“For you, to you” is being replaced by “With you, by you”. Enter the new play control initiated by the collaborative economy.
While innovation is the brand’s lung, cocreation is the cornerstone to nurture the relationship between brand and community.
Products and services that we use are developing in two, seemingly opposite directions: more personalized, and at global scale. These two movements – towards the global and unified- will increase competition, and can lead to a limited number of ”winner-take-all” giants.
Platforms and processes, rather than products, will become the focus of new business creation as we move forward. These models can deliver more value for less, by involving a number of stakeholders, including the users, in co-creating solutions.
Open Innovation projects can be managed in different ways: using companies’ own means to involve the crowd (branded ideation web sites), by the involvement of consultants, or by using dedicated plateforms, such as marketplaces or specific search platforms.