Discover our Member's services
Research and practice have investigated firms’ benefits of co-creation with external stakeholders, such as more creative ideas, reduced development costs, and improved product quality. However, little is known about how consumers perceive products and their firms that communicate about such co-creation activities. Using two experimental studies, we investigated how consumers’ knowledge about the involvement of different types of stakeholders during the innovation process changes the adoption of new products.
Jos Tissen of Unilever, based in the Netherlands, and Shawn Heipp of Elmer’s Products, based in Ohio, USA, have something in common. Each manages his company’s corporate innovation portal, the website used to encourage technology solution submissions from external customers, suppliers, inventors, and businesses. Tissen and Heipp describe their unique portal implementation choices and their results to date.
The products and services we use are developing in two seemingly opposite directions: We want customized and localized solution – but they should fit into a global network of services and brands. A business model to meet this paradox is to create global platforms that enable a large number of actors to create very local and personalized solutions.
As part of the Open Innovation movement, many companies now actively solicit technical solutions, products and business ideas from innovators, customers, suppliers, and the broader marketplace of technology providers. Some companies have begun utilizing structured innovation submission programs, typically implemented through their corporate websites. This article, the first in a two-part series, helps companies understand Collaborative vs. Direct Portals, and the importance of IP-anti-contamination and efficient filtering in choosing the best innovation portals for their unique situations.
Organizations increasingly seek new forms of innovation—and, for themselves, transformation—by engaging in co-creation with the suppliers, clients, and consumers that comprise their value streams. What insights might be gained from organizations that have begun to realize their potential for leadership by embracing openness as a core element of their charter? In this article innovation architect Doug Collins reflects on the progress that the Beijing Genomics Institute (B.G.I.) has made on this front. What lessons does B.G.I. have to teach organizations that decide to paddle with the Digital Age currents as opposed to against them?
Over the last 5 years, Open Innovation has been evolving quite a lot in the ways it can be defined and implemented. Rather than proposing one more definition or describe one specific way to approach it, here is a set of trends I foresee based on the numbers of projects I have been involved in and the evolution of needs from organizations, would they be major corporations, SMEs or Public Services.
Nowadays, firms simultaneously include a higher variety of different stakeholders than ever before in their innovation process. Such a diverse collective brings in different perspectives and competences, yet, also poses new challenges for firms. This article presents insight into the capabilities required for a leading firm in a stakeholder co-creation project, acting as a conductor of an orchestra of stakeholders.
The business world is very rational. Operational excellence, financial mastery and technology savviness have become pre-requisite not to stand out as a winner but to be allowed to compete. While a hard-nosed business mind is essential to cope with the increased pressure of globalized competition, it is creativity, in the form of innovation and the ability to implement it rapidly that is fast becoming the most treasured competitive asset. Companies need to innovate in a fast yet relevant manner in order to remain competitive today and develop the game changers that will allow them to remain competitive in the future.
The success of a growing number of co-creation communities gives us a deeper understanding of best practices for organizing them and how they can be used to heighten customer engagement and innovation. This article provides an informative overview of their fantastic potential and contains some helpful case histories.
Despite professed customer centricity, many firms don’t think to involve customers, employees, or key partners in the experience design process. That’s unfortunate, because this activity – called co-creation – can help companies understand what types of interactions will best meet people’s needs, and then figure out how to implement those interactions the right way.
Advertising and marketing are changing and more than ever, and it’s the customers who are pulling the strings. A growing number of brands are harnessing the power of the Internet and “social proof” by optimizing user-generated content (UGC).Three case histories highlight brands that understand the power of co-creating their brand together with cons.
While the previous two methods – Netnography and Social Media Solution Scouting – outline the potential of passive methods in using the power of social media for innovation, the next two approaches enable companies to interact with consumers. Configuration Tools as well as Innovation Contests invite users outside the company’s four walls to become an active part of new product development. In part two of this article you will learn how Audi and Henkel empowered the crowd and turned them into co-producers.
Open innovation has found its way into companies’ innovation processes and is a widely used approach to spur collaborative innovation with consumers. A multitude of methods and tools have come into being, creating confusion about how to make the most out of users’ knowledge and creativity. This article provides innovation managers with insights into four popular open innovation practices at four German blue chips and contrasts the various approaches.
As digital technology pervades the physical world, the principles of scale are changing in a profound way. Ordinary people armed with smartphones are becoming hackers, co-creating their experiences with marketers. Products themselves are becoming services. Supply chains are giving way to demand chains. Consumers want to be able to combine different offerings to create new mashups and solutions. This is what author Greg Satell calls “The Internet of Things.”
Consumer products giant Unilever has begun to use consumers as a source for insights and ideas for two of its top brands, Closeup and Pond’s. Together with Carrotmob Unilever co-creates sustainability campaigns. Read further how Unilever leverages the power of co-creation.