Intersecting technical knowledge, marketing experience and customer activities to innovate

Claudia Dossena, Alberto Francesconi

Risultato della ricerca: Contributo in libroChapter

1 Citazioni (Scopus)

Abstract

Firms are constantly looking for more effective ways to improve their products and services. Recent studies have outlined the benefits of opening the innovation process to external knowledge sources. The creative and innovation locus can lie also outside the firm, in places where technical knowledge, marketing experience and customer activities intersect. The Web 2.0 and the online communities, favoring the communication and the collaboration among firms and their customers, become an important way to support the creativity and the development of innovative ideas through social interactions. We have selected a case study of a multinational firm that exploits an online community and other social platforms to improve its practice of innovation.
Lingua originaleEnglish
Titolo della pubblicazione ospiteExploring Services Science
EditorSnene Mehidi
Pagine350-360
Numero di pagine11
Stato di pubblicazionePubblicato - 2012

Keywords

  • absorptive capacity
  • communities of customers/users
  • online community
  • open innovation

Fingerprint Entra nei temi di ricerca di 'Intersecting technical knowledge, marketing experience and customer activities to innovate'. Insieme formano una fingerprint unica.

Cita questo