-)Fund and Manage the (User-)Innovation: The case of Big Buck Bunny

9. Background Creative Commons Main questions Literature Data Model Conclusion
User-Innovation
Horizontal User-Innovation
* von Krogh - http://www.smi.ethz.ch/research/CollaborativeInnovation
Massimiliano Gambardella massimiliano.gambardella@gmail.com EconomiX, University Paris Ouest
How to (Crowd-)Fund and Manage the (User-)Innovation: The case of Big Buck Bunny

10. Background Creative Commons Main questions Literature Data Model Conclusion
User-Innovation
The Crowd
Crowdsurcing: feedback and contribution
Crowdfunding: use the “crowd” to raising money from it
Massimiliano Gambardella massimiliano.gambardella@gmail.com EconomiX, University Paris Ouest
How to (Crowd-)Fund and Manage the (User-)Innovation: The case of Big Buck Bunny

11. Background Creative Commons Main questions Literature Data Model Conclusion
User-Innovation
Motivations
1 Extrinsic Monetary Motivations
administrative commands; monetary
2 Extrinsic Non-Monetary Motivations
reputation; career concerning; peer recognition; sharing
innovation
3 Intrinsic Motivations
activity itself; ego gratification; need
...the extrinsic non-monetary and intrinsic motivations compensate
for a lower salary and incentivise volunteering and donations
* Gambardella, M. 2011. The Scope of Open Licenses in Cultural Contents Production and Distribution
Massimiliano Gambardella massimiliano.gambardella@gmail.com EconomiX, University Paris Ouest
How to (Crowd-)Fund and Manage the (User-)Innovation: The case of Big Buck Bunny

12. Background Creative Commons Main questions Literature Data Model Conclusion
User-Innovation
Characteristics
urestrictive licenses
non-profit legal status
...tend to attract users’ efforts
* Gambardella, M. 2011. The Scope of Open Licenses in Cultural Contents Production and Distribution
Massimiliano Gambardella massimiliano.gambardella@gmail.com EconomiX, University Paris Ouest
How to (Crowd-)Fund and Manage the (User-)Innovation: The case of Big Buck Bunny

13. Background Creative Commons Main questions Literature Data Model Conclusion
Survey
“Grounded Theory” Approach
qualitative analysis
15 interviewd
3 members of the team
Ton Roosendal - Leader Producer
Enrico Valenza - Lead Artist
Andy Goralczyk - Art Director
12 members of Blender Community
Massimiliano Gambardella massimiliano.gambardella@gmail.com EconomiX, University Paris Ouest
How to (Crowd-)Fund and Manage the (User-)Innovation: The case of Big Buck Bunny

14. Background Creative Commons Main questions Literature Data Model Conclusion
Propotition
A three-phase process of innovation
Massimiliano Gambardella massimiliano.gambardella@gmail.com EconomiX, University Paris Ouest
How to (Crowd-)Fund and Manage the (User-)Innovation: The case of Big Buck Bunny

15. Background Creative Commons Main questions Literature Data Model Conclusion
Conclusion
Two different communities form the whole Blender
Community
Artists and Developers are not really able to communicate
each other
Massimiliano Gambardella massimiliano.gambardella@gmail.com EconomiX, University Paris Ouest
How to (Crowd-)Fund and Manage the (User-)Innovation: The case of Big Buck Bunny

16. Background Creative Commons Main questions Literature Data Model Conclusion
Conclusion
Step 1
Creative Commons
encourages Crowdfunding and Crowdsourcing
Massimiliano Gambardella massimiliano.gambardella@gmail.com EconomiX, University Paris Ouest
How to (Crowd-)Fund and Manage the (User-)Innovation: The case of Big Buck Bunny

17. Background Creative Commons Main questions Literature Data Model Conclusion
Conclusion
Step 2
The Team was able to
innovate (horizontal user-innovation)
Massimiliano Gambardella massimiliano.gambardella@gmail.com EconomiX, University Paris Ouest
How to (Crowd-)Fund and Manage the (User-)Innovation: The case of Big Buck Bunny

18. Background Creative Commons Main questions Literature Data Model Conclusion
Conclusion
Step 3
Blender Foundation was able to
absorb innovations
...“Bunny Release” of Blender (2.46)
Massimiliano Gambardella massimiliano.gambardella@gmail.com EconomiX, University Paris Ouest
How to (Crowd-)Fund and Manage the (User-)Innovation: The case of Big Buck Bunny

19. Background Creative Commons Main questions Literature Data Model Conclusion
Conclusion
*picture under
cc-by-nd 2.0
Thank you
for your attention!
Comments? Questions?
Massimiliano GAMBARDELLA
EconomiX, University Paris Ouest
massimiliano.gambardella@gmail.com
This document is under Creative Commons license 3.0 Attribution -
Massimiliano Gambardella massimiliano.gambardella@gmail.com EconomiX, University Paris Ouest
How to (Crowd-)Fund and Manage the (User-)Innovation: The case of Big Buck Bunny