Collaborating with Customers to Innovate:Conceiving and Marketing Products in the Network Age
We focus on two emerging patterns that characterize innovation in the knowledge economy: the role of customers in enacting and generating innovation; and the role of Information and Communication Technologies (ICTs) as enablers of innovation. The purpose of this book is to explore the collaborative potential that customers can bring to enhance the effectiveness of new product development in digital environments. We highlight the role that digital environments play in allowing firms to engage customers in product design and testing, through communities of creation, mediated innovation, and open innovation networks. The underlying theme of this book is that the Web has created the problem
Emanuela Prandelli, Gianmario Verona, Mohanbir Sawhney
Prandelli, Emanuela, Gianmario Verona, and Mohanbir Sawhney. 2000. Collaborating with Customers to Innovate:Conceiving and Marketing Products in the Network Age. Edward Elgar Publishing.