Many firms assume that customers can do just one thing of real significance: buy their products and services. It's time to seriously challenge that assumption, as many companies are doing by looking to customers to fuel their growth engines.
While research on open innovation has come a long way in eight years, the increasingly popular topic still has major blind spots.
This was the conclusion of Joel West, PhD, professor of innovation and entrepreneurship at KGI. West delivered the opening keynote last Friday for the research track of the 2011 Mass Customization, Personalization, and Co-Creation conference held in the San Francisco Bay Area.
Des éditeurs de mode participative testent ce mois-ci un modèle de vente en ligne de vêtements et d’accessoires. A contre-courant des règles traditionnelles, ces initiatives confient, d’une certaine manière, le pouvoir aux internautes.