New changes in organizational design to instigate co-creation dynamics and innovation: A model based on online multiplayer games

Abstract

This theoretical article proposes a Closed Cycle Model of Online Dynamic Co-Creation (ODCC). It's an open innovation model based on the principles of online multiplayer games development for organizations in Business to Client (B2C) context, as an alternative to promote Dynamic Online Co-creation and Innovation. Online multiplayer games have the propriety to evoke dimensions that combine knowledge creation, sense-making, loyalty, sense of community, interaction and emotion, which are essential for continuous and dynamic process of co-creation. This model opens the possibility that from the moment the player's community in a virtual environment, linked to the organization, becomes a strategic asset for co-creation and innovation, the games industry can serve as a new paradigm for organizational design, going beyond purely entertainment.