Collaborating with Customers to Innovate

Collaborating with Customers to Innovate

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The Internet has created the problem of an increasing need for innovation, but - as this volume explains - also provides the solution. The authors explore the collaborative potential offered by customers in digital environments to enhance the effectiveness of new product development.Online activities such as communication contests, viral marketing, or web- enabled word of mouth (the so-called a#39;word of mousea#39;, ... For instance, Ducati and Nikon have encouraged owners of their products to submit snapshots of themselves next to their vehicle (in the case of ... Similarly, Mazda and Conde Nast have partnered to create a contest in which contestants can submit photos that convey theiranbsp;...

Title:Collaborating with Customers to Innovate
Author:Emanuela Prandelli, Mohanbir Swahney
Publisher:Edward Elgar Publishing - 2008


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